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KATELYN SWANSON

 podcaster + educator + small business consultant

WHAT IS A BRAND?

WHAT IS A BRAND?

A BRAND IS: "The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be." - Entrepreneur.com

Your brand is the foundation for everything you do. Branding is about establishing the core value, dreams and vision you have for your business. Your brand is the customer service that you provide. It's your reputation. It's what other people say about you when you're not in the room. 

From your brand you create your brand strategy. This is where your logo, website, packaging and promotional materials come together with your communication methods, messaging, advertising & visuals to create a space for your business in the market.

An effective brand strategy will increase your brand's equity (often coming from perceived value or emotional attachment) which is how you'll be able to set yourself apart from similar businesses and charge more. 

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Your brand identity is how your brand is visually represented to the world. Think of this as your logo, colors, fonts and graphics. 

Are you ready to start putting together a cohesive brand that represents exactly what you want it to? I've made a guide that will walk you through all of the steps to get your brand together so that your business can thrive. 

In the guide I talk about: 

choosing colors

choosing fonts

how to get your messaging on point (which includes your position, vision, mission, principles, and voice)

defining your ideal customer

creating the perfect bio + tagline

I created a 25 page guide that will walk you through the basics of putting together your ideal brand. For a little taste of what you'll learn in the guide, I'm going to walk you through how to create the perfect bio + tagline for your business.


YOUR BRAND BIO

This might come as a shock to you but your bio is not actually about you. It's not about the fact that you love what you do. Your bio is about your clients. This section of your Instagram or Facebook or website should be a place where you tell your clients something about yourself that they identify with and something about what you do that solves a problem they have.

IT'S NOT ABOUT YOU

If you're a photographer, you shouldn't have to tell everyone that you're a photographer. When they land on your website or IG or FB, they should know. You shouldn't have to tell people that you love what you do - they expect you to love it. If you're a wedding photographer, the fact that you love love is a given. The fact that you're passionate about wedding photography is a given. Tell them something they don't know about you! Tell them that you love iced coffee or that your favorite TV show is The West Wing or that you love to rollerblade. Tell them something about you that's a little unexpected and gives them a way to bond with you. Are you a wedding photographer who is also married and so you totally get what it's like to be planning a wedding and picking a photographer? Tell them that!

SOLVE A PROBLEM

Using the same photographer example from before: maybe your client is looking at all of these amazing images all over Instagram and thinking "I'm not a model, photos of me will never look that good," and maybe you are AMAZING at posing + directing clients - you should tell them that! Maybe you love to offer discounts and and are great about working with clients to fit in their budget - tell them that! Whatever it is that you do that puts your clients at easy or gives them confidence or helps them get their dream photos - tell them!

1. Start with why

why do you do what you do? what is the core reason your business exists?

example: "we created meet Edgar so professionals could manage their social media with more consistency and in less time."

2. Offer reassurance

let your client know that he/she is in the right place.

examples: "i went through the same..." // "i know first-hand..." // "i know how hard it can be to..." // "i know you're nervous..."

3. Introduce yourself & establish authority

now's the time to tell them your name and drop some credentials. Just remember, get your point across with your credentials and then stop talking!

4. Add your personality

people buy from people so share what makes you, YOU!

5. Describe what it's like to work with you

This is where your process comes in! Is working with you fun, easy, time-saving, income generating, etc.? Whatever it is, tell people!

6. Call-to-action

Direct them to something!

ideas...

- book/hire you

- read testimonials

- read your blog

- sign up for your email list

So, there you have it! Your perfect bio is just waiting to be written. If you need a cheat sheet, just click below to download my quick guide so you can be on your way to the perfect bio that will have you converting people into paying customers/clients in no time!

7 SOFTWARE + APPS I USE THE MOST

7 SOFTWARE + APPS I USE THE MOST

EAT.SLEEP.CREATE. SARAH DAY-SHORT

EAT.SLEEP.CREATE. SARAH DAY-SHORT

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