Brandmerry Blog Archives
Brand Story vs. Digital Storytelling: Why Entrepreneurs Need Storytelling in Their Content Strategy
Marketing is always changing.
And right now, you might be wondering how you’re supposed to keep up with all the changes. I get it, it’s a lot!
I’ve been marketing online for over seven years, and I’ve discovered that the only constant is storytelling. My guess is you’ve heard about brand storytelling, but what about digital storytelling?
In today’s episode, I’m sharing a recent live video I did about the difference between the two and how entrepreneurs can elevate their content, and build deeper relationships online, leading to higher conversions by embarrassing digital storytelling.
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
Why most entrepreneurs get stuck in the Brand Story phase and how it's hurting your marketing
What Digital Storytelling is and how you can incorporate it into your content to stand out online
One aspect of Digital Storytelling that most entrepreneurs forget about, but has the most buzz right now
**I’ve included the main points below, but I encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 111 now.
Brand Story Vs. Digital Storytelling
A brand story is synonymous with a founder's story or a brand mission. It gives a glimpse into the journey that took you to create your brand.
It is where you showcase your brand's values, mission, purpose, and the experiences that led to its birth.
However, the evolution of digital platforms, specifically social media, demands more from brands and business owners. There's a need to shift from traditional brand storytelling to digital storytelling.
Unlike the brand story, digital storytelling dives into the integration of micro-stories; everyday experiences, client testimonials, and other integral elements of your content to strengthen your marketing efforts and build a deeper connection with your audience.
These stories can be embedded into blog posts, podcasts, and multiple platforms, accommodating your unique brand elements and goals.
Transitioning to Digital Storytelling
While it's essential to get your brand story right, it should not be the final stop. The key is not to get stuck in the branding process but to move into digital storytelling. It will not only drive more traffic to your business but also diversify your content strategy.
How can you transition to digital storytelling successfully?
Creating and sharing everyday stories online is at its core. Digital storytelling aims to highlight different everyday experiences, testimonials, values, and powerful themes.
With digital stories, you’re improving how people connect with your brand.
Content is 22x more likely to be remembered with storytelling because of its effect on the human brain.
86% of consumers say authenticity is a key factor when deciding what brands they like and support, and nothing does that better than storytelling.
81% of consumers said that they need to be able to trust the brand to buy from them, and storytelling builds trust.
Digital Storytelling Tip: Targeting Your Audience
When it comes to digital storytelling, knowing your target audience is vital.
The stories you tell should resonate with your audience and evoke a connection. Your content should reflect your audience's concerns, hopes, desires, and aspirations.
While you might be the one telling the story, and it might even be a personal experience, you must always connect it back to your audience.
This is where traditional storytelling and digital storytelling have the biggest difference.
Digital Storytelling Tip: Enhancing Connection and Boosting Conversion Rates
The main goal of digital storytelling is to build a community, enhance connection, and increase conversions with your growing audience.
The first step in mastering digital storytelling is to start reframing what storytelling is.
Separate your brand story from your digital storytelling. Then, challenge yourself to incorporate a storytelling element into every single piece of content you create.
Every single week, I’m sharing stand-alone stories on social media, integrating storytelling into my short-form videos, and incorporating it into blog posts and podcasts. The possibilities are endless and when you prioritize digital storytelling in your marketing efforts, you’ll discover that your content has more bang for its buck.
Building an Authentic Brand
Embracing digital storytelling is essential to building a truly authentic brand online.
It equips your audience with an in-depth understanding of not only your brand but also the experiences and values behind it.
Integrating digital storytelling into your marketing strategy paves the way for meaningful audience connections and increased conversions, something I know we all want with our marketing efforts.
If you’re ready to dive deeper into the concept of business storytelling check out this guide here.
And, if you’re ready to learn how to elevate your content, build deeper connections with your audience, and convert more dream clients using the power of digital storytelling then I invite you to learn more about Storytelling Made Simple.
Get the details at brandmerry.com/story.
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
FREE GIFTS FOR YOU
--
FREE GIFTS FOR YOU --
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.
Check Out the Latest Posts
Must-Reads on the Blog
Mastering the Art of Storytelling: A Powerful Tool for Brand Growth
I’ve been obsessed with storytelling for almost 8 years.
And, no matter if you’re just beginning your journey with brand and digital storytelling, or you’re more of a veteran, I promise today’s episode (and blog post) is going to light a fire in you to share more stories online!
I stand by my belief, that digital storytelling is one of the fastest ways to create community, build trust, increase conversions, and drive sales, and today, we’re going to explore how it can revolutionize your brand and business.
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
The incredible benefits of digital storytelling including why consumers are craving it and its effectiveness in building brand trust and loyalty.
The surprising, and not often talked about, reason storytelling can help you build a more authentic and aligned business.
Why it matters less about the specific story you share and more about how you share it.
**I’ve included the main points below, but encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 110 now.
The Power of Digital Storytelling
When it comes to brand growth, storytelling is a game-changer. No matter what you sell in your business, incorporating storytelling into your strategy pays off in numerous ways.
It cultivates a deeper connection with your audience, builds a strong community, increases conversions, and attracts more clients.
As we know, when people trust you they are more likely to purchase from you and nothing builds trust faster than delivering value and being authentic online, both of which storytelling provides.
Storytelling is a Timeless Marketing Skill
No matter the platform or the latest trends, storytelling remains a consistent and powerful tool in marketing. In fact, mastering the art of storytelling gives you a significant advantage over your competitors.
As entrepreneurs, business owners, and content creators, understanding the fundamentals of storytelling allows us to tap into its marketing potential. So, no matter how a platform may change, or how the algorithms may shift your ability to tell stories will always keep you ahead of the game.
The Science Behind Storytelling
MORE MEMORABLE CONTENT: If you're like me and love data, you'll find the science behind storytelling fascinating. Studies show that incorporating storytelling into your content makes it 22 times more memorable to your ideal customer. When your content lingers in the minds of your audience, you have a greater chance of leaving a lasting impact.
NEURAL COUPLING: When we read or listen to a story, something magical happens in our brains. It's called neural coupling. As the story unfolds, neurons start firing, stimulating the listener's attention. This engagement makes storytelling a powerful tool in marketing and captivates your audience's attention, making your content more memorable.
ENGAGING MORE OF THE BRAIN: Storytelling is not just about engaging the audience; it's about igniting more areas of the brain. When you incorporate storytelling into your brand and business, you engage more of your audience's brain. This is crucial because people make purchase decisions based on emotions rather than just logistics. By telling stories, you create an emotional connection that influences your audience's decision-making process.
THE FEEL-GOOD HORMONE: Storytelling triggers the release of feel-good neurotransmitters like dopamine and oxytocin. These hormones enable deeper connections, foster empathy, trust, and compassion. As an authentic brand builder, these qualities are at the core of who you are. By integrating storytelling into your content, you tap into the power of these neurotransmitters, leading to stronger bonds with your audience.
Consumers Crave Authenticity and Trust From Brands Online
Consumers crave authenticity, and it significantly influences their purchase decisions.
A whopping 86% of consumers consider authenticity to be a key factor when choosing a brand.
In an era where AI content is becoming more prevalent, consumers are becoming increasingly adept at spotting it. Surprisingly, 57.3% of consumers claim they can identify AI-generated content almost immediately.
This emphasizes the importance of prioritizing authenticity in your storytelling efforts. By mastering the art of storytelling, you can create content that builds an authentic connection with your audience and differentiates you from AI-generated copy.
We also know that trust is essential for any brand. A staggering 81% of people state that trust is a prerequisite for buying from a brand.
Incorporating storytelling into your marketing approach allows you to build trust faster. When your audience connects with your stories, their trust in your brand deepens, leading to repeat purchases, brand loyalty, and word-of-mouth marketing.
Storytelling is my favorite way to showcase my authenticity and build a deeper level of trust with my audience.
Sharing Personal Stories Can Be a Brand Advantage
Now, let's address the benefits of sharing personal stories online.
First, it's crucial to note that not everything about your life needs to be shared online. You have full control over what you want to keep private. However, sharing aspects of your personal journey can significantly enhance your brand's authenticity.
By sharing relatable stories, you develop a personality and establish a deep connection with your audience.
When choosing which personal stories to share, think about what resonates with your audience and aligns with your brand values and mission.
Sharing personal stories about your journey, your everyday experiences, and the things you love can make your brand more relatable and engaging.
By opening up and inviting your audience into your world, you build trust faster and create a more authentic brand, a goal for so many business owners.
Your audience gets to know the person behind the brand, fostering a sense of connection and brand affinity. This leads to long-term relationships with your clients and encourages them to recommend your brand to others.
The Underrated Reason Storytelling is Powerful for Business Owners
You have all the data and a better understanding of why storytelling is such an effective marketing tool for business owners. But, one of the most powerful reasons to incorporate storytelling into your marketing is the effect it has on your brand alignment.
By prioritizing storytelling, you’re able to create content that is more aligned and exciting to you. You’re also able to make sure that the content you’re creating is regurgitated information, but truly connects to who you are as a brand and who you want to serve.
It’s through the process of telling stories online that I’ve not only been able to connect more deeply with my audience and create a revenue-generating business but also create content in the most authentic way for me.
This has made content creation so much more enjoyable and easier for me.
It’s an underrated advantage to creating stories online.
CONCLUSION
If you're ready to take your storytelling skills to the next level, I invite you to take my free Brand Story Quiz where you’ll discover your Brand Story Profile and get my top tips for sharing your story through your marketing.
As you’ve just discovered digital storytelling is crucial to successful marketing online and it starts with your Brand Story. Discover how to write yours with this free quiz.
To take the quiz visit brandmerry.com/quiz.
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
FREE GIFTS FOR YOU
--
FREE GIFTS FOR YOU --
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.
Check Out the Latest Posts
Must-Reads on the Blog
5 Ways to Fall Back in Love with Content Creation
Today, on the Authentic Brand Builders podcast I want to talk to you about a topic that's near and dear to my heart: content creation.
As an entrepreneur and small business owner, creating content is not just important, it's essential. It's how we show up, tell people about our brand and our business, and connect with our audience.
I’ve been creating content online for almost eight years, consistently I might add, in the form of videos, podcasts, blogs, social media posts, and utilizing various platforms.
So, I get that it’s important, but I also know firsthand that content creation can feel like a chore.
That's why I want to share with you five ways that have helped me fall back in love with the process over the years, and I hope they'll make it easier and more enjoyable for you too.
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
The importance of staying inspired as a content creator and how I’ve been able to do it for eight years.
The best piece of advice I ever received about how I consume information online and how it’s impacted me as a content creator.
The #1 thing I do when I’m not feeling lit up by my content and how it always reignites my creativity to show up.
**I’ve included the main points below, but encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 109 now.
Have Systems in Place
Consistency is key when it comes to content creation, and having systems in place can make all the difference.
Start by focusing on one to two platforms where you can show up consistently and create high-quality content. Don't spread yourself too thin by trying to be everywhere at once. Instead, choose the platforms that align with your strengths and where it will be easier for you to show up. Remember, quality over quantity.
Additionally, make sure to schedule dedicated time for content creation in your calendar. Pick a day of the week and make it your designated content creation day.
During this time, focus on creating and scheduling your content for the week ahead. Having a set schedule will help you stay organized and ensure that content creation becomes a regular and enjoyable part of your routine.
Repurpose Your Content
One of the most effective ways to make content creation more fun and efficient is by repurposing your existing content. Don't feel like you have to constantly create something new from scratch.
Instead, look for ways to repurpose your long-form content into different formats and platforms.
For example, if you record a podcast episode, you can transcribe it into a blog post. You can also take snippets from your podcast and create social media content, such as carousels, reels, or quotes.
By repurposing your content, you'll not only save time but also reach a wider audience across multiple platforms.
And, you don’t have an excuse not to repurpose your content today. There are so many amazing tools, and it’s my favorite way to use AI. Listen to this podcast episode where we talk about using AI authentically, and watch this video on repurposing to get a better understanding of how to set up your flow.
Lead with Story
Storytelling is a powerful tool in content creation. When you share your own stories and experiences, you not only build a connection with your audience but also inspire and engage them.
If you’re feeling stuck or unmotivated by your current content, then challenge yourself to think about everyday experiences and find the lessons and parallels that can resonate with your ideal customer.
Remember to keep your stories focused on your ideal customer and how your experiences relate to them. By sharing relatable stories, you'll capture your audience's attention and build trust.
Digital storytelling is a skill worth mastering, as it allows you to communicate with your audience in a way that is authentic and memorable. It’s also a fantastic way to reignite your excitement around content creation. Ready to learn more about Digital Storytelling? Learn more about my offer here.
Look Outside Your Industry for Inspiration
It's easy to fall into the trap of constantly looking at what others in your industry are doing and following trends. However, this can stifle your creativity and make content creation feel repetitive.
Instead, seek inspiration from outside your industry. Follow people and podcasts that have nothing to do with your niche but inspire you with their unique perspectives and approaches.
When you expose yourself to different ideas and styles of content creation, you'll find new ways to innovate and differentiate yourself in your industry. Don't be afraid to step outside the bubble and explore uncharted territory. Embrace your authenticity and let it shine through your content.
Make Content Creation a Game
Lastly, make content creation a game. Experiment, play, and have fun with it. Challenge yourself to try something new every day for 30 days, whether it's a different form of content or a new platform.
Don't be afraid to start something knowing you may not be great at it initially. Embrace the learning curve and enjoy the process of growth and improvement.
By making content creation a fun and playful experience, you'll find yourself more engaged and motivated to create. It's all about finding what works best for you and your audience. Remember, showing up authentically and enjoying the process is ultimately what will help you connect with your audience and achieve your content creation goals.
CONCLUSION
By implementing these strategies, you'll not only enjoy the process of content creation but also connect with your audience on a deeper level.
I hope these tips have inspired you to approach content creation with a fresh perspective. Remember, it's all about embracing your authenticity, connecting with your audience, and enjoying the process. Now go out there and create amazing content that truly represents your brand and resonates with your audience!
If you'd like to dive deeper into the art of digital storytelling and learn how to master this powerful tool, be sure to join the waitlist for my upcoming program at brandmerry.com/story. Together, we'll unlock the secrets of storytelling and take your content creation to the next level.
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
FREE GIFTS FOR YOU
--
FREE GIFTS FOR YOU --
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.
Check Out the Latest Posts
Must-Reads on the Blog
Harnessing the Power of AI for Authentic Brand Building: A Chat with Kinsey from Feel Good Social
Like you, I’ve had my reservations about using AI in my marketing. At first, I ignored it, but as interest spread, I was determined to find ways to utilize AI tools to streamline my process.
For the past year, I’ve been using AI to help me repurpose my content (this blog was created by taking a podcast transcription and condescending it using my favorite tool Descript), brainstorming, and condensing my ideas.
But, I’ve continued to be mindful of the conversation around AI and content. How do we utilize these tools while still being authentic to our brand?
That’s why, I am super excited to share my conversation about AI with Kinsey from Feel Good Social and the Authentic AI Podcast. Kinsey and I are both passionate about authenticity, and we had an incredible chat exploring how Artificial Intelligence (AI) can be used genuinely to engage and connect with your target audience while keeping your brand's uniqueness intact.
As a former client of Brandmerry, I knew Kinsey was just the person to bring on the podcast to talk about AI and ChatGPT since they are both all the craze.
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
How to train ChatGPT and other AI tools, to create authentic copy and results for your brand.
How to use AI tools outside of just writing copy, and how they can save you hours every week with your marketing.
Some of Kinsey and I’s favorite tools to use that serve as an assistant to our brand and business goals.
**I’ve included the main points below, but encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 108 now.
Making AI Authentic to Your Brand
When using AI to create a connection with the audience, the first goal should be authenticity.
Specifically, it's about being clear with your AI tool on what your brand represents, including the tone of voice, brand mission, audience persona, brand values, and others. The goal is to have ChatGPT (the AI model used most often) grasp your brand narrative and guide it toward creating content that mirrors and accentuates your brand.
If you don’t tell more about your brand, you’ll always get generic advice. Inside the episode, Kinsey gives tips on how to train ChatGPT and other tools to work for you!
Navigating the World of AI
It's easy to get overwhelmed in the AI universe with its constantly evolving tools and capabilities.
However, it's essential to remember that you're in charge of your business and can use AI in a way that works best for you.
Choose a software based on your specific requirements and train it on your brand (a must for authentic entrepreneurs).
Remember: consistency in training your AI tool will eventually help it understand your brand more efficiently and make the process even easier. Kinsey shares how she’s trained AI to understand her brand. You can use the same strategies in her Brand Persona for ChatGPT course.
Choosing the Right Tool
There are countless AI tools out there and they all claim to offer the best results. However, experience has taught us that most are fairly similar, with different branding.
Don't get carried away trying every tool; instead, ask people you trust for recommendations. Aim to avoid additional pressure from an overflow of tools, and use AI as an advantage in your established workflow.
I love using AI to streamline my content marketing workflow. This means I use Opus Clip to repurpose clips for short-form videos, Descript to create a blog post from my podcast transcript, and ChatGPT for Pinterest titles and keywords!
Don’t Rely on AI to Share Your Brand
At the end of the day, you, the business owner, are the gatekeeper of your brand.
While AI can be trained to mimic your brand and provide great output, it cannot—and should not—replace the human element of your brand.
Always run the AI-generated content through your brand filter: your judgment, values, and goals should guide the final production.
In the end, using AI should be about making your work more efficient.
It should fit seamlessly into your existing brand development and outreach strategy.
The goal is not to sound like everyone else but to let AI help you voice your brand authentically and effectively.
So, don't be afraid to dip your toes in the AI world. Take the first step, one tool at a time, and see how you can harness the power AI offers for your brand.
CONNECT WITH KINSEY
Ready to train ChatGPT to work for your brand? Dive into Kinsey’s Brand Persona Guide for ChatGPT so you don’t sacrifice your brand’s unique personality for bland copy that sounds like a robot wrote it! Get all the details here.
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
FREE GIFTS FOR YOU
--
FREE GIFTS FOR YOU --
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.
Check Out the Latest Posts
Must-Reads on the Blog
Navigating a Brand Refresh: A Behind-the-Scenes Look for Entrepreneurs and Small Business Owners
This week, I'd like to take you behind the scenes of my recent brand refresh, which resulted in a brand new website and an updated podcast.
This episode is a continuation from last week where I talked about knowing when it's time for a brand refresh and signs that might indicate it’s time you refreshed yours as well.
Now, I’m sharing my process (the same process I use with clients) and some of my top tips!
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
The simplified process, I use and guide my clients through to make updating their existing brand so much easier.
The crucial role brand messaging plays in the success of your website.
The importance of having a trusted person in your corner for feedback, and why I don’t recommend asking just anyone!
**I’ve included the main points below, but encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 107 now.
The Brand Refresh Process
The process I use for revamping my brand is the same one I teach my clients. The duration of the process depends on how developed your brand already is, but following this simplified framework will save you so much time. For recent goal was to execute the brand refresh within two weeks, which I’m pretty proud I was able to stick to.
I cannot overemphasize the importance of setting some sort of timeline for a brand refresh process. The longer it takes, the more you divert yourself from other business activities, especially those that generate revenue.
1. Map It Out
The initial step is to map it out. Determine the pages you'll have on your website and the key elements you want to include. This is also a great time to determine your overall vibe, aesthetic, and feelings you want to portray with your new brand refresh.
2. Seek Design Inspiration
The next step after mapping it out is to seek design inspiration. This is where tools like Pinterest come in handy. Remember, the goal isn’t to replicate another brand but to find elements that inspire you and make them your own. I like to piece together various templates to get started, but as you’re looking if you find a template you love, that’s an excellent place to start.
3. Verify Your Messaging
Before you go ahead and start designing your website, start with your messaging. A beautifully designed website amounts to nothing if the messaging isn't on point. Jot down the core messages you want to communicate, and then use that to write out each of your website pages.
PRO TIP: Create a Google Folder for your website refresh, and then individual pages for your Home, About, Services/Sales Page, Blog, etc…
Looking for some inspiration? Here are some bonus resources:
4. Gather Design Materials
Next, gather the design materials you'll need, the main of which would likely be brand photos. Always ensure the images you select complement your brand and the vibe you want to get across to your audience.
Check out this recent episode I did on the brand photoshoot that prepped me for my brand refresh.
5. Laying It Out
The next part of the process is to start creating the design layout. During this process, you’re in the nitty-gritty of laying out your website on your platform. I use Squarespace and highly recommend them. By this point, you should have 80% of the pieces laid out and will just need to add them from your Google Docs to the site, as well as customize any font changes or brand colors you may be changing.
6. Revisions
Revising, or revisiting, can take a few days. I suggest building a page and then setting it aside. Refresh and come back to it. I recommend doing this several times, sleeping on it each time and looking at it with fresh eyes. We’ll talk about getting an outside perspective a little later, but this is a great time to do it!
Behind the Scenes: Tips for A Successful Brand Refresh
TIP #1: GATHER INSPIRATION WITH BLINDERS ON
While the goal is to gather inspiration in the second step of the process, you have to make sure you don’t get consumed with what others have previously created. Always remember, what you’ve identified as your main values, and overall vibe for your brand and hold to that. I like to set a limit for myself for how long I’ll stay in this stage. I typically only give myself one day, or 2-3 hours before I move on.
The goal is not to mimic what others are doing, but to give you a really great idea of what you like, and dislike, and where you want to get started.
TIP #2: DON’T SKIP THE BRAND MESSAGING
Your brand messaging is crucial. Therefore, before you start designing please solidify your brand messaging. What you say and how you say it should rely on your authentic voice, and your ideal customer’s profile. Speaking of your ideal customer, make sure before you start writing, to check in on your existing profile. Is your ideal customer changing? Is it shifting in some ways to reflect your new brand direction?
Looking for some of my tips? Watch this Ideal Customer training video here.
TIP #3: DEFINE YOUR VIBE
Take time out to determine what the overall feel of your brand would be before looking for inspiration. Recognizing your brand's vibe will help keep you on the path throughout the refresh process. For this refresh, I knew I wanted to design to be simple and minimalistic. I also knew I wanted the copy to stand front and center, and offer some dynamic elements with the text. What are you looking for with your brand refresh and how do you want people to feel?
TIP #4: SET DEADLINES
Do yourself a favor and set a deadline for your brand refresh launch. You don’t want this process to take forever, and it really doesn’t have to. I find that choosing a date 2-3 weeks out is enough time to get the pieces in place. I also encourage you to break the process down into tasks, and set deadlines for those as well. When will you complete your Home Page? When will you have your About Page done? Etc…
TIP #5: PULL FROM THE PAST
If you're going through a refresh, it's likely that there have been past content or copy that resonated well with your audience and you enjoyed. It’s also likely that some of the topics you experimented with in the past are relevant for your new brand direction. I love pulling these pieces, and studying them to see what I still love. You also don’t have to reinvent the wheel with every page you create. If you already have an About Me page go through and audit it as a starting point.
This was such a fun process for me to dive deep into past content I had around brand storytelling and discover how I could repurpose and refresh it!
TIP #6: A WORD TO THE WISE ABOUT FEEBDACK
Don’t just hand your baby over to anyone to provide feedback! I know it can feel tempting to ask your best friend, or mom to review your website and provide notes. However, it’s important that the person offering feedback is either your ideal customer or knows your brand and ideal customer really well.
This can make all the difference in how you proceed with your brand. I’ve received advice before that had me second guessing some of my decisions, when in reality the feedback I was getting wasn’t relevant to my brand.
This is also an opportunity to work with a coach, through the brand refresh and have them provide feedback prior to launching. Learn more about how I work with my clients here.
CONCLUSION
Brand refreshes are essential parts of brand development and growth. You’re going to go through a lot of changes throughout your time as a business owner, and it’s only natural you’ll want your brand change over time.
My biggest piece of advice is to trust yourself throughout the process. Really take the time to understand your ideal customer (revisit if things are shifting) and focus on your messaging.
This will ground you as you refresh your existing brand and step into your new chapter!
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
FREE GIFTS FOR YOU
--
FREE GIFTS FOR YOU --
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.