Keywords That Kill: What Brand Keywords Are and How to Use Them Effectively

Business

Jan 4

You may have heard any one of these words before and wondered what they mean and how you should be using them for your brand. What does Value Proposition mean? What is a brand's voice or message? It's all so vague, yet people throw them around in the industry like everyone knows what they mean. Well I am going to break them down for you today.

First, let's start with the basics.

What is a brand?

According to Google, the definition is this:

Brand
/brand/ noun
"a type of product manufactured by a particular company under a particular name."

Essentially, brand is the umbrella term for a company, product, and/or service.

So what is branding?

Branding is the act of creating and defining your brand. This includes your branding design elements or visual identity (like a logo, fonts, or colors), but it also includes a brand's voice, values, and message.

A brand's voice is how you (as the company or brand) speak to your customers. Is your company friendly or professional, funny or relaxed?

A brand's values are what you (as the company or brand) stand for and believe in. Do you stand for equality and openness, or innovation and creativity?

A brand's message is how you communicate all of this consistently, confidently, and accurately.

If you are struggling, here are some of the many word choices you can use to narrow down your voice and your values:

The purpose of a brand is what you do for the customer. What is your product or service? What is it for? How will you enhance the lives of your customers?

Going off of that, a brand's value proposition is what sets you out from the crowd. How is your product or service different from others? How is your brand's voice, values, and message different from others? What makes your brand worth investing in? What makes a customer want to buy from you vs. any of the other hundreds of other brands out there?

A brand's target audience is who you're selling to. You should have a clear picture of your ideal client, like what their age and gender are, what their interests and hobbies are, what they do for work and how much they make.

A brand's marketing is how you advertise your brand. Do you use print or digital forms of advertisements? Flyers and billboards or social media and google ads?

All of this added together is your brand strategy. You will use the information you've learned about your brand and audience every step of creating your brand strategy. It is important to define each of these before you even start selling.

If you want to learn more about branding or go through some fun and easy worksheets to define your brand strategy, join the waitlist for my full personal branding course.

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