Building Your Brand as an Entrepreneur
When I start with a client, the first thing I like to do is talk…just casually…to get a sense of who they are. No business yet. People often put on a performative show when they start to introduce themselves in relationship to their business, but not when they discuss their dogs or love of seafood. Here’s the thing: it’s the seafood eating dog lover that potential clients want and need to know about.
Brand values. When you are first establishing yourself as an entrepreneur, you want to clearly lay out the things that guide your decision making. Those are your “brand values”. A personal chef might emphasize their commitment to organic foods and talk about why. A yoga teacher might emphasize their commitment to offering a safe space for woman and share why. Whatever your business does and whatever is the motivating factor(s) should be established right up front.
That way, your fellow seafood eating dog lovers will be excited about you and reach out. And that may mean you lose out on cat people with shellfish allergies. So be it!
“Everyone” is not your audience.
Your brand values will resonate with the type of clients you want to serve, ultimately building a connection with them that goes beyond just a product or service.
Brand persona. This is about how you want to present yourself to customers. You are an entrepreneur, yes, but you are a multifaceted human being with many interests and ideas outside of that space. You do not need to put it all out there! Keep a little back for yourself and your family and just consider the personality and character that you want to give out to the world. Remember, big companies have brand personalities, too, that come into existence with human-like adjectives – “creative”, “unique”, “rebellious”.
As an entrepreneur you are just creating the persona around your professional personality.
Brand elements. Your brand elements are the visual (logo, color scheme, typography) and verbal (tagline, tone of voice) components that make up your brand identity. There’s no right or wrong here, it’s simply about what appeals to you! Flower patterns? Neon colors? ALL CAPS? no caps? I would get on Canva and start playing around with colors and looking at their pre-made logos, and just see what resonates with you!
Just be consistent once you’ve found what you like. Don’t use one logo on your website and something else on IG, or a different color scheme on your cards. It will confuse your audience.
Remember, your personal brand is a reflection of who you are and what you stand for, and it's key to standing apart from your competitors. So if you are a dog loving seafood eater, stand proud and serve my friend.
