If you’re an entrepreneur or simply interested in entrepreneurship, odds are you see the term BRANDING pop up every now and then. This term has two distinct meanings: the way you present your business (or yourself) to the public and the way the public perceives you. The first definition is about brand identity and the second about brand image. If you position your brand strongly, this will obviously help to positively shape your brand in the minds of (potential) customers. Brand image is all about perception. These two concepts, however, are intertwined and both vital for market positioning.
As a solopreneur or freelancer in the service industry, it often isn’t so much about presenting your business – more so, it’s about presenting yourself! (Being a VA, I am indeed an example of that.) After all, you’re selling your skills and qualities in a package of time. Creating a brand identity is usually experienced as more difficult by entrepreneurs who sell ‘themselves’ rather than a product. It causes us to – often critically – judge ourselves.
Let’s study brand identity in a bit more detail…