Week 6: Branding 101 for Founders
You are the Company, show up in sync with it
“I am the company”
A sentence made famous by Zeina Khoury in Dubai Bling Season 1, who later went on to launch a fashion company of the same name. I’m a big fan of Zeina for her resilience and confidence as an entrepreneur. But this sentence of hers really did steal the show for me!
I see its relevance beyond the specific situation that Zeina was in. As founders, we are often the main ones representing our companies, and our identity matters a lot especially in the early-stages of starting up:
To feel in sync with yourself: Know that your business stands for the values and beliefs that you have
To appeal to customers: Tell a cohesive, impactful story about why your business is authentic, honest, and dedicated to its cause
And to get funded: Whether it’s the Dragons Den, Shark Tank, or non-telecasted funding conversations, you’ll notice that investors are on the lookout for traits, ethics, and drive of the founder alongside business results
Today, we delve into the world of branding for founders, exploring two expert tips that you can instantly apply, regardless of the stage your business is in.
Expert Tip #1: Align your Brand with your Values
Create a list of 3-5 core values that represent the essence of your brand. A good question to ask yourself is “How do I want people to describe me AND my company?”
Craft a mission statement that not only communicates what your business does, but also why it exists and the values that it holds. Keep it concise but make sure it resonates with your customers. Some good ones we’ve seen are as follows - notice how they use words that connect with human beings and show how they can help uplift or solve our daily problems.
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.”
Ikea: “To offer a wide range of well-designed, functional home furnishing products at prices so low, that as many people as possible will be able to afford them.”
Ensure that your brand visuals effectively communicate your values. From the colour palette to the imagery used, every element should convey the essence of your brand. A good tip is to understand the meaning behind colours (e.g. the green and purple in Inspirele’s colour palette represent new beginnings and creativity respectively, which jive with the mission of Inspirele that promotes unique paths to starting a business)
Expert Tip #2: Show up like the Founder of your Company
Dress the part - create a capsule wardrobe of versatile, confidence-boosting pieces that represent what your brand stands for. Your attire can significantly impact how you feel and how others perceive you, even if it’s through a Zoom meeting
Own your achievements and Embrace Feedback: Don’t shy away from highlighting your successes where relevant. Create a ‘brag file’ where you jot down your achievements and positive feedback, and weave some of them into your presentations / conversations. But confidence doesn’t mean being infallible - remember to also embrace constructive feedback and respond positively to it. That’s a sure-win sign of a founder who’s here to learn and improve for their customers
Embody your company in your speech, and demeanour. If your business is about coaching others, make sure to show up as an active listener in your meetings and ask introspective questions. If your business is about health-tech, your speech should reflect your passion for improving health outcomes and serving the wider community. Use tit-bits of information that demonstrate your expertise while making sure that it is accessible to a diverse audience
Body language matters: Practice power poses before important meetings to boost your confidence and project a strong presence
Sharing your brand with others
Purposeful communication and intentionality is key here!
Identify channels where people can learn about you and your business e.g. social media, your website, personal Twitter profile. And make sure they all tell a cohesive story that is consistent with the brand you want to communicate.
For personal social media sites, consistently post content that reflects your personal and professional interests, aligning with your brand narrative.
Participate in thought leadership (articles, blogs, podcasts) to reach a wider audience and establish your presence in the industry.
Actively engage in networking and community building - I know this is not as easy as it sounds, expert guide on this coming soon in our future newsletters!
Prompt of the week
This week, invest time in refining your personal brand. Share 2-3 posts on your social media (LinkedIn, Instagram, Twitter) about yourself and why you’ve started your business. Branding is an ongoing process that evolves with your business, but start with this one step, and see where it takes you.
To the journey ahead,
- Nareen