In case you missed it, last week’s topic was ‘Can you describe your business in one word?’ (Check out last week’s blog).   Well, this little question is creating a lot of unexpected conversation on LinkedIn and in my networking circles. It’s a lot harder than it seems to really pin down the one word that encompasses the whole purpose of your business.  In fact, some people say it can’t be done.  I disagree, and that’s okay.  There is no shortage of words in the English language (or any other language for that matter) but it really takes some thinking.  It’s been fun to  see what words people are coming up with to describe their business and I’ve seen very little overlap in the words used.

But, there’s more to this exercise.  Remember, the purpose of this exercise was to find that one word that one word that can carry through and clearly convey your brand.  For solo entrepreneurs it is critical that your marketing materials work for you and the more you can convey the message of your offer through your marketing the less work it is for you. In order to be really effective that one word needs to be translated into elements that convey the message so people can ‘see’ what you do.

By elements I mean color, texture, and visual graphics. So, the topic for this week is what elements will you use to convey the one word you selected to describe your business?

Colors – what colors represent your business and your image?  Here is a sampling of the words people used to describe their businesses – dynamic, calming, fun, eclectic, exploration, explosive.  What colors come to mind when you hear these words?  Think of your own word and write down the colors that come to mind.  The word I use to describe my business is uplifting.  My logo includes bold accent colors in blue, red, green, and yellow.  To me these colors are uplifting.

Texture – what textures represent your brand?  This can get a little trickier.  If you have an eco-friendly business you probably incorporate textures from nature – grasses, burlap, or stones.  If you describe your business as classic, you might use linens, silks, or smooth gold.  I use textures that are smooth, crisp, and clean.  This carries through into my line of workbooks that have smooth, laminated colors.

Visual graphics – how do you visually represent your brand?  If you help people with technology, what images help people to understand what you do?  My logo includes a graphic, in the four colors, that implies inclusiveness, support, and is uplifting.  Between my company name and the graphic in my logo it is pretty easy to figure out what I do.

This exercise builds upon your word.  As many people pointed out, one word is not enough to convey your entire message.  But that one word is a starting point from which to build your brand.  Without the word, your colors, textures, and visual graphics can become disjointed and send a mixed message.

My encouragement for you this week is to take your word and start building out the colors, textures, and graphics that support your message.  Do this from a fresh perspective, without looking at what you already have in place.  Ask for input from other people and be open to what they see.  After all, it doesn’t really matter what you see if the customer’s you’re trying to attract can’t see it.  Remember, you achieve whatever you believe as long as you are willing to work for it!  Get your free eBook ‘Boost Your Business Now’ at The Coach & Mentor Group.