Building a brand from scratch starts with telling a compelling and impactful story. Your story should build a connection with your audience on an emotional level. Research shows that people are more likely to remember a story over data and figures, but when data and story are weaved together, it creates an emotional and intellectual link with your audience.
More importantly, you don’t have to wait until you have a successful company before you build your brand — in fact, you shouldn’t wait. Just as your story didn’t start the day you opened (or plan to open) your business, your story is unfolding every day.
Your brand is an extension of who you are. It’s the culmination of what I call your CORE NATURE, CORE SKILL SET, and CORE VALUES. Your core nature is the energy you bring into the room when you enter. Core skills are those that you innately use, and most of us have just one foundational, deep-rooted primary skill. Your values are what guide your decisions.
These form the basis of your brand story. From here, you choose a vehicle to tell your story and build an audience.
Here’s a closer look at this process.
Discovering Your CORE NATURE
Your core nature is the energy you carry with you. It can be described in words like joy, humor, and excitement. Your core nature shines brightest when you’re at your best or in alignment.
In brand storytelling, your core nature will show in the way you tell your story. If the energy you bring into a room is excitement, your story will breathe excitement. The best way to discover your core nature is to ask the three to five people closest to you. Ask them: How does the room feel different when I walk in? Are there three to five words you could use to describe me?
Look for similar responses and narrow your list to just five words. This is the energy behind your brand story. Ask yourself, What services can I offer that demand this kind of energy?
Identifying Your CORE SKILL SET
Core skills can be narrowed down to 10: Words, Innovation, Building, Technology, Motion, Service, Coordination, Analysis, Numbers, and Beauty. People tend to have one core skill, maybe two. There is a subtle but distinct difference between the Zone of Excellence and the Zone of Genius. In your Zone of Genius, you’re using your primary core skill set. Many people are good at things they don’t enjoy — they’re working outside their Zone of Genius.
Your core skill set builds the foundation of your offering. Here’s a quick look at the 10 core skills:
- Word: This skill set revolves around using words, whether that is with public speaking or writing content, depending on your personality. Extroverts tend to thrive in public, whereas introverts would rather express themselves inward as content writers, creators, or communicators.
- Innovation: This person is the “ideas” person in a company. The innovator is either an entrepreneur or an intrapreneur. Intrapreneurs work with founders and typically make creative recommendations.
- Builders: Builders create things with their hands or their minds. Builders can see the big picture and how the pieces fit together.
- Technology: This person is as described — they’re experts with technology.
- Motion: People with this core skill are literally the movers and shakers. They thrive when they’re in constant motion.
- Service: The service skill set applies to people who are nurturers and natural supporters.
- Coordination: This skill set applies to people who can put all the puzzle pieces together. They think in details.
- Analysis: These people are fueled by answering the question, “Why?”
- Numbers: Accountants, financial analysts, and investment bankers are usually numbers people.
- Beauty: People with a flair for aesthetics or the arts have this as their core skill set.
Unearthing Your CORE VALUES
Your core values are the guiding principles by which you innately live your life and view the world. Your values serve as your “yes” and “no” filter — if what you do is not in alignment with your values, it’s an easy “no.”
There are numerous online tools to help you determine your core values. These are words like integrity, honesty, creativity, and growth.
Putting it Together
Once you’ve identified how you show up in the world, what values guide your decisions, and what skill(s) you use when you’re working in your zone of genius, it’s time to build your brand. The platform you choose, such as TikTok, LinkedIn, Instagram, etc., should align with your core skills, and the topics should align with your core values. Add value to build a connection with your audience, and let your energy show in your work.
It’s OK if you’re still transitioning into your business or just building your service offerings. Once you build an authentic relationship with your audience, they’ll be there when you’re ready.
