As you’re working to define your brand identity, you may have some questions arise – I know these are things I certainly struggled with when building my side businesses.
Have other questions? Scroll to the bottom to submit them and we’ll keep adding.
Read more about why defining a clear brand identity is important
Will focusing on a niche limit my customer base too much?
While part of defining your brand identity requires defining your ideal customer, that doesn’t mean it’s the only customer you can sell to or will be attracted to your business. Envisioning your ideal customer is one step in building a brand identity. It helps you narrow your focus and figure out what your easiest sell should be. You’re then one step closer to building a brand that draws people in and has name recognition.
When I first started my blog, I defined my ideal reader as someone who traveled frequently but didn’t want that to get in the way of healthy living. I still get a lot of traffic from people doing Google searches before going on trips, though, even if they only take one twice a year. That’s okay – by focusing narrowly, I’ve been able to create content that people outside my base still find interesting.
What if I want to share content that’s inconsistent with my brand identity?
Go for it! Ideally we want about 60-75% of your content to be on-brand, and the rest can be other things that interest you. When you develop off-brand content, think of whether you can create a link to your brand identity.
For example, our fictional Emily from Organize This with Emily is all about organization tips, but the MLM she reps also has cute evening bags that Emily wants to feature. She posts on Facebook, “Sometimes you have to take a break from organizing, so we’re headed out for date night! I’m loving this personalized clutch right now. It’s my go-to when I only need to carry a few things.” She then drafts a short blog post the next day about “My date night essentials” where she shares what she carries in her clutch for date night, with images from the night before. It’s not organization, but it’s still true to Emily and is something her audience will connect with.
Similarly, Red Carpet Ready may post her Halloween makeup tutorials with the title “Show Stopping Halloween Makeup Ideas.” “Show Stopping” connects to her brand image, even if the content is a little different.
Should my brand identity mention an interest in building or growing my team?
When you’re building a MLM business, it’s easy to get absorbed in recruiting and growing your team. STOP! Ask yourself – why should someone join your team rather than someone else’s? (This is similar to asking why someone should buy from you over someone else.) You have to offer something of value. And what’s the greatest value in a network marketing business? Success potential. Build an engaged customer group that shows recruits how they too can stand out in a saturated market and the team will come. If you’re currently in our Build Your Empire workshop, we’ll talk about how to build recruiting into your content plan in week 3.
My business name doesn’t match the brand identity I’ve described. What should I do?
You have two choices. First, you can change your business name. This will require coming up with a new name, launching it to your existing customers, and changing your brand online (e.g., renaming your Facebook group, printing new business cards). If you’re going this route, make sure the new name is one you’ll be happy with in 3-5 years. What we want to avoid is trying a few different names to see what sticks.
Second, you can keep your existing name and change other elements of your brand. Essential Oils with Ashley can still refocus on DIYs for busy moms, Sarah’s Thirty One can still have a blog titled “Organize This”, and Layla’s Lips can start a weekly series called “Red Carpet Ready.” Ultimately we want the feelings that customers associate with your business to be reflective of your brand identity. So, when someone asks, “What is that MLM group you’re in”, rather than responding, “It’s my friend Ashley’s. She sells makeup,” the answer will be, “It’s my friend Ashley’s. She shows you how to replicate red carpet looks each week.”
Side note: If you’re thinking of changing your name, I would strongly recommend changing other brand elements first. Make sure the brand works for you, then announce to your followers that you’ve been thinking about it and with your new focus, the name “Red Carpet Ready” really fits your business better. That said, if you know you’re going to go with “Red Carpet Ready”, Build your website with that name – I still might give it a little time before renaming my Facebook group, though. Too much change too fast (a narrowing of focus and name change) can confuse your existing customer base.
I’m still struggling to come up with something specific. What do I do?
Expand your brainstorming. What are other characteristics of your ideal customer? What are some other fun facts about yourself? Why should people trust you?
We’ve pulled together a list of potential niches you can focus your MLM on to help you brainstorm, too. Download that list HERE.
Have a question that isn’t answered here? Fill out the form below and we’ll add it to the list!
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