The Human Connection in Personal Branding

Hello, fellow solopreneurs and entrepreneurs! Today I want to talk about the emotional side of personal branding, drawing on the recent Cracker Barrel logo controversy. If you don’t what I’m talking about, the gist of it is that, like any business that’s been around a while Cracker Barrel wanted to refresh it’s look.

So, they spent - SEVEN HUNDRED MILLION DOLLARS on it. And essentially the result was, they dropped the old dude and the literal barrel in the logo and Painted the walls clean white in the restaurants. This was problematic on SO. MANY. LEVELS. Now, I honestly think you should give 6 minutes of your time to watching this video from the PBS Newshour I have linked below. In an interview with Penn marketing professor Americus Reed – they breakdown at a macro level how and why people become attached to – or reject – company branding.

But here’s the reason I want to highlight this issue with you as a solopreneur…the micro end of the economy. If you work with people 1:1 or in small groups, you are working with them intimately. I don’t mean you are being their therapist exactly…but working with anyone in a focused way means you are going to engage deeply with their joys, preferences, fears, and neuroses.

You just are. So you want to be very clear in all facets of your branding – your colors, your fonts, your photos, your verbiage – about how you are going to treat them. And I’m not sure I have ever explained the impact of branding like that before. Your branding choices infer the type of client you want and the experience you want them to have with you.

The logo and color scheme and all that are the foundation of an emotional bond that unites you with your audience. As you continue on your branding journey, try to keep in mind the importance of your audience’s sense of belonging….with YOU. By doing so, you'll not only build a thriving business but also create a community of loyal customers who feel a strong sense of belonging to your brand.

And, as always, if you would like help pulling together your branding assets and/or refreshing and unifying what you already have, I welcome the opportunity to talk with you. And the great news is that I cost WAY less than $700 million dollars!! Book a free meet n’ greet call with me now!

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Cracker Barrel is backtracking on its nearly $700 million rebrand after widespread backlash from customers and investors. The overhaul, centered on a text-only logo and a modern design, was criticized as sterile and out of step with the chain’s nostalgic image.

Geoff Bennett discussed the rebrand, the backlash and the politics at play with Americus Reed, marketing professor at the Wharton School.

Meet Paula Dreyer

This series spotlights entrepreneurs who are working hard to stay current and motivated in their business world as they go it alone in their respective fields. Production by: Stefanie Small

Email Me If YOU Would Like a Turn in the Spotlight!

UPDATE

You'll recall how last week I introduced you to Andrea Palomera and her new website for her Pilates Atelier in San Francisco.

Well, we finished the population of the new site and now there are dozens of gorgeous new photos that help potential clients see themselves in her care at the studio!

Please check it out!

Enjoy exploring the website of Andrea Palomera Pilates Atelier in San Francisco. If you are in the Bay Area, sign up for session!

Interested in Your Own Photo Shoot?

Brand Alignment Check-In: 3 Tips for Ensuring Consistency in Your Business

1. Analyze your visuals and messaging:

Your logo, color palette, and messaging should consistently convey your brand's personality and values. Examine your marketing materials and website to ensure they reflect your brand identity and send a cohesive message to your audience.

Example: If you're a yoga studio promoting tranquility and balance, your website should feature calming colors and peaceful imagery, while your messaging should focus on relaxation and mindfulness.

2. Evaluate your customer experience:

Every interaction customers have with your brand should reinforce their emotional alignment and foster a sense of belonging. Assess your customer experience from initial contact to post-sale follow-up to ensure consistency and quality.

Example: A bakery specializing in gluten-free treats should maintain a friendly, approachable atmosphere both in-store and online, consistently offering knowledgeable guidance on dietary restrictions across all customer touchpoints.

3. Monitor audience feedback:

Your audience's reactions to your branding can reveal areas where your alignment may be lacking. Listen to customer feedback, social media comments, and online reviews to identify any inconsistencies or confusion that could be affecting your brand's emotional resonance.

Example: If a clothing boutique's customers mention difficulty navigating their website or confusion about their brand's unique selling points, it could indicate a need for clearer messaging and a more intuitive user experience.

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