The term “branding” might first evoke large, famous corporations, like Coca-Cola or Nike. But did you know great branding is crucial for running successful online spiritual businesses, too?
For example, a brand kit saves you valuable time and energy, especially during busy periods like launches. When you have all your logos, colors, and templates planned at your fingertips, it’s so much easier for everything else to fall in place. Think of them as your trusted allies who can help communicate who you are to your audience and make sure your messaging is consistent and clear.
But for a values-driven, soul-centered business, arguably one of the most important reasons to have a strong brand strategy is to make sure that your values are clear to your audience, and become a part of your marketing strategy that helps attract your ideal customers.
Through consistent logos, templates, colors, and brand voice, you can demonstrate and communicate what’s most important to you and what connects you to your audience in every single piece of content that you create.
Rather than seeing your business as a container that limits or traps you, think about it as a way to communicate with the people who are trying to find you so they can finally have a solution to their problems. Branding is a powerful tool to help you connect with them in the most cohesive and efficient way.
So what components of branding should you spend your limited time on when you’re a small business with a dozen other tasks to juggle throughout the day?
The best place to start is by doing some journaling work to clarify your vision, purpose, and values that should shine through in the assets and voice that you use to communicate with your audience.
Here are a few prompts and guiding questions to help you distill what’s most important:
Who are you?
- How would you describe your personality?
- What sets your business apart from others?
- Do you like to communicate through a more casual tone, or a more sophisticated one?
- What are the top three keywords someone would use to describe you and your business?
What are your core values?
- What values drive how you do business?
- What principles would you like to make sure that your audience sees?
- What qualities would you consider a good match in your potential customers?
What connects you to your audience?
- What makes you the ideal provider to help your customers?
- What experiences have you had that help you understand the challenges that your audience is facing?
- What story do you want your business to co-create with your customers?
- What expertise do you have that makes you the perfect person to facilitate your customers’ transformation?
What is your customer journey like?
- What are your brand touchpoints?
- Where will customers interact with your brand and learn more about your offer?
- What experiences with you and your brand will help your potential customers make a decision about whether they want to purchase your offer or not?
Once you’ve painted a detailed picture of who you are, what values you want to express and embody, what you have in common with your audience, and where your customers will interact with your brand, you’ll have a solid foundation to start pulling together a cohesive brand strategy that best reflects you and your business.
For more insights and guidance on values-aligned branding in small business, tune in to the full Holistic Business Podcast episode featuring Christine Lieu.
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