Are You Inadvertently Undermining Your Business Success by Undervaluing Branding?

You’re on a mission to make a difference in the world, and in order to do that, it’s important that you understand and truly value branding. Creating a strong brand is one of the most essential steps in the process of building a successful, high-impact business. Branding shapes your customer’s perception and experience while allowing you to ensure trust through an emotional connection. It differentiates you from other “flash in the pan” type businesses and builds a loyal following, which will only increase your impact.

More importantly, it helps get your message out there loud and clear.

When you’re trying to make a difference in the lives of individuals who are constantly being bombarded with messaging on a daily basis, you want to be sure to get yours right the first time. You want to be clear about who you are, what you offer and the difference you’re able to make in their lives.

Why you need to value AND invest in your brand.

For the most part, you understand the importance of having a website and probably even a logo. You know that you’ll need marketing materials like an ebook, an email template for your mailing list or maybe even some printed pieces. However, if you’re not willing to invest in working with someone who really understands what branding is and how to effectively apply it’s principles to YOUR marketing materials, online presence or other touchpoints, you’re going to fall short.

There are a million and one designers out there and I’m almost positive you know a friend of a friend who has a cousin that “does design.” Branding and designers do not always go hand in hand. And furthermore, just because someone may know how to operate design software and maybe even make things look pretty, does NOT mean they understand branding, marketing or even design. When you work with a web or graphic designer that truly understands branding, you’re not only ensured to have a beautiful and strategic presence, you’re working with someone who also instinctively understands and values marketing. Things don’t just look pretty… they are strategically designed and placed in way that directly increases your bottom line.

I’m not about to tell you that you have to drop thousands and thousands of dollars to create a brand, because the truth is you don’t. But if you’re only looking to spend $150 for a logo and website done by this friend of a friend’s cousin, you’re not only cheating yourself, but you’re cheating your customers and you’re not going to make the impact that you want.

No matter what budget you have to spend, make sure you’re investing that money into someone who not only gets branding, but gets what you’re all about and what you’re trying to create. Branding is all about starting with a solid foundation. If that means you only have a small amount to spend, by spending it with the right person, you know you’re getting a solid foundation from which you can easily evolve your brand over time.

Good design ≠ Good branding.

Yes, I said it. Good branding is not defined by good design. Great branding is defined by a solid understanding of the values, mission and focus of YOUR company and how to communicate that with YOUR ideal market. Communication includes your visual presence online and off, yes, but is NOT defined by it. If you make the mistake of throwing your time and money at the cheapest “friend” you can find, you’re going to wind up spending more in the long run. You’re going to have to invest a heck of a lot more in redefining and redesigning yourself in order to grow and stay in business.

Great branding, design and marketing costs money.

I’m getting real with you. Great branding, beautiful design that communicates and a marketing strategy that works COSTS MONEY. By not valuing branding, you are undermining your success as a business. You may be able to limp along as one of the lucky ones with an okay website and strategy, especially if you have an amazing product or service, but wouldn’t it be awesome if you could see instant results and impact right off the bat? Great branding positions you as a leader in your market, which in turn gains instant loyalty and trust.

You’re awesome and you’re out to make an amazing difference in the lives of others. By investing in yourself and your business, you’re guaranteed to make that impact. Get serious about your business and treat it as professionally as possible right from the start.

Three Steps You Need to Take RIGHT NOW to Build a Lasting, Effective and Successful Brand

Consider this your Branding 101 overview of the three important steps involved in creating a lasting, effective and successful brand. These are the first three things every entrepreneur needs to consider before moving forward with their business. Keep in mind that your brand is a representation of you and the heart of what you’re doing. Both of these things will evolve and shift over time. It’s important to revisit these items every 6 – 12 months to ensure that you’re staying true to yourself and to your cause.

Step One: Define Your Core Values

The most important step in creating a brand that effectively communicates with your target market is to define your core values. Core values are created by taking an honest look at your product, service and customer experience as well as narrowing down the defining elements of your business. Your core values are the values which are absolutely indisputable and are found in all touchpoints of your business, from the product or service you provide, to how you communicate with your customers and clients.

Here are some questions to ask yourself:

• Does your product or service have points of differentiation from competitors? Take a look at what you’re offering in comparison to what your top competitors offer. What is unique about your product or service that sets it apart from all other products or services in the market?

• Why should your target audience be interested in your product or service? What needs are you meeting through providing your customers and clientele this product or service? Why would a prospect choose to work with you over your competition?

• As a company, service provider or product manufacturer, what are you passionate about? Passion is a great clue into what your core values may be. Passion creates an emotional connection for your customer and transcends any marketing or advertising that you could possibly put in front of them. What are you passionate about providing, creating or offering?

Here are some action steps to help you further define your values from your answers:

1. Create a list of values. Some examples include integrity, creativity, innovation, customer service, community, growth, technology, efficiency, timeliness, value, affordability, quality, philanthropy or simplicity. Take your time and list out everything that comes to mind.
2. Narrow down to 3 – 4 core values. Too few values will create a flat and boring brand while too many will create a confusing and diluted message. Select the values that are absolutely indisputable and are, in your eyes, essential to the way you conduct your business.
3. Refer to them OFTEN. Once you’ve narrowed your list down, place these values on a post-it note near your computer or desk. Be sure to reference these values every time you’re about to hire someone, partner with a vendor or create a new product or service.

Step Two: Get Clear on Your Vision or Mission

If you’re not clear on where you’re going or what you’re looking to create, you wont be able to build a solid foundation for your brand or your business. Once you’ve gotten clear on your core values, you’ll be able to craft a core message, also known widely as your mission statement. A mission statement can be internal or external facing statement which sums up the focus and direction of your business while taking into account your values, products, services and customer experience.

Here are some things to consider when crafting your mission statement:

• Who you are: Why are you in business? Based on your core values, what is the primary image of the company that you want to portray? What are your philosophies and what do you believe in?

• What you do: What solution are you providing for your ideal customer? Going above and beyond that, how do you provide this solution better than your competitors? What is unique or extraordinary about how you provide this solution?

• Who you do it for: Who is your ideal customer or client? What sets them apart from the millions of other consumers out there? What do you do to create an outstanding customer experience?

These are just some thought starters to get you going in the right direction. Once you’ve taken some time to think about your answers, use the following action steps to start crafting your mission statement:

1. Take your time. Mission statements take time and often require many revisions.
2. Brainstorm and play with wording. Take several passes at jotting down your mission statement taking into account the factors above. Who you are, what you do and who you do it for. Mission statements can be one to two sentences in length and should be clear but concise. Once you’ve gotten a few passes down, work to polish your message and play with words that add excitement.
3. Capture the essence. You don’t have to say everything in your mission statement. Aim to create a statement that captures the essence of your business and your brand.

Step Three: Create Consistency

Once you’ve created a list of core values and a compelling mission statement, it’s time to create consistency across all facets of your business. This is a great time to take an audit of your brand and look at what you’re doing in comparison to the mission you’ve just crafted. Are you in line with your values? Are there areas with room for improvement or overhaul? What can you add to your business that will further reinforce your values and set you on the path to fulfilling your vision?

Once you’ve taken action on the steps above, leave me a comment letting me know what your values and mission statement are! I would love to hear what you come up with. :)

What Do Profitable Entrepreneurs, Enormous Impact and Beautiful Brands Have in Common?

Look no further, the answer to that question would be ME.

First off, I’m super excited to welcome you to my brand new website focused around turning passionate individuals, like yourself, into profitable, cause-driven entrepreneurs! I do this through brand strategy, marketing, planning, design and loads of free, high-value, inspirational and educational content!

What’s a Cause-Driven Entrepreneur?

An entrepreneur that bridges business, passion and cause
in a way that benefits their business, their market & the world.

Chances are you’re passionate about one particular problem or a very specific area of concern in our world. I admire that dedication and want nothing more than to support you in your efforts to make a significant impact. Instead of dedicating myself and services to one single cause, I choose to channel my passion, talents and expertise into helping YOU create a profitable, high-impact, well-branded and fulfilling business.

So, who the heck am I anyways?

My name is Stephenie Zamora and I’m a passionate, cause-driven entrepreneur myself. I’ve spent almost a decade of my life doing graphic design, web design and branding work for various agencies, small firms, freelance clients and my own companies. Despite the impressive titles, amazing mentors and diverse client projects, I was never satisfied with my life as a designer and employee. Deep down, I knew that I was given my view of the world, passion for making a difference and talents for a reason. That reason is to serve the greater good through supporting entrepreneurs like yourself in making the largest impact you can around the cause you’re so passionate about.

Let’s not get hung up on the word “cause,” okay?

Being cause-driven does not limit you to a life in desperate search of funding and donations or mean you have to become the next Mother Theresa. It simply means that you’re passionate about solving a problem in the world and creating a better quality of life for your clients and customers. You may be a coach, writer, blogger, inventor, artist or just a passionate person with a big vision and no idea where to start. Your ideal customer, client, market or niche has a problem and you have a solution. You’re socially and environmentally conscious and you believe in doing what’s best for everyone involved.

Let’s get one thing clear, being cause-driven, does NOT mean that you can’t also be a wildly successful and profitable entrepreneur. Far from it! In fact, being a passionate, genuinely concerned and inspired individual means that you’re already set up for amazing things. You’ve already got everything you need to not only create solutions and change in our world, but to make gobs of money while you’re at it. This blog was created to help you navigate everything else you need to know, including building your brand, marketing your solution and creating the success you’ve been dreaming of.

Lastly, I have a gift created especially for you!

In honor of the site launch, I’ve create a free guide called The 3 Big Mistakes Passionate Entrepreneurs Make While Trying to Change the World & How to Avoid Them! These are three of many common pitfalls that even the most knowledgeable and “expert” entrepreneurs have made and continue to make. When paired with a cause-focused business, these mistakes can be devastating and I simply can’t have that.

You, my friend, are meant for great things and this guide is designed to help you avoid the three biggest mistakes you’ll likely make as a passionate entrepreneur. Use the sign-up form below and get instant access to this valuable guide! Also for signing up, you’ll receive my Tuesday Touchpoints newsletter with tips on how to make huge profits while making an enormous impact!

Take a moment to check out my most recent case studies, my fabulous services and more about me!

More importantly, leave a comment below letting me know who you are, what you’re up to and what questions you have about branding, marketing or growing your cause-focused business!

What Entrepreneurship Means to Me

Being an entrepreneur is more of a lifestyle than a label. It’s a lifestyle that, at times, involves negative balance bank accounts, high levels of stress, lack of sleep and overwhelm… and honestly? I wouldn’t trade it for anything in the world.

I recognize that it’s hard for some people (most people?) to really understand. With my experience and talents, I’m confident that I could land a decently paid position at a design firm or agency somewhere in the country. I could have a savings account, REAL health and dental insurance, afford to register my car and not have to panic about how I’m going to pay the rent at the end of each month. I could be secure. I could have a cushion. I could buy things when I need AND want to. But I would be completely and utterly dead inside.

Being an entrepreneur pursing my passions, ideas and purpose is hard at times. Anyone who says otherwise is lying, or saved up plenty of money before making the leap. I didn’t. Instead, I found myself increasingly miserable as I moved from job to job. My pay, position and quality of projects increased quite quickly over the course of my “career” life… but my happiness deteriorated rapidly. And one day, with no cushion and definitely no real plan… I quit my job. I had been toying with the idea, as always… but that day, I just knew. I HAD TO QUIT. And at the moment I made that decision, I felt an incredible sense of optimism, joy and freedom. Sweet freedom.

It would be a couple of years before I realized my true purpose and began to follow my real passions… and during those couple years there were many ups and downs, supplemental jobs and stress induced tears. There still are. I sit here today with past due bills, looming payoff dates and severely low finances… but I am absolutely beaming on the inside. I am fulfilled and I am happy. I am creating and building things that I believe in.

I would sell absolutely every single thing (excluding Max :D) in my possession that isn’t absolutely necessary to building my businesses in exchange for one more day, week or month of giving it all that I have. Of bringing my ideas and passions to life. That is what entrepreneurship means to me. It’s more than working for yourself or having freedom. It’s about what you are building or creating. For me, it’s about making a real difference in the world and lives of others in a way that I could never accomplish being employed by someone else.

What, if anything, does entrepreneurship mean to you?

Be the Best, Healthiest and Happiest You™

Writing to Unblock (The Artist's Way)

If I get it all down on paper, it’s no longer inside of me,
Threatening the life it belongs to.

These lyrics from the song Breathe (2AM) by Anna Nalick couldn’t ring truer to what I experienced recently. On a recent Friday, I began wrestling with feelings of depression and frustration. Depression mainly because of the oil spill and feeling as if I’m wasting time working on projects that don’t matter. Frustration from caring so deeply, yet feeling so far off course.

By that following Sunday I was a big heap of stress. I was tense, physically feeling the symptoms of a heavy heart and awfully quiet. I was “inside myself” sorting through things. Well, less sorting and more trying to make sense out of the cluttered thoughts…

What can be most troublesome to me is knowing that I have within me the power to make an enormous impact on the world yet feeling as if I’m unable to move forward on the projects and ideas for how to do that. I’m blocked creatively, and for me, being creative means creating art, writing, businesses and design. That’s a big chunk of blocked outlets.

So I wrote. Inspired from reading Julia Cameron’s book Floor Sample: A Creative Memoir, I sat down and wrote three pages in addition to my Morning Pages.

Thanks to these Morning Pages (one of two basic tools from The Artist’s Way: A Spiritual Path to Higher Creativity program that I’m working through), I was able to write about much more than the happenings of my day or the petty thoughts that we all have… I was able to tap that deeper source within me, and while what came out was by no means great, or even rough draft worthy, they were words that needed to come out. Ideas that needed to be expanded upon. By putting my words to paper, I allowed those ideas to grow and more words began to flow.

I woke up that next Monday morning in a brighter place. I felt light and as if I had done some healing. The day seemed glorious and I was bubbly and energetic. I continued writing for the next few days and continued to feel a sense of inner peace and being content.

Just like the lyrics say, if I get it all down on paper, it’s no longer inside of me, threatening the life it belongs to. The next time that you’re feeling frustration or finding yourself blocked, give writing a try. Just sit down and write what comes to you. If you’re like me, you may need to do morning pages each day to put aside the insignificant thoughts and ramblings so that you can get to what’s really eating at you.

Be the Best, Healthiest and Happiest You™