Have you ever had to “fake it” in a conversation with someone? They drop in a word or topic that you feel you should know but you actually have no frickin’ idea about what the hell they’re talking about? And then you find yourself smiling and nodding along with the convo and interjecting with an “OMG I knowwwwww!” at certain pauses, secretly hoping you can play it up that you’re soooooo in the know? Yup – been there, done that!

I always get a chuckle out of the word “branding” because it’s totally one of those very words and topics that’s tossed around a lot, but so few of us actually understand what branding is exactly. I mean, it’s your company name and logo, right? That’s totally what I thought once upon a time!

When I tell people that I’m a brand development coach, more often than not the response I get is “oh COOL!”, coupled with a somewhat blank and/or puzzled expression. And the truth is, when you think about it…what the #$&@ IS branding anyway? If you find yourself asking the same burning q, trust me – you’re not alone.

Your brand is sooooo much more than your fancy-pants biz name and logo. Of course, these are uber-important elements that are part of branding as a whole. But if I had to define it, branding is storytelling. From your products and packaging to customer experience, your brand should tell your story consistently through every aspect. Creating a brand story connects your peeps to what you do and why you do it, building something that they care about and want to buy into. Because at the end of the day, people want to buy from people.

One of the biggest reasons why indie beauty brands continue to skyrocket in sales growth is because consumers wanna buy from companies that align with their personal values and lifestyle and bring the personal touch back to personal commodities. A strong brand story will resonate with, attract and inspire your ideal tribe. And isn’t that such a wonderful way to do business?

Think about the stores you like to shop at, the websites you often visit, the restaurants you enjoy eating at. It’s not just what they offer that lures you, but the values and philosophy they stand by and the experiences you have that keep you a-comin’ back! A strong brand story is the very heartbeat of your business and this, my dear friends, is what creates meaningful bonds and loyalty with your dream customers.

If you’re feeling unclear or totally stuck in regards to your brand positioning and how to reach the right type of people, let’s chat – I’d love to connect with you!

Positive vibes and high-fives,

Ashley