How do you brand your company? How do you brand yourself? Are these not the same? It is, or rather should be, when running your own small business. For me, I learned how my customers perceive me is how they perceive my product. But more so, how they perceive my company? Will they say that my company as a positive entity? Or do they ignore me and walk to the next seller? Do they see no heart in my web site and click on the next webpage?
Who are you? How you brand yourself is how you brand your business. Yes, you need to brand yourself as a salesperson each time you head out to sell your wares. But then what about your website and/or your social media platforms? What is the tone of your content?
Your tone reflects upon your brand – you and your business. Is this case, how do your customers understand your mission statement of your business and your core values? Do they read as impersonal, like a job resume? Does your mission statement have big meaningless words like “honest, reliable, fast working, fast learning”? What do these words mean? What should you tell them about you and your business?
Here’s an interesting exercise. Search the internet and find other companies’ mission statements. Study your competitors’ mission statements. Do they have the personal and/or human touch? Or do they say big vague words to impress?
Who are you? As writers say “show, don’t tell.” How do you show yourself to your customers? Do your words mean nothing? Show customers who you are. Have a little fun with your mission statement – not goofy – but still reliable. Show off yourself and the tone of your business.
Brand you as YOU and brand your business with YOUR tone. You will build trust, make sales and create repeat customers. That’s true corporate branding.
Branding yourself checklist
1) Monitor the way you communicate with your customers – enlist others to judge the tone of your character
2) Research other businesses and study how they use their tone – learn from their success. Learn what not to do if you come across any vague and meaningless words.
3) Research your competitors’ mission statements and core values – how are they similar and/or different from yours. Listen closely to their tone. Are they real or fake? Let your uniqueness reflect your mission statement and your brand.
4) Immediately make changes to let your customers know who you really are – be real, be courteous and be unique. Spare the jargon.
5) If you have employees make sure they are on board with your branding tone – they represent you and your business.
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