Is your target audience going to ignore your brand?

Imagine that you spend thousand of dollars for designers, copywriters, and website developers. And you believe that you built your brand. You got a deluxe logo, bright colours that your designer recommended, fancy copy from a super expensive writer. But after having all this… You hear crickets. Sounds familiar?

I know that many marketers use this picture to prove that you do not need a good designer or suitable website. But if you hear crickets there could only be two reasons:

One, there are some crickets around…

Second, you didn’t do the pre-work. A brand is often called a promise. It means you are willing to give something to your customers. A transformation that will make their life easier and better. To find out who is your target audience and what do they need, you need to do a lot of research. And if the word research scares you, here is a quick lifehack:

Find some big and successful brands who also work with your target audience. When we say a brand is an image in customer’s mind, it’s not entirely correct. A brand is one of the images in customer’s mind. Your clients’ reality is formed by many brands, by TV, by the Internet, by family and colleagues, and by thousands of other things. So check out brands that your customer already uses.

I hear what you say. How do I know what do they use? Follow the lead!

Is your target audience going to ignore your brand?

Let me give you an example.

Your target audience watches Disney, uses iPhone, drinks Starbucks, wears Levi’s. These brands already pre-formated your prospects’ minds. Replace these brands with those which are relevant to your tribe (your people maybe fans of Andy Warhol or Japanese sci-fi), that you suppose to know.

But even if you take this basic list, that I gave you, and go to the Disney Youtube channel you will find that they are featuring “Girl Power”, “Success”, “Heroes” and “Smart is New Sexy” concepts. They do it because it works. Check what works for other big brands, you will find “storytelling”, “being close to a customer”, “relevance”, “cause”, check more.

Now, find what transformation your client needs, wrap it in one of this successful concepts and deliver it in such a way that your customer wants it. To do it, you will need to learn how to become a Creative Director in your business. Check Brand + Photo School if you are ready.

In conclusion, your brand is not a logo or website. It’s a promise to deliver a transformation that your client desire dearly. Give your customers a solution and confident leadership, and they will never ignore your brand.

7 secrets on how to create a brand awareness using social media

Brand awareness is a major component of any branding. People need to know about your business to form an opinion and be engaged to work with you. But the main mistake that I see all the time is inconsistent widely spread communication that leads nowhere. So how can you make a difference for your coaching business? Here are a few ways.

1. Choose your title and make sure that it gives crystal clear clarity about what you do.

To create brand awareness, use a couple of keywords that describe what you do. (If you are an expert in mindset, add it to a title, if you teach about money, use this word, etc. The simpler, the better). Make sure that the words that you use are familiar to your prospects. For example, I say that I’m an expert in Branding & Visual communication, the key word is branding, but I attracted a lot of marketing professionals because the term Visual Communication is not a common phrase. So you can use some words to appeal or repeal some prospects.

2. Narrow your topics.

I know you want to share what did you eat for breakfast, it may be outstanding for a nutrition coach. But if you are a business coach, your message near your food photo has to be related to business, not to the taste of the food. You aim to create a “brand awareness” not just any awareness.

3. Start guest posting to relevant resources.

If you find it difficult to find blogs that are matched to your topic, post to public resources such as Medium or LinkedIn. Share your posts on Twitter because many serious online resources will ask you to show your LinkedIn and Twitter when they want to identify your professionalism to decide if they willing to work with you.

4. Find a social media that suits your skills and conquer it.

  • Are you good in writing? Do blogging, use Twitter and Facebook.
  • If you are good in video — use Youtube, Vimeo, and Facebook live.
  • Maybe you feel uncomfortable in front of a camera, but a good speaker — use Soundcloud, create a podcast.
  • Are you creating stunning pictures? Use Instagram, and so on.

Most of the social media channels have many followers so to create brand awareness you can start with any of them.

5. Make sure you know what you offer.

And it’s evident for people what you do, how it transforms their lives and how they can get it.

6. Don’t be scared to sell, and if you don’t want to be sleazy, use the power of storytelling.

Share your passion with people, let them see that you love what you do. Once they build a connection with you, it’s easier to sell.

7. Be very consistent in your posting.

Even when you send emails to your list, make sure you send them once or twice a week. People like comfort and when they know when to expect your next post or email they feel better about it. The less stress, the more trust.

If you want to create a brand and learn a power of storytelling via Instagram or how to make a right light for your video and much more, become a member of Brand + Photo School.

How to brand my business to stand out from the competition if I’m a coach or online entrepreneur?

I’ve heard this question in my group and in other groups for so many times. So, how to brand my business to stand out from the competition? Here is what I think. You probably have heard already that you just need to be yourself and follow your passion. Maybe, somebody has told you that you need to define your “Why”, your “Core Message”, know your “Values”. But the truth is that without a system or roadmap all these are pieces of the giant puzzle. And if you have no idea what you build or how to create it, it’s challenging to achieve success.

When I started my current online business, I already had 17+ years of experience in branding and advertising. I’ve opened and closed several online and offline businesses before and knew what to do. But even then it was a tough job to stand out from the competition. Here are three things that you need to start with, to create a brand for your business that stands out from the competition if you are a coach or online entrepreneur.

First things first, define your audience.

Who do you want to work with? If you are a coach and your business only moves around personal communication, it’s important to work with people who are a good match. You will add more passion to your calls, and they will get better results.

Second, once you know who your clients are, start looking for signs of a problem.

Research in groups, forums, check blog comments, any places where people share their struggles. Interview people from your audience and existing clients. Find out how they formulate the problem. It’s easier to sell when you have a solution to the issue that already exists. (It may sound easy, but it require some time and attention)

The third part is to create your offer.

The easiest way to stand out from the competition is to develop a very simple freebie that addresses the issue that you found and propose a discovery call or breakthrough session after your prospects downloaded it. (There are plenty of other ways, but this one is good to start). This freebie will give you a validation that you are on the right track. Post your freebie in free groups on Facebook or LinkedIn or on other social media outlets to get feedback. You may also create several freebies on the same topic (video, presentation, checklist, e-book) that lead to a discovery call. Once you see which one converts the best you can start advertising it.

A brand is an image in customer’s mind, created by a customer based on the experience of product/service, data from various information channels and the feedback of other users/customers. That means to stand out from the competition you need to create a very consistent customer journey between your promo posts and ads to the look and feel of the landing page and a freebie itself. People may not know the difference between a good design and bad design but if they ever downloaded anything from established brands they can compare. And they will compare a few things. The value and ease of information, the uniqueness of it, how passionate and experienced you are and look and feel. If you can create a holistic picture in customers mind and they felt good about your freebie and communication, they would like to get more from you, and once they work with you and GET RESULTS, they will recommend you all the time.

Conclusion.

Make a consistent communication around a problem that your prospects are experiencing right now. Do not think that people in your mailing list or group are just numbers, they are individuals and have to be treated accordingly. Talk to them, build a connection, ask questions. Give them the reason to back and promote your business.

If you want to create a consistent communication, freebies, and check 9 steps branding roadmap that I use to work with my VIP clients become a member of Brand + Photo School.

How to get known in your industry when you are a coach or a small online business?

The corporate world and the entrepreneurial world are very different. While one is suppressing individuals to make them a valuable part of a well-maintained machine, the world of solopreneurs is more about self-development and growth.

Women often leave the corporate career in search of a purpose and their lost individuality. No wonder, when they hear about branding, they think it’s not for them, as it’s a part of their corporate past. Well, let’s find out, if branding is meant to be a part of only huge companies, or it can help a woman entrepreneur on the way to find herself?

First of all, let’s once again check the definition of a brand.

A brand is an image in the customer’s mind, created by a customer based on the experience of product/service, data from various information channels and the feedback of other users/customers

Being formed in customers’ minds, brands need to build a relationship with clients to sell more and to create new customers almost on autopilot.

Is that something different than that what every entrepreneur wants?
No.
Does that mean that branding for corporates and solopreneur will be the same?
No.

There’s a difference. While corporates just need to increase their audience and they use branding techniques almost blindly, solopreneurs and coaches are in the different boat. They want to find their passion, do what they love, find the purpose and make something that makes sense. Also, just like big corporates, they also want to make money, but their reasons are often different and more personal. Unlike big businesses, a solopreneur has a lot of emotional involvement in business. It’s a human to human business. And apart from the responsibility they always think…

  • What if I am not able to make it?
  • What if I am not able to make enough money to do what I love long enough?
  • I don’t want to back to a corporate world, please, I don’t want it….

For those who start getting the first glimpse of freedom, ability to be with family, and be an owner of their time, those thoughts are a nightmare.

Surprisingly, branding can help you to move any business to a new level. But will solopreneurs allow well known valid methods to shape their business?

Let’s briefly see, why a coach a small business or a solopreneur need to start their branding?

1. Clarity.

What is this business for, what it does and who the customers? It also involves some research about the market before it’s operational. Competitors, trends, the size of the market.
I know you may repeat some things that you’ve heard “There is no competition” (These aren’t the Droids you’re looking for). But competition is the sign of demand. And it’s an important factor to research.

2. Authority.

Since you know what you are doing and who the buyers are, you also know what the other propositions in the market available. You need to build an authority and positioning. In other words become a recognised expert in your industry. Talk about your values and what your brand stands for. Find content from the respected sources that prove your point. It’s easy to say but where and how to start?

Check this video.

3. Consistency.

Here’s when branding elements come into the picture and help people remember your brand and recognise it when you post a new valuable information. And if they like your brand, they may choose to follow you, that means they may subscribe or buy from you to deepen the experience with that what you offer.

If all is built right, your new clients will become loyal ambassadors of your brand and will recommend your services just because they love them. Guess what? That’s the time when your business starts growing on autopilot.

How to go from branding “It’s so tough” to “It’s easy, and even fun”

A brand is the image in customer’s mind, created by a customer based on the experience of product/service, data from various information channels and the feedback of other users/customers. Well-created branding helps you to create this image in customer’s mind.

→ First things first why branding is tough?

Because if you think that brand is a logo, you will end up recolouring a car that doesn’t work. Will a new colour make it work? No. because a brand is a system and you need to know how does it work to build a successful brand. Once you know the system, it’s not tough anymore.

→ Now when we know that branding is a system and it’s relatively easy to apply this system.

Let’s have a look at it. I divide the brand building into nine steps, that help me to be organised and build brands for my clients, step by step, and never miss anything. It takes a customer to a journey from idea to execution.

→ How is it fun?

You may ask when we know what do we do; there is no place to worry, you have a clear plan and ready to follow it. And here is the moment that you realise that create a brand for your own company it’s a creative and exciting process, the journey within that help you not only build your business but also allow you to grow personally and spiritually.

So now you can see how is easy and even fun and not as tough as you thought 🙂