Branding workshop

 DAY ONE: BRAND EVALUATION

Your brand tells the story of who you are and what you do.  In order for people to want to hire you, buy from you, listen to you, they first have to relate to you.

Think about some of the largest empires in America.  We all love Oprah and Ellen.  How about Joanna Gaines?  Love her too, right?  They have all branded themselves as actual human beings who are relatable.  We feel comfortable with them and we feel we can trust them and they are three of the most successful women in the world.

But what about you?  Maybe you're aspiring to be like them or maybe you're just trying to figure out how to get more than one person to subscribe to your email list.

No matter what your goals are, your brand is going to drive that success.

Whether you're starting from scratch or rebranding, you need to do a brand evaluation.

The first step is figuring out your target audience.

Who is your ideal client?

 Actually write down a description of who your ideal client would be.

 Are they male, female, old, young?

 What is their lifestyle and how busy are they?

 Do they live in a certain area, make a certain income, talk a certain way?

 Whatever it is you think they should be, write it down.

 Then put yourself in their shoes and figure out what problems they have that you can provide the solution for.

 The next step is figuring out how you can solve their problems.

 Are they in need of your services to make their life easier, more affluent, more fun?

Put yourself in their shoes and pretend that you’re looking for people who provide the very service you provide. What is it about that person/company that’s going to make you stop scrolling and look into them further.

 Be a scroll stopper.

The only way to do that is to be unique.

Don't be afraid of being exactly who you are.  There is an audience for you as long as you have a clear plan on how to find them.

That's the third part of this evaluation - what makes you different from the competition?

Emphasize those differences.

The average consumer sees up to 10,000 branded messages every. single. day.

How will you stand out?

Market the experience rather than the product.

One of the best examples I’ve seen is the #likeagirl campaign from always.

They don't mention their product once.  The message they are marketing is far beyond their product.  It's a memorable message and, if you relate to it, you will want to support their company.

Apply the same strategy to your own business.

The last part of the evaluation is determining why your client should recommend you to others.

The number one way to grow your business is through referral.  If you provide an incredible experience for your customer, not only will they use you again, they will refer their friends and family to you.

Make sure the experience you're creating is the one you want people talking about.

Homework: Fill out your workbook for day one and we’ll see you back here tomorrow!


DAY TWO: BUSINESS GOALS

If you want to be successful, you've got to create goals.  You'll never get anywhere unless you set achievable goals for your business. 

 Just sort of winging it doesn't create success.  I know you know better!

If you aim at nothing

Think about where you want to be a year from now and figure out what goals you need to set to get you there.

 Be realistic.

 It's not likely that you'll become a famous millionaire within a year.  :)

 Set goals for your revenue, building your email list, number of sales, or getting into a brick and mortar.

 Whatever success looks like for you.

 Now do the same thing for 5 years from now.

 Where do you want to be? 

 Think about what that looks like for you and write out the goals that will get you there.

 That's the big picture.

 The secret to hitting those big picture goals is by creating smaller goals to go with it.

 Write down daily, weekly, or monthly goals in your planner and hold yourself accountable for reaching those.

Your first goal might just be to make it through this 14-day workshop.  That's perfect!  Now you've set a two week goal for yourself that you know you can achieve.

 Next figure out what else you need to do to take those steps towards the bigger goals.

 Review your goals every week or month and reward yourself for the progress you're making.

 Don't worry about setbacks.  We all have them.

 Stuff will happen and you'll get behind.  That's okay.  As long as you don't give up and you keep moving forward.

 Before you know it, a year will have passed and you'll be having an anniversary party for your business!

Homework:  Fill out the next section of the workbook involving goals and I'll see you here again tomorrow!  You've got this!


DAY THREE: MISSION STATEMENT

Today’s lesson is short and sweet.

Mission statements.

Writing out a mission statement gives you a framework for your business.  It holds you accountable to hold yourself (and any staff) up to the standards you set forth in your mission statement. 

 If you have no idea what to say, Google some of the businesses who are in your niche and get inspired from them.

 My mission statement is on the first page of my website.

We are a community of creative entrepreneurs ready to take their business to the next level. Our goal is to help you take your passion and launch it skyward to pursue your dream of running your own business.
— Boss Girl Launch Pad

It tells who we are, what we do, and how it will benefit the customer.

 Your mission statement should be short and to the point.  It may take you a few drafts to get it polished enough to flow and be impactful.

Even if you never intend to show it to anyone, it's important to have that mission statement in place as your "brand philosophy".  It will help you stay on track with the purpose of your company.

Homework:  Use the workbook to write out your mission statement.  Feel free to share them to the group for feedback. 


DAY FOUR: KEYWORDS / DESCRIPTIVE WORDS

Coming up with keywords can be tricky.  They have to be both eye-catching and accurate.  You want to motivate someone to be excited about what you're offering and the way to do that is with descriptive language.

 This is not the same as the keywords you will use for SEO although you will certainly be able to use a lot of them.

 These keywords are the way you describe your business and your style.

Descriptive words

Think of 5 ways to describe your business with words like this.

 At the very top of the first page on my website it says, Empowering you to be your own boss.

 Empowering.

 Other words I've used on my site are:

  • Personalized

  • Soar

  • Action Taker

  • Standout

 Determine the keywords that apply to your business in a positive and exciting way.  What will get your potential clients excited about what you're doing?

Homework:  Fill out this section of the workbook.  Share your keywords with the Facebook group.