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Clarity + Positioning + Connection = Remembered & Referred

BRAND FAQ’s

As a Brand specialist, I get asked Brand questions every day, so I’ve gathered them together on this FAQ page, it’s a bit like a “sub reddit”.

Please email me at cate@trueentrepreneur.com if you have a Brand related question that I haven’t covered here.

What is a Brand?  What is Branding?

If anyone tells you that your Brand is what you show to the world, I would argue that they don’t understand branding.    Name, logo, colours and design are the iceberg tip of what your Brand is. Your brand is the encapsulation of your audience’s perception of, and experience with, your business (and you).
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What is Brand Strategy?  What is Marketing Strategy?

Hi Cate, what does it mean to have a brand strategy and a marketing strategy?  What’s the difference?    
Give me six hours to chop down a tree and I will spend the first four sharpening the axe.  Abraham Lincoln.
As entrepreneurs we are constantly exhorted to chop down trees.  In my opinion, too little respect is paid to “sharpening the axe”. That’s what strategy is.  Thinking and planning before implementation.
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What is Positioning?

There’s no silver bullet, but nailing your value proposition comes close…. This is truly your “make or break” copy.  Eight seconds!!  When your ideal client lands on your site, that’s all you’ve got to communicate that they’re in the right place.  So how do you nail it?  This post includes a video with 20 best practice examples
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What is a Value Proposition and How do I Write One?

Positioning refers to the place a brand occupies in the MIND of it’s audience.  Positioning is not about communication, it is about perception, how messages are received and stored.  Your position (perception) is like a mental “slot”, and you have a very short window to stake your claim.   We hold perceptions about everything, including individuals, products and companies.
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What goes on my About Page?

Did you know your About page is the second most visited page on your website?  That’s because people like to do business with people they like, and a good About page tells them about the person behind the business.  So, if someone’s clicking through to your About page, they’re making the first move towards a long term relationship with you.  Here’s what to do:
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How Do I Write a Mini-Bio?

“Cate, I’m getting asked on more podcasts, what should I say in my “mini-bio”?    Your “mini-bio” short introductory piece that is often used for speaker introductions (stage, podcast, summits), author bio, PR opportunities and a snappy version for twitter.    It’s an important piece of your positioning. (You‘ve only got seconds to stake a claim in the minds of others).
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I’M IN A HURRY TO GET A NEW BUSINESS OUT THERE, SHOULD I BOTHER WITH A LOGO OR JUST STICK WITH MONEY MAKING TASKS?

Don’t confuse “getting a logo” with designing your brand.  The first is a relatively low risk activity and can be revised at some later stage once you’re established.  The second is a critical success step unless this is a pure short term sales play.   I’m a Brand person so I’m always going to encourage people not to skip this step.  Brands are built from the inside out – this foundational work only requires a one time only AND moderate time investment.   This post will tell you how to do the “bare minimum”.
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SHOULD YOU USE YOUR NAME AS YOUR BRAND?

I am often asked this when I’m wearing my branding specialist hat.  And my answer depends on your business model.  Like many things in life, the answer is not as important as the logic that gets you to an answer. Once I take you through the thinking, more than likely you will be able to decide this for yourself.
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HOW WOULD I KNOW IF MY BRAND WAS MEDIOCRE?

I’m not sure if your brand is hurting you, but I can help you figure that out.  There are 6 issues I see standing between many entrepreneurs and their ideal Brand.  Could you be afflicted with Claytons Brand, Bland Brand, Brand Babble, Nanna Brand, Brandemonium or BrandLock?     The good news is .. most have a simple fix.
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