Step 1 of launching your side hustle? Building a brand identity that speaks to the customers you want to attract and helps you stand out, even in a saturated market.
Layla’s Lips or Essential Oils by Ashley might look cute on a business card but what do those names actually tell you about what the business is or why you should buy from Essential Oils by Ashley versus Essential Oils by Emily?
Not much.
Now, I’m not telling you to go and change your brand name, especially if you’ve already invested in banners, business cards, and more with that name on them (but you might want to consider it!). Your brand identity is more than just your name and logo. Your brand identity is the message you’re sending to customers about who you are and what you offer. It’s defines the experience they’ll have with you. You want it to be memorable and stand out among the masses.
Let’s look at a few examples of what a more robust brand might look like.
NOTE: All of the brand descriptions listed below are illustrative, and not intended to represent actual direct sales or other businesses.
1 // RED CARPET READY
This beauty entrepreneur leverages her experience as a professional makeup artist to help you live everyday as though you’re ready to step on the red carpet. Her site will show you how to replicate the looks of your favorite stars, provide you with skincare tips for looking younger, and give advice for how to host your own Oscar watch party. She’s known for her signature red lip and never hops on a live video without picture-perfect curls and bold statement earrings.
2 // ORGANIZE THIS WITH EMILY
Our fictitious supermom, Emily, does more than just sell you personalized gift bags and storage solutions – she’s full of amazing tips and tricks to turn the chaos in your house into a streamlined, organized retreat. Of course, every post on her Facebook page comes with a checklist you can use as home and her Pinterest “Mom Hacks” board is a must-follow.
3 // THE CRAFTY LADY’S ESSENTIAL OILS
Everyone loves a good DIY, and this essential oils rep has all the best ideas. She has step-by-step instructions for lavender foot soaks that everyone raves about (the perfect teacher gift), easy at-home soy candle how-to’s, and even has a recipe for using essential oils for a crave-worthy girl’s night cocktail. And who’s surprised? She’s also the neighborhood mom who makes her kids’ Halloween costumes every year and has the best holiday decor – all made by her and her kids.
4 // REAL MAKEUP FOR REAL LIFE
This girl is here to share a little peek into her life, totally unfiltered. She films her makeup tutorials while she waits in the carpool late and her website is full of how-to’s that can all be accomplished in five minutes or less. She’ll show you how to quickly amp up your eyeshadow for date night with the husband – one handed while she talks the babysitter through the kid’s nighttime routine – and shares her favorite fixes to look refreshed in the morning, even when the baby keeps you up all night. Her life is busy and a little crazy, but she’ll always remind you how critical it is that you find a little “me” time.
As you read through those descriptions, do you feel like you understand who these women are? Can you think of a few things you would love to ask them for advice on? Is there one you really connect with?
Those emotions, those connections to you as a person and as a brand, are what we want your customers to feel.
Without a clear brand identity, there’s no pressing reason for your customers to buy from you instead of someone else offering the same thing.
Think through how you would like others to describe your brand. What does that mean for the name you go by and the content you focus on?
