If you’re an entrepreneur or starting up a side hustle, I’m sure you’ve heard that you need “branding” [link to what is branding post], but why is branding so important anyways?!
If you don’t fully know what branding is, check out this blog post I wrote.
For the short of it, branding is the full experience of your business.
Take Apple for example. Their brand is all about innovative tech solutions. Their tagline is ‘Think Different’. We’re all familiar with that little apple icon on all their products, and they’re known for their minimal, user-friendly interfaces. Their website has also been clean and modern. When you purchase an Apple product, you know you’ll be paying a bit more, but you know that you can trust the quality. Aaaaand it sometimes feels like a status thing, too.
That is a brand. And here’s why all that stuff is important.
Think of it like going shopping.
You’re walking through a clothing store, and there’s a ton of stuff. Most of it is even really cute! But you have your own personal style or aesthetic you’re looking for. You have a specific piece of clothing you’re trying to find. Or heck, even if you don’t have a specific goal in mind, you’ll know it when you see it.
The item that just speaks to you. It feels like exactly what your closet has been missing.
That is the power of branding.
When done well, it will speak to your ideal clients. It will exude the exact ~vibe~ you want it to exude. It will draw people to you effortlessly. And your clients will know they’re in the right place immediately.
And it does that before you even talk to potential clients. That’s pretty powerful stuff.
Your branding can position you as an expert– or an amateur. It can show that you work with luxury service providers, or it can show that you’re female-focused in who you serve.
A high-end brand can show that you provide a high-end process for your clients.
When done well, your brand can show that people can trust you as an authority in your niche.
If you want to serve female founders, you’d want to make sure your brand encompasses elements that feel distinctly feminine and resonate directly with women. Then when a man comes across your content online, subconsciously he will know your business is not for him.
Wait, but Cara, do I really want people to know my business is not for them?! That sounds scary!
It does sound scary. But I promise it’s not. Read all about why in my post on niching, here. [LINK]
When you apply your brand correctly, it acts as the glue that holds every single thing in your business together.
From the initial touch point of finding your brand on social media, or Pinterest, to interacting with you in the DMs, to reaching out on your contact page and receiving your investment guide– branding will make that a seamless experience.
It helps people become familiar with you. It sets them up to anticipate certain things with you. And that is how you build the like/know/trust factor, which ultimately helps you make sales. If your business is showing up completely differently every time they interact with it, you’ll never be able to secure a solid position in their head as “the girl who does an AMAZING job at xyz”.
And trust me, you want that position!
Imagine you walk into a hotel. The lobby is a little lackluster, the furniture feels outdated, and it smells a little musty. At the front desk, they’re helpful but nothing totally over-the-moon amazing.
You consider leaving, but you’re already there, so might as well stay.
But when you get to your room, you are floored. It’s got an impeccable view of the skyline, the bedsheets are luxurious and every decor detail is absolutely impeccable. You’d be a little confused, and probably wonder if you’re in the same place. You would definitely be wondering where all this amazing-ness was downstairs in the lobby!
And think of all the people who exited right out the door before they even got a chance to see the incredible rooms being offered!!!
That is why branding is so important.
I know you have something amazing to offer the world. But in a time when there are literally almost infinite options for us online (or at least more options than one person could realistically assess for themselves), if you’re not passing the initial vibe check, you’re going to be cut from the running real quick.
That is honestly the biggest tragedy in the world, and a big part of why I do what I do.
You have SO much to bring to the table!!! You’ve got such BIG dreams for your business. You KNOW you can get freakin’ incredible results for the right people. So I don’t want a less-than-amazing brand getting you written off from even being considered.
I can’t tell you how many people I’ve written off because their brand didn’t feel elevated. It didn’t feel professional. It didn’t feel like they took themselves very seriously, so why should I take them seriously?
I know it doesn’t seem fair, but our brains are visual. Humans naturally have an appreciation for beautiful things that make us feel something. Hi, ever heard of the Renaissance?!
And if you’re in a saturated market (which by now, honestly, I would say most of us are) and your competitors have strong, strategic, swoon-worthy brands and you don’t? It’s going to be really hard to stack up.
If you’re interested in a brand identity for your business, I’d love to help you with that! Let’s set up a call to discuss your needs.
Want to learn more about branding at large, and what my process is like? Read my post all about branding here.