the key brand elements all entrepreneurs need in their branding strategy

    Illustrated molecules with text: brand elements 101, the key components entrepreneurs need for an effective brand

    Building your brand can feel like a convoluted mess – especially when all the advice about brand strategy elements is taken straight from massive corporations with shareholder equity and million-dollar advertising budgets and an international audience. As an entrepreneur, how the hell are you supposed to apply that unrelatable information to your small business?!

    Alas, you can breathe a deep sigh of relief because you have discovered asia dore: brand strategist, who’s on a mission to simplify the concept of branding for entrepreneurs so you can take full advantage of its power to grow your business. Gonna switch back from writing in third-person now before it gets awkward.

    You’ll find a ton of information about the basics (and intricacies!) of building your brand on my blog, but today I want to talk specifically about the key brand elements you need for a successful brand strategy.

    I should insert a cheeky little disclaimer here that the information I’m sharing with you today might differ from other brand strategists or agencies.

    But in my 9+ years of entrepreneurship building both my brand and helping clients develop theirs, there are 11 core brand elements that, when thoughtfully developed and articulated, will give you the most holistic, effective, unique, and strategic brand. Let’s get into it!

    The 11 Key Brand Elements You Need:

    1. Philosophy

    Your brand philosophy is really the most critical element of your strategy because it’s the foundation upon which your entire brand is built. It’s your core ideology or worldview as it relates to your business. A lot of entrepreneurs try to avoid this one because wrapping up your whole brand with one big idea feels almost impossible, but that’s why brand strategists exist😁

    2. Purpose

    Your purpose is the reason for your business beyond just making money. What’s the damn point? What problem are you solving? Why does your work matter? What impact are you making on the world? If there are 1000 other businesses offering the same product or service, why is your business just as necessary as the other ones?

    3. Mission

    Your brand mission is the specific, measurable end goal for your business. It’s the milestone that would allow you to close your business because the problem would be completely solved. The difference between mission and purpose is specificity; your mission needs to be achievable. Your purpose is the broader scope of what you’re here to do. Your mission is an objective, your purpose is an intention.

    4. Message

    The one simple, straightforward thing you want everyone in the universe and their mother-in-law to know. It’s essentially your entire brand strategy summed up in a sexy little sentence. Developing this key element of your brand strategy is what makes your marketing fun and simple – once you figure out what you really want to say, you can then easily figure out how you’re going to say it over and over again in different ways.

    5. Values

    Your brand values are the morals and ideals that dictate your code of conduct in business, which includes everything from your return policy to marketing content to how you respond to rude Instagram DMs from trolls and assholes. Your brand values will probably be very similar (if not identical to) your personal values, because they’re not something we can fake or force. They’ll also be very similar to your ideal clients’ values.

    6. Personality

    Your brand personality is what gives your business soul, and it’s the element that your audience will truly connect with. When developing your brand personality, what characteristics do you want people to notice first? What traits do you want associated with you and your business? If you need help with this, I have a $9 mini course called Personality Punch you may want to check out!

    7. Voice

    Voice is the character that can be detected in your communication. In spoken language, the actual words we use aren’t necessarily congruent with our intended meaning so much as the inflection, tone, volume, and body language we use to deliver the words. This translates to writing as well, with punctuation, capitalization, and even emojis. I wrote a whole blog post about brand voice because I know it’s a confusing one – click here to read it.

    8. Story

    Your brand story is a narrative used to help your audience connect with your business on an emotional level. This isn’t the story of you or your business, it’s the story of how you help your ideal clients become their ideal selves. Name a happier ending than that. I’LL WAIT.

    9. Value Proposition

    If you really want to make your business unique so you can stand out, this brand strategy element is a must. It’s the special somethin’ somethin’ that sets you apart from everyone else offering the exact same product or service as you. What makes you different? How is that a benefit to your work? And why should people care?

    10. Ideal Client Profile

    Your ideal client profile is a summary of the person who will get the most out of your product or service + who you’ll most enjoy working with. If you’re sick of the ideal client avatar worksheets, I don’t blame you – it’s rarely actually helpful to know where your ideal client shops for furniture. It’s a lot more effective to focus on psychographics instead! If you need practical help with your ideal client profile then you need Ideal Client Magic.

    11. Ideal Client Transformation

    The transformation brand element is all about the evolution of your ideal client before and after working with you. What do they struggle with or fear? What are they frustrated by? What keeps them up at night? Once their problem is solved, how do they self-identify? What are they excited about? How do they feel? Who do they become?

    As you figure out these key elements and develop your brand strategy, please remember branding is a constant evolution and it’s okay if your elements get tweaked and refined over time. But branding is crucial for entrepreneurs who want to make money and a difference, so focusing on building your brand now will only benefit you in the long run!

    If you’re ready to go more in depth with developing your brand elements, you’ll love The No-Bullshit Guide to Branding! Get it here:

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    April 7, 2024





    Hi, I’m Asia!

    As your No-Bullshit Brand Strategist I’m here to help you discover, leverage, and communicate what makes you unique so you can boldly position your expertise! I believe entrepreneurs will change the world, that bottle openers are the best accessory, and that real bravery is eating tacos in a white shirt.

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