To me, branding is simple. It’s discovering the gems about your business to distill these concepts: (1) who you are, (2) what you do, and (3) what your customers get (including audience members if you’re a speaker).

When I team with my clients, we first identify these “ooshy-gooshy” concepts, then turn our attention to what I have dubbed the Brand Elements™. Working in concert, your Brand Elements tell the story of who you are, what you do, and what your clients get. When you clarify your Brand Elements, your marketing efforts can be clear, consistent, and compelling — both in messaging and design.

I’ve identified the following as Brand Elements™:

• Your name and title or your company name
  (If you’re a solopreneur, your name is most likely your most important Brand Element, not your company name.)
• A unique, benefit-oriented tagline
  (This is not a phrase that describes your business — this is your TOP benefit message.)
• Your professionally designed logo
• Your professional photo (if you’re a solopreneur)
• Your website address

Take a minute right now to complete the following. Make sure every Brand Element is hardworking and helps to tell your story. For example, if the title you use is CEO and President, could something like Speaker & Author convey more information?

Also, ensure each Brand Element “fits” with the others. For example, let’s say you’re a corporate consultant and speaker who specializes in wellness. You might use a professional photo that shows you are active and fit, instead of a posed, stuffed-shirt portrait.

If you need help determining the perfect benefit-oriented tagline or refining any of these Brand Elements, give me a call. I love to help solopreneurs, entrepreneurs, and small business owners clarify their brands. It’s surprisingly simple — and fun!