When we hear the term ‘branding’ in business, the first things that usually come to mind are logos and colour palettes. Yes, these are definitely important elements of your company’s brand. Think of brands you love e.g. Nike, Coca Cola, Netflix, McDonald’s, and many others. You automatically picture their logos or colours.
However, branding focuses on much more. It is about how you position your business and set it apart from the crowd.
Branding incorporates your message, mission, and values. It solidifies the foundation for a strong relationship.
When you combine all of these elements, your business becomes memorable. Remember, as a small business owner, YOU are the face of your brand. So how you show up will determine how your brand will impact your customers’ expectations. And in turn, the public persona that you create will be the driving force behind your sales.
“What you see is what you get.”Flip Wilson, The Flip Wilson Show.
Is your public persona in alignment with the real you? In other words, can your audience be sure that what they see is what they’d get every time?
Here are four ways to ensure your brand lives up to your customers’ expectations.
1. Identify what you do, your goals, objectives, and values.
You’re not just a business owner or a Virtual Assistant. Use the words that truly identify YOU. Are you a Podcast Assistant? Social Media Strategist? Online Course Creator? Virtual Assistant Coach?
Whatever your brand is, don’t be afraid to share it with the world! Wear your title with pride. Let your audience see how your goals, objectives and values connect with your business. Your audience will better understand the connection and will be more inclined to buy into your brand.
What you stand for will form your mission. And the best part of it is you will attract your target market.
2. Determine your brand attributes.
What perception do you want your brand to leave with your audience? Does it show your knowledge in a particular industry or skill set? Does it emphasize your creative or adventurous side? Or, would persons view you as giving and heart-centred? What image do you want in people’s minds when they hear your name?
3. Be consistent on your website and social media platforms.
How does your brand live up to your customers’ expectations? What emotions or thoughts do they have when your name calls or you show up online?
Let’s revisit some popular brands that you’ve grown to love and trust. No matter where you see them online, their branding is consistent. This should be the same for your business.
Your colour palettes, headshots, and logo play an important role in your online presence. Make sure they are consistent across all platforms. Also, ensure that your public persona matches who you are offline.
4. Bring your brand to life with videos.
You’re probably tired of hearing about the know, like, and trust factor. But the reality is that people buy from people. People like to connect with the face behind the brand before they make a sale. What better or quicker way to get their buy-in than by showing up ‘in person? Video is evidence that proves that you are a real person. It is also an excellent way for your audience to know if your personality/brand resonates with theirs.
You should also incorporate some of your online elements. It would help your audience to easily recognise your logo and colours.
Videos also enable you to share your thoughts, tips and encouragement that your audience is seeking.
The Relationship between Branding and Networking
When you’re in networking sessions, would participants truly know you? Or do you put on a show to impress?
If your public persona is quite different from your offline image, your audience could lose trust in you. You may invite more unwanted questions and cause your prospects to be hesitant around you. Even if your interaction is completely online, you should still try to be consistent. In either situation, you want to ensure that your audience trusts you. Remember it was you who attracted them in the first place. So when networking, be yourself.
Business relationships should be built on honesty and integrity so you’d want your branding elements to be in alignment. When people trust you are who you say you are, that’s the beginning of a beautfiul business relationship.
Need help with your virtual assistant business? Schedule a 1-hour session with me to get clarity on any areas that you’re struggling with.