How To Build Your Brand Foundation

Whatever it is, the way you tell your story online can make all the difference.

Why develop your brand strategy?  It gives you a strong foundation of clarity to move forward and grow your business.  You develop “brand confidence” - the ability to attract your ideal clients with the right messaging, content and offers.

 

Build your brand foundation by focusing on these 4 key essentials: 

1 - Purpose

2 - Perception

3 - Positioning

4 - Packaging

 

PURPOSE

Start with why.  Know why you chose to start and grow this business that you spend your time and energy on.  Why does it matter to you?  Why should it matter to others?

 

When you stay connected with your “why,” you remain inspired and it’s easier to inspire your audience.  An inspired audience loves to connect with you, converts into paying customers and sticks with you, coming back again and again.

 

To connect with the purpose of your brand, simply start with why.  Your business wouldn’t exist in the world unless you decided to breathe life into it.

 

Ask yourself: Why does your business exist in the first place?

 

Your answer is something you should keep handy.  Share it with your audience regularly.  It’s the beginning of your brand foundation because it’s the reason you get out of bed each morning to do this work.

 

PERCEPTION

Your brand perception is being formed with or without your help because it’s simply the impression your customers have of your business.  One way you build a strong brand foundation is by defining and shaping your brand perception with intention. 

 

Start here:

01 - Determine what your Actual Brand Perception is today.

 

  • What do your clients, past & present, think about your brand?

  • What do your engaged social media followers feel about your brand?

  • Ask people on your email list.

  • Do a poll or survey in your private Facebook group.

 

02 - Brainstorm your Desired Brand Perception.

 

  • How do you want your audience to perceive your brand?

  • How do you want them to feel every time they interact with your business?

  • What kind of unforgettable experience do you want to provide?

 

Your brand foundation is only as strong as your clarity about who it’s for.  You must clearly define your niche in order to create the right building blocks for your brand.  For example, to create your desired brand perception, you need to know who you’re building an experience for.

 

The experience you deliver, the expectations you set and every other aspect in your brand strategy can only be determined when you know your ideal clients.  That means, before you move on to positioning and packaging your brand, take the time to nail your niche.

 

Whatever it is, the way you tell your story online can make all the difference.

 

POSITIONING

Once you’ve defined your target audience, you can position your brand to speak directly to them.  Your positioning includes:

  • A clear statement saying “What You Do for Your Ideal Client” (I.e. Brand Strategist for Visionary Entrepreneurs)

  • Mission statement:  I help [ideal client] do [what] so they can [benefit]

  • Vision: Your lofty, aspirational goal you’re reaching for in your business

  • Core values: what you believe in

  • What Sets You Apart: your unique brilliance & why you’re different from anyone else

  • Your story: that allows your audience to see themselves in it & relate to you more

  • Tagline(s): to inspire & express the benefits of your brand

  • Brand Promise: the promise of transformation for your ideal clients

  • Brand Voice & Personality: to speak your audience’s love language

 

Take your time with these branding elements.  Make sure they feel good, are clear over clever and truly speak to your ideal client’s pain points, problems, goals and ambitions.

 

 

PACKAGING

After the strategic work of positioning your brand is done, you can translate your strategy into design and style. Developing your brand identity includes: 

  • Primary logo

  • Secondary logo

  • Submark (a smaller, abbreviated logo)

  • Color palette with exact hex codes

  • Pattern(s) and/or illustrations if applicable

  • Font package with guidelines and hierarchy 

  • Professional photography: custom brand photos and/or stock photos that align

  • Brand video 

 

People often don’t believe something until they can see it or experience it.  Having a strong visual brand that is easily identifiable and enhances the messaging and strategy you’ve created for your brand is the final cherry on top for building your strong brand foundation.

 

When you take the time to develop your purpose, perception, positioning and packaging, your brand will have a solid foundation that creates a clear direction to reach your audience effectively.  

 

Ready to take the first step towards clarifying your brand? Download my free guide “YOUR BRAND SUPERPOWER IN ONE CLEAR STATEMENT”.

BRANDING, BUSINESSHilary Hartlingbrands, Branding, brand strategy, branding tips, brand foundation, brand purpose, Brand Perception, brand positioning, brand packagingComment