When I first meet with a new client, I am often approached with apprehension and even a slight hint of awkwardness as they reluctantly hand over their business card. “Gosh this is awful, I’m so embarrassed to give this to you” is usually what they will say, to which I reassure them that I have most likely seen much worse before. I have definitely seen my fair share of cringe-worthy cards over my 19 year career.
Every time I hear new clients say this, my heart aches a little. Not having the tools to present yourself and your business and influence your impression on your desired audience saddens me greatly. I think about all of the incredible opportunities that have potentially been missed and all of the impact that hasn’t yet been created.
As a Founder, when you think about your brand generally what comes to mind is what it tangibly provides your business with – it helps you to attract the right people in to your community, differentiate yourself from your competition, and inspire your audience to purchase your products or services.
But in my experience, the most surprising benefit of having a brand expertly developed for your business is the profound impact it has on your own levels of self-confidence.
I’ve witnessed countless clients transition from a place of confusion and a lack of focus, to complete and thorough clarity around the vision they have for their business. I’ve watched Founders go from a sense of nervousness about entering in to or stepping up in their industry, to having a wealth of confidence to command their worth and show up proudly – simply by having solid foundations (such as core values, a value proposition, defined points of differentiation and key messages) in place, and a kit of bespoke design assets to visually express this strong foundation.
Surprisingly the process of creating a brand is rarely singularly about the business itself. Rather a brand is a reflection of both the strategic foundation of a business, but also of the Founder and their own journey of self-discovery too. From apprehension to pride, hesitation to conviction, a story of of personal growth and triumph lies within every brand. And as each Founder finds their voice and shares their story with the world, the impact of branding extends far beyond business success – touching lives and inspiring others to embrace their own journey of confidence and self-expression too.
