There are countless books and courses available online that describe what feels like a long and exhaustive process for creating a unique and memorable brand. I’ll admit it can get overwhelming and downright frustrating when you’re just getting a business off the ground while trying building a killer brand that will stand out.
The truth is, it doesn’t have to be that difficult. Building a fantastic brand comes down to just four essential ingredients.
Let’s dive right in.
The strength of your brand starts with a particular and purposeful mission statement. This is the promise you make to your market. It defines who you are and what you have to offer, and that’s why it’s the first and most crucial part of building a killer brand. The easiest way to make a powerful mission statement is to think of your business and what you do, from your customers’ perspective.
Think about what motivates them to buy the products and services in your industry. Think about how your business could persuade them, so they feel that you’re a credible and valuable partner that can help them achieve their goals.
A mission statement sets your entire brand story (and even how your company operates). It helps connect your products and services with your target audience by explaining exactly why they should purchase from you instead of your competitor.
If you struggle to create a mission statement for your brand, take a step back, and look at your business through the eyes of your average customer. Begin by outlining what you bring to the table and what you have to offer that sets you apart. Now, this doesn’t mean that you should include products or services in your mission statement; you definitely shouldn’t. This means that you should describe your business completely using action-based words that build trust with your market.
As you answer these questions and build your mission statement, your statement shouldn’t be generic. It should be just as unique as your business is and not something that can be easily attached to countless other companies in your industry.
Whether you’re planning to sell products or services, even if you’re reselling a third-party service, you need to create a website of your own. Your website is the home of your brand. It’s where you invite people so they can get to know you, your business, and ultimately, where you serve them.
If your business falls into the “reseller” category, it’s never a good idea to rely on third-party services like YouTube, eBay, or Etsy. Especially if you value having control over your business.
Creating your website puts you in full control of your brand, which is an integral part of your long-term success. Now, this doesn’t mean that your website needs to be elaborate. It just needs to be working and serve as a home base for your brand; a simple landing page will do. You can work on growing it as you continue to build your business.
It’s important to begin growing your audience immediately. I can’t stress enough how important this is to build a killer brand. To sell and successfully sell anything, you need to have an audience. People who know who you are, like what you have to say, are generally interested in your industry. The easiest way to build this audience is with an email list.
This is where having a website comes in handy. Even if you have a 1-page landing page, you should include an opt-in form, similar to the one below that connects visitors of your website with your mailing list so that you can begin to grow your audience. This way, you’re able to easily reach out to your customer base and start building valuable relationships with your audience members.
Growing a list of subscribers who are actively interested in your industry is the easiest way to launch your business to the next level. There isn’t another digital marketing strategy that comes close to the effectiveness of a targeted mailing list, nor is there one as affordable.
There are plenty of services that allow you to get started with just a landing page that contains an opt-in form, with everything you need to manage your growing list. To make your search a little easier, I’ve put together a step-by-step brand building checklist that you can download here: BRAND BUILDING CHECKLIST & TEMPLATES.
The single most important thing that will set your brand apart from the others has an obvious differentiator as part of your identity. If you’re not sure what this means or why, here’s an example:
A friend of mine writes romance novels. She publishes her stories on Amazon, which is a very crowded market for publishing books. There are thousands of romance books published every week, yet she manages to generate over $15,000 a month in book sales.
The exciting thing is she’s focused on mainstream romance rather than a specific subgenre, which is significantly more challenging to gain readers’ attention. So how does she manage to stand out and attract thousands of readers every month? Even in a concentrated market, on a hyper-competitive platform?
Her brand is based around having the most attractive book covers on the market. Despite her books being in an overly competitive market, her covers speak to potential readers and persuade them to read more. This is what separates her brand from others.
Having higher quality covers than the competition and staying up to date on the types of images that her audience best responds to.
Your brand needs a differentiator. Whether it’s in your website’s style, the voice used throughout your content and writing, or the quality of your graphics – your brand needs to offer something better than the competition. Think of it this way, if all things are equal, there’s no reason for someone to choose you over another brand. So, start by giving them a reason to go to you!
Building a killer brand that stands out in your market and shows that you have something valuable to offer isn’t as challenging as you might think. Each of these 4 ingredients will help you define how your brand is different from others and why customers should choose you over the competition. When you combine them with the right resources and tools, you’ll end up building a look and feel that speaks directly to your audience.
The more you focus on looking at your business from your customers’ point of view, the better you’ll be in a position to deliver what they want better than anyone else. Use the link below to download the free brand-building checklist