In our series Selfmade U, we tackle the most common questions and pain points business owners face with the following tips and tricks. self-madea virtual business coaching program founded and sponsored by Brit + Co founder Brit Moerin. office depot office max. Hear from Selfmade members and business coaches about what it takes to run a successful business and succeed as an entrepreneur.
Creating a unique brand identity can help you stand out from your competitors and, if done right, keep your target audience coming back for more. “This identity includes your brand’s logo and color scheme, but it also includes your messaging and the overall experience your customers have with your business. How do you want them to feel?” says Self. says Made Coach Bex Moxley in her Branding 101 workshop.
When Selfmade member Amber Bogen was pregnant with her daughter, she realized the selection of books for Black children was limited. “I wanted to create a library full of books for her that would make her feel loved, seen, empowered, and represented,” she says. “Unfortunately, I felt like I kept hitting a brick wall. There were some, but I felt like there should be more.”
That set her on the path to writing her first story. It’s a poem of affirmation that her daughter started singing along with her. “I told her a little poem and she lit up. And it was just a cute little moment between us.”
Almost eight years and six books later, Amber enters a new phase as an independent boutique children’s book publisher celebrating Black joy. “I’m on a journey to formalize everything and get ready to take my professional brand aesthetic, website, and everything else to the next level.”
Amber recently Office Depot OfficeMax Scholarship At Selfmade, we won top prize in a pitch contest, refined our branding, and gained new customers.
“‘Selfmade’ was really great for me,” Amber says. “When I joined, we were just beginning to consider a complete rebrand. My coaches and other members of the community helped me navigate that space.”
When Amber decided to officially trademark her business, she decided to rebrand the name to Little Bogen Books. “As a new entrepreneur, I really want to make sure I carve my own lane when it comes to branding. Previously, this was more of a passion project, but when I started the process of trademarking my publisher, I ran into a problem.” Still, she says, her customer base connected with her brand’s aesthetic and the emotion she was trying to convey with her branding. “I’m going to stay true to a lot of that, just with a different name.”
Small business owners often make branding mistakes that can hinder their growth and success. Here are some common branding mistakes and how to avoid them.
Mistake #1: Lack of brand strategy: Before getting into the branding side of your business, it’s important to know who your target audience is, what your unique selling proposition is, and what your brand values are. “I’ve been in business for a few years now, so I’ve gotten to know my customers and what they need,” says Amber. “My business has two customers: the buyer, who is a parent or adult, and the user, who is a child. So I need to appeal to both customers.” Take the time to develop a brand strategy with your audience in mind.
Mistake #2: Ignoring customer experience. Branding doesn’t just mean logos and marketing materials. From the first interaction to post-purchase customer support, we pay attention to every touchpoint to ensure your brand promise matches the actual customer experience. Failing to focus on the customer journey and providing a positive experience can actually hurt your brand.
Mistake #3: Inconsistency: You want to make sure your message, visuals, and tone are consistent across platforms. Look at the overall look and feel, from logos to colors, fonts, and brand voice to make sure your marketing sounds like it’s from the same brand. If branding and marketing aren’t your thing, consider hiring a freelancer to help create a consistent look and feel.
Mistake #4: Ignoring brand storytelling. Stories can have a powerful impact on how people connect with your brand. Sharing your brand’s story, values, and mission creates an emotional connection with your customers and helps build a strong brand identity.
Mistake #5: Copying your competitors. Small business owners can fall into the trap of copying their competitors’ branding strategies. You want to stay up-to-date on industry trends, but copying can make your brand look unoriginal. Strive for authenticity and find unique ways to stand out in the market.
Mistake #5: Not evolving with the market: “Even if you think your branding is well established, things change all the time, so it’s always good to revisit your branding,” says Coach Moxley. “Business changes, society changes, audiences change. You have to adapt and adjust as times change.”
Amber says she frequently surveys her audience via email and social media to understand what topics and trends they’re interested in. “She asks questions about children’s school experiences and conversations at home to inform the book,” Amber says. She “loves engaging viewers with behind-the-scenes content and letting them vote on the cover design.”
Promoting her publisher in the Selfmade Pitch Contest gave Amber the legitimacy and confidence she needed to keep moving forward. “It is very important to have a very good opening statement to capture the attention of the judges and the audience,” she says. And she did just that, winning her $5,000 grant from Office Depot OfficeMax to help move her business forward.
“I bought new office furniture, and I’m currently in the process of rebranding, so I’m going to use the money to create retractable banners and marketing materials for the vending space,” she says. “Selfmade has helped me grow my business exponentially, even in a short period of time.”
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Illustration: Daniella Jordan Vilaveses
Branding takes a creative approach to connecting with your target audience. Office Depot OfficeMax can help Get organized and save time with a suite of business services Solutions and solutions that help you achieve more – Signs, posters, banners to get your business noticed marketing materials Helping you realize your brand vision.