It’s no secret that even exciting, positive changes can feel overwhelming and stressful. We’re in a season of change here at NGNG, yet I’m feeling grounded, grateful, and focus-forward. How? Great question. 🙂 The BEST way to avoid feeling lost when things are in flux is by already having a strong understanding of your brand identity that can act as your guide.
Think of your brand identity like a lighthouse – even when it’s pouring rain or fog hangs thick in the air, a lighthouse remains steady and sheds light on all that’s around it. Whether you’re restructuring your leadership model, redefining roles and responsibilities, or expanding into a new market, you can lean on your brand identity to help you confidently navigate uncharted territory.
Whenever I feel unsure about how to move forward, I take a moment to consider what will further NGNG’s mission of elevating every experience and best align with our core values (see mid-page) – in other words, I look toward my lighthouse. 🙂
To help you set your business up for success during its next season of change, here are three questions to help you better understand your brand identity.
1. When a client goes to recommend your brand/service, what’s the #1 thing you want them to highlight?
Is it your stellar communication style? Your ability to foster meaningful connections? Your specific service skills? Reliability? Results?
- For example, we are designing an outstanding website for a business consultant who is the anti-influencer. We took his requirement to have no ego on the page and used that to Scott’s advantage. We elevated his “social proof” (testimonials) to let his audience do the selling. Scott is known as the guy you can trust who isn’t just trying to sell you something. No one else in his niche has this positioning, so Scott gets the cake.
- Another example is a bit of high praise we just got from a book launch client Friday. She said what stood out to her is how our team was ALL IN the entire 6 months we worked together. We never waivered, and she’s never, ever experienced that before. How we show up and make people feel has always been a #1 priority at NGNG.
Wherever you land in your differentiation, make that your superpower. Lean in!
2. What do you not want your brand to feel like?
To get where you want to go, it can also be helpful to know where you definitely don’t want to end up. Take a moment to consider what you want to avoid. Are the colors/tones/vibe of your branding feeling misaligned with your vision? Maybe your site brings you down instead of lifts you up – if so, that’s a problem(!!) because your prospects are sure to feel the same. Is there a style of social media content that rubs you the wrong way as a follower or potential customer? Once you have a solid list of ‘no’s, make a list with the opposite of each point to help you discover more of what you want to say ‘yes’ to.
3. If you could describe your brand in three words, what would they be? What do you stand for?
There’s a BIG difference between a brand that describes itself as bold, eclectic, and innovative versus one that describes itself as sophisticated, classic, and authoritative. Begin by making a list of 10 words and then narrow it down to the 3 that best represent what your brand stands for. How can you inject the sentiment of those three words into every aspect of your work?
Today’s culture, the shifting economy, the acceleration of our own personal growth… It’s all creating change at unprecedented levels. Don’t get reactive. Instead, get clear about your foundational values, vision, branding, and musts, and move forward to do more good in the world.