Creating a Brand

 by Hayley Hobson, Double Presidential Diamond

When I was introduced to doTERRA® essential oils, I was very excited about the power of the products, but I was less excited about the business opportunity because I knew I’d face an immediate challenge. My husband, Wes, summed it up pretty well. He said, “I don’t know where you’re going to sell it. Boulder is a really saturated market.”

And he was right. Boulder, Colorado is one of those strange places where you can’t walk down the street without tripping over a wellness business. I was already running a thriving Pilates business here and I knew introducing essential oils would do well, but competition would be fierce. To build a business that could have a global impact, I knew I would have to take my business online.

But here’s the problem—I didn’t want to be one of those people who was constantly spamming friends on Facebook with their “business opportunity” and products. At the same time, I knew people were hungry for information about wellness. When I started creating my online presence, I focused mainly on branding.

Branding is creating a total picture of who you are and what you do as a business. It’s not just a fancy logo or website design. I’ve nicknamed my brand “The Whole You.” It looks at being holistically healthy in all areas of your life, and of course, essential oils are the vehicle that gets you there. By focusing on “The Whole You” concept, I can talk about exercise, diet, and how they are supported by essential oils. I can also talk about career and money, as you can’t be holistically healthy if you are in a job you hate 40 hours a week.

Good branding seeks to solve a problem not just sell a product. You need good branding if you’re going to operate online. You can only say “buy my stuff” so many times before people stop listening to you.

If you want to create a brand around your business look at these three things:

  • What is your why? Why are you in business? Why are you passionate about these products?
  • What problems is your audience facing? How do you solve those problems?
  • What’s the emotional experience that you want your audience to have?

Almost everything I create online comes back to these three points. I share what I’m passionate about, I try to solve issues my audience is dealing with, and I am always seeking to do that in a fun and entertaining way.

Let’s face it, there are a lot of people out there who do what you do. Thousands upon thousands of people work in your network marketing business. I don’t like to use the word compete, but you are competing in a crowded market for attention. But, I don’t like to use the word compete because if you have a strong brand, there is no competition because you are the right solution for your target audience.

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