EP7. 6 Keys To Building A Strong Brand Identity
The dos and dont’s of creating a strong brand identity that appeals to your ideal client.
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Florencia Pyke: [00:00:52] So welcome to Episode 7 of the Brave Business podcast. We are Anna and Flori the founders of Business School for Mums an online business school completely dedicated to seeing mums in business thrive. So hashtag winning, I've got some news.
Anna Jonak: [00:01:15] [Surprised] What is that news? [Flori laughs] Do tell.
Florencia Pyke: [00:01:18] I have been very quiet for the last 22 weeks - because I am pregnant.
Anna Jonak: [00:01:26] Get out of town. I did not know that information. [Flori laughing] That is brand new information...
Florencia Pyke: [00:01:32] ... as I sit here with my bowling ball.
Anna Jonak: [00:01:34] I was thinking you were just getting fat.
Florencia Pyke: [00:01:36] Yes seriously.[Anna laughing]. I think Anna was the first person I called. I was like, so I have good news and I have bad news. [Anna laughing]. The good news is that I'm pregnant, the bad news is that I'm going to have a third child and I don't know how I'm going to manage this all.
Anna Jonak: [00:01:50] But put it in the diary because [both laughing] 9 months from now, I'm going to need a bit of time off, but we can work on the strategy between now and then.
Florencia Pyke: [00:01:57] Literally it was like OK what's the due date. OK. OK. And then from there...
Anna Jonak: [00:02:01] ...we planned.
Florencia Pyke: [00:02:02] Yeh we've been planning like Ninjas. So yeah. Oh my god a baby boy.
Anna Jonak: [00:02:06] Congratulations.
Florencia Pyke: [00:02:08] Thank you.
Anna Jonak: [00:02:09] Oh my god I'm so going to steal her baby I'm so broody.
Florencia Pyke: [00:02:11] Oh you can have it. [Anna laughs] No, I'm just kidding. But I tell you what, it has been so hard to keep this under wraps especially on social. Like with the pics that I post of myself I've had to be very strategic so now...
Anna Jonak: [00:02:24] now you can be rocking it right.
Florencia Pyke: [00:02:26] Let it all hang out.
Anna Jonak: [00:02:27] Love it.
Florencia Pyke: [00:02:28] Super excited. So that's my hashtag winning. And I'm so excited to be able to finally share this with all you ladies. I've just kind of kept it under wraps just want to be sure everything was OK. So yeah pretty pumped and losing, well losing all the coffee, [Anna laughs] losing all the wine, losing all the gin and tonics.
Anna Jonak: [00:02:46] I know how much she likes her coffee as well.
Florencia Pyke: [00:02:49] Seriously. I used to have three coffees a day. Now I'm barely scraping by with the one.
Anna Jonak: [00:02:55] Well you look good for it anyway man, you don't look completely shattered.
Florencia Pyke: [00:02:59] You know what, I'm going to take that compliment and run! [Anna laughs] Anyway, what about you.
Anna Jonak: [00:03:22] Oh winning. Winning over here is that hubby and I have booked tickets to the UK for December to go to my brother's wedding.
Florencia Pyke: [00:03:14] Get out!
Anna Jonak: [00:03:15] And mother-in-law is taking the kids.
Florencia Pyke: [00:03:19] Are you serious. You didn't tell me that.
Anna Jonak: [00:03:21] She's having the kids for a week.
Florencia Pyke: [00:03:22] Get [pause] out! [Anna laughs]
Anna Jonak: [00:03:25] I know right!
Florencia Pyke: [00:03:25] You didn't tell me that.
Anna Jonak: [00:03:25] Sorry man.
Florencia Pyke: [00:03:29] That's enormous.
Anna Jonak: [00:03:30] I know, one week! Although we're going to be travelling, to be fair it's a mish. It's going to be like two days of travelling. But I did sit and think you know what, a day on the plane each way just drinking wine and watching movies [laughs] with just my husband
Florencia Pyke: [00:03:41] That is like hashtag winning infinity.
Anna Jonak: [00:03:44] It's a good one [laughing]. I'm surprised she said yes but I love her. Tori if you're listening, you rock my world.
Florencia Pyke: [00:03:51] Holy moly. I'm so jelly right now.
Anna Jonak: [00:03:54] So yes it's going to be good. So we're going to be boozing and I reckon my husband is going to make me visit lots of castles because he's a bit nerdy [laughs] So it's probably going to be us hung over walking around castles like Tower of London. So pretty much winning all round apart from the fact that it's expensive [Flori agrees] that the losing comes with it.
Florencia Pyke: [00:04:13] Well you're going right around Christmas right.
Anna Jonak: [00:04:16] Yeah yeah. It's gonna be a bit exy. But again less expensive than taking a family of five. Nor would I be to cope with that flight to be honest with those. with my crazy...
Florencia Pyke: [00:04:28] ...no that would be really, because it's like over 24 hours.
Anna Jonak: [00:04:30] Yeah it would be insane.
Florencia Pyke: [00:04:33] Yeah totally. Now let's get into it. So today we're going to be talking about all things branding because as you would have gathered in previous episodes branding well it accounts for...
Anna Jonak: [00:04:46] just a little bit. Yes.
Florencia Pyke: [00:04:47] Yeah. It's people's first impression of you. Right. And it is something that can last a lifetime, that first impression, and it's something that you really want to get right and you want to put your best foot forward as I always like to say. So in order to do that what we're going to do is we're going to cover off the six keys on how to build a successful brand. OK. And these keys are really ensuring that you create a rock solid brand for your business. Okay that are not only going to resonate with your target market, but that's also going to draw them in because your brand is going to appeal
Key #1: Dare to be different
Anna Jonak: [00:05:22] to them in the first thing. Absolutely. Now of course we've got an awesome little check list to go with this to complement today's episode so you will be able to find that in the usual place businessschoolformums.com/podcast. So again something for you to follow along on then get up to speed with what it's going to take for you to get your brand to the place it needs to be in or give yourself a pat on the back if you're already rocking it. [Flori agrees] We're sure that some of you are. So let's get straight into it. And dive in to key number one. I love this one which is all about daring to be different. So it's really about not being afraid to stand out from the crowd. So many people sometimes just want to fit in. Don't they. [Flori agrees] They just kind of go mainstream and appease everybody and fit in. And then we have the same thing with niching. [Flori agrees] It's like people just kind of want to go mainstream but it really is for your brand - you want to dare to be different you want to be standing out, you want to be different in the marketplace, you want people to be able to differentiate you from other people and it really comes back to your unique selling point or point of difference you know, what makes you unique. Own it. Wear it. Wear it with pride. So people know that they're coming to you for that thing. And there's a few things that we feel that we do when we dare to be different. We've got mindset obviously it's a big thing, it's one of our big points of difference as a business and we run challenges around it. We talk about the deep dirty emotional stuff and we get really real and raw with you on this stuff but it's so important and so few business schools give you the depth that we do. But we wear that with pride because we know the value that we give and what we deliver on our course on that front. We're also exclusively for mums - business school for mums - does what it says on the tin. We really honed in on that area. We were just like you know, this is where we wanted to work. [Flori agrees]. Wasn't business school for anyone just for you mummas. And lastly you'll see that our approach, I'm sure as you get to know us, along the podcast and if you ever come to one of our challenges is that we really do pride ourselves on the no fluff, no B.S, being authentic as possible and being real and raw about what it takes to run a business, like the good the bad the ugly and also the flip side of having the kids in that. And then the shit hits the fan and it's not so ugly. And our community really, you know, love this and they really embrace this and like just an amazing, brilliant example Natalie don't kill me, but it was funny. And it's a kind of conversation you have the conversations in our community that go from you know having the good days the bad days in their business to talking about their daughter peeing in aisle three of Woolworths.
Florencia Pyke: [00:07:59] So that's Nat from Natty designs.
Anna Jonak: [00:08:01] Yes just a shout out honey - that one's for you because it made me pee my pants [Flori laughing] reading it in the community. But yes it's real life. And this is the beauty of I guess what we created and what we want to do with talking to guys is keeping it real. [Flori agrees]
Florencia Pyke: [00:08:18] Now whilst we're on the subject of that first key dare to be different, Just before
Anna Jonak: [00:08:22] [laughs] I thought you were going to say peeing
Florencia Pyke: [00:08:23] I move on. But yes peeing you know this is a bit. [Anna laughs] This is actually a few levels up, just before we move on to key number two. One thing I just want to wrap up with before we go onto the next point is I know when I was thinking about what we could teach you was around this daring to be different. One really clear cut example came to mind for me around someone who I know has done this so well within our community and a lot of you may have come across her. So her name is Keneena Fanning from Kablooie!. So she's got this really ballsy bold clothing brand and
Anna Jonak: [00:09:01] like nothing else you've seen.
Florencia Pyke: [00:09:03] No. And like she just does it so well.
Anna Jonak: [00:09:07] She owns it, she rocks it, she revels in it and her audience love it because it is about the stand out the difference. [Flori agrees].
Key #2: You are your brand
Florencia Pyke: [00:09:15] And she's different and she and every thing that she touches it's all different like when it comes to her brand and what she puts out there. And I just love it. So she is the perfect example of this if you want an example go check her out. All right. So key number two is you are your brand. [Anna agrees]. And this is something that I think you know is interesting. I was having a conversation with someone in the personal coaching forum. She owns an e-commerce store that supplies baby supplies basically. So it's all for baby. And you know she does a lot of showing the products and her stories are all around like images that other people put up and whatnot of the products and I said you know I would just be interested in understanding if your audience want to see a little bit more around you because you are like you're so friendly. You know you have a great brand image and you're so passionate about this, your story is so compelling around why you started this company and why aren't you putting yourself out there. [Anna agrees] You know she was like 'Oh well I want to kind of create this perception that I have a really big company'. And I said well you know the day that you get to that point you can change things. But today you are a small business. And the truth of the matter is that people connect with people. [Anna agrees] They don't connect with logos that they have never come across. And it's really interesting because from a marketing standpoint the case studies that I see amongst our students, the students who do the very best in their business, are those who are not afraid to put themselves out there. OK so they're not afraid to put their faces on social media, to do insta stories of themselves of their families. And of course that's got to ring true with you. I'm not saying like you know go paste a photo of your kid on social. Definitely not like this, it has to resonate with you, but I am saying don't be afraid to put yourself out there because people are going to trust you that much more, you know we all connect with people -
'People buy people - don't be afraid to put yourself out there.'
Anna Jonak: [00:11:18] people buy people. It's such a true thing. And you know you come across people when you go into a shop and you love them or a restaurant even and you just get such a good vibe you want to go back there. [Flori agrees]. And I think it's definitely something that a lot of people avoid doing. And again a lot of mindset issues there about how they are going to be perceived, are they going to be judged, what kind of stuff they should be putting out there. And you know and this is why it's so important to do the mindset work as well, to get to that place when you're feeling like you know what your values are, you know what you want to emulate in your brand. And you can stand and own that and you know be the face of it be the front of it and enjoy that in a way when you're not like 'hear I am' [Flori agrees], but just this is me, this is my story and this is my WHY. And for people to actually connect with that.
Florencia Pyke: [00:12:01] Yeah I think you absolutely hit the nail on the head when you said you know my story my why. Because it's really interesting. Right. Like there's been so many studies done around what people remember when it comes to marketing. And people don't remember the bullet points around the benefits and the technical features. People remember the stories [Anna agrees]. And so there you have it. You know if you are a person and you tell your story people are going to remember that way more than you just listing off a number of benefits around your product.
Anna Jonak: [00:12:30] Yes 100 percent. Yeah I've got to say that in, I guess, in all the stuff that we've done the more that we've shared more and more about ourselves, to be raw and honest and to take people on our journey. And it's again it's made a huge difference to our business.
Florencia Pyke: [00:12:43] And it's so natural. It's not hard. I mean it just rolls off your tongue and it's really a pleasure to be able to do it because then you can establish these really great connections
Anna Jonak: [00:12:54] and the relationships get built on real things they become real relationships.
Florencia Pyke: [00:12:59] It's actually really special.
Key #3: Consistency, Consistency, Consistency
Anna Jonak: [00:13:02] Okay number three, haha here we go, [both laugh] consistency, consistency, consistency. I say that because this is Flori at me all the time. [Flori laughing] OK just. FYI. Like, once upon a time I tried to be helpful and used to try and do social media posts like help out by getting into Canva. I could just see her face. I didn't even just tell by the tone of the message 'it's not quite right' [Flori laughs]. Yes Jo, I'm sure you feel the pain too. I think both Jo and I tried to be helpful with social media posting and then it got that like [wrong answer sound]
Florencia Pyke: [00:13:38] look I mean it's you know, it's good to put the effort in
Anna Jonak: [00:13:44] trying, it's important to try
Florencia Pyke: [00:13:47] Exactly you got to try. Look I'm going to lay the hammer down when it comes to your brand.
Anna Jonak: [00:13:53] I gave up man, I gave up. [both laugh]
Florencia Pyke: [00:13:55] But you know and we talked about this in previous episodes and we're going to talk about it shortly, but the whole element of the brand guidelines. They're your bible. You want to follow those to a T.
Anna Jonak: [00:14:04] [laughs] just make sure you got everything ticked. Checklist.
Florencia Pyke: [00:14:09] So every single touchpoint that you put out there. You know social media, blog, podcast, image, an e-mail,
Anna Jonak: [00:14:18] your website I know
Florencia Pyke: [00:14:19] the colors everything has just got to be consistent with your brand guidelines basically.
Anna Jonak: [00:14:22] Yes we live and breathe this now. We're very much living and breathing that and we're constantly tweaking things aren't we.
Florencia Pyke: [00:14:28] We are and we've learned like we're, you know everyone's always learning and we certainly are learning. I mean we just made a whole host of changes on our website because it was like well actually those colours are not on our brand guidelines.
Anna Jonak: [00:14:44] They're getting a bit colourful.
Florencia Pyke: [00:14:45] Yeh we're going a bit, getting a bit out there and so we really pared back and just really brought it back to the basics again which is what we're all about. So yeah be consistent. [laughs]
Anna Jonak: [00:14:59] There's a point she said it, don't mess. Okay, number four.
Key #4: Don't DIY
Florencia Pyke: [00:15:03] Yeah don't DIY.
Anna Jonak: [00:15:05] Yep, we did talk about this a lot last week so we wont sit on it for too long but we wholeheartedly believe that ultimately at some point in your business journey in the earliest stage you can,
Florencia Pyke: [00:15:19] sooner rather than later,
Anna Jonak: [00:15:19] that you should be engaging with a professional graphic designer to really help you so that you have the highest quality. You're putting your best foot forward. [Flori agrees] That first impression really counts right away
Florencia Pyke: [00:15:30] and that investment is going to serve you for the whole trajectory of your business life. Like it's not a one off thing that you're going to use for that month. It is something that you're going to, I mean I just talked about it, we're almost three years in. We went back to the brand guidelines we're like actually we got like gone off the rails here. Let's go back on brand and we pull them in. So it's going to serve you for a very long time. It's a worthwhile investment.
Key #5: Get up close and personal with your target market
Anna Jonak: [00:15:56] Yep OK. And number five which is all about getting up close and personal with your target market which again we spoke about last week, and this is about obviously very much about understanding the pain points, the pleasure points,, the language that you want to use to appeal to people, but very much from a brand perspective is coming back that colour scheme as well coming back to the look and the feel of what you're putting out there. So I'm thinking about the colours for us, very much blue was a core colour for us and it still is, based on the fact that it's all about authority and education and the pink frost it's very playful. So we wanted to bring the two elements of I guess what speaks for us as a brand and us as people into that serious education that you know the getting results and that kind of playfulness of kind of like being a bit feminine, a bit fun.
Florencia Pyke: [00:16:47] Yeah. I mean exactly, think about the symbolism behind the colours that you use and just be conscious that, well hopefully your professional graphic designer will advise you on this. But you do want to be conscious that those colours that you're using are the right colours for your target market
Anna Jonak: [00:17:05] to say the right thing about your business.
Florencia Pyke: [00:17:06] Exactly right.
Anna Jonak: [00:17:07] Yeah there's a whole look up colour psychology and there's different things that will stand for different you know, different colours stand for different emotions and draw in different things. So likewise with colours obviously thinking about like your fonts as well. [Flori agrees] Are your fonts appealing to your audience and not just in terms of fonts or colours but I think also you know what we're putting out in terms of photos we're very conscious of photos or videos or anything that we output comes back to us knowing our audience, knowing what they want to see from us as a brand. So we've talked about this [Flori laughs] if you have seen the Insta, was it Insta stories tonight was it Insta.
Florencia Pyke: [00:17:41] That's what they're called. [laughs] I'm just kidding.
Anna Jonak: [00:17:42] She's not. But that's OK. I still love her [clears throat]. Yeah in all seriousness though you would have seen you if you look back to when this was recorded, we looked pretty average. Oh my god the bags and the no makeup.
Florencia Pyke: [00:17:59] Yeah and the hair.
Anna Jonak: [00:18:00] She looked at me when she just said that [laughing]
Florencia Pyke: [00:18:04] No girlfriend - I haven't had a hair cut in like 6 months and I'm still contemplating whether to cut this thing or not. I don't even know what's going on up here.
Anna Jonak: [00:18:13] Yes. I guess from our perspective and we talked about that being raw and authentic and it's one of the things that we value. And so for us it's very important that you see that mixture of us on our social, that you see the real tired looking person at the end of the day that's been juggling kids and did not give a toss about putting on makeup or doing much with the hair. [Flori agrees] Barely got a shower without the kids killing each other.
Florencia Pyke: [00:18:35] 100 percent. Like there's definitely you know those images that are aspirational, but I also think like, it's not 100 percent of the time it's not reality. I'm sorry you can not be a mum of two, three kids. Well I'm gonna have, far-out... 3 soon.. of 3 kids.
Anna Jonak: [00:18:54] Get used to it.
Florencia Pyke: [00:18:55] God I'm already like sweating, seriously. And like rock the...
Anna Jonak: [00:19:02] ...perfection it's not perfection all the time it's just being raw and real. So you'll see that peppered across our site and certainly in what we output from a brand perspective on socials or challenges it's a real mixture, a mixed bag of you know we want to be, as role models for you guys. It's very much about being aspirational in terms of what we've been developing as a business. And the flip side of that, you as you said being raw along the way
Florencia Pyke: [00:19:26] and so relatable. [Anna agrees] because I mean we're all mums and keeping it real. [Anna laughs]
Anna Jonak: [00:19:34] So right. OK. And lastly
Key #6: Define your brand voice
Florencia Pyke: [00:19:36] defining your brand voice. OK so one of the keys here to building a really strong brand is understanding what is the brand voice that you're going to use. And we talked about target market recently and how important it is to know your target market inside out. And one of the elements around that is really being able to speak to them in a voice and a tone and a manner that's really going to effectively connect with them and resonate with them and hook them in. So what do I mean by a brand voice. So here's some examples. Like you might have a really professional voice that's quite kind of stale and boring. OK. So you'll see a lot of corporates like bluechip corporates. You know I used to work at AMP. Very professional voice right. That's just what it is. Whereas you know take a company like Mailchimp I love their brand.
Anna Jonak: [00:20:26] Oh yes they are so good with the e-mails they send.
Florencia Pyke: [00:20:29] So good, you know and I cannot fault that for one second. They are saying it's fun, it's playful, it's witty. So that's the kind of thing that we want you to think about is you know how does your target market want to be spoken to. And speaking to them in a way that they want to be spoken to. Here's a quick little hack actually before Anna's going to talk to you a little bit around our brand voice and what we do, but in terms of how do you define this for yourself. You know what is the brand voice that you're going to use. Well it goes back to that whole research element with your target market. And you know we talked about one of the things when it comes to understanding your target market is understanding what publications do they want to read, what media channels do they consume. And I would say you know start by looking at what they read especially when it comes to competitors of yours like who they follow and what are the brand voices that those competitors use. And I'm not saying go copy them but I'm saying get inspired. [Anna agrees] Right. And to have an idea for what other people aren't doing that you could be doing. You know where there's a bit of a gap in the market.
Anna Jonak: [00:21:31] Definitely. Well yeah we're definitely balanced. I think we have a balanced voice and I think it goes across different things so on social media it's very much more tongue in cheek, it's fun, it's sassy, it's quite bold and then you get to our website which kind of mixes the seriousness of what we offer because of you know, it is serious. It's intense, it's delivering results and we want to articulate that. But it's also mixed with a bit of, I guess, it's a bit colloquial, we use a lot of 'hey lovely'. And we know that's not for everybody and we've seen people you know who are not our ideal clients going 'I can't believe you're using that language' but you know it's just who we are. And you know our clients resonate with it and you see it's funny that a lot of people a lot of our students use the same phrase now 'Hey lovely' when there starting things to us in e-mails and everything else and it's just about being open and you know building that relationship and friendship and everything else because for us that's what it's about. It's not about the same playing field and playing in the same game and it's just about being welcome and being on that even.
Florencia Pyke: [00:22:32] Yeah. We want to resonate with our target market. We want to talk to them like we want to be spoken to.
Anna Jonak: [00:22:36] Yeah that's easy and fun. Totally. So yes that's a little bit from us on what we do. All right.
Florencia Pyke: [00:22:45] So there you go. All right so let's do a bit of a summary here. So to summarise what we took you through we discussed with you the six keys on how to build a successful brand. So the first we told you you know dare to be different so don't be afraid to put yourself out there and do something different to what the rest of the market is doing. The second is what about putting yourself as a person as a face as your story is your brand. Especially as a small business right. Number three consistency
Anna Jonak: [00:23:18] [laughing] here it is again
Florencia Pyke: [00:23:21] number four don't DIY. OK so invest in a set of professional brand guidelines. All right. Number five learn what resonates for your target market. Yes.
Anna Jonak: [00:23:33] So being understanding what look and feel.
Florencia Pyke: [00:23:38] [laughing] I totally got tongue-tied there
Anna Jonak: [00:23:43] which feeds into the last point that she's all about defining your brand voice so your voice and your look and feel. All of those things come back to your audience and again just reiterating I trust as you listen to these episodes we will repeat things, we will keep hammering it home and you'll also see the links repeatedly again as well between everything.
Florencia Pyke: [00:23:59] Yeah no absolutely. So lots of food for thought there and very well worth the listen as often, honestly the difference between a successful and failing business can be a strong brand or a lack thereof.
Florencia Pyke: [00:24:30] Love it and parting thought for you today. When it comes to your branding is this - a brand is not a product or a promise or a feeling. It's the sum of all experiences that you have with a company. Okay and that was by Amir Kassaei, Chief Creative Officer of DDB Global.
Anna Jonak: [00:24:47] Okay I'm wrapping up and remember to be brave in your business.
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