As a small business owner, what is the first thing that communicates your brand identity to potential clients? Is it your well-crafted logo? Your new website and perfectly coordinated fonts? How about the amazing product you sell, is that enough in itself to communicate your brand?
Although all of these things do represent your brand identity, the first and most important thing that communicates your brand to potential clients is YOU. As a small business owner, YOU are the first and most impactful sign of your brand. Although your logo and website are important, you communicate the style and brand of your business much sooner and more effectively than any of these other things.
Today, brand identities are everywhere. They surround us when we’re around town and when we’re on our computers, when shopping for clothes and when choosing a restaurant. Brands don’t just sell things, they sell a way of life. Think about Apple, Target, Tory Burch, West Elm, Real Simple, Kowalski’s, Starbucks. I mean, don’t thousands of people purchase the magazine because they truly want Real Simple to be their way of life?!
Let’s say you want to hire an interior designer to decorate your family room. You have saved your pennies and this will be an investment for you. Ironically, you just met two local designers at your mom’s group who are both equally fabulous at what they do! One designer/mom is always dressed really cute with many of the latest trends. She often posts time-saving tips and new decorating and organizing ideas on her Instagram account. She has a nice, professional headshot of herself displayed on all of her social media accounts. The other designer/mom always seems a little frazzled to be honest. Her posts on Facebook are often complaining about this or that. She frequently shows up to your mom’s group in her yoga pants and her profile picture is a blurry picture of her kids at the park. Yet they are both equally fantastic designers. So tell me, who are you going to choose to decorate your living room? Whose way of life are you going to purchase with your hard-earned money?
Are you clearly and accurately representing your way of life? Do people want to buy your way of life? What makes people want to buy you? What makes you stand out? What truly makes you shine?
It can feel kind of silly at first. Obviously, no one wants to be the “Donald Trump” in their industry (hello, over-promoting himself!). However, whether or not you are trying, you are still communicating your personal brand to the world. The way people perceive you is exactly the same way they perceive your business.
You don’t need to be perfect because honestly, being “always perfect” isn’t always cool. In fact, authenticity is very important in establishing the true you. People can see through countless “perfect” social media posts, and perfect really isn’t that interesting anyway (Reality TV, anyone?). On the other hand, you don’t need to air all of your dirty laundry for the world to see either. There is a beauty in the balance of authenticity and putting your best foot forward.
Your brand is an extension of yourself. It should be consistent with your passions and beliefs. It is not only your visual identity, but it includes your values, your personality, the best you and the best client experience you can offer.
