As entrepreneurs we all have that ONE person in our respective industry that we absolutely admire. For some of you, you’ve actually gone as far as purchasing tickets to see them at a live event. I imagine maybe you’d put on your Sunday’s best and grabbed all of your books hoping to have them autographed. Or maybe you tucked your selfie stick in your bag and slipped your extended cell phone battery in your back pocket to be sure you didn’t miss that awesome photo op. As you arrived, you probably snatched the closest empty seat facing center stage. The lights begin to dim, the MC is announcing the keynote speaker and then it happens. This person appears on stage and begins to address the audience. The speaker vaguely resemble your idol, and that’s when you realize it. YOU’VE BEEN CATFISHED! Well, not intentionally, this is a classic example out of sync branding. In a nutshell, your on screen brand does not reflect your off screen brand.
When we think of branding we often think about our business logo, our website fonts, our Instagram theme or maybe even our color schemes. But how many of us think about our physical appearance and how it relates to our brand? Fine details such as our choice of fingernail polish, our style of glasses and our choice in footwear all matter when building a memorable brand. Don’t believe me? When was the last time you saw Beyonce’ wearing a pair of Victoria’s secret PINK sweatpants, a tank top and Old Navy flip flops? Exactly! While those items might suit us just fine, it does not fit in with her brand which resembles a more flawless, precise, high end lifestyle. Need another? How about Steve Jobs? His simplistic wardrobe consisting of dark colored turtlenecks and denim jeans perfectly mirrored the brand he represented, Apple Inc.
So how can you ensure your online brand mirrors your offline brand?
Be Consistent
If your online brand is stylish, trendy and “in the know” try to find pieces of clothing that can speak to that style as well. “It is so imperative for your wardrobe to complement your brand image”, says Sam Smith of New Vintage by SAM. “There should be a distinct and harmonious connection between the two. Branding is all about the details, so take the time to consider your brand and its purpose while putting together a company uniform”.
Use your logo
If your online business provides a service where you may occasionally be customer facing, try adding your logo to your wardrobe. Choose a brand color that isn’t offensive to your target audience and then select a standard piece of clothing to showcase your logo. This makes your brand appear uniformed and organized.
Study the pro’s
Find someone well known in your industry whom you admire and review their brand both on and offline. Take notes of areas that appeal to you and then incorporate that into your own style. However remember to be as authentic as possible. Mimicking someone else’s style will target the wrong audience and will not help to convert your leads into clients / customers.
So if you're stuck with bridging that branding gap, use these quick tips to help move your online and offline brand from being distant cousins to fraternal twins.