Round 5: Brand Confidence

Written by Delilah Matos

What is brand confidence? Brand confidence is the perception that a brand has connection to and is perceived to be trustworthy by its target audience or niche market.

Many realize the value that a strong brand can bring to their business, but may still be finding that their own branding efforts have been largely unsatisfying. Often, this comes down to a lack of clarity about what branding means. People who are unfamiliar with branding often define it simply as their product, name, or logo but, in fact, that is a very underestimated and narrow definition – which is exactly why some branding efforts fall short. A brand is what makes a business, product, or service unique. It is expressed in every interaction with clients.

At startup, many business owners don’t have the budget, time, or dedicated marketing resources to invest into the brand. However, it’s never too late to build a brand strategy and brand confidence! Start by being confident in the story of your brand.

Every brand has a story. You must first begin by defining your brand’s story.  Just as an individual, each brand is unique. The core question independent business owners need to ask themselves is: what makes my business or product unique? Often, the story behind the brand is what makes it different from the rest. Define your story, tell it with confidence, and apply it consistently. Your overall message is driven by a confident sense of consistency. Consistency will be a key element in having a connection with your audience.

Know what you stand for. You are the creator of your brand and your brand is a reflection of what you stand for. Know what you stand for and be confident in sharing that. This can be a deep and difficult concept to define, however it is probably one of the most important questions you must answer.

Keep evolving confidently. Many businesses provide excellent products and services, but their brand no longer represents them effectively. As you grow and expand your business, you must evolve the brand, as well. Although your brand’s past is important, it is always important to be defining your brand as it exists in today’s market, not how it was the day it started.

Rejection happens; are you ready for it? Are you confident enough in your brand and in your story that, even if certain individuals do not like it and reject you for it, you are ready to put up your dukes and keep fighting for what you believe in? This is not meant to be negative or scary, but it is the truth of business. Be strong and realize beforehand that not everyone will love what you create and that is completely natural. To be brand confident, you must be ready to handle rejection.

Stay true to your values, to what you know, and to what your intentions are for your brand. Be confident. Keep fighting for what you believe in and never give up. The world needs the message that you have and it is time for you to share it!

Delilah Matos 2019Delilah Matos, founder of Beautiful Fighter, has been a licensed skin care therapist for 20 years. She started beauty school and working in salons while still in high school. She discovered her niche within the industry and moved into research and branding. Matos is a sought-after professional delivering quality treatments and products. She believes that everyone has the power to fight for what they believe in and has packaged her vision into an empowering skin care and lifestyle brand, Beautiful Fighter. Whether it is aging, acne, or dealing with sensitive skin, Matos’ message is that individuals can “face it beautifully and win.”

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