Finding and defining your brand’s vision isn’t rocket science, and you don’t need the most expensive marketing team to do it. All it takes is a bit of time and soul searching on your part. Yes, you may need some help to fine tune your brand to ensure it speaks to your customers in the right language, but at its core, it simply needs to be authentic. It needs to come from the heart of your company – YOU!
Some marketers would argue that as the owner of a company, you aren’t directly your brand, but can you say that Steve Job’s brand was anything other than Apple? Apple, clearly, was built on his values, beliefs and philosophy. He lived the brand in every way, and, I would suggest, you need to do that too. So how does an entrepreneur or business owner define their brand? By simply choosing their favorite words!
So how does an entrepreneur or business owner define their brand? By simply choosing their favorite words!
Create a list of at least 10-20 adjectives you want people to use describe your brand. Don’t over think it, just write what comes to mind. No word is a bad idea! At this stage, it is a case of getting the words on paper. Brainstorm! Break out the thesaurus. Be creative!
- What words describe your business?
- What words do you want people to think of when they think of your business?
- When you think of your industry, what words come to mind?
- When you think of your business’s competitive advantage, what words come to mind?
- What words do your clients use to describe your business?
- Need inspiration – here is a comprehensive list of words.
Cut the wheat from the chaff. From your list, narrow it down to 5-7 words that embody the heart of your business and communicate your brand. Go through each word and consider whether it’s one that really stands out from the others on your list. In my experience, going with your gut is your best bet. If something inside you is saying yes or no to a word, follow it. In the end, the 5-7 words that you pick will become the directives for your brand.