How to Build Your Brand Authentically: 5 must have steps for solopreneurs & purpose-driven entrepreneurs

When it comes to marketing for small businesses, standing out isn't just about what you sell—it's about who you are. As a change maker, coach, healer, influencer, rebel or purpose-driven small business owner, your brand should be a direct extension of your personal journey.

This is what creates ease in your marketing.

When you build a brand that’s based on self-acceptance and owning your strengths, you can’t help but draw people toward you. This sure beats being pushy or salesy any day of the week. 

Let's dive into the five essential strategies that can help you build your brand in a way that’s truly you…and resonates with the folks you want to serve.

 1. Define Your Difference
Knowing what makes you different than others who sell something similar is crucial. It’s what sets you apart from the crowd and makes you a magnet for clients. Think flamingo in a flock of pigeons and you’re heading in the right direction. Start by asking yourself: What am I offering that no one else is or is different than how others are doing it?

Is it a unique or unconventional method, personal insight, transformative experience, or perhaps you’ve turned a personal passion into an awesome product? This isn’t just about what you do, but how you do it differently—and why that matters.

For example, if you're a life coach specializing in mindfulness techniques, your difference could be your unique approach to integrating mindfulness seamlessly into busy lifestyles. This not only tells potential clients what you do but also why it's special.

Pinpoint your secret spice and sprinkle it generously to build your brand. This is what makes people sit up, pay attention and sashay your way to see what you can do for them.

2. Tell Your Story
People crave connections, and stories are one big way we make them. Your journey both personally and professionally can be a compelling marketing tool. Share how you arrived where you are today, the obstacles you've overcome and what drives you to keep going. This narrative will help your audience feel connected to you on a deeper level.

Imagine you’re a solopreneur who started a small organic skincare line in your kitchen because you were frustrated with the lack of clean options available. Sharing this story isn't just relatable—it builds trust and alignment with others who share your concerns.

Whether it’s the tale of how you turned adversity into advantage or the journey that led you to tap into ancient healing arts, share it with flair. Be raw and real in your story to build your brand in a way that gets your audience to lean in.

3. Be Transparent
Transparency is about being open regarding your business practices, successes and sometimes even your failures. You can build your brand by sharing behind-the-scenes content, being upfront about your materials and processes, or even discussing the challenges you face. This level of honesty not only humanizes your brand but also fosters a deeper sense of loyalty and trust among your audience.

Think about a time when you had to make a difficult business decision—like choosing a more expensive supplier for the sake of ethics. Sharing this decision-making process can reinforce your commitment to quality and ethics to your customers.

Show the real you behind your business. Whether it’s the mess-ups that taught you everything you know or how you choose your materials, share it. When you pull back the curtain and let people peek backstage, they connect to your honesty.

4. Honestly Engage
Your audience is the lifeblood of your business. Engaging with them shouldn’t just be about answering emails and social media comments, but rather to build your brand community. Invite them to be part of your business journey, ask for their input and show that you value their opinions. This two-way communication creates a strong bond and makes your customers feel like they are part of your brand’s story.

For instance, if you’re a coach or influencer, you might ask your followers which content they find most helpful or what they struggle with in their personal journeys. This not only gives you insights into your audience's needs but also helps tailor your offerings.

Dive into those comments, stir up spicy conversations and throw virtual high-fives like confetti. When you treat your followers like friends, they don’t just buy what you’re selling—they buy into your vision. Which means they cheer for you, root for you and spread the word about you.

5. Stay Consistent
Consistency might not sound as exciting as the other points, but it’s crucial. As you build your brand, it should be easily recognizable across all platforms, whether it's your website, social media, or even how you package your products. Consistent messaging, visuals, and customer experiences help create a seamless identity that customers can recognize and trust.

If your brand is all about wellness and self-care, let these themes be reflected consistently in your visuals (think serene colors and natural motifs), your tone (calm and encouraging), and your content (tips for self-care, wellness routines, etc.).

Whether someone stumbles upon your Instagram, reads a blog post, or buys your product, they should feel your brand vibe through and through. It’s like having a signature style that screams your name, even when you’re not in the room.

Wrap It Up
To build your brand authentically as a solopreneur or small business owner isn't just about finding customers. It's about creating meaningful connections and making the difference that only you can make.

By defining what sets you apart, telling your epic tale, embracing transparency, engaging genuinely and staying consistent, you’re don’t just build your brand…you can spark a movement. Get out there, show off your true colors and watch as the world can’t help but notice.

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For changemakers, coaches, healers, rebels, influencers and purpose-driven small business owners who know they need to show up more often, share their message more widely & make the difference they came here to make.

Linda is a brand marketing strategist who supports purpose driven entrepreneurs to create small business growth by creating alignment in their business through Human Design and other authentic marketing approaches. Her 20+ year marketing career has included working with Kimpton Hotels, Jamba Juice, and Disney helping her clients win awards and placements in publications like The Wall Street Journal and TIME Magazine, as well as on the front cover of WIRED magazine. She now works with coaches, healers, influencers, rebels & other service based small business owners offering a done for you small business marketing package or brand & marketing coaching.You can visit her at lindabasso.com or join her FB conversation.