How to brand yourself.

How to brand yourself.

Your brand is more about the promises you make than it is about your logo, website, or other neatly-captured parts of your business.

Your brand is more about the language, cadence, and tone of your messaging than it is about the ever-changing outcomes you promise to deliver.

Your brand is more of a constant process of iteration than it is a singular entity meant to withstand the rapid change happening around it.

Your brand needs to be something that is just aligned enough with you that it rings true in the moment and just open enough that it’s able to evolve as you evolve.

Your brand needs to be treated like the living, breathing thing that it is.

One way of developing your brand is to get clear on the promises you want to make through how it is you—and your business—show up in the world.

Here are some questions to ask yourself:

  1. What promises are you making when it comes to the way you speak to your audience? Are you promising to write simply with honesty? Or are you promising to write in ways that won’t be immediately clear and that will poetically reveal themselves over time? Or are you promising something else?

  2. What promises are you making when it comes to the way you deliver your visuals to your audience? Are you promising imagery that’s bold while leaving plenty of white space? Or are you promising imagery that’s delicate and cozy? Or are you promising something else?

  3. What promises are you making when it comes to the way you make your audience feel? Are you promising content that will make them feel inspired and motivated? Or are you promising content that will make them feel introspective and thoughtful? Or are you promising something else?

  4. What promises are you making when comes to the way you engage with your audience? Are you promising interactions that are consistent and creative? Or are you promising interactions that are sporadic and surprising? Or are you promising something else?

  5. What promises are you making when it comes to the way you operate as a brand? Are you promising organization and clear boundaries between you as a brand and you as a human? Or are you promising transparency into your personal life, however messy that may be? Or are you promising something else?

Like all choices, choosing not to think about how your brand shows up in the world is also a choice.

The good news is, once you land on something that works for you—and your audience—you can focus on refining those promises. Which is a much less dramatic process than coming up with them in the first place.

Additionally, getting clear on how you want your brand to show up in the world will take away unnecessary, ongoing decisions that get in the way of you doing your best work.

You won’t need to be constantly asking yourself, “Does my brand do this or that?”

The ultimate goal of any brand should be to help the people you want to serve to find you with more ease.

Your brand is your beacon. The clearer it is, the more time you’ll spend doing the work you feel called to do and the less time you’ll spend trying to find people to care about your work.

So, what are the promises are you making as a brand?

More specific.

More specific.

Proof.

Proof.