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Creating an Intentional Brand

Updated: Apr 16, 2019

Hey you!

Today I’m kicking off the Refining Your Brand series, and I’m so excited you’re here for it! Over the next five weeks, I’ll be dishing out my advice for honing your story, defining your audience, and crafting a clear-cut vision to bring your brand to life. We’ll dive into….

Week 1: Creating an intentional brand (below!)

Week 2: Crafting your mission statement & core values

Week 3: Honing in on your ideal audience (with special guest Gina De Lucia, aka my business coach!)

Week 4: Defining your brand personality

Week 5: Crafting your vision board

My goal with this series is to help you feel grounded in your story. As a fellow multi-passionate creative, I know how hard it can be to just to hone in and clearly communicate the many aspects of my brand into one refined message. My promise is that by the end of this you’ll be confident articulating your message to your ideal audience, and be able to create and source visuals that honor it.

Sound good my friend? Let’s get started…

Creating an Intentional Brand

The core of what sets a powerful brand apart from a weak one is quite simple- intention. Why do you do what you do?

There is no doubt in my mind that your intention should be the defining principle of your business. Every next step, big goal and minor pivot should begin here so that you can ensure you’re consciously making choices that will honor your why.

By defining what your intention is with your business, and furthermore, your brand- you are in essence harnessing the authentic power of what you have always been capable of but may not have put the energy out into in such a specific way.

Remember this- the energy we put out in the world is the energy we get back. You cannot participate in the outcome of your business without participating in the cause- so why not take charge of what’s already yours?

If you aren’t immediately sure of your intentions with your business, begin to think about the real reason(s) behind what you do every day. It can be as simple as simple as wanting to help people in your community, or as complex as partnering with artisans on a global scale to better fair-trade.

Whatever it may be, allow yourself the time for the answer to come. Surface answers may arise, like- “I want more freedom in my future than a corporate structure would allow”, but I challenge you to dig deeper and find the root of your business’s passion and less about personal accords.

When the answer does come, you will feel it to your core.

Let’s dive in.

When you’re trying to find the deepest WHY of your business, take some time to think through these prompts. Grab your favorite notebook and pen & work through them with brain dumps, mind maps, write out diagrams... whatever works for you. Allow yourself to sit with the questions and truly feel your answers arise- that is when authenticity is speaking, and the ego is taking a back seat.

  1. Let’s start with the basics. What does your business do? What are your specialties? While this may feel ridiculously obvious outright, think through all the components that make up your brand. If you’ve expanded your services, or lost sight of what makes you unique, take time to examine this and see where you land currently. I always find the “brain dump” method to be most effective here to let it all out, and go back and circle what resonates the most with you. If you’ve been questioning your direction lately or haven’t been able to articulate what you bring to the table, now’s the time to get clear on it.

  2. What inspires you about your business? Why are you choosing to go this route instead of working for the “big boss?” What sets your soul on fire every day? This is important to make a note of and hold on tight to when storms come. That whole line about “do what you love and you’ll never work a day in your life” is really a bunch of b****** - while you may love what you do, it is still work and there will be days where you want to throw your hands up in the air. When those times come, look back to your answer here and stay true to it.

  3. Take a look at your business as it is now and examine every part of it- its strengths, its weaknesses, any areas of growth, your goals for the next 1, 2 & 5 years. How are you planning to achieve these goals? Are you taking appropriate & realistic steps to scaling your business? How are you investing your money currently in making it a reality?

  4. What do you want to be known for? What truly sets you apart from everyone else doing something similar to what you do? Why should your market choose you over everyone else?

  5. What audience already loves your business, and why? What value do you bring to the table for them? On the same token, who are you not attracting that you want to be? What can you learn about this group, and better communicate moving forward to attract them?

  6. If you knew you couldn’t fail, what would you do with your business? Would you change something? Would you work with different people, or offer a new product?

As always, reach out to me with any questions you may have :)