Welcome to the first installment of the #BrownGirlsLove series here on LoveBrownSugar.com. In anticipation of our upcoming BrownGirlsLove POWER Day, we’ve tapped a few of our expert workshop presenters to share their knowledge and to help YOU develop your dreams. If you’re an entrepreneur or aspiring to be one, PR & branding expert Renae Bluitt of In Her Shoes has some amazing advice for you.
POWERFUL branding is at the heart of every POWERFUL business. When it comes to establishing the core features or qualities of your brand, all you need is a little passion (well, a lot actually!), a little time, a little research and an in-depth understanding of how your business truly operates. Here are three considerations:
1. Identify your target market.
Exactly WHO are you trying to connect with? Children’s books and sci-fi novels aren’t written the same way; similarly, your messaging and imagery should be unique to YOUR demographic segment. Trying to target and/or please everyone is an exercice in futility – yes, you might cast a wider net, but you’ll end up being less relevant to the individuals you really want to support your brand. Just like you, your brand can’t (and won’t) be everything to everyone.
(pictured above and below: EDEN BodyWorks, one of Renae’s clients)
2. Separate your unique differentiators.
What makes YOUR brand unique? If you can’t think of anything, it’s time to find a way to make yourself stand out. What is your brand’s unique personality? Are the other brands in your category elitist or pretentious? Work to create something more down to earth.
3. Apply your brand personality to multiple areas.
Think about how your brand’s personality might translate to more tangible areas of your marketing strategy. What colors do you associate with your brand and why? What does your logo look like? What is the “voice” of your brand? How will that voice come across in your marketing, advertising and social media content? These aren’t easy questions to answer, but they’re critical for establishing the core of your brand.
Inspired by all of the successful women she’s met on her journey as a beauty PR and marketing consultant, Renae Bluitt launched In Her Shoes blog in 2009. As the one stop shop for women committed to being the captain of their own ship, In Her Shoes shines light on ladies leaving their mark on the world and paving the path for generations to come.
Love this article? Renae will be sharing more of her insight at our BrownGirlsLove Power Day event this weekend in NYC. Click below to purchase a ticket and experience Renae’s intimate workshop on “How To Build A Brand With Staying Power”.