Personal and Professional Development

How to Brand Yourself

Emily Wade · Oct 10, 2020 · 2 Comments

A personal or business brand isn’t just a clever business name or stunning logo; it’s every element of your visual branding, marketing content and how you engage with your customers or clients at each point of contact – the whole package!

And, guess what? Even if you haven’t consciously set out to design your brand, you already have one. Chances are, it might not be as effective as it could be though.

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Pause, and ask yourself these questions before reading further:

What is your current brand or ‘personality’?
Have you thought consciously about developing your brand or has it just evolved, accidentally?
Is it consistent and recognisable?
Are you attracting the right audience?

Photo by The Creative Exchange on Unsplash

Now that you have a clear idea of what your current ‘brand’ is (or isn’t) let’s dig a little deeper.

What exactly is a ‘brand’?

Simply, a brand is an ‘identity’ which is defined by businessdictionary.com as a “Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.”

A good brand is instantly recognisable, has a clearly defined product offering and is above all else, consistent. So, where do you start if you want to create a strong brand that attracts your target customer or audience? One of the best ways is to look at successful brands in your niche and learn from them.

Below, I look at the key ingredients for building a successful brand as demonstrated by Who Gives a Crap, who have managed to make the sale of environmentally friendly toilet paper (with a social conscience) into a unique, engaging and successful brand.

From the time they first launched their crowdfunding campaign on Indiegogo, Who Gives a Crap have had a clearly defined, engaging and well-targeted brand that just keeps on delivering! Before you keep reading, watch this video to see some of their clever branding in action…

Who Gives a Crap toilet paper – First Edition Video

So, what can we learn from the masterful branding of Who Gives a Crap?

Firstly, before you even start thinking about designing your brand and story, you must define your product and target customer.

Define your Product

If you are a service-based business, this step is just as important as for those running a product-based business. You need to spend time defining exactly what it is you do, what you sell and, most importantly, what makes your product or service unique compared to others in the marketplace. If you don’t have a well-defined product offering, potential customers will have no idea what you do, or sell!

Who Gives a Crap sell recycled toilet paper, and they’re not the only company who does so. The brand was launched on the back of a successful crowdfunding campaign in July 2012 after the three co-founders, Danny, Simon and Jehan, learnt that “2.3 billion people across the world don’t have access to a toilet… which means that around 289,000 children under five die every year from diarrhoeal diseases caused by poor water and sanitation.” The company sells 100% recycled toilet paper (via a mail subscription service) and donates 50% of their profits to “help build toilets and improve sanitation in the developing world.”

One important thing to note here is that Who Gives a Crap has other products lines but toilet paper is their main product and marketing ‘hero’. Also, the fact that they are both socially and environmentally conscious is unique, and forms a very important part of their ‘brand story’ (more about that later).

When you think about your own business, what do you want customers to remember when they think of your brand? What is the main thing you do or sell? If you have a range of products, what is your ‘hero’ product? Or, what is it that you do best?

Define your Customer

You could say that everyone is a potential customer when you’re selling toilet paper and I’ve heard many small business owners say a similar thing about their product or service. But designing a brand that appeals to ‘all’ is virtually impossible. Some small business owners get stumped at this point and if that’s you, the first thing to ask yourself is who is most likely to buy your product? Often, it is a customer of similar profile to the business owner themselves, because many enterprises are born out of a passion or inspiration very close to the heart of the founder. So, there’s your starting point!

In the case of Who Gives a Crap, their visual branding and content is clearly targeted at 25-40 year-old professionals and/or parents with a social and environmental conscience. Yes, any brand will pick up customers outside their target demographic, but you should always have an idea of the age range, gender/s, interests and vocations of your ‘ideal’ customer when designing and marketing your brand. If you’re a visual thinker, it can help to create a character with all the attributes of your target customer, and even give them a name!

Photo by Jo shua Rawson-Harris on Unsplash

Once you have defined your customer, the real fun can begin…

Develop your Visual Branding

As the name suggests, visual branding consists of your logo, font/s, colour/s and how those elements are applied across your brand, from business cards, website design and social media content, to email signatures, stationery, packaging, and more.

Who Gives a Crap execute their visual branding with absolute precision. From online content, to the cardboard box that the product arrives in, a consistent brand image is present at every single interaction with their customer (or potential customer).

When you set out to create your logo, and choose your colours and fonts, a professional designer can be invaluable. The more information you can give them about your product and customer, the better the result is likely to be. If you’re not in a position to sub-contract a designer right now, a cheaper alternative is to crowd-source design services, using a platform such as DesignCrowd, or 99Designs. I won’t delve into detailed design tips here, but there’s more to come on this topic soon. For now, if you’re interested in doing your own research on visual branding, you could start with the 99Designs blog on Visual Identity.

Developing your Brand’s Personality through Engaging Content

Many business publications would call this section ‘marketing strategy’ or something similar, but I wanted to draw particular attention to the ‘tone’ of your written content because it’s absolutely crucial to developing a ‘personality’ for your brand.

Customers who feel they know a brand are much more likely to develop a trusting (and loyal) relationship with it.

Who Gives a Crap offers a perfect example of using an informal, friendly and engaging tone with a strong dose of humour in all of their written content. You can see it on their website, product packaging and shipping boxes! Not only is the content light-hearted, clever and funny, it delivers the right key messages to their customers time and again. This creates loyal customers who are so happy that they recommend Who Gives a Crap to their friends and family too! No-brainer, right? Well, almost. The truth is that most small businesses try to create engaging content, and many achieve this to some degree, but the greatest challenge is being able to engage your customer consistently. That is, through a consistent tone, consistent messaging and consistent placement.

If writing isn’t your strong point, a freelance writing professional with business experience can craft a solid communications strategy (and content) for you. If your budget doesn’t allow for that right now, immerse yourself in reading the content of brands you admire, and practice your own writing. Then, ask for feedback from trusted friends or family (who will be honest with you) and keep working at it.

When you start to develop a tone for your brand, focus more on writing as if you were having a friendly conversation with your customers in-person, rather than trying to impress them with your technical knowledge or extensive vocabulary. In most cases, writing in an overly formal or academic tone when you’re trying to market your business will serve to drive potential customers away or at the very least, bore them to tears!

What is your Story?

Photo by Ian Schneider on Unsplash

Your brand’s story should start with your passion; whatever it was that inspired you to start a business in the first place. What was the gap in the market, or opportunity, that you saw? What makes you unique? Starting with a clearly identified need for your product or service offering will be key to the success of your marketing strategy, and your business. We’ve seen Facebook and Instagram follow Snapchat’s lead by highlighting their story features in recent times, because this is what users are craving from brands. Essentially, your brand’s story is everything that goes into running your business, both front-of-house, and behind-the-scenes. The more you can invite your potential (or existing) customers into a space where you share your process, from ideas-generation through to design, production and distribution, the more likely they are to trust you. Consumers are becoming more savvy and take online research seriously, often demanding this sort of intimate detail before making a buying decision.

Once you have defined your target market, and developed your story, creating a mission statement or tagline to clearly communicate your key offering should be easy. If not easy, it should at least narrow your options. The challenge in developing your tagline will be to keep it both descriptive, and concise. You will need to prioritise which information is most important to include here. Shopify has a Free Slogan Maker that might not give you the perfect tagline, but it could kick-start your brainstorming process!

The Importance of Consistency

I couldn’t resist giving this word a paragraph of its own, because it is just so important. Creating a cohesive, consistent and engaging brand ensures that customers will recall your key product offerings when they come to make buying decisions. Even more importantly, a memorable brand lends itself to word-of-mouth recommendations from existing customers, which is one of the most powerful forms of marketing there is.

Wait, that was too many words! What should I do again??

In a nutshell…

Infographic Created using Canva

Extra Resources

The complete story and website of Who Gives A Crap

There are some fantastic tips for developing your brand’s story at HubSpot.

Trevor Young (Digital Citizen/PR Warrior) and Neil Patel each have a wealth of knowledge and resources on branding and digital marketing that you can explore.

For information on branding and developing content, most social media scheduling tools have their own blog with useful tips and tricks, such as Hootsuite, Later, Sprout Social, and Planoly.

5 Ways to Stand Out in a Changing Job Market

Emily Wade · Jul 5, 2020 · 2 Comments

Being able to stand out in a changing job market is vital for future-proofing our careers!

Here are five key things we can do to give ourselves the best chance of standing out.

I co-convened a Communication Careers Forum at Deakin University in late-2019 and we invited several industry professionals to present, from new graduates to ‘industry veterans.’

They shared advice on how tertiary students can ‘stand-out’ in a crowd of new graduates looking for their first paid gig. There was so much valuable and inspiring advice shared, but one common message emerged. Every speaker and panelist had actively sought opportunities beyond those offered in their core studies or scope of employment. And not just one opportunity – they had consistently engaged in formal and informal professional development and fostered industry connections.

This thought about actively seeking opportunities reminded me of Stephen R. Covey’s book, ‘The 7 Habits of Highly Effective People’, in which ‘Be Proactive’ is the very first habit. Covey defines people who are proactive as being able to ‘achieve extraordinary results by consistently executing their R & I (resourcefulness and initiative) to break through barriers.’

So, what are some steps we can all take to be proactive and seek the right opportunities?

Be visible

In today’s digital world and competitive job market, being visible online is one of the best ways to showcase your skills and be ‘seen’ by others.

What you publish will depend on your own skillset and goals, but blogging is a universal activity that can establish your credibility and personal brand, regardless of your chosen industry.

Blogging will showcase your ability to reflect upon, and document, your journey through learning and developing new skills. This very important, regardless of the industry you’re studying or working in. You can also publish your visual design work, podcasts, videos and any other multi-media creations.

Contrary to popular belief, a ‘portfolio’ of work doesn’t have to be a single, tangible piece. However, curating your best work on one or multiple digital platforms will be a wonderful asset.

A website is often the most flexible in terms of format and the ability to host multiple media forms but there are also specialised portfolio sites. For example, if you have an Adobe subscription, they offer a portfolio site that you can upload your photography, video or designs to. Journo Portfolio offers a similar service for journalists, and there are many others out there too.

The final piece in the puzzle for being visible online is to share your work on social media. Every time you post a new piece or learn a key skill, share it; even posting reflections or observations while you’re in the middle of a project can help to establish your brand. The choice of platform is up to you but do consider which one is most suited to your brand. Often, sharing across multiple platforms and tailoring your content to each will be most effective.

Network

The word, ‘networking’ instills a sense of dread in many people, but it doesn’t have to. Making connections can be as simple as introducing yourself to someone in your industry and asking for some advice or feedback on your work. It can also mean strategically expanding your online network through social media sites, including LinkedIn.

Another way you can connect with others is to attend short courses and/or networking events connected to your community or industry. To reduce anxiety, try to think of networking as engaging in conversations.

When you approach networking with the intention of building genuine connections (rather than promoting yourself) people will often be more open to talking with you and sharing advice.

*Photo by Christina @ wocintechchat.com on Unsplash*

Tell everyone

Tell friends, family and anyone you meet about what you’re studying or doing for work. If you’re a freelancer, talk to local business owners. Tell them what you’re doing and ask them about their business and goals.

Valuable connections are often made through the discovery of common interests or goals. You might be able to help someone else, or they could offer you some paid work. Job opportunities can come from the most surprising places!

Volunteer

‘Working for free’ is not something that most of us jump at. However, doing some work for a strategically chosen business or organisation can elevate your portfolio and reputation. Visit local businesses, online and in real life, to offer your services. I do recommend clearly defining the work you will do for them first; it can be an excellent strategy to do initial work for free but it’s unsustainable to do this forever. If a business continues to ask for service and time beyond your initial agreement, it’s acceptable to ask them for payment. You can either negotiate a fee and continue working for them, or if their budget doesn’t allow it, you might have to decline future work. Often though, a business will be very glad of your services and willing to provide a testimonial or reference in return. Even if they’re not, you will have a valuable addition to your portfolio.

Talking directly to business owners can be a nerve-wracking task but it is amazing how many opportunities are out there once you start actively looking for them! As with many things in life, it will get easier over time. It might also help you to consider what the worst thing is that a business could say? “No thanks”, or, you might not hear back from them. In either case, you can simply move on to those who do want your help!

Be a lifelong learner

Learning doesn’t stop at the end of formal education. Often, graduating from your certificate, course or degree is where the real learning begins. One of our speakers at the forum was ‘PR Warrior’, Trevor Young. One of his messages was to ‘feed your curiosity.’ Trevor extended on this by saying that we should always be critical – think things through. Make it your business to know what’s happening in your industry, continue evolving and you will see opportunities that other people miss. You can find Trevor’s blog, podcasts and much more here.

Incidentally, Trevor never went to university, proving that success doesn’t necessarily come from formal education. It’s much more important to practice your craft, develop key skills, publish your work and share it online. Then, actively seek out networks and opportunities to find your success!

Header Image: Photo by Samuel Zeller on Unsplash

‘Fake it ’til you make it’!

Emily Wade · Mar 11, 2019 · 4 Comments

How to conquer your fears and publish your work online.

Are you terrified about publishing your work online? Do you know that you ‘should’ be putting content out there, but…well, it’s never quite perfect?

Many students, professionals, small business owners and freelancers struggle with this exact problem. We all know how important it is to develop a personal brand or online portfolio because today’s job market is so competitive. But, ‘just publish it’ seems so much easier to say than it is to do! I was prompted to reflect on this through my teaching work in Digital Media at Deakin University.

Our Digital Media units encourage students to embrace the philosophy of Media Studies 2.0. which is based on students learning about digital media by immersing themselves in it; experimenting, creating, sharing, and connecting with others online. Senior Lecturer in Communication, Adam Brown, describes this highly practical approach as ‘learning by doing’.

I was brainstorming ways that I might be able to inspire confidence in students when the phrase ‘fake it ‘til you make it’ popped into my head. With several connotations and potential origins, ‘fake it ‘til you make it’ draws parallels to the concept of ‘learning by doing’. It’s also based on a similar premise to that of Cognitive Behavioural Therapy (CBT), which promotes the exchange of negative thoughts and patterns (bad habits) for positive ones (good habits), in order to affect change. In other words, ‘you are what you think’.

The more I thought, the more examples of ‘learning by doing’ or ‘faking it ‘til I made it’ I could identify throughout my own career. Two of these are below:

Starting my Journey as a Food and Product Photographer

In 2008, I had just bought my first DSLR camera and started experimenting with it at home. I was particularly interested in exploring macro photography and started creating artistic photos with natural elements (leaves, feathers, shells etc.) or food as subjects, but hadn’t engaged in any formal photography education yet. One day, my ex-husband (then, fiancé and business partner) told me that he’d volunteered my services as a food photographer for a major hotel group in Melbourne that he was doing signage for.

‘You did what?’ I said. ‘I can’t do that – I’m not ready!’

He assured me that anything I could produce was better than the amateur food photographs that the hotel group was using at the time, and if it didn’t work out, I could just waive my fee. Well, I went into full-on research and practice mode. Despite preparing as best I could, I was completely terrified when I turned up for my first shoot, but I concealed my nerves by putting on a big smile and greeting the Head Chef confidently. The session went as well as it could have.

Afterwards, I spent a lot of time editing (to compensate for styling, lighting and exposure errors) which served to quickly develop my Photoshop skills, and produce a more professional looking result. The client was happy, and I continued to shoot their food for several years afterwards.

As time went on, I upgraded my lighting equipment and honed my styling and photography skills so that I was able to spend a lot less time editing afterwards. I also went on to complete professional photography training and picked up many other food and product photography clients along the way. In the beginning, the only thing that got me through was a positive attitude, motivation to succeed and a good dose of adrenaline!

My First Role in Social Media Management

Around mid-2017 I was studying a Graduate Diploma of Communications, and one of my then teachers, Adam Brown referred stuart-hinds.com to me – they wanted someone to manage their social media and online marketing strategy. When I first read the offer, I was excited but unsure that I could deliver on the brief.

Despite my initial reservations, I contacted Stuart Hinds (an internationally-recognised Soft Tissue Therapist and Educator) anyway. We met for an interview, then he and his business partner confirmed that they wanted me to do the job. I immediately started researching, auditing their current social media accounts and developing a new marketing strategy.

It was an exciting opportunity given that they were just about to re-brand and expand their product offerings, and although their social media presence was minimal, Stuart Hinds himself had an established professional reputation in Australia and overseas. They also didn’t have a formalised social media marketing strategy at the time, so it was the perfect opportunity to develop something from the start, and (thankfully) see it grow so strongly as a result of my work.

I was lucky to have extensive small business and sales experience to draw on when I began this role, and my job-specific skills developed over time.

Often, there’s no substitute for being able to learn a set of skills in a practical setting. I strongly believe that if I had tried to learn the above skills in a traditional educational setting (through theory and simulation), then put them into practice later, it would have resulted in much lesser outcomes.

If you’re feeling unsure about how or where to start, I encourage you to just ‘start’. All you need to do is embrace the challenges and opportunities that come your way, work hard and learn from your mistakes.

Even if you feel like you’re ‘faking it’ to begin with, you’ll ‘make it’ in the end!

Have you got any examples of ‘faking it ’til you made it’ to share? I’d love to hear them in the comments below, or head over to Twitter.

Visit my page on Unsplash or Flickr to download a selection of my images, freely available for reuse.