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Your Authentic Brand Identity—Where Truth and Perception Agree


Little children, let us not love in word or talk but in deed and in truth.

When our pastor spoke from 1 John 3 over the summer, that verse struck out to me as a compelling one for business.

Because the best, most effective brand is built on authenticity. And the perception of your target market is the reality of what you have to offer.

What an amazing guideline! Right there in the Bible! Yes, it can be applied to your branding as a Christian work at home mom or dad.

But what is branding and do you need it?

Branding is the distinguishing mark that differentiates you from other businesses. It identifies you for who you are.

Effective brands build a relationship of trust and credibility with customers. This trust exists because their perceptions meet reality.

In other words, you deliver what you promise.

How many of us have experienced businesses that did NOT deliver what they promised? Did their words match up with their deeds? I imagine not!

I’m reminded of an airline trip I took years ago. Wow, the perception of that airline I am sure did not match up at all with the company’s advertisements.

In fact, a company can be negatively branded. I am thinking now of another airline company that has had series after series of bad incidents that have negatively impacted people’s perceptions of that airline.

So sure big corporations have branding but what about work at home business owners, especially those that may be involved in direct selling?

Yes, absolutely you need a brand! It is for everyone! Even the direct seller. Why? Because your interests don’t always stay the same. Or worst-case scenario, the company goes bankrupt and then you have to start all over from scratch.

How does that work? Let’s say you represent an essential oil company. You build a brand around wellness and the products from that essential oil company is one of many products you offer. Maybe you offer wellness consultations. Maybe you are a massage therapist.

In fact, I designed a brand for a top-notch sales person in an essential oil company. She has seen great success because she recognizes how important it is to build a brand.

And building a brand where your message and delivery of the product or service is in alignment helps you in the long run. And most importantly, it is pleasing to God! Yes, it’s the right thing to do!

And when this perception meets reality in an AUTHENTIC brand, based on the true essence of who you are as a company, you WILL have branding success!


ABOUT THE AUTHOR: Dana Susan Beasley, the creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start now.

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