As consumers we are constantly engaging with various brands. Fast food chains, fabric softeners, smart phones… Each of these has a brand and every brand has a story. What makes us as consumers feel compelled to buy into certain brands? How can we as entrepreneurs use this to build our own brand and get customers to buy into us?
If you are a solopreneur such as myself, you might not have given branding much thought. This is a big mistake. Working from home and dealing with clients over the phone and via email, it is sometimes easy to forget about the brand you are portraying to your customers. Every interaction you have with your customers should be purposeful and intentional. Every email you send should convey the image you want customers to perceive. Email signatures, your domain name, your invoices, even the way you dress for work in the morning… All of this must be in line with your vision and brand. This can be difficult, especially if you don’t meet many clients face to face. It can be easy to let your home office get messy, or skip a shower before making your way from your bed to your pc to start work. Even though your clients might not see all this, it still affects your brand. Every single action you take during your work day needs to be focused on the image you would like portrayed to your clients. Imagine you are a wedding photographer with the majority of your field work taking place over weekends and your editing and admin taking up your week days. Weddings are generally a slick affair with lots of sparkly fanciness. If you dressed like a slob and worked in a messy home office with 5 dirty coffee cups on your desk your brand will suffer. Your clients might not ever know, but subconsciously your work will begin to reflect this.
Make sure you set goals and that your work space, logo, website, and dress code all reflect the message you would like your customers to receive from your brand. Clean up your office, buy some new work clothes (even if your cat is the only one who will see them), and constantly strive to work towards your vision and stay “on brand”. This will ensure that every action you take during your work day will be intentional and can be taken with a firm end goal and vision in mind. Be the person your customers would want to buy into.