1. Identify Your Audience: Understand your target market, their needs, preferences, and pain points. Tailor your brand to resonate with them.
2. Research Your Competitors: Analyze competitors’ branding strategies. Identify gaps and opportunities to differentiate your brand.
3. Define Your Brand’s Purpose and Position: Clarify your business’s mission, values, and unique selling proposition (USP). What problem does your brand solve?
4. Develop a Personality and Brand Voice: Decide on the tone and style of communication. Are you friendly, professional, or quirky? Consistency is key.
5. Create Your Brand Story: Craft a compelling narrative that connects emotionally with your audience. Share your journey, values, and vision.
6. Choose a Brand Name: Select a memorable and relevant name. Ensure it’s available as a domain and on social media platforms.
7. Write a Slogan: Create a concise and impactful tagline that encapsulates your brand essence.
8. Design Your Brand Look and Logo: Design a visually appealing logo, color palette, and typography. These elements should reflect your brand personality.
9. Integrate Your Brand into Your Business: Apply your brand consistently across all touchpoints: website, social media, packaging, and marketing materials.
10. Don’t Be Afraid to Rebrand: As your business evolves, be open to refining or refreshing your brand. Adapt to stay relevant.

11. Understand Your Brand’s Core Values: What principles guide your decisions? Align your brand with these values.
12. Create a Brand Style Guide: Document guidelines for logo usage, fonts, colors, and imagery. This ensures consistency.
13. Craft a Unique Selling Proposition (USP): Clearly communicate what sets your brand apart from competitors.
14. Design a Memorable Logo: Your logo is the face of your brand. Make it simple, versatile, and timeless.
15. Choose Your Brand Colors: Colors evoke emotions. Pick a palette that aligns with your brand personality.
16. Create a Consistent Tone of Voice: Whether formal, friendly, or humorous, maintain a consistent voice in all communications.

17. Build a Strong Online Presence: Optimize your website, create engaging content, and leverage social media platforms.
18. Leverage Content Marketing: Share valuable content related to your industry. Position yourself as an authority.
19. Collaborate with Influencers: Partner with influencers who align with your brand values.
20. Invest in Professional Photography: High-quality visuals enhance your brand perception.
21. Use Storytelling in Marketing Campaigns: Narratives resonate with audiences and create memorable experiences.
22. Monitor Brand Mentions: Use tools to track what people say about your brand online.
23. Create a Brand Ambassador Program: Encourage loyal customers to spread the word about your brand.
24. Attend Industry Events: Networking and participating in events help build brand awareness.
25. Measure Brand Success: Track metrics like brand awareness, customer loyalty, and conversion rates.

The post Carving Out a Brand  appeared first on TaylorBerry Designs.

Know Your Tribe

To make this happen you have to know your tribe. Who are they? What makes them tick? What are their joys? What do they value and aspire to? Shape your story to resonate with their reality.

Your Roots

Next, talk about your brand’s roots. What’s the story behind why you started? Maybe you had a lightbulb moment or saw a problem you just had to solve. Share the good, the bad, and the ugly, because that’s what makes your journey real.

Define What You Stand For 

What’s your vision? Your mission? What values guide you? Weave these elements into your story to show your brand’s purpose and authenticity.

Emotion is Key

Pack in the emotion. Joy, empathy, inspiration, determination – these are the beats that get hearts racing. Emotion is what bridges the gap between knowing a story and feeling like you’re part of it.

Show and Tell

Show, don’t just tell. Show the difference your brand makes in the lives of your tribe and community. Share real stories and examples that speak to the transformation your brand brings.

K. I. S. S.

Keep it so simple! Don’t confuse your tribe with jargon or complex narratives. Use clear language and vivid imagery that they’ll easily remember.

Uniquely You

Authenticity builds trust. When sharing your story, be real, be genuine, be transparent. Showcase your successes and challenges. Talk honestly about your journey. Include the highs and lows, this reassures your tribe you understand what they’re going through and that they’re not alone.

Change is Good

Remember, your brand story isn’t set in stone. It’s a living, breathing thing that changes with your tribe and business. Stay on top of industry shifts, market trends, and community preferences. Update your story to keep it relevant and engaging.

As you begin crafting your brand story, keep these tips in mind. They can guide you in creating a story that strengthens your brand identity and forges meaningful bonds with your tribe.

Together let’s create some transformation!

The post Let’s Tell a Story appeared first on TaylorBerry Designs.

Think about your go-to brands. What reels you in? Is it top-shelf products, their communication style, or the values they stand by? A strong brand builds trust, loyalty, and recognition. They create experiences that people want to be a part of — ones that spark emotions and keep customers coming back for more.

Consistency Creates Connections

Take Apple, for example. Their brand is all about sleek, innovative, minimalist design. It’s all about sophistication and cutting-edge tech, from their products to their ad campaigns. This consistent branding doesn’t just set them apart — it makes a deep emotional connection with customers, which drives loyalty and purchasing decisions.

So, how do you create a brand that resonates with your core audience/tribe? Start by pinpointing your brand’s core values and mission. What do you stand for? What sets you apart from the rest? Once you’re clear on your brand’s identity you can move on to the visual elements.

Pick colors, fonts, and design elements that mirror your brand’s personality. Your logo should be simple but memorable, one that customers can instantly recognize and feel drawn to.

Branding Is A Promise

Remember, branding isn’t just about the visuals though. Your tone of voice and messaging are important too. Are you formal and authoritative, or laid-back and approachable? Whatever you choose you need to always be consistent. Your brand’s voice should echo through all your communications, from social media posts to your customer service chats.

Ultimately, top-tier branding is about forging a connection with your core audience/tribe. It’s about making them feel something — whether that’s excitement, trust, or inspiration. The emotions your brand stirs up can have a huge impact on customer loyalty and purchasing decisions.

Branding is about creating an experience that people want to be a part of. It’s about building a reputation that resonates with your core audience/tribe that keeps them coming back for more. So, invest time in defining your brand’s identity and sharing your story in a way that’s authentic, consistent, and memorable. Your brand is your promise to your customers — make it a promise worth keeping.

The post What is Branding? appeared first on TaylorBerry Designs.

Listen Like You Mean It  

When you’re co-creating, a big piece of the puzzle is simply listening. It’s not just about hearing the words. It’s about tuning into the heartbeat of your community. Dive in with genuine curiosity get to know them. What gets them excited? What fires up their passions? And what challenges are they facing? When you listen deeply, you’re letting them know they matter and you care. This goes beyond gathering information. It’s about making a heartfelt connection with your tribe.

Engage and Converse 

See each comment or question as a golden opportunity to create a deeper connection. Take the time to respond thoughtfully, share what you know, be open to their ideas.  This isn’t customer service. It’s relationship building. Let your core audience/tribe know they feel valued and listened to. This will turn everyday interactions into moments they’ll share.

Be Where They Are

Keep in mind, your audience isn’t just hanging on your every word—they’re already out and about having conversations in vibrant, bustling communities. Join them there. Whether it’s social media, forums, or local events, be present and participate actively. Share your stories, but more importantly, listen to theirs. This shows that you’re not just a brand on a mission; you’re a member of their community, sharing in their journey.

Show Them You Care

True communication goes beyond surface level. Show your tribe that their voice matters. Implement changes based on their feedback and let them know how their input shapes your brand. Celebrate their contributions and share stories that resonate with their experiences. This transparency builds trust and transforms casual followers into raving fans.

Strengthen and Deepen Connections

Your core audience isn’t just a target market—they’re your tribe. Partners in your brand’s journey. By valuing their input and engaging in genuine dialogue, you strengthen your brand message and create a community of believers who are just as passionate about your mission as you are.

Make a Difference Together

When you open up to real back-and-forth chats, your brand transforms into a chorus of different voices and ideas coming together. You’re not just a company anymore; you’re a team working towards something bigger, fueled by realness, imagination, and a drive to spread harmony and good vibes. It’s more than just branding; it’s about joining forces to create real impact together.

So, dive into those meaningful conversations! Every comment and question is an open door to forging a deeper connection. Remember, this isn’t customer service—it’s relationship building. Make your core audience feel seen and heard, transforming routine interactions into genuine connections.

The post The Art of Engaging Your Audience: 6 Tips for Brand Success appeared first on TaylorBerry Designs.

Dig deep and explore how these four pillars can shape your brand’s identity and success. Imagine them as the cornerstone of a beautiful temple you’re about to construct.

Begin by developing your vision. Look forward and paint a picture of what your brand aspires to achieve.

What fuels your brand’s journey? Close your eyes and dream. Envision the future you want to create, the impact you aim to make, and the mark you wish to leave on the world. It’s like setting the GPS for your brand’s ultimate destination.

Next, define your mission. Your mission statement is like its North Star. It guides your brand’s purpose and reason for being.

It’s the heartbeat of your brand, your guiding light when the path gets blurry. Your mission statement is your brand’s superhero origin story—it encapsulates why you exist, who you’re here to serve, and the change you want to bring about. It’s the “big why” behind every action you take.

Then, identify your values. Think of core values as the sturdy columns that uphold your brand’s integrity and define its character.

They’re the promises you make to your audience, the principles you stand by through thick and thin. Think of them as the non-negotiable traits that define your brand’s DNA.

Finally, know your brand’s purpose. What makes it unique.

This is the one thing that makes your brand unique and stand out in the crowd. It’s that special something that sets you apart, the reason why your core audience/tribe should choose you over anyone else. Your purpose is your brand’s soul laid bare for the world to see.

Remember, these four pillars aren’t just checkboxes to tick off—because they’re the heart and soul of your brand. The magic that captivates your core audience/tribe and keeps them coming back for more. Take the time to explore each pillar, understand them deeply, and infuse them into every aspect of your brand’s identity.

Use this quick-start checklist to help you dig a little deeper into the four pillars and their connection to other aspects of branding. 

Brand Mission Statement:

• Write a clear mission statement that defines why your business exists and how it serves its audience.
• Identify the core purpose and values driving your brand.

Brand Vision Statement:

• Craft a vision statement that goes beyond the present. What ultimate impact do you aspire to create?
• Envision your brand’s cosmic destiny—the legacy you want to leave behind.

Brand Values and Beliefs:

• Determine the fundamental beliefs that guide your business decisions.
• These values will shape your brand’s character and interactions.

Brand’s Purpose

• Determine the one thing that makes your brand unique and different from your competition.
• Articulate the reason why your core audience/tribe should choose you over anyone else

Core Offering and Messaging:

• Identify your core product or service.
• Sharpen your brand messaging to resonate with your core audience/tribe.

Brand Storytelling:

• Share your journey—how you got started and the moments that connect with your core audience.
• Authentic storytelling builds trust and relatability.

Core Audiences and Personas:

• Define your primary core audience
• Create detailed personas to understand your core audience/tribe’s needs and preferences.

Professional and Personal Brand Balance:

• Find the right balance between the professional and personal aspects of your brand.
• Use social media to showcase both sides authentically.

Brand Language and Voice:

• Develop a list of words that resonate with your brand.
• Communicate consistently using your unique brand voice.

Brand Personality and Characteristics:

• Give your brand a personality—choose colors and designs that reflect your essence.
• People can spot a fake a mile away. Be authentic. Be yourself.

Brand Boundaries and Decision-Making:

• Set clear boundaries—know when to say yes and no.
• Make intentional choices aligned with your brand.

Remember, this quick-start checklist is your blueprint for building a brand that lasts! 

Together let’s create some transformation!

The post The 4 Pillars of Branding appeared first on TaylorBerry Designs.

It’s the X‑factor that can help shape how your audience perceives you, allowing you to stand out, emotionally connect with your core audience/tribe, and create a truly unforgettable brand.

The Face of Your Brand

Think of your tone as the face of your brand’s personality. As in everyday life, it’s not just about what you say, but how you say it. Consistent use of a well-defined tone can shape how your core audience/tribe sees your brand.

Are you the smiling, friendly, and approachable neighbor they want to hang out with? Or the professional expert whose advice they seek? Your tone answers these questions for your core audience/tribe, without them needing to ask.

Think about the solo owner of a health coaching business who opts for a supportive, empathetic, and motivational tone. Her potential clients feel understood and inspired, making them more likely to engage with the brand. Compare this to a tech micro-business that uses a confident, knowledgeable, and edgy tone, this ensures their potential customers of their expertise and reliability.

Be Radically Different

In a world where everyone’s selling something, your tone can be that secret weapon that sets you apart from all the rest. It helps you to carve out a niche for your brand and attract a tribe that resonates with your vibe.

Picture two local coffee shops — one uses a casual, funny tone, full of witty remarks and friendly banter. The other opts for a sophisticated, refined tone, emphasizing the quality and tradition of brewing coffee. Both sell coffee, but their tones appeal to an entirely different set of customers, helping each to build a raving fan base.

Creating a Lasting Connection

When your tone aligns with your core audience or tribe, it generates a feeling of familiarity and trust. Emotional connections are what foster loyalty and people tend to return to brands that feel like old friends they can rely on

For instance, a solopreneur who operates a business selling handmade jewelry might adopt a friendly and personal approach. They could share the stories behind each jewelry piece and discuss the creative process involved. This personal touch can establish an emotional connection with customers, allowing them to perceive their purchase as more than just a product. Instead, they feel like they are buying a tangible representation of the artisan’s passion and story.

Tone is Key to Building an Unforgettable Brand

Your tone is key to creating a strong and memorable brand identity. It’s not enough to just have a great logo or a catchy slogan. How you communicate with your audience is far more important.

By crafting a tone that reflects your brand values and meets your core audience/tribe’s expectations, you give them a reason to remember your brand. Consistency is key. A consistent tone on all platforms — website content, social media posts, customer service interactions — makes your brand stand out.

Practical Tips for Finding Your Brand’s Tone

• Define Your Brand Values: What do you stand for? What promises do you make to your customers? Your tone should consistently reflect these values.
• Know Your Audience: Who are they? What do they expect? Tailor your tone to resonate with their preferences and expectations.
• Be Authentic: Authenticity is key. Your tone should genuinely reflect your brand’s personality. Don’t force a tone that doesn’t feel natural.
• Be Consistent: Consistency is crucial in building a strong brand identity. Your tone should be the same across all platforms and interactions.
• Evolve with Feedback: Pay attention to how your audience responds to your tone. Be open to adjusting it based on feedback and changing market trends while staying true to your core values.

By taking the time and making a genuine effort to find and consistently use the appropriate tone for your brand, you can significantly enhance its influence and develop a deeper connection with your core audience/tribe. It’s essential to keep in mind that it’s not just about the words you choose to use but also how you use them, as that’s what truly makes a lasting impression.

Together let’s create some transformation!

The post Your Secret Weapon: Brand Tone appeared first on TaylorBerry Designs.

Building a strong brand is the plan you need to help you overcome overwhelm. Branding is about creating a unique identity and personality for your business that attracts and connects with your ideal tribe. 

Here are 10 steps you can follow to create a strong brand for your business and position yourself as the go-to expert in your area, field, or niche:

1. Begin at the beginning: Before you dive deep into the details, you need to have absolute clarity about what it is you’re trying to accomplish. It’s imperative you know what your brand is all about. You should start by defining your mission and vision. Why are you in business in the first place? And, what do you want your business to ultimately accomplish?

Then, you should define your values. What does your business stand for or in some cases against? The values you bring to your business should act as a guiding light for all the decisions you make about your business. What makes your business different from others? Who are you trying to reach-who is your community or tribe? These questions will help you define your brand identity and guide all your branding decisions.

2. Pick a memorable name: Your name is one of the first things people notice about your brand, so make it one that will stay top of mind for your tribe. Choose a name that reflects your business, and is easy to pronounce and spell. Next, check to be sure that it’s available as a domain name. Do your due diligence to make sure the name isn’t already taken or trademarked by someone else.

3. Choose your colors and fonts: Your colors and fonts play a big part in your visual identity and should match your brand’s personality. For example, if you want your business to be seen as professional then you might opt for basic colors like blue and white. But, if you want to express creativity and fun, you might go for bright and bold colors. Pick a color scheme and typography that you can use consistently across all your branding materials.

4. Design an awesome logo: Your logo is the visual symbol of your brand and should capture its essence. You can hire a professional designer or use online tools to create a logo that is unique, attractive, and relevant to your business. Your logo should be designed to work in different sizes and formats.

5. Tell your story: People love stories, especially ones that inspire them or make them feel something. Your brand story is the narrative behind your business, your passion, and what makes you unique. Share your story with your audience through your website, social media, or other channels. This will help you create an emotional bond with your tribe and make them care about you and your brand.

6. Go online: Regardless of how you may feel about social media, having an online presence is essential for any business today. Create a website that showcases your brand and provides useful information about your products or services. Use social media platforms where your tribe hangs out, interact with them, share valuable content, and build a community around your brand.

7. Deliver on your promises: Your brand is not just what you say, but what you do. The best way to build a strong brand reputation is to provide high-quality products or services and excellent customer service. Make sure you meet or exceed your tribes’ expectations and solve their problems.

8. Create valuable content: When you’re building a strong brand content is a powerful way to showcase your expertise, educate your audience, and add value to their lives. Develop a content strategy that aligns with your brand’s goals and values. Create and share content that’s relevant, engaging, and helpful through blog posts, videos, podcasts, or social media updates.

9. Connect with your tribe: It’s the lifeblood of your brand, so treat them well. Listen to their needs, wants, desires, and especially their feedback. Respond to them promptly and politely. Start conversations with them, ask questions, and show appreciation. Let them know that you take their suggestions seriously. Building relationships with your tribe will help you earn their trust and loyalty.

10. Keep improving: When it comes to building a strong brand it’s not a one-and-done thing, it’s an ever-evolving process. You need to constantly monitor how your brand is performing and how it is perceived by your tribe. Track key metrics such as website traffic, social media engagement, and sales to measure your brand’s success. Adjust your branding strategy as needed to keep up with changing trends and your tribe’s wants, needs, and desires.

Building a strong brand can be challenging. But, it’s the key to creating a long-term successful business. Remember to be consistent, authentic, and true to yourself throughout the process. 

Together let’s create some transformation!

The post 10 Steps to Building a Strong Brand appeared first on TaylorBerry Designs.

Fear not, solo and microbusiness owners, for I am here to guide you on your journey to building a legendary brand identity! Just as a superhero has a unique costume and symbol that sets them apart from other superheroes, your brand should have a powerful image and identity that stands apart from your competition and engages your tribe.

The first step on your journey is to establish a clear mission and values that will serve as the foundation for all your branding decisions. With your mission in mind, identify your tribe and research their needs, wants, and preferences. This information will allow you to tailor your messaging so that it resonates with your tribe and turns them into raving fans.

Just like a superhero studying their arch-nemesis, research your competition in order to understand their strengths and weaknesses. Then using your superhero powers identify opportunities to set yourself apart.

Choose a powerful name and logo that reflects your brand’s identity. Craft a signature move that embodies your hero persona. You may want to consider working with a professional designer to create a professional-looking logo that will make a long-lasting impression.

Create a consistent brand message communicating your mission, values, and vision. This messaging should be used in all of your marketing materials and on your website, which should be, consistent with your brand identity and messaging.

Using social media, engage with your tribe, build brand awareness, and drive traffic to your website. Leverage the power of content marketing, such as blog posts, articles, videos, and other types of content to educate and engage your tribe. Also, use email marketing to build solid relationships with your tribe and lend a personal touch.

Provide excellent customer service to build a raving fan base and positive word-of-mouth. Respond promptly to customer inquiries and resolve any issues quickly.

Always maintain consistency in all of your branding efforts, including your visual identity, messaging, and tone of voice, just as a superhero is always consistent in their heroic persona.

By following these steps, solo and microbusiness owners, you too, can build a strong brand identity that resonates with your tribe, differentiates you from the competition, and creates a raving fan base. Keep refining your branding efforts and always stay true to your mission, and you’ll become a legendary hero in your field, area, or niche!

Together let’s create some transformation!

For more strategies on how to build your brand grab your e‑book today.

The post Brainstorm Your Brand: 7 Quick Tips for Creating a Legendary Brand Identity appeared first on TaylorBerry Designs.

Whichever you choose is up to you. But, if you choose to create a business you need to start with a solid foundation. Branding gives you that foundation to build on. A big part of your branding is knowing exactly Why you’re in business and What you want your business to be known for, that’s where defining your vision and mission statements becomes essential.

Your Vision Statement

Begin with your vision statement. A vision statement is a short sentence of what you see for your business. As a solo business owner, this falls to you. But, if you’re a micro business owner and have a partner or small team then you’ll want to get their input as well.

For example, here at Taylorberry Designs, our vision is that by helping solo and micro-business owners learn about the importance of design and branding we can help them create transformation for themselves and their businesses. So our vision statement is: Together Let’s Create Some Transformation. Because we envision transformation as the guiding light of any successful brand.

When I think of vision, two companies come to mind. Lululemon and Penzeys Spices. Both companies have a vision of making the world a better place. Lululemon’s vision is, “Be Human, Be Well, and Be Planet.” Each one is a vision within itself. And, they all come together to create a whole company philosophy. Their vision has grown throughout their business, but one consistent theme has always been in place, inclusion, health, and taking care of the planet.

Penzeys Spices’ vision is, “We are trying to make the world a better place.” Spices come from across the globe but connect everyone through food and food connects us through community. For them, seeing global communities come together really can make the world just a little better.

So what do you see as the guiding light for your business? What is the Big Why of your business?
How can you articulate that so it resonates with your core values? Don’t be afraid to dream big and have lofty aspirations for your business. Trying to reach those aspirations is what will keep you moving forward.

Your Mission Statement

Now that you have your vision for your brand, it’s time to create your mission statement. Your mission statement is different than your vision statement. Although a lot of brands combine the two. Your mission statement can be thought of as the What of your business. What do you want your brand and business to accomplish or ultimately be known for?

For Taylorberry Designs our mission statement is: to use the power of creativity, to bring about transformative change, even at the smallest level. We want to help solo and micro-businesses discover who they are and what they have to offer the world.

Both Lululemon and Penzeys Spices’ mission revolves around social impact, community, and sustainability. Both companies want to leave the world a better place.

What is your mission? What mission is your brand and business on? What is it that you want your business to be known for? Like your vision statement, your mission statement should incorporate your core values and become a foundation for your business philosophy.

Reflections of Your Brand

But here’s a little something to ponder…your vision and your mission statement are not your brand. Just like your logo and your signature product are not your brand. They are reflections of your brand. Having a vision and mission statement in place that reflects your brand will set the foundation for all your branding, marketing, and messaging going forward.

A well-defined vision and mission statement will allow you to create a brand that speaks to your core audience in a language they resonate with. It will let them know right off the bat whether or not you’re a business they want to engage with.

Keep in mind, you’re not looking to attract everyone out there. It’s o.k. and even preferable if some people don’t interact with your brand. You’re looking to build a tribe of raving fans who are already seeking the type of transformation you provide. Fans who’ll come to know, like, and trust you as their go-to expert.

Your vision and mission statements will be one of the first things that attract them to you. As you consistently build on that message, your tribe will become more engaged and more attracted to what you’re offering. But, consistency is key. In this era of distraction, you need to build on one consistent message at a time. You don’t want your tribe distracted or guessing because that will have them looking somewhere else.

So today before you do anything else, brainstorm your brand’s vision and mission statements. If you need help with this be sure to reach out. You can contact us at: teamtaylorberry@taylorberrydesigns.com, fill out the form on our reach-out page, or leave us a message at: 302–603-3193.

Together let’s create some transformation!

For more strategies on how to build your brand grab your e‑book today.

The post Brainstorm Your Brand: Vision and Mission Statement appeared first on TaylorBerry Designs.

It depends on Why you’re in business in the first place? What you want your business to accomplish? Who your core audience is? And How you want to be remembered? But if you’re trying to build any kind of long-term sustainable business then building a brand matters as much to you as it does the big corporations.

When asked what branding is, most solo/micro business owners say something to the effect of my logo is my brand. Or they tell you all about their marketing strategy. Or they point to their signature product or service. Or they simply stare at you with that deer in-the-headlights look because they have no idea at all.

Let’s set the record straight. Branding is not your logo. It’s not your marketing strategy. And, it’s not your signature product or service. Brand Strategist, Marty Neumeier defines your brand as, “a person’s gut feeling about a product, service, or organization.” What does that even mean?

Basically, it means your brand is what your core audience says it is. This is why it’s imperative to know Why you’re in business. What you want your business to accomplish. Who your core audience is. And How you want to be remembered.

Without knowing these things, your core audience won’t have any clue whether or not they can trust that you can provide the solution to their challenge. In essence, they’ll believe your brand isn’t right for them when it may just be exactly what they’re looking for.

Your Brand Identity Matters

Your brand is the soul of your company. It defines your goals and objectives. It defines your message, your mission, and your methods. And it embraces your core values. Let’s look at one brand who knows exactly what it stands for.

An athletic clothing company that had humble beginnings in Vancouver, Canada starting in 1998. A design studio by day. Yoga studio by night. A company that has never wavered from those humble beginnings. Lululemon understands exactly Who they are as a company. Per their website:

Brand Identity for Lululemon

Why they’re in business: To create more than a place where people could get gear to sweat in, we wanted to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness, and living a life of possibility.

What they want their business to accomplish: A constant that has never wavered is our desire to empower people to reach their full potential through providing the right tools and resources, and encouraging a culture of leadership, goal setting, and personal responsibility. Our core values of personal responsibility, entrepreneurship, honesty, courage, connection, fun, and inclusion are lived by our people every day and are at the heart of our unique company culture.

Who their core audience is: Guests, Ambassadors, and elite athletes.

How they want to be remembered: We create transformative products and experiences that build meaningful connections, unlocking greater possibility and wellbeing for all.

Lululemon creates an ever-evolving manifesto as a way to...” share our culture with the community. It’s an evolving collection of bold thoughts that allow for some real conversations to take place. Get to know our manifesto and learn more about what lights our fire.”

As you can see they know their core audience very well. Not every company would dare to be so bold. But this is what makes them radically different and sets them apart from their competition.

Questions For You

Here are a few questions to help you shape your brand identity.

Why are you in business? Aside from the obvious of making money. What is your big Why?

When you start a business making money is generally one of the top reasons why. But, if the only reason you started a business was to make money or try to “get rich quick” you didn’t start a business you created a side hustle. And one that most likely won’t last very long or be very profitable.

A business takes planning and a deeper understanding of what it is you’re trying to accomplish. If you’re in for the long haul, discovering Why you created this business will give you a foundation to build on. It’s time to channel your inner 3‑year-old and keep asking yourself Why you started this business until you know exactly Why from your heart.

What beliefs and core values are important to you as a company?

Click on the link to get a list of core values for yourself and your business. Take a look at them and write down the ones you resonate with.

What you believe about yourself and your abilities may very well either drive your company forward or stop it dead in its tracks. And, the company culture you create may attract or repel your core audience. Knowing exactly what you and your business stand for will allow you to move forward with integrity and confidence.

What do you do better than anyone else?

Knowing where your strengths lie and what you’re good at will allow you to communicate clearly with your core audience. They’ll be able to easily see just what sets you apart.

What makes you different from your competitors?

What is the one thing that makes you radically different from your competition? How can you use what you discovered in the last 2 questions to set yourself and your business apart from your competitors?

Penzeys Spice is another company who knows exactly what they stand for, what sets them far apart from their competition and they’re unafraid to stand up for what they believe in. To move forward, you have to lead the pack. They do it unabashedly.

Knowing Your Core Audience

Understanding who you are as a business allows you to communicate that understanding to your core audience on a personal level. Once they understand exactly what your business stands for, they can decide whether your brand is right for them or not.

Both Lululemon and Penzys Spice know their core audience and go after them even if it means alienating an entire demographic. Because knowing your core audience goes far deeper than just knowing their demographics.

Drill down to who your core audience is. You want to know them based on their traits and behaviors. Think about people you know and associate with that have the same characteristics you want in your core audience. Using the examples below create a list of traits you want your core audience to have.

Example:

• Funny: Has a sense of humor. Likes to joke, are bubbly and enjoy having a good time
• Spiritual: Comes from a place of authenticity and gratitude, able to see the possibilities want to incorporate their belief into all they do, overall positive attitude and mindset
• Open: To trying new and different ways to do things, willing to learn new technologies, willing to entertain new ideas, willing to help others
• Honest: No BS
• Action Oriented: Willing and eager to take action, interact, try things out, team player willing to help others
• Good Communicator: Able to communicate their ideas, able to take constructive criticism, able to give constructive criticism, participates in the ongoing conversation, polite and tactful
• Centered: No making mountains out of molehills, easy in all aspects of style.
• Invest: Sees abundance and feels gratitude in all they do. Willing to do what it takes to invest in themselves.
• Inspirational: Deep desire to create lasting change in their client’s life, service-oriented, coming from a place of wanting to be the change

What three words would your core audience use to describe your brand?

Now that you know who your core audience is, what language do they speak? Come up with 3 (or more) words that your core audience would use to describe your brand. Remember, these aren’t words you’d use, so do your best to hear them in the voice of your core audience.

At this point, you should have a pretty good idea of the Why, What, Who, and How of your business and the brand you want to create. Taking action is your next step. Use what you’ve discovered here to begin creating a brand that defines the soul of your business.

If you found this post helpful leave a comment. And, if you have any questions or need any further help creating your brand be sure to reach out: shonda@taylorberrydesigns.com. I’d love to hear from you.

Together let’s create some transformation!

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