How to Foster Brand Confidence
If you had to take a guess, what do you think is the number one question I get asked as a brand consultant and brand mentor?
. . .
My most received question, and usually the first question I’m asked is: “How do I talk about my own brand? Help! I have no idea how to describe my business.”
Who can relate? 🙋🏾♀️
I’ll admit it, I’ve been there, too. Knowing your brand in and out leads to feeling confident about every business decision you make. This includes knowing how to specifically communicate about what you do and why it’s important for your customers. Brand confidence is essential to growing a successful business, plus it motivates you to think of new ways in which you can better serve your existing and future clients.
The process of getting to know your brand so well you can talk about it easily starts with a little paragraph called your Positioning Statement. This is 1 paragraph that describes:
What you do
What makes you unique
Who it's for
and why it's important
Here’s an example of my Positioning Statement:
RAW Made delivers brand and website design for rebellious female coaches, consultants, and creatives seeking a high-end brand that has edge and heart. Founded in 2016 by branding graduate and self-made community leader Enid Casablanca, RAW Made is the creative support needed to build a brand that sustains the lifestyle you envision.
Good, right? Now I’m going to teach you how to write your own.
1.
First, tackle what you do in layman’s terms that anybody can understand. This means looking at your services and offerings and breaking them down to their simplest form. For example, “Brand and website design.”
2.
Then, define what makes you unique. What about you bringing to the table that nobody else can bring? If you need a little help finding your thing, try filling out a SWOT Analysis. Write down your Strengths, Weaknesses, Opportunities, and Threats. From there, take your strengths and opportunities and turn them into a unique advantage that nobody else has.
3.
Take the time to define your ideal customer. Who has been your best client so far? Or who is the client you would be excited to land? Think of it as a stereotype (it’s okay, stereotypes work to our advantage for these purposes), and create your statement with that person in mind. The more targeted and focused you are in your messaging, the less confusing your brand becomes.
4.
Lastly, take a moment to meditate on the purpose of your business. Now that you know your target audience, what problem are you solving for them? What will they gain? Make sure to include this purpose in your statement and whenever you communicate about your brand in written and verbal interactions.
Take these 4 key points and turn them into a paragraph that describes the foundational core of your brand. It will take more than 1 stab at writing this statement and that’s okay! I’ve been doing this for my clients for years and it normally takes me about 3-5 versions before I arrive at a statement that encompasses all the key points I mentioned above.
Once you have your awesome Positioning Statement, read it over and over again. Internalize it. Make it part of your daily conversations and see how your brand confidence and clarity on how to communicate about your business grows and grows.
Practice crafting your own Positioning Statement, share it on social media, and tag me @rawmade. Be proud of your brand and share it with the Universe! 🔮