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Your Uniqueness is Your Brand Foundation

We are all unique. And that uniqueness is what sets us apart and forms our brand foundation. In order to get your message across to potential clients and be clear in your messaging, you need to have a clear understanding of what makes you unique.

Why should a potential client work with you over everyone else who offers the same service as you? You want to stand out from your competitors. Branding is differentiating yourself on purpose so you can stand out in a crowded marketplace. Answering that question, and the other pillars of a brand foundation, will give you clarity and make your marketing efforts so much simpler.

Your business is an expression of you. You aren’t generic and neither is your business. So, your strategy and visuals shouldn’t be generic either. They should be as unique as you are!

Diving deep into your uniqueness is the basis of branding.

A website is a child of your brand. Therefore, building your brand foundation and having your brand identity sorted before starting your website is important.

As a small business owner, I’m sure you’ve heard a lot about branding. And, hopefully, you’ve done work on your brand. But, if you haven’t, or if you’re looking to elevate your current brand, here are some things to consider.

1. Brand DNA

This defines who your brand is at the core and what the purpose is, beyond making money. It defines the goals and direction you want to take your business.

2. Positioning

This is the narrative around how you want your brand to be perceived so that your audience also sees your business that way. Positioning is how you put things out in the world. It’s how you help others see themselves working with you

3. Brand Persona

Your persona creates an emotional connection with your audience so they feel like that can trust you so they are ready to buy from you.

4. Messaging Framework

None of this matters if you don’t know how to relay the right message at the right time to your audience. Messaging is what you want potential clients to know about you.

Now let’s dive deeper into the what makes a brand foundation. To have brand clarity, you’ll want to be able to answer these questions:


Have you outlined a clear vision for your business and your brand, and how it will bring transformation to your clients?


Have you drafted and refined a clear, concise message that you thread through all your marketing? Do people understand what you do for them?


Have you written down a clear mission for your brand: what you do, who for, and how you do it?

Brand Values/Beliefs:

Have you identified your core values? These will affect every action you take in building your brand.  It’s important to know what you believe in.

Brand Voice:

Have you got a brand voice? A way in which you speak and write to give a feeling of personality? It’s important to build brand loyalty. Look over your content and see if you notice patterns and if that matches what you want to achieve. You’ll want to be consistent in the words and style you use.

Brand Personality:

Have you determined your brand personality? How do you want your brand to be viewed (fun, approachable, calming, classic, traditional, elegant, trendy)?

Brand Feelings:

How do you want others to feel (confident, at ease, empowered) when they interact with your brand?

Your Unique Selling Point (USP):

What makes you different? What’s your competitive advantage? Why are you the best option? This is also called your value proposition.

Target Audience/Ideal Client:

Who do you want to work with? You’ll want to decide on your ideal client so you know who you’re talking to. Remember, if you speak to everyone you speak to no one. To learn more about why you need a niche, click here.

The two most important things to remember in branding is you want to be consistent and authentic.

If you’re clear on what makes you unique and your brand foundation, then the pathway to gaining clients is simple.

1. Brand Foundations

2. Marketing

3. Brand Discovery

4. Your Offer

5. Inquiry Process

6. The Sale!

Remember, brands evolve and change. This is who your businesses is now – but you can make changes and updates as needed.

I hope you found this article on brand foundations and what makes you unique helpful. If you did, please share this with others who may benefit from it by using the links below.

A resource I like to recommend on branding is Donald Miller’s Building a Story Brand.

If you’d like to chat about your brand foundation and your website, click here to connect with me!

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