Build Your Brand in 5 Days

In the 90's a company's logo was its image. In today's world and with the rise of social media, a company's image — and subsequent story — is called branding.

Customers have become so involved in the development of their favorite brands; they help tell a company's story. They tweet, share and comment on the good, the bad and the beautiful. So how do companies hit that sweet spot to get consumers to fall for their brand?

First of all I would like to remind you that marketing isn't a department; it's the story of how you create a difference for your customers, as we all know; the difference between a good idea and a commercial success is context. We spend most of our time trying to make people love things, when we should be simply making things people love.

Every brand has a story to tell. So clear some time in your schedule, grab a pen and follow the advice of these five fabulous steps that will help you build a brand in five days so you can begin to tell your story.

1) Define who you are and what you do.

This step might sound relatively easy: you know who you are and what you do, but how do you do it differently than everyone else? What's your unique selling proposition? What type of product do you offer that others don't? How is your fitness plan different than other personal trainers? It doesn't matter what business you're in, you have to find that connection.

You have competitors who deliver the exact same services as you. It's not really about what you do anymore; it's about how you do it. Your clients expect to see results — if you're a copywriter, they expect to get flawless, engaging copy. If you're a website designer, they expect to receive a beautiful, functional website. Results are expected — experience is the wildcard. Your clients expect you to deliver on your promises, it's the way they feel about their experience and the way they remember their interactions with you that makes them want to work with you again and refer you to others.

Besides becoming more personal in an online world, think about how you're different than your competition. Make a list of the services or products you offer and the ones you don't and why. List your strengths and weaknesses, how your hobbies might tie into your services, anything that defines you who are and what you can offer.

2) Define your audience and how you want to speak to them.

Sit down with a pen and paper and get ready to list every attribute your potential customer has.

• Age group, gender.
• Where do you find them? Social media, in brick and mortar storefronts or online groups?
• What do they need? Web design, marketing, online coaching or legal service?
• Who are they using now for the same service you provide?
• Why would they switch?

Once you know who your target is, how will you connect with them and tell their story? In person, online, are they using social media? How will you keep the conversation going?

I suggest that you start by sharing relevant knowledge with your audience; by doing so you're building your credibility. Your brand will be the community that follows your business, you should embrace it.

3) Make your personality shine through your brand.

You are your brand, which means your brand should be you. Customers are real people so they want to relate to you not your business. The question is how to inject your brand with some personality that customers can relate to?

One way to do that is by having multiple passions and being a multi-dimensional person; this makes you more charismatic, more interesting and more compelling. It's about embracing all parts of yourself — not being afraid to be who you really are — and attracting clients who are totally turned on by who you are and what you love. Don't edit yourself out of your brand. This is one of the most common mistakes I notice with entrepreneurs. Start by making a list of your personality traits, your hobbies and what you stand for. See how they intersect with your business and let your personality shine.

4) Make it official and professional.

If customers are to trust you and commit to your brand, your brand needs to be official. Hire a professional graphic designer to create your logo, business cards and website so that you have a consistent look. Hire a marketing guru and/or a business coach to help you plan strategy. Research business systems so your invoicing, proposals and communications are complete, organized and automated. How you treat your business is how you'll be perceived to treat a client's business.

Remember this; there are so many design perspectives out there and so many different ways to represent a brand. It's a pivotal point to your business to figure out what your unique style is and what you can bring to the table that is different from other designers. This may take a little trial and error but it's important to not get caught up in what others are doing and are successful at. Don't just put something out there to put something out there. Make it right the first time or don't do it at all. Consistency is key for your audience to get to know and love you.

Right from the start — every single piece of material from a logo to photography to social media posts need to be consistent and professionally organized. The ultimate goal is to have people gravitate and recognize your work instantly. This can be achieved by being consistent and only putting pieces of work out there that represent your brand and your message.

5) Find your niche, deliver and repeat.

For your customers to be loyal to you, you need to be loyal to your brand. We've already determined consistency is the key. But not only with your logo and materials, but with how you connect with your audience. If you find them on Facebook, make sure that's where you're interacting on a regular basis. Send out that e-newsletter on a weekly basis. Tweet and retweet your followers.