The other week an old high school friend reached out asking me to coffee as she wanted some advice on building a brand. You see, after years of working in corporate web design, she’s ready to launch her own business. How to build a brand is actually one of the most frequent question I’m asked as many of you have followed along with Piqued PR’s beginning 5 years ago (wow, 5 years!). Whether you love the clients we attract or have an obsession with pink too, whatever it was that drew you to Piqued PR it’s all part of the branding so I’m happy to share some tips with you today:
1- Be YOU– this is so cliche and you’ve heard it a million times but when it comes down to branding this is truly what sets you apart as no one else is YOU! To be honest when I started Piqued PR 5 years ago at the age of 23, I didn’t have some sort of strategic branding plan. I just knew what I liked and what I didn’t but really, that’s so important. If you want to be happy and successful think about the type of clients you want to attract, your business goals and most of those will align with your personal interest, style and skills. I’ve always loved fashion so I knew I wanted Piqued PR to focus on the lifestyle (fashion, beauty, decor) element of PR. More specially my style is preppy, this is how I dress, how my home is decorated and where I excel. I’ve built my business around my own likes or at least putting my own touch in this aspect of the industry.
2- Stay Focused– There’s a saying, something along the lines of, a race car driver always loses when they look in the rearview mirror to see what their competition is doing. That couldn’t be more true. A year or so ago I started to notice the trend in marketing being more stark white, minimalistic and glossy. I tried to emulate this, making Piqued more high fashion and less preppy. I realized by doing so I was attracting the wrong type of clients and I wasn’t performing my job as well since my heart wasn’t behind it. Don’t stray from yourself based on where the trends are headed or what competitors are doing… that’s a downhill spiral!
3- Your Customers– I talked about thinking of the type of clients you want to attract above, a key to developing your brand is thinking of your customers. What do they like, what draws them in? How can you make yourself look like an expert to them? What’s something they need from you? This can be the way you market yourself, or even the services you provide.
It’s actually funny writing this now and very relevant because we are currently going through a rebrand, which we will share more sneak peeks and tips as we do so over the next few weeks.