1606: Building your Brand Pyramid by Kate Erickson of EOFire on Business Marketing

[00:00:00] This is Optimal Work Daily. Building Your Brand Pyramid by Kate Erickson of EOFire.com. When you're starting a business, building your brand is important. Your brand affects how people view your business and your purpose, how they will identify you online and in the marketplace, whether or not they will connect with your business and what you stand for, and how they share your company with their colleagues, friends, and family.

[00:00:26] Building a brand or repositioning a brand isn't about having a designer create a fancy logo, or about what your company says they stand for. Building a brand is making a promise to the public about your business and establishing the core values that you will live and practice in your business every day.

[00:00:43] Your brand isn't what you say it is. Your brand is ultimately defined by what people think and how people feel when they see or hear your company's name. That's why it's so important that you take the time to build your brand the right way. I've put together what I believe are the core building blocks to jumpstart your brand and define your brand presence. I'm passionate about branding, and I'm passionate about helping businesses understand the importance of building a strong brand. I hope these steps will help your business realize how important branding is, too.

[00:01:13] Okay, enough of that. Let's start building. Establishing your brand attributes. Your brand attributes include a combination of what makes your business different from other businesses who might be offering the same types of products and services that you do, and also the values that your business operates on. Your attributes should also be able to talk to your experience in your industry or niche. Are you an established leader or new to the game?

[00:01:37] Brand attributes checklist. What are your core values? What are your unique selling points? Define your experience within the industry or niche. To give you a couple of examples of what some brand attributes might be, let's establish that each of them will make the statement, we are blank, consistent, customer-driven, dedicated, fair.

[00:02:00] Positioning statement. Your positioning statement should be aspirational but relevant. In other words, don't go saying a bunch of stuff about your business and what you provide to your audience that isn't true. It can be forward-leaning, but it should not be a straight-up lie. For example, if you oftentimes have dissatisfied customers who say your online shipping process is horrible, then your positioning statement should not include something like, we're passionate about ensuring our online shipping process is perfect every time.

[00:02:28] While you probably wouldn't include something this precise in your positioning statement, I wanted to use something very relatable just as an example. So, if you were to include this in your positioning statement, several of your customers who have experienced something different know it is just not true. If you say it anyway, then when your customers find out that it's not true, they will not trust anything your brand says it is. How people should think and feel about your company.

[00:02:53] This is not a mission or vision statement. This is so you can understand what it is you're trying to emulate through your brand. If people should be happy and feeling carefree and uplifted after seeing your logo, then you probably don't want to include black and red coloring with negative symbols in it. While your logo isn't the only piece of this equation, it is oftentimes the thing people will identify you by. Another example of this might be that you want people to think and feel that your company is very professional.

[00:03:20] If this is the case, then it may not be the best practice for you to let your employees wear whatever they want, have no uniformity across your collateral pieces and your website, and so on. Voice Your voice is all about your brand personality. Your voice should define the following. Your company's overall attitude, tone, and feel. Your voice should add clarity, volume, and emotion. These are also some things that will affect how people think and feel about your company.

[00:03:48] Is your company spunky and loud, or a little more relaxed? Does your company like to make jokes, or would you prefer to be straight business at all times? Brand essence Your brand essence is just what it sounds like. It's the heart and soul of your brand, and should encompass what you stand for and the feelings that your business evokes. Why does someone visit Disneyland? Well, because it's the happiest, most magical place on earth. And when you're there, you'll be spending time with your family and having a lot of fun.

[00:04:17] I'm willing to bet Disneyland's brand essence is something along the lines of magical family fun. Key Messages These are base messages used as raw material for all downstream communications. Have a handful of them written down so that when you're creating advertising or marketing campaigns down the road, you can refer to your brand's key messages for help. Theme Line and Logo A very visual and important part of your brand, no doubt.

[00:04:44] Your theme line and logo should easily translate what it is your company stands for and what services or products you provide. You just listened to the post titled Building Your Brand Pyramid by Kate Erickson of eofire.com ServiceNow unterstützt Ihre Business Transformation mit der KI-Plattform. Alle reden über KI, aber die KI ist nur so leistungsfähig wie die Plattform, auf der sie aufbaut.

[00:05:11] Lassen Sie die KI arbeiten, für alle. Beseitigen Sie Reibung und Frustration Ihrer Mitarbeiter und nutzen Sie das volle Potenzial Ihrer Entwickler. Mit intelligenten Tools für Ihren Service, um Kunden zu begeistern. All das auf einer einzigen Plattform. Deshalb funktioniert die Welt mit ServiceNow. Mehr auf servicenow.de slash AI for People And a little bit of info for you about Kate. She has been part of the EO Fire, or Entrepreneurs on Fire, team since 2013 as the content creator,

[00:05:40] but has taken on a bunch of roles since then. In early 2013, she left her corporate job at an advertising and marketing agency to finally start creating the life she wanted to live, where someone else wasn't dictating her every move. And now, she loves helping entrepreneurs create freedom in their business and in their lives through developing systems and processes that can help their business scale and grow. Come by EOFire.com to learn a lot more about Kate.

[00:06:06] You can also get more articles, income reports, podcast episodes, and a whole bunch more. Again, that's EOFire.com. And that's going to do it for today. Thank you so much for listening. I'm going to catch you back here tomorrow for the Sunday show. We're going to hear more about branding from Kate, and that's where your optimal life awaits.