It doesn’t matter what you name it. As coach, consultant or subject matter expert, you are your business and brand. It can be tempting to hide yourself behind the protective walls of a business entity. But this would be a mistake.
Today, the internet is crowded with people just like you vying to build an online audience and business. Because, let’s face it. The freedom and possibilities of an online business are alluring as hell, so why shouldn’t we all give it a go?
Why you should brand your business
The problem is, lots of business owners make the mistake of blending in with their peers, thinking it’s the acceptable and “right” way to do marketing. If you plan to get all of your clients through networking and word of mouth, this strategy is fine-ish. However, if you want to leverage the national and global reach of the internet, having a middle of the road visual presence and message is not a winning strategy to brand your business.
In my 16 years as an online marketer and web designer, I’ve seen how increasingly important it is to find and leverage a distinct business and personal brand. Without it, your message (even if great) will just fall flat.
Instead, you’ll want to find as many points of differentiation as possible. That means looking different, and having your own brand language and unique or “spun” point of view as it relates to your industry and services.
How to bring personality to your business and brand
If you don’t fancy yourself the creative type, this idea might seem daunting. But it’s more straightforward than you might think. All you need is to tap into your 4 P’s: passion, personality, purpose and point of view.
As a person who spent 20 years looking for my purpose and distinct personal brand, I know it’s sometimes hard to see the forest for the trees. Because — seriously — your brand has been there for most of your life — even if you can’t see it.
We’re alike in our core desires but ultimately more unique than we often realize. Your experiences, belief systems, personal values, likes and dislikes create an entire array of possible points of differentiation.
The ‘Brand Map’ process
Using my marketing background, and experience as a certified Life Coach, I developed the True North Brand Map process.
In this process, I’ll take you through a series of questions to help uncover your unique 4 P’s. Then, we’ll delve into the minds of your clients/audience. This will help us find points of alignment between their desires and world views and cherry pick your select, inherent qualities to bring to the party.
In the end, you’ll get a Brand Map “Field Guide”. It’s a PDF that outlines all of the things to start doing (and stop doing) to infuse your personal brand into your business.
Finding a strategy to brand your business isn’t as simple as selecting fonts and colors. Just about anyone can do that. Even if you don’t plan to use your image in your business and brand, you can infuse your distinctive personal brand into your work. This will help you to stand out among your peers and virtually call out to your kismet clients.
What’s your True North Brand? Find out with a Brand Map session.