Building Your Own Brand

(continued)

Earlier this month we discussed some of the factors that make a personal brand. This week, we'll dig into the rest of the elements: Essence, Voice, and Values.

The Fundamental Elements of a Brand

Audience

Where do they live?
What life-stage are they at?
What do they enjoy doing?

Essence

A single word (or short phrase) that sums up your brand
What does your brand exude?

Voice

How do you communicate with your audience?
What is your tone?

Values

What do you believe in and enjoy doing?
What do you want to talk about to your clients?

Your Brand's Essence

What is a single word or short phrase that sums up your brand? What do you want your brand to exude? This is the essence of your brand.

When crafting the message and materials you disperse to your sphere, always ask yourself "Does this align with message I want my brand to portray?" If the answer is YES, great! If the answer is NO, revert back to the word or phrase that defines your brand and keep that at the center of your messaging.

Download Brand Essence Worksheet

Your Brand's Voice

A brand voice is the way you talk to your clients and is defined by your brand’s style of communication.

Your brand voice is directed to your target audience, and it can have any style, as long as it feels true to your brand values and persona - be it authoritative, playful, intellectual, kind or fun.

Who are you talking to?

What are the demographics for your

current and future client base?

Where do they live?
What would they want from your brand?
How old are they?
What industry do they work?
Are they experienced buyers/sellers, savvy investors or first-time homebuyers?

Download Brand Voice Worksheet

Your Brand's Values

Your core brand values are the beliefs that you, as a company, stand for. They are the rules you follow when no one’s looking; who you really are as opposed to who you say you are.They serve as the compass that guides your brand story, actions, behaviors, and decision-making process. They can also help guide you through difficult choices as they are aligned with your brand’s overarching mission and vision.If you want your consumer base to keep coming back, you must connect with them on a deeper level.

Download Brand Values Worksheet

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