Vardeep Edwards is a brand specialist who works with individuals and businesses to help them come up with their unique identity and brand story. Whether you’re looking to refine your personal brand or scale your business, it’s having a clear brand strategy that connects, and here are ways you can do that.
Hi Vardeep. To begin with, how would you define someone’s brand?
There are different definitions out there, but I think any brand, whether personal or business, is what people perceive it to be. Branding is intangible. It’s what people think and feel about it. But you also have influence over it in terms of how you shape those perceptions.
How can someone discover what’s unique about them when developing their brand?
You need to look inward. It takes a lot of self-awareness and self-reflection. Whether it’s a personal or business brand, we all have something unique to bring to the table. It’s digging deep to understand why you’re doing what you do. There’s a 5-Whys model that can help with that. You ask yourself ‘why’ five times to get to why you do what you do and why it’s important to you. The more you keep asking yourself, the deeper you understand what will motivate and fire you up in what you’re doing. Your driving force is what’s unique about you that you can package up.
What makes a brand authentic?
It’s looking for a story that only you can tell. Nike, for example, could just be a sports brand like all others, but the way they tell their brand and athletes’ stories is different from other sports brands. Finding a story that only you can tell gives you authenticity.
What are the biggest challenges people face when building their brands?
For entrepreneurs, separating or understanding how your personal and business brand will work together can be a challenge. Yes, sharing your personal story is important, it can fuel your business brand, but you still need to set parameters around your personal and business brand.
How can someone pivot or rebrand themselves if their brand isn’t resonating?
It depends on why you think your brand isn’t resonating. Is it a lack of engagement, sales or not attracting the right type of audience? Define the problem, as what you think it is, might not be the actual problem that needs solving. Get insights and research to help you.
I worked with a not-for-profit organisation that rebranded as its audiences didn’t understand what it did. The brand name confused customers, so they needed to rebrand with a clearer name. Everything from their comms and marketing to visual identity needed to be re-aligned to their values, audiences, and what they were trying to achieve.
I also did some work with a digital agency whose brand hadn’t kept up with its growth. It no longer represented the business’s current state in terms of the customers it was working with.
So start by defining the actual problem, gathering research and insights, and pivoting accordingly to maintain a strong brand.
However, managing a strong brand doesn’t always mean a rebrand, but your messaging and offering may need to adapt over time to stay relevant. It’s making sure your brand stays true to you and your business.
People want brands that connect and don’t come across too rigid or corporate. How best to humanise a brand?
When I ask individuals and business owners how they want to come across, many say professional. Yet, I don’t know any businesses that don’t want to come across as professional. Plus, we all have different ideas of what professional looks like.
But people don’t connect with what looks professional, but to the brand personality. Do you want your brand to be adventurous, witty or warm? Being professional isn’t really a personality trait.
MailChimp is a good example of a brand that’s really focused on its personality traits. It’s cheeky and fun. You can see that in its brand identity, which uses bright yellow and a monkey, as well as in its copy and tone of voice.
So think about human traits and personality attributes to connect with your customers and audiences when developing your brand.
I love that! Finally, any last tips for people on their brand journey?
In the beginning, it can be overwhelming to think about how you want to come across. Start small. You can always build on it later, but three things can really help when starting out.
First, focus on why you’re doing what you’re doing. Find your why because that’s what will make you different and make people remember you.
Second, focus on who you want your ideal customer to be. Be clear about that, define who that is, and go with it.
Then, finally, what can you offer them?
These three things are a good starting point and keep your brand simple, clear and focused.
Thanks, Vardeep! Visit her website to learn more about her and how she can help you on your brand journey.