NEWSLETTER #6: Transform Your Business Through DIY Branding

This month’s issue is for the entrepreneur or small/micro business owner who knows they need a brand overhaul and is choosing to do it themselves or at least keep it in-house.

If that’s you, bravo! You’re a heck of a go-getter! Doing it yourself is a huge undertaking, especially if you do it well – but it can be done. Prepare to see your efforts through to the end.

A solid brand provides clarity. It helps people understand what your business stands for and why they should choose you. It builds trust and loyalty, fostering stronger relationships.

A strong brand builds connections 🫱🏻🫲🏽

Let’s dig in!

1 | Start with WHY

No matter WHY you’re rebranding, it’s essential to get it right from the start. And that’s precisely where you should also begin… at the start. Think back to when you first decided to go out on your own. Consider your personal and professional journey.

Ask yourself these questions:

• Why did you pick <insert what you do>?
• What aspect of what you do is exceptional?
• What are you NOT so good at?
• Would you still do some version of it if you won the Mega Millions?
• Besides the money, what is most rewarding about your work?

Simon Sinek famously said, “People don’t buy what you do, they buy why you do it.”

So, get crystal clear on your WHY – it’s the foundation.

2 | Embrace your UNIQUENESS

This is difficult for most new business owners. Entrepreneurs will often look to large organizations and try to mimic them on a smaller scale. While this can provide a short initial runway, in the end, you will blend into the sea of blandness because you can’t compete with mega-corps and their massive marketing budgets.

But you can stand out if you lean into being small and embrace what’s truly different about you and your company. And when you leverage the incredible power of social media, you can connect with your audience in amazing, never-before ways.

Well-respected marketing guru Seth Godin teaches that being remarkable is about being worth remarking on.

Dig deep and discover that special something that sets you apart from the crowd, and embrace it.

Your uniqueness is your superpower 🦸🏻

3 | Craft your STORY

Now that you know your WHY and what makes you UNIQUE, it’s time to weave it all into a compelling narrative. I recommend that all DIY’ers complete this exercise. The journey will result in an authentic company story that you can position as the foundation of your efforts.

I can’t stress enough the importance of actually sitting down and working through your WHY and UNIQUENESS to create a single true and compelling story. It will be well worth the time it takes.

Consider this internal document your lighthouse – always guiding you back and helping you align properly with your foundation.

4 | Building the FOUNDATION

Next, we transition from vision to reality by establishing a strong foundation. Just as a building needs a firm foundation to withstand harsh weather, a business requires a clear mission, vision, and values to fortify itself against market changes and challenges.

Take the time to clearly and concisely articulate these for yourself and your team.

• VISION: The desired LONG-TERM GOAL that your company strives to reach
• MISSION: The fundamental REASON for your company’s existence, outlining what it aims to achieve and for whom
• VALUES: The core PRINCIPLES that guide the behavior, decisions, and culture within your organization
• TAGLINE: A succinct and memorable phrase that captures your brand’s ESSENCE and resonates with your target audience
• VOICE: A tone and style for all your communications that reflects your brand’s PERSONALITY and values
• SEO: A selection of keywords and phrases integrated into your company’s content to help guide seekers to your relevant offerings effectively.

Once completed, post these where they can be reviewed by you and your team regularly.

5 | Your IDEAL CLIENT

Identify who your ideal client is by delving into demographics, psychographics, and behavioral traits that align with your brand’s mission, values, and unique offerings.

Then create a detailed portrait for EACH profile that is a “perfect fit” for what you offer. Do your homework and add as much information as possible:

• DEMOGRAPHIC data such as age, gender, income level, and occupation
• PSYCHOGRAPHIC insights, including lifestyle preferences, values, interests, and challenges they face
• BEHAVIORAL traits are also valuable  for encompassing their purchasing behaviors, decision-making processes, and preferred communication channels

By creating distinct profiles for each type of ideal client, you can tailor your marketing strategies, product offerings, and customer service to resonate deeply with each segment, fostering stronger connections and loyalty. This approach not only enhances your brand’s relevance but also optimizes your efforts in reaching and satisfying your target audience effectively.

I recommend revisiting and refining these personas regularly.

6 | Design with PURPOSE

OK… NOW we can get to the “sexy stuff!” During this stage, your brand begins to really take form, akin to framing a structure where the building starts to take shape.

Your brand’s visual identity is essential. It is the first and most recognizable impression. Every element you add should serve a purpose, align with your foundation, and resonate with your ideal client.

Be absolutely deliberate about how you design and create the following elements:

• Logo
• Color palette
• Typography
• Design style
• Photographs
• Graphics

These should all connect to and reflect your why and your uniqueness. Use the power of design to communicate your brand’s personality and values in a way that resonates with your audience.

7 | Digital IDENTITY

Your online presence across various platforms plays a crucial role in communicating your brand, engaging with clients, and attracting new prospects.

• WEBSITE: This is the cornerstone of your digital identity. It’s where everyone goes to learn about your products or services and explore your brand story. A well-designed website reflects your brand’s aesthetics, values, and messaging. It should provide a seamless user experience, guiding visitors towards conversions or desired actions.

• LINKEDIN: LinkedIn is a powerful platform for establishing your business’s professional identity. It allows you to showcase your company’s expertise, thought leadership, and industry insights.
• OTHER SOCIAL PLATFORMS: Platforms such as Facebook, Instagram, Twitter, and YouTube can also play an important role in enhancing your digital identity. These platforms enable you to engage with a broader audience, share content, run advertising campaigns, and foster community around your brand.

Your business’s digital identity on these platforms should form a cohesive online presence that reinforces your brand image, facilitates customer engagement, supports marketing efforts, and contributes to overall brand visibility and recognition in the digital landscape.

It’s essential to maintain consistency in messaging, visuals, and tone across all platforms to ensure a unified brand experience for your audience.

8 | UPDATE everything

As you finalize your (re)branding efforts, ensure that every aspect of your business reflects the new identity cohesively.

Here’s a checklist to guide you:

• Logos and Messaging
• Website
• Social Media Profiles and Content
• External and Internal Forms, Invoices, Receipts, and Slide Decks
• Email Signatures
• Business Cards, Promotional Materials, Advertising
• Packaging and Product Labels
• Employee Training and Onboarding Materials
• Internal Communication Channels

Reinforce your new brand identity both externally with clients and stakeholders, and internally among employees. Consistency across all touchpoints enhances brand recognition, professionalism, and alignment with your company’s evolving identity and goals.

And a few extra tips for you…

BE CONSISTENTLY AUTHENTIC

humanize your brand

SPREAD IDEAS, NOT PRODUCTS

promote a vision, a mission, a way of life

LISTEN AND ADAPT

never, ever stop listening to your audience

This newsletter is originally published to LinkedIn.
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