Do you often feel like you’re lost in your brand? Like you don’t know what direction to go in and feeling like you’re being pulled every which way? Do you desire to find your unique perspective and specific purpose so your business can thrive where it’s supposed to? I’ve been there.
And so many online personal brand builders feel this way too. I hear it all the time. You know you need to find your focus but you don’t know-how. Finding clarity and focus for your brand doesn’t have to feel like such a huge feat. With some simple and intentional steps, you can dig deep and bring clarity to your brand too.
Heres’ what you’ll learn in this article:
What it means to find focus and clarity in your brand
How to find focus and clarity
The 3 phase process to find that clarity
Why you need focus and clarity
I see this happen too often. So many business owners feel lost on what to do. They want to do it all. They aren’t sure what they should be doing. They don’t know where to put their focus and attention and end up feeling scattered. And when you feel scattered in your own business, your potential clients and customers will feel it too. Without the right clarity and direction of your business and brand, your message will be unclear and you won’t be reaching your target market effectively.
So what do you do? You need to find clarity in your brand purpose + direction.
Clarity for your brand means that you have clearly defined what you do, why you do it, and who you do it for. It means that you know, without a doubt, your mission and message and can communicate that to your audience well. It means that you’ve found your focus and purpose and are intentionally pursuing that with all your heart and hustle.
Finding clarity means that you know what really matters for your business and why.
Sounds pretty good, right?
It makes things easier
Defining these things can feel intimidating. It can seem like such a big decision and leave you feeling like you’d rather not commit to anything so that you don’t make the wrong choice. But ultimately, when you do figure out what it is you are meant to focus on, it hits you like a ton of bricks and you feel like you should have been doing this all along. I’ve gone through this in my own business and finding that clarity makes things so much easier. It’s easier to make decisions because you know your core mission. It’s easier to communicate what you do because it is your God given purpose and you know that without a doubt. It’s easier to run your business because you have these things clearly defined and you don’t have to spend time thinking about it or changing your mind often.
It guides the rest of your business
Finding clarity and focus in your business is so important because it guides the rest of your business. It should be done before your brand design, your website, and your marketing so that you can make the decisions in those phases easier. In fact, it’s why I go through such a detailed strategy process with each of my brand clients.
Because a brand that lacks clarity lacks intention.
And without intention, you’ll end up spinning in circles doing things you don’t really need to be doing instead of moving forward in the things that will help you grow your business. After you do the soul searching you need to do to find more purpose and clarity for your business, you can use your newfound focus to build your business with even more intention.
How to find clarity in your brand
You might be thinking that this is you. That you lack the focus and clarity you need to propel your business forward with intention. You know you need to find your specific purpose, but you’re not sure how to do it. If you get stuck on figuring out what clarity means for you and how to get there, you’re not alone. But it doesn’t have to be a challenge. You can find focus and clarity for your business too.
The best way to find clarity and focus for your business is by developing a well-defined brand strategy. A brand strategy will help you map out all the things that make up the foundation of your brand, allowing you to clearly understand your own brand and how to communicate it. A brand strategy gives you the guidelines to get super clear about what you do and helps you to stay focused on just that. (More on that here)
There are 3 main phases of developing your brand strategy that will help you get that clarity and focus.
The first thing to do is to work through the foundational principles of your brand. This includes things like your purpose, promise, target audience, and values. During this phase you want to define a true target market based on real research so that it actually makes sense, find your true focus and hone in on your brand sweet spot by figuring out what you do best, and lay a clear foundation for your brand anchored in your purpose, values, and promised results.
Start by thinking about why you do what you do and who you do it for. Being able to clearly know and understand this is key. Knowing what exactly you want to do and who you want to do it for will help you to clearly communicate that to others. Keep your goals in mind here too. Where do you want your business to be in 5 years? 10 years? Thinking about the future and how you envision your business growing will help you to establish a strong foundation now.
After you work through the base of your brand strategy, you can align your offerings and customer journey with that. You’ll want to determine the best solution to your ideal client’s problem and how to package it for them. Then you can map out your customer journey so you can take them on the right path to the success they are looking for. If you didn’t have the clarity from the first phase on who you serve and what their problem is, it would be much harder to decide what to offer to them in order to solve that problem.
When people jump to this stage first without doing the discovery work in their brand strategy, they end up creating an offering that doesn’t align with their audience and no one buys it. (I’m guilty of this too!)
In the final phase, you can develop the messaging that will communicate everything you’ve established in the right way. It won’t do any good to define the foundation of your brand and clarify these things if you can’t communicate that to other easily. Think about the story behind your business. Why did you start your business? How did you get to where you are today? You have a unique perspective because of your story. Even if you do the same thing that 1,000 other people do, you do it differently because it’s you. Your journey and your story make your business unique. Use that to your advantage when figuring out how to position your business and establish your mission.
You also need to think about what sets you apart from your competitors. Your specific journey is the biggest differential, but there are other things you do differently too. Determine what it is that makes you special and how you can set yourself apart. Find that one thing that makes you stand out from the crowd and hone in on it.
These things will help you clearly define your brand strategy and purpose which will give you all the clarity and focus you need to elevate your brand. All it takes is some dedicated time to think through these things and write out a well-defined strategy.
If you’re ready to find focus and clarity in your brand, start with the Brand Strategy Blueprint course for guidance and direction through the process. Then you can use that solid foundation to build your brand with a polished brand design, strategic website, and elevated marketing.
No matter what level of brand building you are in, I recommend doing this once a year to assess and evaluate where you are as your business grows and evolves. Give yourself a mini business retreat and take a week or even a month to think through the core of your business and find clarity in what you do.
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