caitlin-horton-brand-keywords-for-branding

Using Keywords to Craft a Cohesive Brand

Presenting your brand through cohesive visuals and a consistent voice is easier said than done. Especially for socially conscious entrepreneurs, amiright? That’s why discovering your five brand keywords is so important. These five magic words will inspire your visuals, craft your content, and define your voice. To figure out your brand keywords, we need to start with your brand story. Your brand story is a short narrative that describes who you are, what you do, who you serve, and what your brand experience is like. If you started your business because you wanted to make a difference or to support a specific cause, include that too. Finally, you should make sure to touch on the outcomes a client or customer gets from your business, plus any organization that benefits from your donations or support. No need to be too overwhelmed by this! It’s just writing a little story. Heck, a paragraph might be all you need! Do a little writing. Grab a piece of paper and a pen or download the free brand keywords worksheet. Now, I usually say you should write in first person as much as possible. However, for this little story, I suggest using third person in order to “step outside of yourself.” Here’s an example of a brief brand story: Mandy is a clothing designer and personal stylist for women on the cutting edge of fashion. Everyone either love her looks or they hate them. There’s no in-between. Her clients are typically high powered women who want their inward confidence to show on the outside. When she’s not designing her own line, she’s searching everywhere from thrift shops to the most exclusive boutiques to find new pieces for her clients – several of whom are decently well-known. On her blog, she enjoys the challenge of showing …

find-your-focus-statement-purpose

Find Your Focus with a Statement of Purpose

Many entrepreneurs, community builders, change makers, and creative professionals suffer from something lovingly called Shiny Object Syndrome. We get a great new idea and want to run with it. Perhaps we even find a lot of success with that new idea. Before we know it, our brand is fractured into different pieces serving different audiences. We’re tired and can’t do it all anymore. Our business isn’t growing like we thought it would, even with all our great ideas. One way to avoid burnout and grow your brand is by staying narrow and focused. I know, I know. I can hear you now…. Narrow?? That limits me too much. Focused? That means less impact. Getting narrow and focused isn’t about shunning all your good ideas or losing the thrill of implementing something new. Instead, it’s about building purpose and strategy into your work so that your cause — and your company — shine. Ultimately, constructing a business with focus actually frees you. You are free to pursue new ideas because the foundation of what you do is strong. You can take more risks because the strategies behind your main offerings are strong. Instead of being bored and burnt out, you’ll be on a mission that matters. To get started on this path, you need a Statement of Purpose. A well-crafted Statement of Purpose defines who you are, what you do, and who you help. Even better, it speaks to the results you help someone achieve with your product or service. Unlike a mission statement, tagline, or vision statement, a Statement of Purpose is guided by action. Once you narrow in on the key elements of a Statement of Purpose, you will better understand how to present yourself to the world on your website, through social media, and even in person. Yep, …