Latest / Online Business Uncovered: Simple Strategies for Female Entrepreneurs / 47: Crafting a powerful brand online

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47: Crafting a powerful brand online · Online Business Uncovered: Simple Strategies for Female Entrepreneurs

• 0:00
  SPEAKER_00: Hello and welcome to the Digitally She Does It Show.
• 0:04
  SPEAKER_00: This is episode 47, and in today's episode, I'm going to be talking about how to build a powerful brand online.
• 0:12
  SPEAKER_00: So let's jump right in and get started.
• 0:22
  SPEAKER_00: Welcome to the Digitally She Does It Show.
• 0:24
  SPEAKER_00: I'm your host Karen and I'm here to lift the lid on what it actually takes to create a successful business.
• 0:31
  SPEAKER_00: If you are an ambitious creative ready to build a business on your own terms and without compromise, then this podcast is perfect for you.
• 0:39
  SPEAKER_00: With my award-winning approach to marketing and expert knowledge in creating online courses, this show will leave you feeling inspired, energized, and ready to bring those big dreams to life.
• 0:49
  SPEAKER_00: Join me each week for a dose of motivation and marketing know-how, along with actionable step-by-step strategies to help you accelerate your business's growth.
• 0:58
  SPEAKER_00: So let's dive in and don't forget to subscribe to all my upcoming episodes, which drop every Wednesday.
• 1:09
  SPEAKER_00: Hello and welcome.
• 1:11
  SPEAKER_00: Thank you for joining me today.
• 1:12
  SPEAKER_00: I'm your host Karen and I really appreciate you hitting the play button to listen to today's episode.
• 1:19
  SPEAKER_00: In today's episode, I'm going to be talking about one of my favourite topics, and this is all about how to build a powerful brand online.
• 1:28
  SPEAKER_00: But before we do dive into today's episode, I just wanted to remind you about an upcoming workshop that's going to be taking place later this month.
• 1:38
  SPEAKER_00: It's called Kickstart Your Online Course, and it's happening on Wednesday, the 24th of May at 5 pm UK time.
• 1:46
  SPEAKER_00: Now, what's great about this workshop is I really dig into how to get started with creating your online course.
• 1:55
  SPEAKER_00: And so if you've got an idea that's currently sitting inside your head waiting to get out into the world, then I give you exactly what you need to get started.
• 2:05
  SPEAKER_00: It's going to be 60 minutes of so much value that's going to leave you feeling inspired, motivated, and best of all, ready to get started.
• 2:16
  SPEAKER_00: So if you are ready to scale your business and stop trading your precious limited time for less money than what you're worth, then I want you to visit www.pink-lemondigital.com forward slash kickstart and book your place today because I do limit spaces.
• 2:35
  SPEAKER_00: Now, the other thing I just wanted to briefly mention is my brand new private Facebook group called Online Courses with Karen.
• 2:43
  SPEAKER_00: So if you're a bud-in course creator or perhaps you are in the middle of creating an online course but you need a little help, then join me over at Facebook in my private group because this is where I'm going to be hanging out and this is where I'm going to be providing value and helping people to get become unstuck in their online course journey.
• 3:05
  SPEAKER_00: Now I want to help you get your course out there.
• 3:09
  SPEAKER_00: So come along and be a part of this new community that I am creating so that I can let help you to get started.
• 3:38
  SPEAKER_00: And believe me when I say there is so much noise.
• 3:41
  SPEAKER_00: Now, when I say brand to people, they immediately think logos, and of course, if you're not fully familiar with marketing, then why wouldn't you?
• 3:57
  SPEAKER_00: It's an of course you're going to be thinking about logo.
• 4:00
  SPEAKER_00: After all, when we think of big brands, it's usually the logo that we remember because that's how we recognize who the brands are.
• 4:10
  SPEAKER_00: But actually, when I talk about brands, I'm not talking about logos, I'm talking about the experience that the brand delivers.
• 4:20
  SPEAKER_00: And this is something that can often that can be overlooked.
• 4:25
  SPEAKER_00: Now, in this day and age, customer communication and engagement are so vital.
• 4:33
  SPEAKER_00: So it's not necessarily just about how your brand looks, it's also about how it behaves, how it shows up, and how it treats its customers.
• 4:44
  SPEAKER_00: Now, it doesn't matter how small you are or how big you are, your brand is what communicates what your business is about, and so it's really important that we take control of it because this is the thing that your clients are going to be buying into.
• 5:04
  SPEAKER_00: Now, your brand is the overall experience that your customer receives, and so we want to make it as a best experience as possible because really what you want is your clients coming back to you time and time again.
• 5:21
  SPEAKER_00: Now, your logo, as I mentioned, is not your brand, it's something that we identify the brand with, and I cannot stress this enough because I think sometimes it's very easy to think that the brand is the logo, because that's what when when brand is being spoken about, logo is often synonymous with the brand, but your brand is so much more than just your logo, a simple graphic cannot create a brand because a brand is all about the experience and feeling that the customer receives.
• 6:00
  SPEAKER_00: Now, this isn't something that's always understood by many entrepreneurs and small business owners, and what is often believed is that when you are a small business or you're at the helm of your business and it's just you, then you don't need to focus on that because your business is just you.
• 6:20
  SPEAKER_00: When actually, if you provide a service or you sell a product that customers buy from you, then that's exactly what you do need to be thinking about.
• 6:31
  SPEAKER_00: You need to be thinking about your business as a brand and not a business.
• 6:36
  SPEAKER_00: Now, the best way to describe this is that your business is the mechanics, it's what sits behind the scenes, it's your operations, it's your finance, it's all the things that go into making your business work.
• 6:51
  SPEAKER_00: But the brand is the external experience that your clients receive, and that's what's really important because that's what is going to make or break your business.
• 7:03
  SPEAKER_00: Your brand is your company's true asset, so it's really important to invest time to ensure that you're crafting a brand that is compelling, authentic, and meaningful, meaningful because this is what's going to resonate with your ideal audience and it's what's going to lead to customer loyalty.
• 7:26
  SPEAKER_00: Now, as a branding strategist, I've been working with companies for many years, helping them to create really powerful brands, and part of this process involves creating a strong brand identity because your branding is your business because it's what you're communicating to the outside world.
• 7:47
  SPEAKER_00: Now, without a strong brand identity, the reality is you do not have a business.
• 7:55
  SPEAKER_00: Look at businesses like McDonald's, their brand identity is everything, it's crafted in such a way that you know when you walk into a McDonald's store, everything is crafted intentionally from the way they write their ads to the people they target, the marketing that they put out into the world, the colours that they use, the fonts that they use, the images that they use, the way they decorate their restaurants, everything is so well put together that when you think of fast food or burgers and chips, that kind of um sort of food, you immediately think of McDonald's because the amount of investment that they've put into creating a really strong brand, it's the it's the cornerstone of their success.
• 9:02
  SPEAKER_00: So it demonstrates how important branding is when it comes to your business because you want your business to be synonymous with the thing that you do, and how you achieve that is through your branding.
• 9:19
  SPEAKER_00: Now I know it can be confusing when we talk about brand and branding, but just to be clear, your brand is the experience that your customers or your clients receive.
• 9:30
  SPEAKER_00: Your branding is how you show up, it's how you look, it's the essence of what you're communicating.
• 9:37
  SPEAKER_00: So this then feeds into your colours, your fonts, your images, um, the way you write your copy, your tone of voice, the language you use.
• 9:48
  SPEAKER_00: All of this communicates who you are, what you do, what you stand for, and who you're trying to connect with.
• 9:56
  SPEAKER_00: And by really digging into what your brand's about and how you want to show up, this is how you then connect with your ideal audience because you'll be able to show up in a way that resonates with them.
• 10:10
  SPEAKER_00: So when we talk about being visible, whether online or offline, it's really important that you know how you want to be seen, how you want people to know you, what that perception is that you're looking to craft, and the way you do that is through your branding.
• 10:29
  SPEAKER_00: So we have to be intentional with the way we craft our brand so that we are in control of what we're putting out into the world.
• 10:38
  SPEAKER_00: Like McDonald's, McDonald's, as I mentioned, have been very, very intentional as to how they present their business to the world, how they make their customers feel, and the experience that they deliver when people come into their restaurants.
• 10:53
  SPEAKER_00: So, as an entrepreneur or a business owner that provides a service or delivers products, you equally need to be intentional so that you are connecting on the right level with your customers, so that you're attracting the right customers and you're building those deeper relationships with your customers because they know that you are the business that they need to be buying from.
• 11:19
  SPEAKER_00: I've worked with so many clients over the years on their branding, and what's really interesting is that at the beginning it's often a case of they've had something in place, but they've they've made do in terms of their identity.
• 11:38
  SPEAKER_00: But actually, when we are looking to grow our business through making more sales or taking on more clients, our identity becomes such an important factor because that is what we're sharing with the world.
• 11:53
  SPEAKER_00: And so, if you are trading under an identity that doesn't fully reflect who you are and what you stand for and what your business is about, then it's going to make it more difficult to be able to connect with the right audience with the right customers because you're not showcasing your business in the best way, in the right way, for your customers to make to know that you're you're the business that they need to be working with.
• 12:21
  SPEAKER_00: So if you are looking to grow your business, then you have to invest in your identity, you have to invest in the foundational pieces that help to communicate exactly what you're about so that you can attract the right customers to your business.
• 12:39
  SPEAKER_00: Now, something just to take into account is that when you're creating a brand, it takes time, it's something you have to nurture and you have to grow, and it's also something that evolves over time.
• 12:52
  SPEAKER_00: Creating a brand is not something that happens overnight, it takes a long time to create a strong, powerful brand that is recognized, and it's a it's a constantly evolving process as well.
• 13:07
  SPEAKER_00: Your brand will evolve as you evolve, so it's not something that is static.
• 13:13
  SPEAKER_00: You never get to that point where your brand is done.
• 13:16
  SPEAKER_00: As you grow in business, your brand will grow in business.
• 13:19
  SPEAKER_00: Now, it's just about understanding where you're at and being mindful as to how you're showing up and making sure that what you're creating is a true reflection of your business.
• 13:33
  SPEAKER_00: Now, if you're at a point where you're either starting out in business, or maybe you are way into your journey, but your current brand identity doesn't fit with where you are right now, then maybe it's time to start thinking about investing in a new identity.
• 13:54
  SPEAKER_00: Now, many clients come to me with this idea of my branding doesn't fit, I need a new logo.
• 14:02
  SPEAKER_00: But as we established at the beginning of this episode, your brand is not your logo, your identity is not your logo, your logo is only one piece of the puzzle.
• 14:12
  SPEAKER_00: What you really need to be thinking about is why you're doing this, what your vision is, and what you're trying to achieve, and how you want to show up in the world.
• 14:25
  SPEAKER_00: So before you even start thinking about your identity and how you're going to present your business, you need to get really clear on some really key things that will help you to curate an identity that truly reflects your business.
• 14:44
  SPEAKER_00: So, what I'd like to do is share with you three key questions that you're going to need to answer before you commission any designer to work on your brand's identity.
• 14:57
  SPEAKER_00: Now, these three questions are really crucial to you creating an identity that is aligned with your brand.
• 15:05
  SPEAKER_00: So it's really important that you take the time and you work through the questions that I'm sharing with you today.
• 15:13
  SPEAKER_00: So, my first question is what is your business's mission?
• 15:20
  SPEAKER_00: What is your ethos?
• 15:21
  SPEAKER_00: Like, why do you exist?
• 15:23
  SPEAKER_00: I want you to get really clear on what that looks like.
• 15:26
  SPEAKER_00: Like, what are you here to do?
• 15:29
  SPEAKER_00: Are you here to educate people?
• 15:31
  SPEAKER_00: Are you here to raise awareness of a new product or service?
• 15:36
  SPEAKER_00: What solutions does your company offer to your customers?
• 15:41
  SPEAKER_00: By getting laser clear about your mission, you can then really connect with your purpose and why you are running a business and what that business is going to do for your clients.
• 15:57
  SPEAKER_00: Now, when we connect to our purpose, we become really powerful because we know the reason why we're doing what we're doing.
• 16:06
  SPEAKER_00: So, and that feeds into how we show up, to what we say, to how we connect with the people around us.
• 16:14
  SPEAKER_00: Your purpose will be what helps you to achieve your goals.
• 16:18
  SPEAKER_00: So, the next thing I want you to think about is your audience and who it is you're trying to connect with.
• 16:25
  SPEAKER_00: Because when you start to look at your brand's identity, a lot of the decisions that are going to be made will be influenced by the audience that you're trying to talk to.
• 16:35
  SPEAKER_00: So it's really important that you understand who your ideal client is so that you know whatever you're creating is going to resonate with them, that you're going to be connecting with them on a deeper level.
• 16:50
  SPEAKER_00: You cannot know too much about your audience.
• 16:54
  SPEAKER_00: The more you know about them, the more intentional you can be in how you show up, and this will feed through your identity, it will be how you present yourself, it will be your messaging and how you curate your copy that speaks directly to them.
• 17:10
  SPEAKER_00: So the more you can know about your audience, the better it's going to be for you.
• 17:15
  SPEAKER_00: So I really encourage you to spend the time and really dig into who your ideal customer is so that you can be intentional with trying with how you then communicate to them.
• 17:27
  SPEAKER_00: So once you've defined your purpose and you've identified who you want to work with, then you can start thinking about how you want to present your business to the world and how you want it to look.
• 17:43
  SPEAKER_00: At this stage, it's about choosing the right colours and fonts and images that represent your brand and communicate to the world exactly how you want to be presented.
• 17:56
  SPEAKER_00: You need to be thinking about the feelings that you're trying to evoke.
• 18:00
  SPEAKER_00: So when somebody comes into contact with your brand, how do you want to make them feel?
• 18:06
  SPEAKER_00: I know this can be quite tricky to get your head around, but what I recommend is that you look at other businesses that you admire and work out what it is about them that you like.
• 18:19
  SPEAKER_00: Pick a brand that you like and ask yourself, how does it make me feel?
• 18:24
  SPEAKER_00: And and what is it about what they do that makes me feel like this?
• 18:29
  SPEAKER_00: What do you like about them?
• 18:31
  SPEAKER_00: Is it their brand style?
• 18:34
  SPEAKER_00: Is it the the fonts, the colours, their images, the way they pull everything together?
• 18:39
  SPEAKER_00: Is it the way they talk to their audience?
• 18:42
  SPEAKER_00: Try and figure out what it is you like and what works well, because that will help you when it comes to you creating your brand's identity.
• 18:55
  SPEAKER_00: Okay, so just to recap on those three questions, first, I want you to get really clear as to what your business's purpose is, then I want you to really connect with who your ideal client is.
• 19:10
  SPEAKER_00: And then thirdly, I want you to really think about how you want your business to be presented to the world.
• 19:17
  SPEAKER_00: What does that look like, and how do you need to show up?
• 19:21
  SPEAKER_00: By getting really clear on these three questions, you'll be able to curate a really strong and compelling brand that will not only set you apart from your competition, but will also help you to stand out in amongst all the noise that currently exists in the online space.
• 19:40
  SPEAKER_00: Now, in business, we often talk about the USP, which stands for unique selling point, and it's often banded around as you know, as being one of these things that that helps us to get clear on exactly what our difference is.
• 19:56
  SPEAKER_00: And business owners tend to have a really hard time defining their USP, they'll often say things like it comes down to the quality of their products, or it's that they really care about their customers, but that's not really unique because most businesses out there that are looking to make sales are most likely going to be saying the same thing.
• 20:21
  SPEAKER_00: The thing that really sets your business apart and that gives you a really unique point of difference, is of course your brand.
• 20:30
  SPEAKER_00: And so, as I said, by getting clear on these three questions and really getting under the hood of what your brand is about, you can then start to create something that differentiates your business.
• 20:43
  SPEAKER_00: Now, building your brand and raising its profile is something that never stops, it's an ongoing process and should be factored in to your goals.
• 20:54
  SPEAKER_00: But the truth is, a strong brand yields great results.
• 20:59
  SPEAKER_00: It's a simple premise, but a long-term process, and one that if you adhere to, it will be what helps your business to grow.
• 21:09
  SPEAKER_00: Okay, so before I finish today's episode, I just wanted to remind you to book your place on my free workshop, Kickstart Your Online Course, that is taking place on Wednesday, the 24th of May at 5 pm UK time.
• 21:23
  SPEAKER_00: Visit www.pink-levendigital.com forward slash Kickstart to book your place today.
• 21:31
  SPEAKER_00: Remember, spaces are limited, so get booking.
• 21:35
  SPEAKER_00: Also, don't forget to come and check out my free Facebook group, online courses with Karen, by going to Facebook.com forward slash groups forward slash online courses with Karen.
• 21:48
  SPEAKER_00: I look forward to seeing you over there.
• 21:51
  SPEAKER_00: Thank you so much for taking the time to listen to today's episode.
• 21:54
  SPEAKER_00: I hope you found this episode of value and of course please feel free to share it with others who you may think will also benefit from listening to today's episode.
• 22:03
  SPEAKER_00: If you are feeling inspired and would like to know more about getting started with creating an online digital course, then why not download my free ebook, 10 Steps to Digital Course Success, by visiting my website www.pink-lemondigital.com.
• 22:19
  SPEAKER_00: I will be back next week with another episode, but until then, have a great week.
• 22:26
  SPEAKER_00: I hope you enjoyed this episode of the Digitally She Does It Show.
• 22:30
  SPEAKER_00: Don't forget to check out the show notes for all the links and resources mentioned in today's episode.
• 22:35
  SPEAKER_00: New episodes drop every week on a Wednesday.
• 22:38
  SPEAKER_00: So why not rate and subscribe so you never miss an episode?
• 22:42
  SPEAKER_00: Thank you for tuning in today, and I will see you next time.