4 Questions to help you refocus your brand

 

 

Hello you.

A client once told me that my custom inquiry really helped her think about her brand and what she was trying to convey with her site.  Her business isn’t new, but sometimes we get so busy with the daily ‘stuff’ that the big picture goes a little blurry.

Reading/ writing fiction has had me thinking about ‘the big picture’ of brands lately.  I know.  That seems like an odd train of thought but, give me a second.

I spend more time on Amazon reading the 3 star reviews of novels than seems normal.  Generally, people seem to have an issue with character development—either a lack thereof or a character’s actions were, well, out of character.

The reader didn’t understand the character and their motivations.

 

It makes me wonder how often people jump onto a site and are like ‘dude, I don’t get it.  What is this person really about?’

 

Here are 4 questions to help bring your brand focus back:

 

 

1. What’s your business’ story?  How did you get started and why?

2. What are 6 words you would use to describe your business?

3. What do you want clients/customers to know most about your business?

4. How do you want your clients/customers to feel?

 

Your brand should encompass all of these answers–they are the driving force behind why you do what you do.

 

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Understanding the people most likely to buy from you. Also? Cake.

 

 

Yesterday my family and I celebrated my husband’s 34th birthday.

 

I make a cake for each member of my family on their birthdays because 1)who doesn’t like a pretty cake, and 2) I like to make my family feel special on the one day a year that celebrates them.  I tailor each cake to what each person adores, gets excited for, or to reflect their personality in some way.

My son has seen Toy Story 3 at minimum 4,937 times and carries his Woody doll everywhere he goes.  Thus one of his cakes was complete with cowhide, rope, sherrif’s badge, etc.  My daughter loved Hello Kitty and flowers and two years ago that’s what she got.

 

My husband is simple.  The epitome of patience and support.

He is quiet, kind, and would wear either sweatpants or basketball shorts all day every day depending on the season if he could.

(He also has biceps for days, y’all.)

His cakes are never fussy or overdone.  They are classic, tasteful.  He eats every piece with a tall glass of milk.

 

I know this because I’ve been with my husband for over 13 years.  I’ve listened to him, traveled with him, cheered for him, talked with him.  Spending time with him is the only way I can really get to know him and what he likes, wants, and needs.

 

Spending time with your target market allows you to get to know what they like, want, and need from you.  It lets you know what products and services to create, what to talk to them about in your copy and how to talk to them about it.

 

 

How can you start doing that?  The same way you and your mate started—simply start engaging.

1. Jump on Twitter and join a chat containing your target market (#omhg lead by Jessika Hepburn is a great one for creatives.  Or try #YFEchat for young female entrepreneurs on Thursday nights)

2. Read and comment on blogs.  Find a blog with your target market and read through the comments, hear what they’re saying, what they’re concerned about.  Leave helpful comments.

3. Attend conferences, meetup groups, webinars or teleconferences where your target market will be.  Listen to what they’re saying and how they’re saying it.  Respond with the solution for their specific issue.

4. Do a little market research and create a short survey for your current subscribers/Twitter followers/Facebook fans to find out what they want most from you

 

How did you get to know your market?

How to sound like you but more professional (and what you really mean by that)

 

 

I recently worked with a client who asked me to help her ‘sound like her but more professional.’

Clients use the word ‘professional’ a lot but while studying their target market, getting all up in their brand business, and overall getting to know the client as a person, I realized that ‘professional’ isn’t what they mean.

Nope.

They don’t want to sound ‘professional’ per se, they want to sound like the best version of themselves.

 

And you want to sound like the best version of yourself.

 

The best version of you:

-knows how your right clients and customers want to feel

-is open, honest, kind, and ready to help where others can’t

-is personable, real, a human being with a story to inspire others

-knows what the heck she’s talking about

 

Because there’s nothing sexier to a potential client or customer (yes, sexy) than finding someone that:

-understands them

-they can trust

-relates to them

-can help them solve a problem

 

Revisit why you started this gig in the first place and find a focus from there.  Think about your brand, what you’re all about and why that should matter to anyone.

Write how you talk and edit from there.  Whittle away words and jargon in your copy that you don’t use in your everyday life and that your right people don’t understand anyway.  Organize your thoughts in such a way that your right people will follow along and say ‘now this girl gets me.’

 

Because ‘professional’ isn’t entirely in the specific words you use, but a combination of how you use them (their intentions), the actions behind them, and how they make people feel.

So seriously, be yourself—and I don’t say that as a bunch of woo woo mysticism and light.  Being yourself is a tool.

Wield that thing like a hammer.

 

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Instastory: Morning

 

Hello, friend.

Today I bring you a story–a short story I wrote based on the picture from Instagram you’ll see below.

Who doesn’t find Instagram inspiring?

Sometimes I see a photo in my feed and think of the story it could tell, what could have happened around this photo, who were the characters, what were they doing, how were they feeling.  I have a few photos in mind to write more stories for, but this first one is inspired by Designlovefest*.  I immediately thought of morning when I saw it.

Here’s her tale.

Morning.

It unfolds in a breath, a quiet stream of emerging light and sound.  The pink-orange sun swells beyond the landscape before my eyes; the trilling of a tumescent bird, her warble a welcomed string of notes, a burst, a cry no longer captured by the night.

You are here.

You arrived near 2am with flowers.  A cast of pinks, purple, a spray of orange petals; their leaves and limbs extended between us, you in the doorway with your tired eyes and lopsided grin, me at the window in a nightshirt and frizzed hair, encased in the flickering glow of an indecisive street lamp.  You said ‘Hello there,’ and I drank tea, smiled into the steaming cup.

 

A stretch of sun falls through the window, collides and breaks across the curtains, the flowers, the floor, the sheet above your exposed ankle as you sleep.  Your parted lips move—open, close, open—a silent discourse as I lift my head from the pillow and sit upright.

Dust floats along the water in a polka-dotted glass.  A hairclip of jewel-toned stones rests in a ceramic dish.  They sit on the window seat where you first kissed me, first slid the clip up and along my temple to catch the wayward hair about my face.  ‘Do you remember’ I whisper but you are still asleep.  I hear your breath, the slight whistle of your exhale, and lay back beside you, my leg across yours.

We’ve had mere hours yet tonight you will leave again.  It is a necessity that causes my heart to beat in a different way, a hiccupped stop and stutter until I forget your absence, bury it in the busyness, the mire of everyday.  Until I am no longer stupid, (oh, to remain so unaware) at the crosswalk, in the grocery line, in the shower, at the park—a quiet moment erupts and there you are in my mind, unforgotten.

Tonight your side of the bed will contain only a dip, the imprint your body has left behind.  Your scent will stay a day or two, weave in and between the layers before it fades.

 

But until then, we have this morning.

It unfolds in a breath, a quiet stream of emerging light and sound.

 

 

 

*Image by Designlovefest.  This story was not sponsored by nor does it represent actual events in the lives of Designlovefest members.  It’s fiction, kids.

 

You can find more fiction here.

5 questions you need to ask about your ideal business

 

 

This is inspired by a post by The Story of Telling: 5 questions you need to ask about your ideal clients.  Check that out when you get a chance.

Clarity is so golden—and necessary if you’re going to float steadily along in this entrepreneur boat.

 

1. Who are you?

What are you especially good at?  What do you enjoy?  And because those answers are sometimes different, what are you especially good at and enjoy?

 

2. Why did you start your business?

The real reason outside of money or needing something to keep your mind occupied.  What’s your story?  How did the idea of starting your business make you feel?

 

3. What does your ideal work day look like?

How many hours would you work?  What would each of those hours entail (e.g. client projects, admin, planning)?  What would you do in your off hours?

 

4. Who do you want to work with?

What type of people do you work best with?  Who do you enjoy working with the most?

 

5. What is your plan to keep your ideal business from slipping into one that doesn’t quite fit?

What can you do to make sure you meet the ideals and qualities of the above 4 questions?

 

These questions have helped considerably as I’ve had a few come-to-Jesus meetings with myself about reshaping my business.  What are some other questions that have helped you plan for 2013?

 

 

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