Whether we look through the lens as an entrepreneur, a company, a non-profit organization, a blogger, or an influencer, one thing we can all agree on is the necessity of a strong and relevant brand. 

The concept of brand development isn’t new for those in the field of marketing and advertising.

However, with the rise of social media, more and more people delving into the world of social commerce, and more competition to be “heard” over all of the other noise out there, brand is now on the minds of everyone – and rightly so. 

In a piece I wrote on WordPress, “Brand Voice: Giving your Business a Personality,” I share the importance of establishing an authentic, relatable, and well-defined brand. This can be achieved by sharing your personal views, values, and beliefs with your audience, and also by ensuring that there is alignment between the product and/or service you are selling, and with the personal content that you share. 

For example, if you own a vegan restaurant, you may wish to publicly support animal rescue initiatives. Or, if you are an entrepreneur within the fashion industry, perhaps you donate a portion of your sales towards programs such as Dress for Success (a grassroots organization that supports women re-entering the workforce with re-purposed clothing and accessories). 

When considering your brand and what it should accomplish, I have found the following tips to be helpful: 

Define your values– ask yourself HOW you want to connect with your audience, WHAT things are important that they know about you, and WHERE you are going to add content that attracts people to you and to the products and services that you offer. 

Decide how to contribute– whether you are donating some proceeds from your business to a project or initiative that aligns with your business, or offering your time back to parts of the community (as a coach, mentor, or volunteer), it is important to share this involvement as it will resonate with your audience and can be seen as a form of “attraction marketing.” 

Share your story– how is your business different from the rest? What can you offer your customers that others can’t? As your brand personality develops, your audience will ultimately see a clear and purposeful message evolve through the content that you share. 

For a more detailed look at the importance of brand, as well as some great examples of branding done well, check out this piece on WordPress by clicking here.