We talk a lot about owning your brand, and presenting your brand in a consistent and useful way; but how exactly do you know what your brand is? How do you turn everything that encompasses yourself or your business into one clear, concise, relevant brand? Where do you even begin?
The first step to defining your brand can be boiled down to asking, what do I, or my company want to be remembered for. When we sit down with our clients, we work with them to come up with a few key words which best describe them as a person, what's important to their lifestyle, and how they want to be remembered. These key words should be broad. When you create broad terms that describe you as person and your values, you will not only be able to put out a variety of content which coincides with those words, but you will also have guidelines for yourself on how you want to live your life.
An important part to picking your key words involves staying true to what you want to remembered for, not what others think you should be remembered for. Putting out content and staying true to your brand is easier when you are passionate about that brand. Passion drives commitment, which is necessary for building a brand. Successful brands communicate their brand consistently. Building a brand and maintaining one means you have to put out content regularly so your audience has more information to create a connection to the brand. This is easier when you are passionate about that brand and what it stands for.
Once you have your broad key words, your content should always align with them. Anything that your brand posts should easily be able to fall under one of your key words. If the content doesn't fit under a key word, then it is not relevant to your brand.
Your audience should be able to understand and recognize your key words without having to be told what those key words are. Your brand should represent your true self, not what you think your audience wants it to represent. Being authentic and genuine will make defining your brand an easier process and will create passion for that brand, which will ultimately attract a greater following.