Today we’re going to discuss the #1 mistake people make when building their online business… thinking (or actually NOT thinking) much about their brand.
A lot of people think their logo is “the brand” … but that’s not true. Your brand is much more than a logo. Most trend-setting new companies do a TON of brand planning work before they ever launch.
If you went out and hired a marketing consultant to help you with this, you’d expect to EASILY pay between $5-$10K for this work, but I am going to show you how to build your brand YOURSELF for FREE in this video. (I even prepared a free step-by-step guide to help you).
Download the step-by-step guide here >>
BRAND BOOTCAMP SERIES:
✨Video #1: How to grow your business in 2021
✨Video #2: 5 easy strategies to attract paying clients (PLUS grow a loyal audience)
✨Video #3: The #1 mistake people make when building their business
✨Video #5: How to build brand identity that doubles your income
Okay. So today I thought we could talk about the most important thing you need to get crystal clear on before you begin designing a logo for your business. Before you even dive into the visual aesthetic of your brand, you need to get really, really straight on what your brand is all about and who you serve.
Now, if you think of some of the greatest brands like Apple, Nike, Disney, I don't need to see their logo, I don't need to see any of their visual design elements to know who they are, what they stand for, and how they improve people's lives. And this is no accident. This just didn't happen over night. Those are great brands that had a solid blueprint and a very clear understanding of their direction. And that's what we're going to do together. You don't need to hire a brand or marketing strategists that's going to charge you 10K or 20K to come up with this. We're going to do this together on this video. And you're going to have the building blocks to make your brand a powerhouse in your industry.
But before we get to that, if you do not want to miss out on cool hacks and ideas to help you grow your business, please be sure to hit the Subscribe and Notify buttons now. Welcome to video three of the Brand Bootcamp Series. I'm Vitina, Co-founder of Brand Therapy Sessions. And I want to talk to you about how confusing it can be when you're first starting your business for a moment. You need to consider what the purpose of your brand is. What is its personality? Who do you serve? And maybe most importantly, who do you not serve?
You need to get crystal clear on this right from the beginning, or it is very likely that your brand will drift around aimlessly and your customers and clients will never quite understand who you are, who you serve, and if it's them, what problem you're solving, and how you're great at fulfilling your particular niche. Only by knowing who you are and where you're going, can you ever get there. Which is why I create a free workbook to help you get crystal clear on all of the components we're going to cover in this video. So you can go from aimless to strategic and focused from the start. You can find the link to download the workbook in the description below this video. Press Pause now and go grab it.
All right. Now, let's get into this. If you remember in video one of the Brand Bootcamp Series, we started getting into the high-level components of your internal brand. The first component of your internal brand is your purpose, the reason why your business exists. And I'm going to guess that at some point along your journey, you had an aha moment that inspired you to start this business. And maybe that was from a personal transformation. And now you want to take people on a similar experience. Or maybe you saw a need in a marketplace. But either way, a great way to get crystal clear on your purpose is asking yourself the following questions. Why do you do what you do? What difference are you trying to make through your business? Why should your business exist? Why now? And what's the bigger impact you're hoping to create in the world?
So to give you a little bit of a sense of how you can use these questions, I'm going to use our business as an example. So question number one, why do we do what we do? We do what we do because we want to help people make an impact, and ultimately create a life and business making money doing what they love every day. Question number two, what difference are we trying to make through our business? Our goal is to make branding and marketing more accessible for really talented and really passionate entrepreneurs so that they can gain more awareness and ultimately more income for their business.
Question number three, why should our business exist? Because when people are in alignment with who they are, what gifts they have, and making money doing what they love, they can definitely serve bigger and make more of an impact on people's lives. Question number four, why should our business exist right now? Because the longer that these entrepreneurs wait to put themselves out there, they're not the only ones who are missing out. The people who are searching and looking for their services or products are also the ones missing out. Question number five, what's the bigger impact we're hoping to create in the world? When people are aligned with their purpose, we believe it makes the world a more peaceful and happy place.
Knowing your purpose and being rooted in why you do what you do is what's going to keep you grounded when things start to get a little bit wild in your business. When you understand the good that your business does in the world, you're more likely to leave love what you do. You'll probably wake up early or stay up a little bit later to complete those not so fun tasks. And you're more inclined to overcome any struggles or obstacles that present themselves along the way. And you'll put your heart and soul into what you do because you know it matters. And you're more likely to be genuinely inspired if your brand and business has a clear and defined vision and a worthwhile mission.
Now, most people get these two confused. So we'll break them both down, starting with your brand vision. Your brand vision describes where you want a community or the world to be as a result of your products and services. And one of my favorite Canadian brands is Saje Wellness. And when they first started out, probably 15 years ago, they were selling essential oils. And since then, they have expanded their product line, but staying very aligned with their vision. Here's their brand vision for you. "We know that a life committed to wellness is greater than one focused on illness, and believe that reaching for natural can enhance your long-term health and wealth, every day." So ask yourself, what is my greatest, biggest, and most exciting vision for the the future?
On the other hand, your brand mission is intended to clarify the what, the who, and the why of your business. And we'll use Apple as an example here. Their mission is to bring the best user experience to their customers through their innovative hardware, software, and services. To come up with your mission, ask yourself, what do you do? How do you do it? Whom do you do it for? How do you improve their lives? And what value are you bringing to your clients? You'll find these questions and more examples in the workbook I created for you. If you haven't already gone ahead and downloaded it, you can find the link in the description below this video.
So next, we'll cover your values. And your brand values are the beliefs that you as a business stand for. They act almost like a compass that guide your brand story, your actions, behaviors, and your decision making process. Think of the brands that you interact with on a daily, weekly, or monthly basis. The grocery store, the health food store, the farmer's market, restaurants that you go to, your favorite cafe, apps, and even the people that you follow on social media. Values are most often the reason why we stay loyal to a brand, and the reason why your clients and customers will stay loyal to you. 64% of people cite that shared values are the number one reason they'll make a purchase with a brand. And building your brand around your core values allows you to grow a business that you're really proud of, and that you're really passionate about. And because those core values reflect you and your business, it makes it a lot easier to stay aligned to your true self.
Now, maybe you value compassion, creativity, honesty, openness, and simplicity. Through all of your communication efforts, this is both visually and verbally, you have these five values as a guiding light. And you're not just saying, "Hey, these are my values." You are demonstrating and embodying these values through your business. What is one of your personal values that could be implemented into your business? Take a moment and let me know in the comments below.
And last, we have your brand personality. Looking outwards for direction or copying what others are doing in life, as well as when you're creating your brand, takes away from the uniqueness of you. Looking for any sort of validation externally messes with your confidence and takes you away from authentically connecting with others. So please do not let the fear of being judged dim your light. Remember, you are not meant to serve everyone. And by getting clear on your brand personality, this will help you steer clear of those nightmare clients that you're not meant to serve and that are not aligned with you.
When developing your brand personality, even if you're not the face of your brand, you can still embody those human and unique quirks that you bring into the world. Let's just say you're a little more gentle, or down to earth, or maybe you have a little bit of sass. Maybe you're more natural. Maybe you're more glam. Maybe you're really friendly. Maybe you're on the serious side. Maybe you are motivational, or maybe you're more informative, touching, raw, funny, the list could go on. But the main point when building your brand personality is to stay as true to your personality as possible, especially if you're a service-based business owner. And let's just say, you're an introvert, and you think you need to be loud and exciting because you think that's what people like and what people want, that is a recipe for energetic burden. Stay true to you.
Now it is time for you to dive in and get crystal clear on your internal brand. If you haven't already, go download the free workbook I created for you in the description below this video. Once you do all the exercises, be sure to add the information to your brand book template from video number one of the Brand Bootcamp Series. Great job on all the hard work you're putting in to bring your brand to life. I know it is a lot of work, but you're doing an incredible job. Now, if you've liked this video, please be sure to hit the thumbs up button below and hit that subscribe button so you never miss out, and we'll see you in the next video.