Building a Strong Foundation: How to Define Your Brand’s Essence and Stand Out

Previously, we considered the importance of why intentional branding holds such significance for your small business. Today, we're diving deep into the essential first steps of defining your brand's intention and capturing the true essence of your business to attract those ideal clients. And the best part? All you need is a little time and a willingness to truly explore the core of your business and how you want it to be perceived.

Brand strategy session

To start, it's crucial to put your thoughts down on paper and keep them readily available for future reference as you progress on your business journey. This will be your go-to resource to guide your brand decisions and ensure consistency as you move forward.

Taking the time to really think about these aspects can make a significant impact on your brand's success. Consider this the foundation to set your business up to thrive. Every subsequent step, whether it's developing your brand identity, crafting your website, designing brochures, or engaging in sales calls, will stem from this essential exploration. It will become your guiding compass, ensuring that your brand authentically represents both you and your business, and resonates with your ideal customers.

At the end of this process, let's say you determine that your business will exude a modern, stylish, and approachable vibe (as determined for my client ALR Connections, a boutique staffing firm, as further discussed below). There are specific choices that can be made regarding fonts, colors, and tone of voice that will effectively communicate these qualities to your target audience. We'll explore this concept  in greater detail in subsequent posts, but for now, let's focus on laying the groundwork for your brand strategy.

This is your golden opportunity to thoroughly examine your business and gain a strong understanding of what makes it truly unique. So grab a notebook, find a cozy corner, and dedicate some quality time to reflect on the following categories. The more detailed and deliberate you are in your thoughts, the better!

The brand identity I designed for ALR Connections started with an extensive brand strategy session with the entire ALR Connections team. Their primary goal was to create a distinctive presence within the local community and differentiate themselves from competitors. With five years of experience under their belt, ALR Connections aimed to expand their reach, attracting new job candidates and venturing into new markets. Their target audience consisted of middle-class moms, who sought career changes or reentry into the workforce. What truly distinguishes this company is their commitment to community and relationship-based job placements, rather than relying on impersonal algorithms. After the strategy session, a definitive tone emerged for their brand identity: modern, graceful, stylish, and warm. This tone will carry throughout their future brand presence.

Elements of a Brand Strategy

When I kick off a project to design a brand identity for a small business, the very first thing I do is gather with my client and their team for a nice long chat. We dive deep and explore all the essential parts of their business. It's like uncovering hidden treasures! What we discover during this session becomes my compass, guiding me in crafting a genuine, one-of-a-kind brand identity that truly conveys those essential elements. It's all about capturing the essence and bringing it to life! During my brand strategy meetings we cover the following areas: 

Background: Start with the story behind your business. How did it all come to be? Share those defining moments of inspiration, perseverance, courage, or even a stroke of luck that set your entrepreneurial journey in motion. Highlight the significant achievements that have shaped your path and led you to where you are today. And don't forget to include how your business got its name! 

Vision: Why do you do what you do? What are your intentions and goals with this business? Think about your short-term and long-term aspirations. What do you want to be known for? What inspires you to keep pushing forward? Your vision sets the direction and purpose for your business, so let it shine through.

Values: Identify the principles and values that drive your business. What's important to you in the way you run things? Reflect on the core values that guide your decisions and actions. These values become the foundation for how you interact with customers, employees, and partners.

Offer: Let's talk about what you do. Describe the products or services you offer and the benefits your customers derive from them. It may seem obvious, but taking the time to articulate and evaluate your offerings can provide clarity. Ensure that what you offer aligns with your vision and values. Consider whether you have the right range of products or services to support your business direction.

Differentiation: What makes you stand out from the competition? What sets you apart and makes you unique? Think about your strengths and what you excel at. Identify what you do better than anyone else in your industry. Emphasize why clients should choose you over your competitors. Remember, you can't be everything to everyone, but you can be the perfect fit for your ideal audience.

Ideal Audience: Who is your ideal client? Think about the clients who truly appreciate and value what you do. Consider those who pay on time, are easy to work with, and share common values with your business. Analyze your most profitable clients and understand why they choose your offerings. Your goal is to attract more clients like them! Additionally, think beyond clients and identify other key people you'd like to reach, such as potential employees, power partners, influencers, investors, or potential buyers.

Personality: Now it's time to infuse personality into your brand. Determine three or four key words that capture the essence of your business. Think about the culmination of your story, ideal clients, differentiation, and what inspires you. This is where you create a distinctive personality that sets you apart. Consider the personality of your competitors and find ways to differentiate yourself even further. Keeping your key words brief will allow your brand to be impactful and focused. You can now pursue your branding elements with a precise and concise goal in mind. These words shape and inform your decisions as you craft a brand that truly resonates with your audience.

Finally, the crucial step is to consolidate all the valuable insights you've gathered and craft a concise brand strategy document. This document will serve as your compass, guiding you and everyone involved in your business—from employees and partners to service providers, designers, and photographers. By sharing this document, you'll ensure that your brand's tone and message remain consistent across all customer touchpoints. So, gather your team and distribute this document to foster a cohesive brand experience that leaves a lasting impression on your audience.

Now, I turn it over to you – time to get started! By embracing this opportunity to delve into the core of your business, you'll gain a crystal-clear understanding of what makes it truly special. This is your first step towards building a powerful and authentic brand that resonates with your audience.

Stay tuned as we delve deeper into the world of branding together. In our upcoming discussions, we'll be exploring the brand identity. Discover the essential components that shape a brand identity and how they work to tell your unique story. Stay tuned for insightful tips, heartfelt conversations, and the knowledge you need to build a compelling brand identity that truly resonates with your audience.