Brand confidence background
We all love a good brand . . . you know that special feeling of brand confidence which wearing those Ugg boots, or toting your new iphone gives you . . .
I think it’s kind of brainwashed into our souls from childhood . . . starting from being teased at school by a “lack” of a brand . . . (in my schooldays it was trainers) . . .
. . . more recently my son got teased about not having the current Xbox console . . . and then ironically again for having the “very latest” Xbox console.
Any well-known brand oozes confidence, has perceived status and people want to be a part of it . . . so what are you going to do to get your new business on the brand confidence path?
Business brand confidence
Initially you need to think about your own brand confidence? . . . you as an individual . . . what kind of person are you?
Are you comfortable in your own skin . . . confident in how you present yourself. . . happy with your decision making, and able to handle a bit of scepticism and criticism?
Then secondly, how creative are you about naming and styling the look for your new business.
How much brand confidence does James Smith and his potential driving school business have? . . . or Lucy Stevens and her potential dog grooming service have . . . or Thomas Smedley and his mobile tyre repair service have?
Does your business have enough brand confidence to come across well to other people?
The brand confidence story
I had a meeting with a customer very recently and we were discussing names for her new business . . .
(it’s early days and client confidentiality means I shall not be revealing the actual name in this blog)
. . . her first name choice was great. . . and she emailed it to me with gusto and enthusiasm oozing brand confidence with her choice.
however, it was thwarted by the revelation from a friend, that a nearby clothing boutique stocked a range of clothes using that name . . .
. . . even though the new business is not fashion related, the similarity in the name would have posed the question of it being related. . .so best to avoid that.
She has done the right thing and spent a lot of time researching the names of similar companies . . .
. . considering the pros and cons of how that would impact her own business whilst deciding what she was going to call herself . . .
. . . not forgetting to check domain name availability and facebook page name availability.
and then during a chance remark to her mum, she had made another business name suggestion which her mum had loved . . .
. . .we all like to please our parents, and partly because of this, that was the name in the forefront of her mind that she brought to our meeting . . .
. . . seemingly with a fair amount of brand confidence, but a question in her voice and just not quite enough enthusiasm.
. . . and my reaction sparked a further discussion . . . because, while I didn’t particularly dislike the name she had chosen it didn’t really jump out at me and provide a spark of excitement either. . .
. . . there was no intrigue or curiosity about the name and she saw that on my face, and was unsure. . .
. . . and her un-surety is a certain sign that she did not have the brand confidence in this name either.
We looked down the list of potential brand names she had written down and there was one that immediately jumped out at me
“Ooh I like that” I said and my face lit up . . .
and she noticed the spark of excitement and curiosity and intrigue in my eyes and in my face
and she liked my response.
. . . equally positive was that she too had already starred this name as one of her previous favourites. . .
. . . and we both became excited and were filled with enthusiasm and brand confidence for this name . . .
The next journey is creating the visual representation of that name, the logo, and then fanning outward replicating that style will be the business cards, the flyers and website. . .
what is it that provides that brand confidence.
There is always going to be someone somewhere who doesn’t like what you’ve done. . . we’ve all heard the saying you can’t please all of the people all of the time.
The very first time you meet that person if you don’t have enough brand confidence . . . you’re going to waver and wobble . . .
you could be tempted to even apologize!
. . . and how is that going to sell your brand? . . . (no, you’re correct – it really isn’t )
When it comes to your business, then it is yours, . . . This needs to be you:
“You’re confident, positive and upbeat. People gravitate towards your charismatic personality and they can always count on you” (Thank you to this article)
. . . you must absolutely love your brand with a passion that means that it shows on your face every time you give your business card out. . .
. . . there has to be no question about the colours you have chosen, the font you have used . . . the layout . . .
the wording and the where and why-for-art of every single part of your brand that you visually display and present to every single potential client. . .
. . . choosing a great graphic designer to guarantee and a top quality result will be an important part of achieving this. . .
. . . providing professional consistency across all your brand visible media: business cards, logo, website, flyers, stationery and online profiles. . .
. . . and the added knowledge that your branding design has been created by an expert, will establish even more brand confidence in the way you are able to present yourself.
Brand confidence means you need to be completely and absolutely sure of what that name and styling means to you . . .
and how important it is . . . and the fact that it is the right choice for your business . . . .
that you can remain steadfast and positive towards anyone who says . . . “oh that’s a bit strange” . . . . or “why did you do that?”
or “I’m not really sure that works”
you need to be able to say: “ yes it does . . . I’ve ticked the boxes . . . it’s right for me”
. . . “I’m aware of the possible negatives that it might incur regarding A B and C . . . and I’m comfortable and happy and able to manage those situations. . .
I love my brand and this is what my business is and I am fantastic at what I do and whatever you say does not bother me in the slightest”
. . . then you can carry it forward with confidence and stature and you can sell it well to your potential customers. . .
. . . and you can ooze brand confidence out of every pore of your body . . .
. . . and if you ooze enough then you come across as genuine and knowledgable (which of course you are) . . .
. . . and people will like you. . . and will be more likely to buy from you.
So in order for others to have brand confidence in your product/service then you have to make sure that you have brand confidence in it yourself.
This blog is created and written entirely by Linda Wild
Thanks for reading.