7 Steps For 'Solopreneurs' To Build a Winning Brand

Think of some of the worldwide brands we experience every day, say, Target and BMW. Just mentioning these names conjures up a feeling, doesn't it? For example, when you thought of Target, you may have felt a bit light and happy because of its upbeat commercials. Or, when BMW crossed your mind, perhaps the image came to your mind of your hands intensely gripping the sterling wheel of the "Ultimate Driving Machine" while your foot is seriously on the accelerator as you swerve around tight-in corners. Oh, the feeling of power under your feet!

When someone says your company's name, people get some kind of immediate gut feeling, too. Something goes through their mind. That's your brand.

The question is: Is it working for you?

Your brand is the experience your target customers have while interacting with you. If their experience evokes a strong, positive emotional response, then you've got a great brand. Why? Because customers buy from emotion and back it up with their head. If your customers have trouble remembering your name when you're not actually in the room, then you need to work on your brand.

Creating a brand isn't just for the big companies; it's for companies of all sizes because we're all fighting for attention from our target customers. Here are seven steps any solopreneur can use to building a winning brand:

1 Rekindle Your Passion
Why did you start your business? What really brings you satisfaction when you're working with your customers? Tap into your passion about your business and let it resurface. Therein lies the essential emotion of your brand.

2 Describe Your Target Customer
We don't sell to everyone, we sell to someone. Think of your best existing customer and write a paragraph describing him or her -- what he/she looks like, his/her age, marital status, any kids, how much money he/she makes, his/her occupation, needs, interests, etc. Compare this composite to your brand. Would your target customer find your brand emotionally attractive?

3 Identify Your Brand Personality
Even with all the technology tools today, people still buy from people, even if it's your photo on a Web site. Your personality plays a huge part in creating your brand experience. Identify three to five adjectives that define who you are. These are the cornerstone of your brand as a solopreneur.

NEXT: Your brand is reflected by more than you might realize.