Day 3 [Identifying and Evaluating Your Brand]


Bib by Alex & Ally

Photography by Brass Bird Photography

If you’ve done any research on small business, you know how much experts stress that you have a strong brand. But what specifically is a brand??

Jerry McLaughlin from says,

“Put simply, your ‘brand’ is what your prospect thinks of when he or she hears your brand name.”

It’s basically your customer’s perception of your business and a lot of how your products make them feel (e.g. romantic, serene, bright and cheery, etc.).

So, it’s important that you’re not sending mixed messages to customers. Say, if you sell earthy, neutral baby blankets, but your logo font and/or colors are neon and bold, that my be confusing to the customer and not reach your target market.

Things to think about to identify or evaluate your brand:

  • Will your target client only be attracted to half of your products or all? Do you have items in your shop that when purchased, really wouldn’t be displayed together?
  • When you scroll through your social media images, do they have an aesthetic vibe or theme? Try to pick 1-2 filters you like and stick to those. Have a schedule of what to post and when, so customers can become comfortable with your content and know what to expect from you.
  • Are you portraying the real you? I don’t portray myself on social media as the put-together Susie Homemaker. That’s just not who I am. If you stay true to who you are you will attract others like yourself and be able to identify with them more. People can see through the BS and won’t trust nor buy from someone who isn’t authentic.




Go through your social media sites and your shop home page (maybe do so with an honest friend) and see if there’s anything that jumps out at you as not being similar to the other content or product or anything that doesn’t really feel like you.


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