As you are building your business as a solopreneur or an online seller, you've got to tie it all together with your branding and marketing. But how do you implement branding into your business to make it fit? How do you implement your marketing piece to fit the overall brand?
By doing that, the rest of the business comes into alignment.
The 3 V’s of Identity in Building Your Brand
According to brand expert Mike Kim, when people are starting to build a brand, there are basically three identities to your brand that you need to align. They're like legs on a tripod. If one of them is not aligned, you have a misaligned message.
- Visual identity – the way that it looks
- Verbal identity – how it talks
- Value identity – how the brand is positioned relative to your competition
Let's use Louis Vuitton and Walmart as examples. They both make a lot of money but in very different ways.
Visual Identity
- Louis Vuitton: When you walk into their store, there is a visual element to them that is very clear. It's that classic brown and gold.
- Walmart: They have plain blue and yellow sun rays.
Verbal Identity
- Louis Vuitton: They don't even know what the word discount means.
- Walmart: They’re full of free and discounted products.
Value Identity
- Louis Vuitton: They are positioned at the top. They’re a luxury brand.
- Walmart: They know they’re going to hit the mass market. Rather than focus on a niche, they just sell everything.
When building your personal brand, remember that you are not Walmart. You don't have the manpower to be Walmart or the ability to house 800 different types of items. Therefore, you need to be at the top and position yourself higher.
Copywriting is also another important aspect of building your brand to get a clear message across. Just as important as your message, so is the messenger. Even when the message is clear – if there’s no personality behind it, it’s not going to be compelling. Remember, content is king, but context is the kingdom.
If you want to learn more about how you can build your personal brand, check out 018: Money and Marketing with Brand Expert Mike Kim
