If you had to take a guess - what do you think is the number one question I get asked as a brand consultant and brand coach? I’ll let you think for a second…
My most received question, and usually the first question I’m asked is: “How do I talk about my own brand? Help! I have no idea how to describe my business.” Who can relate? 🙋🏾♀️ I’ll admit it - I’ve been there, too.
Knowing your brand leads to feeling confident about every business decision you make, including how to communicate about exactly what you do and why it’s important. Brand confidence is essential to growing a successful business. It gets you excited to think of new ways in which you can better serve your existing clients and acquire new clients. And what is a business without clients? 💩
The process of getting to know your brand well enough so you can talk about it easily starts with a simple little paragraph called your Positioning Statement.
This is 1 paragraph [or sometimes 2, but never more than 2] that describes:
1. what you do
2. what makes you unique
3. who it’s for
4. and why it’s important
Here’s an example of my own Positioning Statement:
Determined to empower creatives, makers, and healers with the opportunity to live their passion, Witchcraft Branding brings forth well-crafted and bold brands through personalized brand consulting and design services on an attainable budget.
Good, right? Now I’m going to teach you how to write your own.
First, tackle what you do in layman terms that anybody can understand. This means looking at your services and offerings and breaking them down to their simplest form. For example, “Brand consulting and design for small businesses.”
Then, define what makes you unique. What about you are you bringing to the table that nobody else can bring. If you need a little help finding your thang, try completing a SWOT Analysis. Write down your Strengths, Weaknesses, Opportunities, and Threats. From there, take what make you unique from your competitors, your strengths, and opportunities and find what only you have that nobody else has.
Take the time to define your ideal customer. Who has been your best client so far? Or who is the client you would be excited to land? Think of it as a stereotype [it’s okay, stereotypes work to our advantage for these purposes] and create your statement with that person in mind. The more targeted and focused you are in your messaging, the less confusing your brand becomes.
Lastly, take a moment to meditate on the purpose of your business. Now that you know your target audience, what problem are you solving for them? What will they gain? Make sure to include this purpose in your statement and whenever you communicate about your brand in both written and verbal interactions.
Take these 4 key points and turn them into a paragraph that appropriately describes the foundational core of your brand. And know that it will take more than 1 stab at writing this statement. I’ve been doing this for my clients for years and it normally takes me about 3-5 versions before I arrive at a statement that encompasses all the key points I mentioned above. Once you have your awesome Positioning Statement, read it over and over again. Internalize it. Make it part of your daily conversations and see how your brand confidence and clarity on how to communicate about your business grows and grows.
Practice crafting your own Positioning Statement and post it in the comment section below. Be proud of your brand and share it with the Universe! 🔮