What is "Branding"?
As the world shifts online, you might find yourself in a position where you feel like a wallflower at the world's biggest party 🎉
There are SO many people online, and you cannot for the life of you seem to figure out how you can stand out without:
Being fake and inauthentic
Spending hundreds of thousands of dollars on online ads
Doing something crazy that'll most likely get you in trouble 🤫
And while there's certainly no shortage of people who do those things and have it work out for them to some degree of success...
The problem you'll end up facing is that those tactics aren't entirely sustainable, and they do nothing to help you build rapport with your audience.
So what's the solution?
You might've heard the term "branding" being tossed around a lot in the world of business, and unfortunately in the past few years, it's developed a bit of a bad rep as more people are starting to move their businesses online.
A lot of people think that branding is just a marketing gimmick that businesses use to jack up the perceived value of their product / service so that they can trick gullible consumers into buying their stuff for ridiculous amounts of money.
And while I can't deny that some people use the power of branding in questionable ways...
Branding is actually the most powerful marketing tool at your disposal if you know how to use it right for your business!
According to the Oxford dictionary...
Branding is "the promotion of a particular product or company by means of advertising and distinctive design".
And while this isn't technically inaccurate from my experience, I find that it lacks the essence of what branding actually does for a business, which is to help you express your unique identity in a creative way.
Let me translate that for you into everyday English 😂
Businesses, just like people, are considered as "identities". Each identity is completely unique, even if there may be similarities in the way that they act or function.
So just because you might do the same thing as someone else, that doesn't mean that you are the same person. In fact, who you are makes a HUGE difference in the way you do things!
And since we're all doing business in such a saturated market, your identity as a person / business is going to be the main differentiating factor between you and your competition next door.
"But I offer this unique service....."
"But I offer the most competitive prices...."
"But I have 25 years of experience...."
I hate to break it to you, but there's always going to be someone who's going to one-up you on all of those things. Even for myself, I will happily admit that there are much better, more experienced brand coaches than me 🤷♀️
The main differentiator is that when I bring my unique flavour to the mix (in the form of my personality, my lens and my unique style), people who resonate with my brand will choose to work with me over anyone else out there on the market... simply because they like me.
And that my friends... is the power of branding!
So next time you're feeling beat by the competition...
Remember that you've got something that no one else has, which is your (brand) identity!
I'll break down the different components that go into a brand in a later blog post, but until then... stay true, and do you!