This guest post is written by the amazing Paula from PaulaBorowska.com. Get ready to soak up all of her web design knowledge!
In today’s post, I’m going to be talking to you about how to create a brand that gets you on the right track to building a respectable and powerful company. A brand that will build you a reputable name in your industry that people can’t get out of their mouths!
I’ve been a web designer for so, so many years now and I’ve seen many new businesses, including bloggers and influencers, care about the wrong things when they are starting out.
I’m here to set you straight so that you’re not wasting your time and effort worrying about the wrong things.
The key when you’re starting out is catering to your target audience. And we’ll discuss that right away and how that translates to a reputable and powerful brand.
But, first, if you want an awesome printable go ahead and download my workbook on Building Your Brand Demand. The printable goes hand in hand with this article 😉
Okay, on to step one:
1. Define who you are
I’m going to say this now in the beginning, it’s okay not to have all the answers today. But it’s better to commit to something rather than nothing. Otherwise, you’re not going anywhere.
The very first thing you should do as a new blogger or influencer who is to define your core values. What is valuable to you? Honesty? Spirituality? Not taking life too seriously? Pick three values that would best suit your business.
Next, identify your mission and vision.
If you knew you wouldn’t fail and money was no object, what would you do with your new business?
Why did you start your blog? Maybe you want to help other moms lose their baby weight or to help boutique jewellery brands get their name out there. Okay great, and why do you want to help these people with their problem?
These are important questions. They help define you.
For example, I started my web design business because I wanted to help other female entrepreneurs and business owners grow their businesses.
And, why do I want to help them do that? Because I’ve achieved my dreams before and it felt fantastic. I want to help others build their businesses so that they too can reach and live their dreams, whatever they may be.
2. Understand your target audience deeply
You must get to know your target audience in as much detail as possible. The more you niche down your blogging and influencing, the better. Trust me.
When you try to speak to everyone – and sell to everyone – you’re not speaking to anyone in particular and therefore no one hears you.
Who are they? Write out their demographic information.
Now get to know them on a human level. What interests them? Do they love comedy and humour? What kind of troubles and problems do they face? What don’t they know that you can inform them about it?
For example, most people who want to lose weight rapidly don’t realize it’s all about calorie counting (dangerous and unhealthy but effective).
Your job is to understand these people so that you can provide them with valuable information always.
This way, your content will always stay on point and will always be desired by your readers. Once you know your audience, you know how to give them exactly what they need. And that’s the key to any successful business 🙌🏼
3. Define your personality
This is where the fun stuff begins!
Combine your business’s values and mission with the kind of people you’re targeting to figure out the personality of your business. If you’re targeting millennials who believe in boycotting animal testing, I’d not advise being stiff or impersonal. While if you’re targeting older business people who believe in integrity, I’d not recommend being silly. And so on.
Pick three characteristics/adjectives you’d love for your target audience to associate with your brand.
Fresh, funny, direct, useful…
Next, pick another three to describe the tone of voice you’d like your brand to use.
Those two are important in defining your brand. The first one defines the overall vibe and personality while the second one will define how you should write and communicate your content and your story. It refers to everything your business does including social media posts, ads, videos… EVERYTHING!
Stick to a consistent message and tone. Always provide the same valuable information and content, and you will be on your way to building a brand.
4. Forget about the logos and colours, for now
Honestly, that’s all you need as a new blogger or influencer in order to start building a recognizable brand today.
Yes, visual design, such as a logo, plays a big part in this too but you’re just starting out!
As a designer, the visual stuff is one of the last things I do with my clients. I help them define who they are first, then work on their strategy to reach their business goals with their website and other online efforts first. Only then do we go into the visuals.
I’m serious; focus your efforts on growing your readership, following, reach and community. Focus on providing incredibly useful information for your readers and followers. Get to know them, build a tribe of your own people!
When you’re just starting out, that is so much more important than a pretty colour scheme. Save your logo and website money and spend it on marketing, PR, outreach etc.
At your early business stage, you want people coming to you because of what you have to offer. That’s your #1 priority in order to become an established business.
Once you’re established and people start to recognize you and seek you out, then go ahead and pay for a brand. All of that beautiful and fun stuff can come later when you have the time and money to commit to a proper designer ✔
Want more information about branding?
If you’re just starting out and you’re already concerned about branding, that’s fantastic. I’m just here to set you on the right path.
I’ve written a comprehensive blog post on my own website that details the different aspects of a brand. It goes over everything from the foundation (that we just discussed) to the day to day things that affects brands big and small.
Understanding branding inside and out is definitely a key to building one, especially if you’re doing it yourself for now.
As you can see, my own advice to you is to forgo a fancy logo and the prettiest website – for now.
A pretty website does NOT make a quality brand. It’s what you bring to the table for your readers, followers, and viewers that matter.
If you define your brand’s basic vision and target audience it will be so easy for you to create wonderful content that is loved by your readers. I promise this will set you apart so quickly from the competition!
ABOUT THE AUTHOR
Paula Borowska is a web designer who specializes in creating magnetic brands and online strategies that focus on hitting your business goals. She works with female-owned businesses within the wellness industry who have big dreams and visions to help others too. She offers free consultations for women ready to get started in sky-rocketing their businesses. Paula loves to travel, meditate and read about human psychology and mindset.
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