Work Better, Not Harder

(guest post by Alison Knott) Nailing it down with a pin! Now that you’ve spent some time getting up close and personal with other brands in Part 1 , it’s time to find those patterns on Pinterest! You know 30 ways to look for ‘healthy snack recipes’ (who am I kidding, I’m married to Frito-Lay), so I know you’ll be set to start searching on Pinterest. But don’t stop at the obvious keywords like ‘bespoke logo’ or ‘life coach brand’. Branch out to of all kinds of brand application. Parrot Party: our new venture For this exercise, let's pretend you're starting an online store and forum called Parrot Party - a site for all the things parrot owners want and need. Most parrot-owner related websites are just breeders with old websites, and you want something that's going to appeal to parrot owners. Fresh, vibrant and speaks to owners ready to spend big bucks and share their knowledge on owning these birds. They choose to live with loud, colourful pets that live for 30+...

When I start to work with new clients, it's imperative that I understand their brand. I can't do a good job for them if I don't understand what they do, who they do it for, and why it's so important. With some clients I'm even helping to define their brand. Click here to download a workbook that will give structure to your brand (.pdf). Once you have this completed, it will be a valuable document to share with consultants and others who help with your marketing. I also suggest revisiting it at least annually to capture changes as your business evolves.

When was the last time you audited your brand? If it's been more than a year, it's time. Your brand is more than your logo - a lot more. It's also more than all the pieces you can touch or look at. But all of those pieces need to be just right to pull their weight as part of your marketing strategy. Click here to download a checklist (.pdf) you can use to keep track of your progress. Too busy, you say? This is a great job to delegate because a different set of eyes may catch things you won't. A great option is to find another business owner you can partner with. You audit their brand and they audit yours. Take a moment now to add a branding audit to your to-do list or calendar.