When people are looking for a geographical location, landmarks are a popular factor used to identify a key directional point (where to turn) or to signify the destination has been reached. Landmarks are unmistakable identifying elements that provide reassurance of arrival to the intended place.
Branding in the professional and digital world is equivalent to what landmarks are in our travels about the world. For every piece of media related to your business — whether it’s a hard-copy like business cards, stationary, speaker handouts, or books — or a digital soft-copy like your website, social media platforms, downloads, emails, and e-newsletters, it all needs to flow and be easily identified as belonging to you, your company, and your brand.
An easy way to do this is to find a big blank wall in your office or home. On this wall, put up everything you have in hard-copy and print out the digital branding pages so you can add them to your wall until you have one large mural that contains everything you have created with your name and branding on it. Be sure to include everything listed in the previous paragraph, along with anything else you have created for use in your business.
Now, take a few steps back and evaluate your newly created mural as a whole. Does anything stand out or look out of place? If so, the branding may need to be updated for that piece. The goal is to have everything look like it belongs to the same branded family. If there are elements that have a different tagline, color scheme, business name or format (including font and graphics), then it’s time to update it and bring it into the family.
Not only is branding important to your general business success and memorability, but also it’s a critical element for speakers. Event planners and organizers could view the websites and speaker preview reels of 100 or more keynote speakers for a large event, so it is important that you stand out with a memorable brand to distinguish you from the rest. It is a lot easier for someone to remember a visual brand than it is to remember a specific name.
So, what makes a memorable brand? It’s not just a great logo, it’s the entire user experience that your branding and logo represents. To evaluate your branding, see how it aligns with the following branding criteria:
- It clearly defines what you do or what benefit you offer your tribe
- Your personality is accurately reflected while also attracting your ideal clientele
- It’s professionally done by a graphic designer
- There’s a memorable story about what it means and how it represents you and your company
- It’s personal and made to appeal to your specific ideal client, not something meant to please the masses
- Your tribe easily remembers you and your brand because you are consistent in keeping your brand in front of them through articles, e-newsletters, social media posts, book sales, speaking events, and more.
In its simplest form, a memorable brand is something that people can easily remember because of their experience with your brand and how you make them feel as they interact with you and your brand.
One of our authors has a great brand she has incorporated into her first book (in a series) called “The Caregiver Coffeebreak.” She has created products, stories, videos, articles, web pages, social media groups, and more all dedicated to helping Caregivers carry on as she teaches them how to Take a Break Before You Break.
She is known as the Caregiver Champion and has an amazing community of people who come to her for support, encouragement, tips, resources, and more. Check out Breeda Miller at http://TheCaregiverCoffeebreak.com.
Another client, Traci Brown, is a body language expert, and she has specific branding she uses for marketing herself to event planners and conference coordinators responsible for booking high-paid keynote speakers. “Liar, Liar, Pants on FIRE” is a great memorable branding tool that gets her booked and paid! You can learn more about Traci at http://bodylanguagetrainer.com/.
Your wardrobe represents you personally in a way that your branding and logo should represent you professionally. Make it simple, memorable, and a reflection of who you are so you can attract the people you were born to serve. For additional help on brainstorming about the best branding strategy for you, consider investing in a Think Tank Day, and you will walk away with results you can implement immediately to drastically improve your Bookability Factor as a Keynote Speaker.