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Brand vs. Branding - What's the difference [Podcast Ep 14]

May 18, 2020

In this episode I define the difference between a brand and branding. Many think these words mean one and the same, but that's not true.

  • The definition of a brand and why it's so different from branding
  • Why your brand is more important than branding
  • My Brand Blueprint framework broken down

Get your free brand blueprint bundle here


Speaker 1 (00:06):

I'm Janessa MacKenzie and I help entrepreneurs mindset, messaging, visibility to unapologetically show up and building. So how do you build your brand from the inside out? This is the elevate podcast.

Jenessa (00:23):

Hey everyone, welcome back to the elevate podcast. It's Janessa, you're here today with me and myself and I, I can come to you talking about the difference between brand, the word brand and the word brand. Dang. I know that many people will get these two words mixed up or they just, I think that they are hand in hand in that the same, but they're not. And I want to, you know, give you some clarity around what the difference is today. So, yeah, you know, when we think about brand, sometimes we think about no, the big brands like McDonald's or Coca-Cola. And we think, you know, have you ever thought like, why is that a brand? Do you think that it's a brand because of the colors of thoughts? Think about that for a minute. Think about why you think or feel like something or a company.

Jenessa (01:25):

It's a brand. It's not, I mean, yes, it's the visual part of it. What's, you know, what it is, right? Which is like brand identity or your branding. Just the visual part of a brand. It's an identifier. Your branding is an identifier. But what is the brand? Your brand is like your business reputation. It is you, it is your message. Okay? It is your, your why and your values and what your business and you stand for it. Depending if you have a, a business like a, you know, uh, product business or like you know, a corporation business or if you have a personal brand, your brand is the perception that people have of your business when they see it. Hear about it or you know, come across the talk about it. What's the perception? How do people feel when they think C your brand and you know what the best thing is about that is that you're the influencer of that.

Jenessa (02:38):

You get to influence how people feel about your brand, how people perceive it, how amazing is that? How are you showing up in your business? That's your brand. The visual part of it is your brand game. So like your fonts and your colors and your website, your aesthetics, your branding images, the images that you use, your images of yourself, that's all your branding. That's what identifies your business to other people. So if that one blew your mind, I would love to know if that, if you didn't understand the difference or didn't know there was a difference between brand and branding, I would love to know that. So please hit me up on Instagram or on Facebook and let me know that you were like, Whoa, I really didn't realize that there was a difference between brand and branding. So how do we create a brand?

Jenessa (03:44):

So I'm going to, I'm going to give you a few different steps, but one exercise that I really, really love you to do, you probably don't have to, but at least it will get you thinking, right? I'm wanting you to choose five to 10 words, like descriptive words, but describe how you want people to feel when they come across you, when they interact with your business, when they, you know, pop open your website when they see you doing alive. When they read your posts or your blogs or listen to your podcast, how do you want them to feel? Do you want them to feel inspired or you know, joyful, happy, um, you know, like what, what are they coming to you for? What's the core reason that these people are listening to you? Reading your stuff, connecting with you. Write down five to 10 words, just writing down those five to 10 words of how you want your brand to be perceived.

Jenessa (04:50):

We'll give you such clarity on how to move forward and brand yourself differently, better for the first time, whatever. Or it shows you that you're on exactly the right track and your branding your business just the way you want it to be branded. I would love to also hear what you thought of that. So let me know. I'm going to walk you through the steps of my brand blueprint. I'm not going to take forever here. I'm just going to kind of walk through the steps and give you a general idea of each of the steps just so that you can, you know, now things start thinking about these things as well. And also I'm going to put this together in a little bundle for you know, all of you and I will link the link to that up in the show notes. Here's the plan, the brand blueprint.

Jenessa (05:37):

These are the main things that you should no like the back of your hand in order to brand your business successfully. The first one, know your niche, nail it down. Don't be so broad. Don't be extremely broad about your niche. Really dig deep. What, what do you do? The second one is your ideal client. If you're anything like me in the beginning of my business, I was like my ideal. What? I mean? I know and I knew then that you know, I had to have people that wanted what I wanted, what I was providing, right? I had to have clients, customers, but when you really know who you're perfect dream client is, it's so much easier to reach them. So much easier to talk to them. So much easier for them to be attracted to your brand and to you and to your business, to your services, to whatever it is that you provide.

Jenessa (06:51):

If you're speaking directly to them. This is like nitty gritty stuff like this isn't just where do they live? How old are they? Are they married? Do they have kids? Well, those things are, you know, definitely include them in your ideal client profile. Those are not the most important things to know. The most important things to know is what is going on in their head. What are their dreams, their fears, their Joy's there, the things that they wouldn't tell their best friend, the things that they think about while they're driving down the road and daydreaming. Like what are those things? Where do they want to go? Where are they right now that is, you know, not their preferred place and what did they want to go and how can you help them get there? Like this person needs to be real person in your mind so that every time you write something, you're speaking directly to them.

Jenessa (07:54):

It is like, have you ever read a piece of content where you're like, Oh my God, that is me. That is me. I need to comment on this. I need to like it. I need to send this person a message, whatever it is. It like resonated so deep that you're like, hell, yes, it's happened to me, happened to me multiple times. It's actually how I found my business coach. She wrote a piece of content that I was like, what? I was like, Oh my God. Yeah, I got a message her. So that is how content is supposed to work. That means that you know who the hell your ideal client is. I guess every single person gonna react like that when they read your content. No. Does that mean they're not your ideal client? No. It just means that they're not ready to take that step.

Jenessa (08:40):

Right, and that's the most important thing is that who you're helping. It needs to be ready to take that next step and it's your job to get them there. It's your job to provide them the value and the information and the yeah. Guidance to help them decide whether or not they're ready for their next step. Okay, so your ideal client, number two, number three, your messaging. So once you know what is your niches, once you know who you can serve, the best, who your ideal client is, who your dream client is, and your dream client. Just to back up for one second, it's not just the people that want to work with you, it's also the people you want to work with, right? Because you can't, you can't work with somebody that you don't jive with. Like you have to have some kind of chemistry, especially if you're a service based provider, like you have to have at least you know that you can tolerate each other, right?

Jenessa (09:50):

I mean, you definitely want it to be more than that, but you have to have some kind of chemistry with somebody in order to serve them to the best of your ability and to the best of their ability. Which is another reason why you don't want to attract everybody because not everybody needs the same type of help. One, two, not everybody is, you know he's going to to relate to you and if you can't serve somebody at the highest level for yourself and for them, then you're not. You know, you're doing both of you a disservice. You're taking time out of there. You're waste. You're wasting their time by thinking that you can help them, trying to help them and just kind of going around in circles and spinning wheels and you're both going to get frustrated. And two, you're, you're wasting your own time by doing the same thing. And three, there's somebody else out there that really wanted that space that you're giving to that other person that would have been a better match and you're wasting your energy on the person that you probably knew from the beginning that you weren't going to be able to help to the highest potential.

Jenessa (11:16):

So yeah, you're doing three people that just service just one, you don't know. So back to your messaging. Your messaging is going to come from all from those two things. Your ideal client's pain points, where they want to go, what they are doing right now that you know isn't serving them and how you can help them, which is your niche, right? Your messaging is born from those things and it's also infused with your why, your deep, why your core values, your um, you're what you believe in, what your business believes in and how people feel, how you want people to feel about your brand. All of those things infused in your messaging, right? Like, yes, like put those things together. That is your secret sauce. That is the sauce, like big Mac sauce, the special sauce but makes you different. That is your unique identifier.

Jenessa (12:30):

People will eventually read a post and be like, Oh my gosh, that was Susan's post. I know exactly how she writes. I think that we'll get it. We'll get to the point where it's your voice like and that that's the biggest thing, right? Get yourself out there, your voice, your message yourself. That's what people are attracted to, your energy, you are being your soul. People are trapped. That's where people are attracted to and that's what you want to speak to them at that level. They are being their soul, their thoughts, their deepest desires, wants, needs, dreams, whatever it is. That is what is going to create a great brand. So I hope that this these tips helped you today and if they did, as always pleased, screenshot you listening to this episode and tag me on Instagram because I love, love, love it when you do that. And um, I am, I will link up some stuff in the show notes so make sure that you go check out all that stuff down there. And I would love it if you'd left to review. It helps me reach more people, which means more people will get the value that they need, and you can help do that, so why not? Right. All right, I will see you on the next episode. Bye.

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