How to Pivot Your Business Without Losing Momentum

How to Pivot Your Business
Without Losing Momentum

BY MICHELLE KNIGHT

If you prefer to watch a video version of this post, which is highly recommended, you can do so below.

Last week on the blog, I did a special post on Branding and Messaging Your Business During a Crisis, you can check it out here.

And so many community members asked about a very specific part of that post and video, which was all about pivoting your business.

It makes so much sense that this would be a concern right now as we navigate this Global Pandemic (also known as Coronavirus). It’s got so many businesses thinking, “How do we make money during this time?”

But, to be honest, this isn’t something we should just be prepared for as it applies to a pandemic like this, many business owners might need to pivot their offer, messaging or business due to life changes.

Maybe you’re wondering…
...if now is the right time to sell anything.
...how you should be supporting people.
...what to offer since what you typically do is not possible.
...if your offers or services need to change.
...what you should be charging.

And, that’s probably just the tip of the iceberg with questions running through your head.

I highly suggest writing these prompts and questions down to dive into on your own. Carve out 15 minutes a day to answering these questions to gain clarity on your next steps. 

PHASE ONE: DETERMINE WHAT STAGE YOU ARE IN

The first step is to figure out what stage you are in because every single business is going to be at a different stage, which is going to mean that your pivot is going to look different. 

Nobody's pivot is going to look the same.

Because of this, it can be really easy to get overwhelmed when pivoting because we’ll see other business owners doing something in our niche or similar and we think to ourselves, “I should be doing that! Or should I be doing something different?”

But, we don’t know their story - we might think we know where they are at in their business, but the reality is we probably have no clue.

It’s times like these we need to go inward, worry about our own business, our own progress and our own current stage.

STAGE ONE: YOUR BUSINESS HAS TAKEN A MAJOR HIT

If you’re in this stage, you’re most likely struggling a lot. If you’re a photographer during this particular season of the Coronavirus you’ve had to cancel a lot of your business.

A sign that you are in this stage could be that you’ve taken a major hit financially.

POSSIBILITIES: You can drive more online traffic. You’re going to want to put more time and energy into building an online presence and offering incentives. While you might not be able to physically do your job if you’re a photographer, you could offer gift certificates or coupons if they book now. Think of restaurants around the holidays when they sell a $50 gift card and give you $15 to use on your next visit - same principle.

You might also consider offering something new, I’ve got questions below to support you.

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STAGE TWO: YOUR BUSINESS IS CLOSED

If you’re in this stage, you might have a physical business that is now closed, so your options are to close or move online.

POSSIBILITIES: Move your business online so you can continue to sell. Think about what technology systems you need and how to manage the ins and outs. Every business needs an online presence and you have a chance to build that now. Think of ways to sell gift cards even if it’s not physical products right now. Incorporate incentives as I mentioned above. 

Also, this is a great time to build brand awareness and educate your audience on your product so they can purchase at a later date. Use different tools and resources to drive traffic to your new site like Search Engine Optimization and Pinterest.

This might also be a good time to consider a new offer, I’ve got questions below to support you.

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STAGE THREE: YOUR BUSINESS HAS BEEN FORCED TO SHIFT

This stage could look like a lot of different things. Maybe you’ve experienced a hit, but you have money in savings so you don’t have to actively sell right now. It might also mean that what you sell doesn’t feel good and you want to make some adjustments to your offer or how you message it.

The majority of online businesses typically find themselves in this stage.

POSSIBILITIES: If you’re in this stage it’s about heightening your brand awareness. If what you sell or offer is still valid it’s less about what you offer and how you’re offering it. A big shift during this stage might be a pivot or adjustment in your messaging, along with adjusting the price of your offer.

During this brand awareness phase, it’s also important to explore other avenues. For instance, during the Covid-19 pandemic, there has been a drop in people spending their money on marketing. That means ad costs have gone down drastically, so if it’s available to you investing in this aspect now can really pay off in the long run.

SPEAKING OF LONG RUN

When pivoting, or navigating a time of great change, it’s so important to focus on the long game. I hate to be the one to say, but even if you're not making money right now, which is scary, you can set yourself up for massive growth later on.

How can you set yourself up so that you can sell later in the year or next year really, really strong? 

Those are the things that we need to consider because that is the reality. So how do we do that? Let's talk about some questions that I want you to think about around pivoting your offer. 

PHASE TWO: PIVOTING YOUR OFFER OR SERVICE

Let's say that you have an existing offer that's not working, or you have an existing offer that you want to modify. Here are some questions to consider.

What does your audience need right now?

I’m a big fan of market research because I know it changes the game of how we show up, run our businesses and ultimately make sales. If you show up and you ask your audience in this time where they're needing support, they will most likely tell you.

If you don't have an audience already look at other people's threads in your industry, look at what people are Googling, or look and see what people are asking in Facebook groups or threads.

What are people needing right now? 

Let me make this clear, I do not mean everyone. I specifically mean what does your target market need and what would support them in this season of life?

How can you show up and give that to them in a way that is an extension of your brand? 

Is this something existing? Or do you need to create something new? 

For many of you, you are going to have to create something new. You've probably had ideas for things that you can launch or build in the background, but maybe life was too busy so I'm going to challenge you to look back at those ideas that have maybe been sitting on the back burner, on a post-it note on your desk, and start to think, “Is that something that I could create now?”

FEELING STUCK? A NOTE ABOUT BRAND CONTAINERS

Brand Containers are a concept that I teach to all of my clients on the idea that what you sell cannot be your business and brand. If it is you are probably running into a problem right now. 

It’s not about having 75 different offers, it’s about having a brand and having variety, allowing for more flexibility, creation and community building.

When you create a business around a single offer and then want to pivot, it will feel like starting over, but when you create a brand first and foremost it’s much easier.

Imagine 5-7 brand containers of things you love talking about. For my business branding, business coaching and marketing are definitely the main ones, but I also love to talk about travel and could offer a blog or course on how to travel full time.

If you’re interested in learning more about Brand Containers and my branding process, check out youbrandedcourse.com.

The key here is you want to first look for a pivot that is of value to your audience and already connected to your brand as a whole, your Brand Containers can help with this. 

When it comes to pivoting the hardest thing you can do is burn it all down in the hopes to build something new. I encourage you to look more for opportunities or gaps in which you can make small adjustments.

Ask yourself: How can I show up, that's going to be a value to my audience and is already connected to my brand as a whole?

Then it will feel more of like a shift or extension than it does a complete starting over from scratch. 

Pricing Your Offer

If you don’t feel like you need to create something new, just adjust something existing, it’s time to think about how to shift it.

Is there a new pricing structure? 
How can you modify an existing offer to launch something smaller?
Can you take a bigger program or something that you've created and sell it separately as a lower-priced offer? 
How can you repurpose some of the things that you've talked about in the past? 

Think of how you can get creative with what you have. For instance, if you’re a photographer and can’t photograph clients, you don’t necessarily have to declare you’re no longer a photographer. You might be able to adjust your offer to something along the lines of selling a style guide on how to prepare for brand photoshoots or teaching other photographers how to edit their pics.

TO RECAP

What does your audience need?
What can you support them with?
Is there something that you can create that as an extension of your existing brand, think about your brand containers, rather than starting completely over? 
And if you have an existing offer that works, how can you modify it or change the pricing structure? 

PHASE THREE: AWARENESS AND EDUCATION

Phase three is what every single business should still remain focused on during a pivot or crisis. 

The brands and businesses that continue to persevere are the ones that continue to show up, build trust and community. These are the businesses that will experience sales later.  

Pivoting isn’t just about the offer it’s also in your messaging and how you show up.

How can you build brand awareness?
How can you create educational components for your audience?
What does this look like for you? 

Get ready for the questions because here they come. Some things to consider are:

Does your content need to shift during this transition? 
How is your overall brand messaging, is it in alignment with your new direction
Do you need to adjust the platform you are showing up on and reaching your target audience? Do you have SEO on your website? Are you using Pinterest to drive traffic? 
Can you start reaching your new target market with advertisements? 
Do you have a sales funnel set up for onboarding new community members and leading them to a sale on evergreen?

When you’re pivoting it can be really easy to not show up, to not build an audience because you feel like you don’t have it all figured out. Take some time to get clear on your pivot offer and audience and keep showing up. 

People are waiting for your message, even when you’re “figuring it out” keep showing up and building trust.

MISSION-DRIVEN BUSINESS GOALS

When you’re going through a pivot or transition it might feel like you need to create something RIGHT NOW. You might think, “I’m just going to put this out there!”

I'm going to encourage you to slow down just a minute to ask yourself this overarching brand question…

“What’s the purpose behind your business? Why are you doing this in the first place?”

Because the reality is if you run your business just for money, you will run into problems. It has to be more fulfilling. What do you do, when in one season of life you don’t have the money coming in? What continues to drive you?

Questions to consider.

What is your purpose behind your business? 
What is your mission? 
How can you create content and offers and all those things that are in alignment with that? 

And if you don't know this, it’s time to dive deep into your brand.

CONCLUSION + PLANNING

MAKING PLANS

With the info that you have collected from above, I want you to start mapping out and planning your next steps.

I know in times of uncertainty and change, there is power in knowing what direction you're going.

Think of where you are headed, there’s that purpose, mission and long-term thinking again, so you can start taking small steps every single day. Start mapping out what that looks like, but be open to adjusting.

Think about…
How does your content look with these new plans?
What offers are you going to put out there? 
What do you need to create?
How can you start rolling out these changes?

Having a plan is really powerful, even if it needs to change and adjust at least you know which direction you’re headed.

If after you dive into these questions you still feel lost and a little overwhelmed. I always encourage people to get a step-by-step plan. My course You! Branded gives you the pieces to finalize your purpose, mission and so much more to build a strong brand and business upon.

You can learn more about You! Branded and the work we do around niching down, ideal client, messaging, offers and emotional branding at youbrandedcourse.com

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How to Message Your Brand in a Time of Crisis

How to Message Your Brand in a Time of Crisis

BY MICHELLE KNIGHT

If you prefer to watch a video version of this post, which is highly recommended, you can do so below.

As I write this blog we are in the middle of the Covid-19 (Coronavirus) pandemic in the States.

It’s a difficult time for many small businesses and online entrepreneurs as their business has been impacted. But, more than anything so many owners are feeling lost.

What do we do in a time of crisis?
How do we respond?
How should we show up for our online communities?

Whether you’re reading this blog because you’re asking the same questions right now, or you’re circling back to learn how to be prepared for a potential future crisis, I hope this blog will offer you advice on selling, messaging and branding your business during a time of crisis.

A LITTLE BACKGROUND

I’m an online branding consultant and marketing strategist helping online female entrepreneurs grow their business online. I’ve been running my business for four years, and before that, I spent years in Public Relations and Communications.

I spent time working in crisis communication for nonprofits and took the training in school. Today, I’m pulling that all together to support you in moving forward with your mission and message.

Handling a Crisis as a Personal Brand or Small Business

There is a lot we can learn from large corporations when it comes to crisis communication. Typically large companies and firms have a complete crisis communication plan, so if something happens the company as a whole is prepared and on the same page.

One of the best takeaways from a PR approach is to be active, rather than simply reactive.

When the recent Covid-19 (Coronavirus) pandemic hit a lot of brands started to panic. Understandably so, there really isn’t a rule book for this. But, we can learn three important elements from a crisis communication plan and apply to our small business and personal brand.

#1 BE HUMAN

If you follow me on social media or have read any of my blogs you know that what I teach around branding is centered on human marketing - that should always be the top of your mind. 

But, in a crisis it’s very important. Tapping into the fact that our audiences are REAL people, we need to be compassionate and we need to be empathetic. 

We need to let people know that we are here to support them. During the Coronavirus, you probably got a surge of emails, from companies and brands.

As soon as this thing happened everyone went into addressing the issue, and that’s a good thing (more on that later), but what so many of those emails were lacking was compassion.

Many of the emails I received felt so dry and as if they had been copied and pasted from a template - it felt like everybody was sending the exact same email. 

This is an amazing example of incorporating more story, compassion and empathy to differentiate yourself from others talking about the same thing. 

The more you focus on what your audience needs to hear today, the more thankful they will be of your outreach.

I recommend adding more story connecting on a human level and focus on giving, giving, and giving some more. Find a way to say I’m here for you and I understand what you’re going through.

#2 TAKE ACTION - DON’T WAIT

When you're in a crisis, you have to take action. The worst thing that you can do is sit back and do nothing. If you’re being handed bad press, the last thing you want to do is say nothing. If it’s a situation like the Coronavirus it’s important to take action and pivot.

During a time of crisis, it’s important to modify your messaging, make small adjustments to your offers (if needed). 

Sitting back and waiting for things to be “normal” will not help you advance your business. You will grow more from gracefully handling a crisis than you will from sitting back and doing nothing.

#3 DON’T IGNORE IT

Along with taking action, it’s also important to not ignore it in your messaging. Ignoring a situation can make your brand irrelevant in a time when your audience needs you to show up. 

Don't pretend like it's not happening. It doesn't mean that every single post needs to be about the crisis, but let people know that you understand what’s happening and address the situation.

In times of crisis, it’s the brands that step up, are of service and show up for their communities that make the lasting impact.

How You Need to Show Up During a Crisis: Branding + Messaging

During a crisis, it’s important to focus on the big picture of your brand.

You might not have the best sales at this time, especially if what you’re experiencing is worldwide, but that doesn’t mean it’s over.

Remember, your brand is not the single product or service you offer - it’s the overall experience, mission and values.

During a crisis, it’s important to gain clarity on these pieces so you can continue to move forward.

How can you use this time to grow your audience, build brand awareness and be of service?

Is there a new way that you can show up for your audience and deliver content? During the Coronavirus and quarantine, more and more people were online.

During this particular time creating a podcast, writing blogs or activating Facebook ads are a great way to reach your audience and build brand awareness.

Even if that doesn’t directly relate to sales now it will in the future.

When it comes to a crisis, like the current Coronavirus, it’s so important to serve your audience with your messaging.

Think of different gifts and resources you can provide your audience that again build trust, build community, but also offer support.

People will remember how your brand responded during a crisis - make sure it’s authentic and of service.

YOUR CONTENT

When it comes to the content you create during a crisis it’s important to show up. As we’ve already covered, you’ve got to remember your audience is human.

How can you create content that connects deeply with your audience?
How can you create content that brightens their mood?
How can you create content that tells the story of your brand?

Now more than ever these pieces are so important.

BE OF SERVICE

Your main goal during a crisis, like Coronavirus, should be of service.

If you show up and you are of service to your audience and to people who have no idea who the hell you are, then you will see it will pay off in the long run.

It’s just another reminder that you want your brand and business to be in for the long game.

One of the lessons I shared in my video below, as it relates to the Coronavirus was the idea that there is still time.

It’s hard to see the light at the end of the tunnel during a crisis, but in the current pandemic, it’s important to remember that we still have 75% of the year left.

And most businesses make the majority of their revenue in Q3 and Q4 typically. There is still so much you can do to hit your goals.

IMPORTANT NOTE: Being of service doesn’t mean giving everything away for free or heavily discounting your services. You’re still running a business. There is a way to be of service and give to your community while still making money.

STEP UP

I encourage you to ask yourself the following questions…

How can you step up and serve your ideal client? 
What is the mission behind your business? 
What is the impact that you want to make with your brand? 
How can you do that now when people are looking for that support more than ever?

Remember that being of service proves in the long run, that the sales will come. 

#1 CRISIS COMMUNICATION STRATEGY TO AVOID

In my opinion, during a time of crisis fear-based marketing is a no-no. 

We know statistically people respond to pain over pleasure when it comes to your messaging. That’s because it’s much easier to say, “I want to avoid x, y and z,” then it is to say, “I want that!”

But, in a time of crisis, some people can go a little too far in addressing the pain. A general rule of thumb is that if you are exploiting a situation or the fears that people are experiencing, it’s not a great branding move.

Remember branding is the long game. It might seem like a great marketing move right now, but in the long run, the chances of it paying off are slim.

In times like this, it’s important to focus on the joy, pleasure, desire and how you’re helping people grow overall.

We’ve talked a lot about showing up for your audience, but when it comes to messaging your business and focusing on the benefit, remember you’re stepping into your role as a leader.

During a crisis is an amazing time for leaders to rise up.

If you don't do anything, you won't rise up.
f you're not showing up, you won't rise up.
If you're trying to go viral or pick up on people's fears or insecurities, you won't rise up.

CONCLUSION

Remember, the top tips for your brand during a time of crisis are:

Increase your brand exposure: Create content, tell stories and show up. If business is slow during a time of crisis, use that time to introduce yourself to others.

Build a warm audience: Along with building brand awareness you can also use a time of crisis to build trust with your audience and move them off of social media into an email list. This growth will support you during the long game.

Be human. Above everything else remember that your audience is human. They deserve and need compassion and empathy, especially if what you’re experiencing is collective. If the crisis is internal to your business, it’s just as important to show up as human and take responsibility.

Get creative and create new solutions. A crisis might require you to pivot your messaging or your offers. Take the challenge and make the change. In times of crisis, great leaders are born.

Be of service. Show up for your audience and give back. Remember, that giving will come back to benefit your business in the long run.

I hope these tips were helpful for you today.

If you’re interested in learning more about building your brand and strong message online, be sure to check out my signature course You! Branded.

Learn more at youbrandedcourse.com

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

3 Simple Steps to Choose Your Brand Colors

3 Simple Steps to Choose Your Brand Colors

BY MICHELLE KNIGHT

Choosing your personal brand colors can be the biggest headache of your life, trust me I know! 

I spent months, and this is not an exaggeration, trying to decide on my brand colors. Turns out I was doing it wrong, by looking at others in my industry first and not following this simple 3-step process I quickly found myself with a brand that didn’t light me up.

Why Branding Colors Are Important

The power of the aesthetics of your brand are based on first impressions. As an online entrepreneur, you’re most likely using social media to build your community, spread brand awareness and make sales.

Well, in case you haven’t noticed, the social media space is crowded and first impressions matter. This is where the aesthetics of your brand come into play and color is front and center.

If you want to stand out on social media, rather than blend in, it’s important to understand how to choose your brand colors and the psychology behind color as it relates to your audience.

1. Brand Color Tip #1: Look at Your Daily Inspiration

The idea of personal branding is that you are the center of your brand and use your own personality traits, authentic voice and stories to create a brand that resonates with your ideal audience. If you don’t already know my stance on personal branding, be sure to check out this article here.

So with that in mind, why don’t we start with the things you already love?

When starting to create the aesthetics of your brand it can be really easy to get lost in what other people are doing, other professionals and other brands. The result is a loss of personal brand identity and blending in with others in your industry.

Rather than first looking outside yourself for inspiration, I recommend taking a look at two areas in your life: your closet and your home.

We buy things that inspire us and often that is associated with the psychology of color (more on that later), so why not use this personal color inspiration as a tool to choose your branding colors?

Start by looking at your closet and making a list of the top five colors you see most prominent.

Then repeat the process, by walking around your home.

Do you see an overlap in the specific colors, tone of color or color palette you tend to gravitate towards? This is where you should start when thinking of your branding colors.

2. Brand Color Tip #2: Identify Your Brand Emotions (Emotional Branding)

Just like with all things branding, after you’ve connected with the purpose and story behind your brand (aka you), it’s time to think of your audience.

We never want to create a brand that only takes our taste or style into consideration and we never want to create a brand solely for others that doesn’t connect deeply to ourselves.

So, after you’ve identified the colors you enjoy most, it’s important to think of how you want your audience to feel.

This is referred to as Emotional Branding and is something I teach my clients in my signature programs. You can learn more about Emotional Branding and the process here.

When thinking of your brand colors, you need to know your ideal client very well, the reason for this is if you don’t understand their pain and pleasure points you won’t be able to use the power of psychology to choose your colors.

For instance, if I know my ideal client is feeling overwhelmed, is highly-stressed and struggles with time management, I won’t choose a color that tends to elicit a feeling of anger.

On the flip side, if I know my client is driving to feel pleasure in her home and her health and loves the eco-lifestyle, then I would choose a color like green, which gives a feeling or serenity and organic.

In order to choose the right colors based on psychology, you need to know your audience and use that information to decide how you want your audience to feel when coming in contact with your brand.

So, before moving on to step three, it’s important to identify 5-7 brand emotions to relay to your audience.

If you need support with understanding market research and why it’s important, be sure to catch my Free masterclass on The Build a Better Brand Method. Sign up here.

3. Brand Color Tips #3: Choosing Your Brand Colors Based on Psychology

Ok, no the REALLY fun part and the part I seriously geek out on. This is why emotional branding is so important, because everything that relates to the aesthetics of your brand: colors, fonts, logo design, website layout, brand photos, etc… can be built on the fundamentals of psychology. 

To overview here are the basic emotions associated with each of the main colors:

RED: Dynamic, powerful, love, strength, passion, excitement, anger

ORANGE: Energy, vibrant, fun, playful, friendly, warm, inviting

YELLOW: Bright, happy, cheerful, positive, spontaneous, warm

PINK: Pretty, feminine, soft, playful, sweet, sincerity, gentle, romance

GREEN: Fresh, balance, earthy, calming, envy, organic, healing, wealth

BLUE: Masculine, dependable, corporate, tranquil, calming, peaceful

PURPLE: Creativity, authority, sophisticated, abundance, spiritual, vibrant

GRAY: Calming, sleek, natural, modern, conservative, neutral

BLACK: Power, elegance, formal, bold, classic, dramatic, expensive, fear, boldness

I’ve even created a fun image you can Pin or save for future reference (see below).

PIN THIS

I recommend choosing three brand colors as your main colors and explore complimentary colors to play around with on social media.

Conclusion

Choosing your brand colors can be simple when you follow this 3-step process. 

If you go into choosing your brand colors blindly you’ll feel overwhelmed and waste a lot of time trying to decide what “looks good” rather than choosing colors that will make a bigger impact.

It’s a very similar process to choosing your fonts for your brand.

At the core of branding, you must remember it’s really not about the aesthetics or look of your brand. 

Seth Godin defines branding as, “...the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

And of course choosing your brand colors plays a role in that, but it isn’t the only piece.

If you’re ready to create a strong foundation for your business and create a brand that truly stands out on social media and builds a community of true fans, then be sure to watch my free training on The Build a Better Brand Method. I’m sharing my 3-step method to create an authentic and revenue-generating brand. Sign up here.

Tell me in the comments, what is your favorite tip from above?

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

---

MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How To Find Your Personal Brand

So you want to create a personal brand, but you’re constantly asking yourself, “What is my personal brand?” and “Where do I start?”

A brand that shares your life experiences, stories and authentically represents your style? 

Maybe you’re a coach, mentor, educator or course creator and need support in defining your personal brand so you can create a revenue-generating business!

What is a Personal Brand?

Your personal brand is how you promote yourself. It’s made up of your experiences, stories, skills, and personality.

Building your personal brand is important online, because whether you like it or not your personal brand is being written for you. The way social media works today is if you’re not in the driver's seat controlling your brand, you risk the wrong message getting out.

If you have a business, then personal branding allows you to create a deeper connection with your audience that builds trust and goes deeper than just the product or service you provide. 

So how do you find your personal brand?

I’ve got 4 simple steps and important questions to ask yourself in the process.

1. Create a Personal Brand Identity Starting With You

If you want to create a personal brand identity it’s time to get, well, personal. The idea of a personal brand is that you and your story will be at the center of your brand.

So, before we get into strategy, ideal client work or messaging (which we will cover by the way) we need to take a look at your own authenticity and personality.

What makes who you are? This includes the way you speak and write, the things you like to surround yourself with, what you value most and yes your favorite color. All of this is going to play a big role in building your personal brand.

When you can begin the process by looking inward rather than outward, you’ll better understand how to present yourself in the online space and that is SO important.

With how fast social media is changing and how many entrepreneurs are in your niche, it’s so important that your brand, the core of your business, is not only defined but is also different.

Now, before you freak out and say to me, “But, Michelle I’m not different, nothing exciting happened to me!”

I’d say, “Give me 60 minutes…” just kidding, but seriously, it often takes me just one coaching session to pull out the parts of you that are authentic, different and will set you apart from others in your industry.

And where I start with all of my clients is their story. Every single person has a story and that right there is what’s going to set you apart and build trust with your audience.

You can learn more about Brand Story in this post and take my Brand Story Quiz here.

Questions to Consider:

• What are those quirky personality traits that you possess, that your friends and family are always complimenting you on?

• If you could choose 3 key characteristics you’re most proud of what would they be?

• What’s the mission/ purpose of your life and business?

2. Identify Your Personal Brand Audience and Future Clients

Alright, now that we’ve identified, or started to identify the core of your brand, there’s another crucial part.

I think we can agree that communication is a two-way street and that’s exactly what you’re setting out to do online when posting on social media, creating your website and writing emails. You can create that stuff all dang day, but if no one is receiving your message it kind of means nothing.

This is why identifying your audience is so important and should be done at the beginning of your business.

Identifying your audience consists of three parts:

1. Daydreaming about who you want to work with

2. Justifying your “dreams” with market research

3. Creating a client profile

The key step here, and what so many entrepreneurs skip, is the element of Market Research. Please promise me right now that you won’t skip this step.

Using free tools on social media, via Google, Facebook Groups and personal conversations you can begin to identify the key components of your audience and use that in your branding and marketing down the line.

Questions to Consider:

• What is your audience’s main pain or struggle in their current situation?

• What do they strive for or desire to experience in their life?

• What’s standing in their way? (Hint: They won’t know this, that’s your job, but by asking the right questions you’ll be able to identify this).

3. Map Out Your Brand Offer and Framework

Let’s get one thing clear...I DO NOT MEAN YOUR PRODUCT. 

So many people think that their product is part of their brand, but it’s not that’s all your business boo and without a brand, well you won’t have a successful business.

If you start with your product or service you’re going to miss the mark. You’ll have the logistics in place, but no clear pathway or transformation that you’re providing your client.

It’s important, during the branding process to take time to clearly state the transformation you provide and the overall framework for your product and services.

And, no, I don’t care if you sell soap or an online course, what are you providing your client beyond the individual product.

A Question to Consider:

• What is the transformation you will provide your client?

4. Create an Emotional Brand Experience for Your Audience

Want to stand out online? 

Do you want your brand to do more than just get some followers and look pretty?

Then, you need emotional branding my friend. Emotional Branding is my specialty and something you don’t often find online but can be the difference between a brand that makes money and one that doesn’t.

The idea of Emotional Branding is that your audience will feel a deeper connection to your brand, above someone else's and therefore know, like and trust you...which as you guessed it, leads to business.

If you want to learn more about Emotional Branding specifically, you can check out this post.

Before you decide on your fonts, finalize your colors, create a logo or get your brand photos taken you want to identify the emotional core of your brand.

From here choose the aesthetics of your brand will be a breeze.

Questions to Consider:

• What is the emotional connection your audience is searching for?

• How do you want your audience to feel when they come in contact with your brand?

Conclusion

No matter what you sell, it’s important to focus on building your personal brand. However, so many entrepreneurs struggle with this concept and therefore create a brand and visual  representation that does nothing more than “look good!”

However, I want so much more for you and understand the amazing transformation that happens when you create an authentic online brand.

I watched my brand new business go from zero clients and a tiny community to multiple 6-figures cash in three years by focusing on my brand first and foremost, followed by my obsession and love for marketing my message.

Tell me in the comments, what is your favorite tip from above?

P.S. Ready to harness the power of your story and authentic voice, so you can share it with the world. Listen to the Authentic Brand Builders Podcast.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How to Create a Stand Out Brand on Social Media (what you need)

How to Create a Stand Out Brand on Social Media (what you need)

August 7, 2019

PREFER TO WATCH, INSTEAD OF READ? I’VE GOT YOU BOO.
SCROLL DOWN TO WATCH A QUICK VIDEO!

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If you've ever wondered how to stand out on social media I've got you covered lady.

• I know you want to create a brand that grabs the attention of your audience.

• I know you want to create a brand that attracts the right people.

• I know you want to create a brand that gets actual engagement.

That’s why in today’s blog I’m sharing what you need to have in place in order to stand out to the right people online. Because, the reality is if you aren’t visible how do you ever expect people to be able to discover you online?

And furthermore if you’re just in it for the likes (more on this in a minute) the odds of you actually attracting paying clients is going to be super slim.

I’ve got 4 tips for your today, but if you want to get 2 more be sure to watch the video below (or if you’re like me and prefer to watch instead of read then scroll down now)!

1. GET OVER YOUR DESIRE TO GO VIRAL

Standing out on social media isn't about just getting likes, it's about quality engagement and sales. You're in the market to build a business, am I right? Then you better focus on the people who are going to buy from you. Drop your desire to achieve vanity metrics and watch how social media becomes more enjoyable!

2. IDENTIFY WHO YOU ARE TALKING TO (I.E. YOUR IDEAL CLIENT)

Your clarity on who your content is for needs to be clear to you in order to be clear to them. If you're trying to appeal to everyone it's hurting your chances of standing out online and therefore attracting your tribe. Get super specific on who you want to attract so you can create content they want to consume.

3. IDENTIFY YOUR BRAND CONTAINERS

Brand Containers are a staple in my coaching and branding strategy. They essentially are 5-7 topics you can talk about in rotation. They touch on different elements of your business, things you enjoy sharing, as well as your values. Using the Brand Containers method allows you to create content your audience is more likely to engage with. What are those 5-7 topics you can talk about in rotation?

If you want more training on Brand Containers you can grab my free guide here: brandmerry.com/contentcalendar

4. WHAT’S YOUR IDEAL CLIENT’S JOURNEY?

Knowing your ideal client’s journey and where you fit in is crucial. You are meant to be the guide for your audience if you ever want them to pay you. At the end of the day, no matter what you sell, you are providing a transformation and the way that you're going to stand out to your audience and become someone that they want to check in on and make sure they don't miss a single thing is by positioning yourself as their guide.

After you've identified your ideal client and you've picked out five to seven brand containers that you can use to rotate content on social media then I want you to get really clear on what stage of the journey your ideal client is in.

Look, we're all working with different people at different stages of their life but one of the things that's really going to allow you to stand out to your audience is positioning yourself as the guide for the specific season that they are currently going through.

I'll give you an example; when I started my business I wanted to work with aspiring female entrepreneurs, more specifically I wanted to work with entrepreneurs who wanted to leave their 9-5. I had just left my 9-5 so I was at a really important part of their own journey where I could talk about building my business while working a 9-5, finally saying goodbye to my 9-5 and the transition into full-time entrepreneur. The more specific you can be on where you fit in to your ideal clients journey the better your engagement will be overall.

I’m sharing Tip #5 and Tip #6 in the video below. Just skip to minute 4:00 in the video below!

Don’t forget to get your hands on my Content Calendar and free training on Brand Containers at brandmerry.com/contentcalendar

Please share your biggest takeaways from this blog post and how you’re going to implement this information in your own business!

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.

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