There are many factors that go in to creating an effective brand, whether personal or corporate. From the colors you utilize to the attributes you seek to highlight, there are a tremendous amount of details that must be managed. Unfortunately, this often results in some of the most important questions being overlooked. As you build your personal brand, ask yourself this essential question: Does my brand resonate with my target market?
It’s obvious when you think about it, but you’d be amazed how many professionals have devoted substantial time and resources towards the creation of a dynamic personal brand… only to ultimately realize that their audience doesn’t appreciate it.
How can you be sure that your brand will resonate with your market? Below are three steps:
1) Analyze the competition. As you begin to craft your brand, start by evaluating the competition. Obviously, the more successful businesses can serve as a good frame of reference, while less successful competitors should be generally considered examples of what not to do. From selecting colors to creating a brand-centered website, start by taking note of what works and what doesn’t in your market.
2) Address common challenges that your target customers face. What is the problem you are seeking to address for your clients and customers? Are you going to provide reliable financial advice? Are you going to give your patients the perfect smile that has eluded them for years? Identify the core solutions you and your business will provide, and center your brand around them.
3) Communicate the value you provide. Why should your market pay attention to you? How will you change their lives for the better? The answer can be simple or complex—but you need to have an answer. If your brand doesn’t give your audience a reason to pay attention, they won’t. Identify your primary value proposition and work it in to your personal brand.
Branding is much more than a flashy logo or a media strategy. In fact, you can invest millions into a brand and still miss the mark completely—if you don’t start with the primary goal of creating a brand that resonates with your audience. Contact me today if you’d like to learn more!