Hey business owner, Here’s a few questions for you to think about. As a business owner, are you clear on the following?
  • Your greater business vision and purpose: What impact do you want to have on your audience? What do you want your brand to be known for?
  • Your values: What are the things you stand for and are important to your business?
  • Your dream client/customer: What are their pain points, aspirations and deepest desires? Where can they be found?
  • Brand positioning: How do you want to be positioned in your market? What makes you unique and why will people choose your business over your competitors?
  • Your tone of voice: How do you want to come across when communicating with your audience?
If you’re not able to confidently answer the above questions, it could be worth stepping back and getting clarity through a brand strategy. After all, there is more to a brand than just a logo and pretty colours. And if you’re not clear on who you are as a business then it can create a world of confusion and difficulty when trying to market and sell your services or products. Let’s dive deeper into each of the above items.

1) Your Greater Business Vision and Purpose

There may have been various reasons why you decided to start your business. It may have been to address a problem you’ve encountered. It may have been because of personal circumstances such as a redundancy or needing flexible work to accommodate your family situation (generally the case for women with babies and young children). Or maybe you decided that you were over making somebody else wealthy and you wanted to have a good crack at entrepreneurship for yourself.

Whatever your reason, it’s still good to try and think about the greater purpose your business might serve. Why does your business exist? What impact do you have for your business?

And in turn, this helps feed into the bigger vision or picture you have for your business. What do you want to be known for? Where do you see your business in 5, 10 or 20 years time in terms of the impact you’ve made?

Here at Moolah Digital, our vision? To be the go-to branding & website design studio for creative and innovative service-based business owners ready to stand out as experts and thought-leaders in their field.

Our purpose? To help these creative and innovative service-based business owners build thriving and profitable businesses so they can build a life of freedom and flexibility.

If it feels like a vision and a purpose are the same thing, fair point. But think of your vision as the greater thing you want to achieve with your business. Your purpose is the motivation behind this.

And indeed the motivation behind this vision comes from my own personal experiences as a business owner struggling over the years to become profitable and work towards that desire to have a life with more freedom and flexibility and not feel chained to my desk! It’s still a work in progress for me personally but it’s something I long for all business owners to achieve.

2) Your Values

You may have heard the saying, “If you stand for nothing, you’ll fall for anything.” (there’s also a song by The Script which you should put on your playlist!) As a business, it is crucial to have values – the things that you stand by and are critical not only to your success but to the success of your clients as well. Having clearly defined values means that you are going to attract and resonate with clients with the same values and therefore clients you are most likely going to enjoy working with. Having clearly defined values also means that you will also attract the right people to work in your business and ensure clarity over what’s expected in terms of behaviour on a day-to-day basis. What are the things that you most highly value as a business owner? For us at Moolah Digital it’s:
  • Creativity
  • Fun
  • Inclusion
  • Collaboration
  • Empowerment
Our set of values ensures that we are creating a culture and environment where both clients and employees can feel safe to be themselves, to express themselves and ensure we deliver amazing work. What are the things you will and will not stand for in your business?

3) Your Dream Client/Customer

It may seem obvious but a crucial part of business is actually being clear on who your ideal client or customer is and whether or not your services and offerings are actually in alignment with this client.

For example if you believe your ideal client is a 32 year old mum who lives in an inner city suburb and is looking to start their own creative business with minimal capital but your services are charged at premium prices, you either need to change who your ideal client is or create a service that is actually going to accommodate to this person.

No matter what stage you are at in your business, it’s always good to evaluate and assess who exactly is your ideal client and whether your products, services and messaging actually resonate with this person.

A good place to start is looking at real data behind your audience, for example:

  • Who are the actual customers or clients who have worked with you or purchased from you in the last 12 months?
  • Out of this set of clients, who have you enjoyed working with the most? Who have you enjoyed working with the least?
  • Who follows you on social media or is on your email list? Are they in alignment with who you enjoy working with?
  • Who has been visiting your website? Are they in alignment with who you enjoy working with?
  • Who have you received enquiries from over the last 12 months.

Now take the time to do some homework and learn as much as you can about these people, namely the people you’ve indicated you enjoy working with the most:

  • What challenges and pain points do these people have?
  • What are their aspirations and deepest desires?
  • What would it mean if they were able to overcome their challenges and pain points? What would it mean for the people around them?
  • What hesitations or objections do they have about trying to achieve their aspirations or deepest desires?
  • What would it mean if they were able to reach their aspirations and deepest desires? What would it mean for the people around them?
  • Where do they hope to be in 5 years time? 10 years time? 20 years time?
  • What are their typical demographics in terms of : gender, age, income, location (not just country or city but their specific suburb if possible), occupation, household/family structure, hobbies.


Some places where you can source this type of information:

  • Emails – look at the words and language used in emails from these people.
  • Notes from past video and phone calls.
  • Facebook groups – use the search feature to find posts that talk about things relevant to your business (e.g. if you’re a copywriter then search on “copywriting” or “messaging”) to see what people are saying.
  • Google reviews and testimonials – look at the words and language used both in reviews for your business but also reviews for your competitors.
  • Questionnaires – send out questionnaires to your current client base, email list or social media following to get their honest feedback and ideas.
  • Ask people to jump on market research calls – we have done a fair few of these over the last 12 months and they have provided a wealth of insights and food for thought when it comes to the type of offerings we create for our clients.

This is an incredibly valuable exercise in making sure that you are creating the right services and products for the right people (i.e. making sure there is a demand for your offers). At the same time, it’s also a great way to make sure that your messaging and the type of content you are creating for your audience actually talks to these pain points and aspirations and will therefore resonate with this group of people who will notice you and realise that you are indeed the one that can help them with whatever challenges they are facing.

Definitely make sure to spend as much time learning about your dream client and audience as you can.

4) Brand Positioning In Your Market

This is all about how you want to sit in your market in comparison to your competitors. What makes you unique and what will make others choose you over your competitors?

There are many ways to position yourself in a market. You could focus on offering a premium, high-end service which generally means a premium price point but your client will get an incredible experience and gain the best results from working with you.

Or you could focus on being fast and efficient. Or somewhere in between.

This is where it’s worth doing some competitor research to better understand the offerings, products and type of service supplied by your competitors, not for inspiration but rather for opportunities for you to do things better or differently (or both!).

For example, our client Talesca (a recruitment agency that specialises in the sustainability, ESG and renewable energy spaces – check out the work we did with launching their new brand) identified that most recruitment agencies generally have a very transactional approach when it comes to working with clients. However, Talesca wants to really change things up and offer a much more personalised approach where they are seen as a long-term partner for their clients.

5) Your tone of voice and how you want to come across when communicating with your audience

This will all come back to the items above: your vision, purpose, ideal client and how you want to be positioned in the market.

When we refer to tone of voice, we refer to how you want to sound and come across when communicating with others, generally from a written or verbal perspective but this can also flow through to how you communicate from a visual perspective.

Do you want to come across as sarcastic? Serious? Warm and approachable? Tongue-in-cheek? Dry? Sassy?

Be sure to have a good think about how you want to come across as this will drive the way you talk and communicate, including the type of words and language you use in this communication.

Summing up – would you like a hand with your brand strategy?

There you have it, this is just a small snippet of things to think about when getting clear on who you are as a brand or business, but just taking the time to think about this set of things will make a big difference.

At Moolah Digital, we actually offer brand strategy as a 1:1 service with businesses looking to rebrand or people starting new businesses. This is a very collaborative process where we undertake a heap of activities with you including:

  • Competitor research
  • Customer research
  • Discovery questionnaires
  • Brand strategy workshops (in-person for Brisbane/Ipswich/Gold Coast and online)

At the end of a brand strategy project, you will walk away with a clearly documented guide to take away and use as the foundations for any future business and marketing activities.

If you would like to get yourself a brand strategy for your business then please reach out to Team Moolah today.

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