Communicating an authentic brand is certainly easier said than done. Here’s how I recommend you start.
1) Get clear on what you stand for
Figure out how your business fits into the bigger picture and what you want your legacy to be. Then approach your authentic brand with those big ideas in mind, focusing on how you can use your business as a steward for your values.
For example, if you’re a marketing consultant who values diversity, equity, and inclusion, you may exclusively serve organizations run by a person of color. In that way, you’re contributing to a world where children can look up to CEOs, founders, and leaders of color.
2) Think about your clients
What do you wish your clients knew before working with you? Or, put another way, if you were to create an emotional onboarding kit for clients, what would be in it?
For example, if you’re a graphic designer who values collaboration, you might make it clear on your website that you like clients to be engaged in the process. You could have a case study where you walk through the process with a client, emphasizing the in-depth conversations you had around their brand identity and feedback.
3) Imagine the effect
What would happen if you plastered your values onto the landing page of your website? How could your impact grow? Who could you empower?
For example, if you’re a PR specialist who identifies as a Democrat, you might make this clear through your social media channels. Conservative business owners will be turned off, and progressives will identify with and trust you. You could grow your business contributing to the optics of forward-thinking organizations.
There’s never been a better time to speak your mind in your business—more people than ever are prioritizing values over price tag. And if you need a team of people backing you up, you’ve come to the right place.