The Building Blocks of a Consistent Brand | NJ Brand Expert


Think that snazzy logo and pretty headshot are all you need to stake your claim in the market?

Think again.

Today’s consumer is sophisticated. The current competitiveness of the marketplace has conditioned them to be picky. They’re looking for more than just a pretty face; today’s consumer is looking to connect.

With so many options available to choose and purchase from, there’s no doubt we have to put ourselves out there in BIG way and learn to tell our stories better. We must create a brand with depth and soul. We must create a brand that has empathy but delivers results.

This is why, more than ever, a consistent brand is indispensable to your business.

What exactly is a brand? Logos and website are expressions of your brand, but they are NOT your brand. Brand is actually a hard word to define because it’s a complex concept. Brand is your reputation, the impression you make, the journey you take your customers on, and how people remember you.

Still, even when we know it’s important to stop the scattered messages we’re sending to our audience, it’s easier said than done (especially if you are just starting out as an entrepreneur). We often get stuck in our own noise that we are communicating to our clients.

As a newbie, you may not know exactly what will work in your niche, so inconsistency can quickly overtake your messaging. While a little trial and error is to be expected, the key to success in your business is to quickly hone in on a few building blocks that will set you up for a strong, consistent, successful brand.  

know- your-ideal-client

4 Tips to Creating a Consistent Memorable Brand :

1) Know Your Ideal Client. Knowing who she is will help you define yourself and your brand quickly. We must put ourselves in her shoes and understand her pain points and her desires. Today, there are so many options for people to choose from, so we have to be visible and tell our stories better. It is all about building a relationship and connecting with the people we are meant to serve.

Your brand story should be based off your ideal client — who you serve best and who you get results for, who you connect with best, and who is willing and ready to hire you.


2) Stop trying to be perfect. Are you caught in the Pinterest trap? Many entrepreneurs think they need to present themselves as perfect, but in reality, nothing is further from the truth! Nobody actually wants to hire PERFECT, they want to hire REAL. Move away from trying to attain that perfect image and learn to be yourself, flaws and all. Don’t be afraid. If something ends up not working, that’s ok. It doesn’t have to be set in stone forever. Your brand can grow, develop and shift with time.

Branding is so much more than a logo and a tagline. It is an experience. It is the journey we are taking our customers on.

Customers are looking for more depth. Be authentic and REAL. Try to demonstrate your personality and process — those things can be the tipping point and the connection builders.

makeup- artist-brand-photos

3) Stop trying to be someone else. Stop trying to mimic what others are doing. Instead of looking to others, look WITHIN. Tell your own authentic story. (This is harder said than done!) It’s easier to copy others and therefore put out a bland, superficial brand that lacks depth, but if you do, you’ll get lost in the crowd. When you look like everyone else, you become invisible. Think hard about how you are different from the rest. Interview clients, poll your audience, ask your network — then focus on THAT.


4) Ask yourself the big questions. We need to create an overarching vision. When we create meaning and we inspire, we create something that matters. Then, the client isn’t just hiring us, they are buying into our mission and vision.

We have to roll up our sleeves as business owners, dive in, and ask the BIG questions:

What is our mission and our purpose?

What is our philosophy and our values?

Where do I see myself in 5 years?

What is your genius zone?

Once we have defined ourselves, we are able to tell a consistent, visual brand story. Our businesses will have meaning.


If you feel scattered and all over the place, this is a sign that your story has not been defined well yet.  If you feel like a fraud or an imposter, maybe you just haven’t done the work to define your brand. If you feel like a copycat, you probably haven’t really figured out what your brand soul is.

Building a brand that is constant and uniform takes work, but the benefits are immeasurable.

The good news? It is ALL within YOU! We just have to pull it out. You can create a brand that is unforgettable!

Need help with this process? Join my free Facebook group, connect with others business owners who are building their brands, and be inspired to create a stand-out brand of your own.