When you’re first starting out as you balance your nine to five and creating your dream business there’s one step in the business-building process that many entrepreneurs don’t give enough time and attention to, and this step is branding. I remember when I first started my very first relationship coaching business I skipped much of the business branding and message creation, partly because I didn’t realise how important it would be as I started to grow my business. While I had a logo, colour scheme, co-ordinated graphics across my website and social media platforms, and a tagline or motto, I didn’t go much deeper beyond this step. This is a mistake that cost me money and clients and it’s a mistake I don’t want you to make. You see branding is much more than colours, logo, and graphics. So, how do you create a brand with heart?


Why is this important

A great brand conveys a message and allows your ideal clients to think, feel, and associate certain things with you and your business. No matter what stage you are at in your business, or even if you’re making a profit or not, you have a brand, and a brand can either be strong and empowering, or confusing and indecisive. The chances are if you do not define your business brand, others will define it for you. This is why I have created a simple 4 step process for creating a brand with heart.


Craft Your One-liner

Essentially a one-liner is an answer to the ‘what do you do’ question. Your one-liner provides an answer to your ideal client’s age-old question, ‘can this person help me?’ It clearly points out who you are, who you serve, and the benefits your clients get by working with you. To help you craft a great one-liner for your business answer the following questions listed below.
  • Who does your business serve? Craft a single sentence that clearly outlines exactly who you’re here to help.
  • What results or benefits will your client get by working with you? or How can you help your clients?

Now that you have answered the two questions above use your answers to form your one-liner. Start off your one-liner introducing who you are, then describe who you help, and the results you can help them achieve. For example, my one-liner is: ‘I’m a Life + business Coach for multi-passionate women who are determined to turn their dream of quitting their nine to five with a successful online business, into a reality. I guide them through the necessary mindset work and the actionable steps to create their dream business, create great content and attract their ideal clients with ease.’


Make sure your one-liner is clear of industry jargon, doesn’t contain necessary words, and speaking your ideal client’s language. You might want to test it out with a few friends and see how they react and if they understand what you do.


Get Clear on Your Big Why

One of the important steps in creating your business brand and crafting your message is to get clear on the big why behind why you do what you do. In essence, you want to get clear on why you want to have a successful business, why it’s important for you to succeed, and why you are passionate about what you do. To help you get clear on your big ‘why’ answer the following questions. 


  • Why do you do want to have a successful business?
  • Why is it so important for you to succeed?
  • Why are you passionate about what you do in business?


The reason why it’s so important to get clear on your why is because starting a business is tough, it isn’t all tiptoeing through daisies, and making 5k in your first month, it can be tough. Taking the time to get clear on why you do what you do and reading through it daily will help you be motivated, even in those tough times in business, when you feel like giving up, having this in front of you will be a great reminder and source of inspiration. I know this isn’t what you want to hear but as a coach I think it’s important for me to be honest, and share with you what starting a business is really like, so when you start your business, and things don’t go the way you plan, you automatically know everyone has a similar experience.


It’s Time to Define Your Brand 

If you have a business, whether you’re making a profit or not, even if you’re just starting out you have a brand, and the chances are if you are not defining it others will define it for you. As you build your brand you need to consider what you want people to associate with you and the message you have for the world. What do you want people to know and turn to you for? What message do you want people to hear? As people interact with your business what experiences do you want them to have and how do you want them to feel as a result, and based on this experience what words do you want them to associate with you and your brand. When you think about the type of business you desire to create you need to consider the answers to the following questions.


  • What do you want to be known for?
  • What message do you want to communicate to the world?
  • How do you want your ideal clients to feel as they interact with your business?
  • What three words do you want your ideal client to associate with your brand?


Actionable Steps:

So, you’ve crafted your one-liner, gotten clear on the big why behind your business, and you’ve defined how you want your ideal clients to hear, associate, and feel as a result of interacting with you and your brand, it’s time to create a plan of action to help you incorporate all of this into your business. Ask yourself; what steps are you going to take to start implementing your answers to the above questions into your brand? Consider the steps you will need take in one, three, six, nine, and twelve months time. 


As always, I have to ask; do you need to spend time getting clear on your business branding or messaging? If so, share your story or feel free to ask any questions in the comments section below. I want to hear from you.


You owe it to yourself to stop dreaming and start creating a profitable online business.


Remember, how you spend your time in this world matters. So don’t waste your time in a job that you do not love, start working on your dream today.


With love,


Blog post sign off




Loving this content? Sign up for updates... It's free!

Sign up to my newsletter for blog updates, book release details, and offers.

Enter your first name + email then click "YES, SIGN ME UP!"

Amelia Hay

Author + Coach at Amelia Hay International
I help multi-passionate women just like you to package, brand and market your passions so that you can create your dream business and life, find clarity, confidence, and clients, and make a difference in your world.
Read previous post:
How to Know if You Need to Work on Your Mindset

The other day I posted my usual Monday motivational tip in my Facebook Group, I was talking about how I realised...