Everyone is talking about how you need to “Build a brand, not a business” but what does that even mean? Why is there all of a sudden such a focus on Brands and why is it no longer enough to just start a really cool business? Well, the industrial age is over, and people no longer want to buy from big corporations. People want to buy from people.
Let’s look at the differences between Businesses and Brands and what role Branding plays in the whole thing.
(Ps. When you get to the bottom of this post you’ll find a gift waiting for you!)
What is a Business? Isn’t it a brand?
Nope, a business is not a brand. Put simply, a business sells products or services, that’s it. A business on its own does not stand out from competitors or create loyal customers.
So, what’s a Brand?
A brand is the voice of the business. A brand has personality and is driven by purpose, vision and values. Audiences will connect with a brand because of these things.
How do you build a brand and not just a business?
If people want to buy from people, you need to give your brand enough personality that people can connect with it, just like they would a person. You need to connect with the people you want to sell to on a deeper level, and you can’t do this if you are only ever talking about the products or services you sell.
What do you need to think about and communicate to build a successful brand?
- Who you do it for
You need to think about the type of person you want to sell to so you can create a business that will serve them and that they will feel connected to. If you can call out a specific group of people, you WILL catch their attention. “Hey Restaurant Owners!”
To do this, you need to define your specific target audience. (Download FREE guide below!)
- Why you do it
Understanding why you do what you do will help keep you on track and grounded to your mission as you grow. It will also help your audience feel connected to your brand outside of just the products you sell, which creates loyalty.
To do this, you need to define and communicate: Your “why”/purpose, your vision statement and your brand values.
- What you do
You want to be able to clearly communicate in an effective way what it is you that you do, how you help your audience, and how you do it better or differently to anyone else. When you communicate this in an effective way, you begin to stand out from your competitors and attract the right customers and clients.
To do this, you need to define: your mission statement and your unique selling proposition (or ‘secret sauce’)
How does Branding fit into it?
Branding is how you communicate your message. It is the visual elements you use to communicate your purpose, your personality, your values, and it makes your ideal clients feel a certain way. Branding determines the way people feel and the way they perceive your brand when they see your logo or hear your name.
So how exactly do you “build a brand”?
To build your business into a brand you need to be strategic in the foundations on which you build your business and brand. These foundations are; who you do it for (target audience), why you do it (why/purpose and vision and values), and what you do (mission statement and unique selling proposition).
Once you’ve laid the foundations, you are able to communicate consistently and effectively in a way that builds brand trust and credibility, and attracts your target audience, making them feel connected to you.
Okay, your homework is set! Go lay the foundations of a successful, trustworthy brand! Start with the FREE Brand Bible Workbook below!