How can you target your brand message and make it clear and consistent? Your Brand Q&A Series.

Karla asks:
How can I target my message and make it clear and consistent, I have always been a jack of all trades?

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The brand message starts from several factors.

First are your customers’ desires and pain points. If you know what your market wants, you can create on demand and write directly for readers and potential buyers. Always study your prospects, interview them, talk to them via comments, read their testimonials.

The second factor is that brand message always highlights your values and core principles. If people are willing to identify themselves with your ideas and mission, they will most likely build relationships with your brand and eventually buy from you.

The third factor is knowing your Niche and Ideal Client. Who would you like to attract? What type of people is suitable for you? This will only be relevant for people who provide their services in person such as coaches, speakers, experts. The ideal clients is not a measurable figure; it’s more related to the mindset. So align yourself with the people who you want to attract and always write with your Dream Client in mind as if you talk to one person only.

Once you have fixed those three (What customer want, Your brand values, Your ideal Client) discipline yourself. Focus on these three elements and make sure that they present in everything that you produce for your brand, it’s not only about copy it’s also about visual content. Your brand needs to create a holistic picture in customers’ minds so that they know what you do and willing to recommend you to their friends and family.

Let’s build your brand together. Book your discovery call!

How to attract clients to my brand if I already have logo and the site? Your Brand Q&A Series.

Stacie asks:
I feel like there is something missing to my brand. I have my colors, logo, site and everything I can think. What could I be missing that isn’t grabbing that possible client and attracting them to me?

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It’s a very common belief that once we created our site, logo and all other elements of visual identity we become a brand. Unfortunately, it’s not true.

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

Brand starts with an idea, values and vision that a business owner wants to share with the world. That’s the reason why Steve Jobs said that ‘your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.’

  • How can you show these inner processes to your tribe?
  • How can you share what you believe in?
  • How can you show them your vision so that they know that you can guide them and that they can follow your leadership?

Get the answers to these questions.

Help your tribe to understand why they follow you with their heart and soul. A brand builds the relationship with customers. Your tribe trust your brand and share the same values and ideas. The design and all visual identity is a part of the brand and a very effective method to make it memorable and recognisable. But a core idea is in what your brand stands for and why it matters for your people.

Let’s build your brand together. Book your discovery call!

I have 2 very different businesses and am wondering if I need separate brands. Your Brand Q&A Series.

Jennifer asks:
I have 2 very different businesses and am wondering if I need separate brands, or if they could both somehow fit under one brand?

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There are three scenarios in this situation.

First, you choose to run two businesses and two brands separately. Both will attract utterly different public and will never cross.
Pros: It will give you the freedom to make decisions independently without positioning yourself as a Jack of all threads. Cons: You will have to spend more time and money on the marketing.

In the second scenario, you will choose the more profitable business and leave the other for some time until you established the first one. Pros: You can be focused, it can give you an excellent positioning, you can earn more. Cons: the other business may not survive for such a long time without your attention.

The third option is more creative, in this scenario, you can try to combine both businesses in such a way that they enhance or compliment each other.
For example, in Jennifer’s case, one business is a consultancy, and the other business is a Etsy shop with Ukrainian heritage inspired accessories. Both look different, have a distinct audience and at first glance are not connected. So how to combine them?

The most typical ways are; by the approach, by the audience/product/service similarity, by a cause. I would choose a cause in this case. And would collaborate with some charity in Ukraine. For example “60% of the profit from this shop goes to help families who lost their houses due to the Russian invasion. You can buy these accessories or help to the organisation directly here is the contact/site/email”. And when you give this much to charity you just need to increase your prices a bit so that your business is still profitable.

What does it do? It positions you as a person who cares about your heritage and a cause. It makes your business recognisable. You help someone. It doesn’t disturb your consultancy but can even attract people to it. So in this scenario, brands can coexist and help each other to grow!

Let’s build your brand together. Book your discovery call!

How to set up a consistent and appealing brand that appeals to a large audience

To reach a wider audience, first you need to conquer the small. When you begin your business, you had to do a prep work. I wrote about it on the topic “How to Stand Out in a Crowded Market“. If you check your ideas with free resources and start selling, you probably have a business that works well by now.

Well” means three things:

  • People know what solution do you provide
  • They know how your solution is beneficial to them and how it transforms their lives
  • And they often buy.

That also means:

  • You know who is your Ideal Client
  • What are their Needs, Pain points, Dreams, Desires
  • You also have a step by step process to solve the problems they have

If all the points are in the place, let’s move towards a larger audience.

How to set up a consistent and appealing brand that appeals to a large audience

There are two ways to look at it:

Marketers will propose you to sell your products via ads. It’s a great option that can bring you money quickly. However, once another player who sells a better product appears in the market, you may find that people are going to buy from new players, not from you. The decisions to focus on product quality against the brand needs and vision affected many brands. Kodak chose to focus on film, while they were pioneers of digital cameras. Nokia shifted to smartphones quite too late and not very successfully. We all know what happened to them.

However, you may focus on your brand, create mission and vision and start building and authority around it.

Ex: Steve Jobs built Apple around his vision.

  • First, become an authority in your niche.
  • Second, increase awareness of your brand.
    If you want to know how to build a brand, you may like to join Brand + Photo School.

Brand awareness allows your prospects to see your leadership quality and accept them. Once they believe in you, they will want to learn from you or work with you.

Here is a little trick: Brand awareness comes from three aspects; authority, consistency and clarity. In other words, you have clarity on what you do and where you lead your tribe. Next, you create an authority around it. Then you spread awareness consistently.
To start, choose one media that suits your talent. If you like to create videos — choose Youtube, Facebook, Vimeo, if you like to write — choose Twitter, Medium and Facebook, etc. Post one or two entry every week to your preferred media. Write guest posts. Participate relevant groups on LinkedIn and Facebook and help people out. Build your authority with help to your clients — share their results, testimonials and stories.

Along with this, you can start adding advertising. Facebook ads allow you to be in your customer’s timeline all the time so think about what you would like to share.

And one more moment: You need to engage with your clients. It doesn’t matter if you have 10K followers on Instagram or Twitter or in your group. If you do not engage with them, you will be alien to them. Connect with your audience individually, write your emails as if they are messages to your best friends. Genuinely care about them so that they can feel it.

All these methods will help you to build a brand that turns your buyers into brand ambassadors. If done right your clients will advertise you and as William Bernbach said: “Word of mouth is the best medium of all.”

How to Develop a strong brand for a coaching business?

Coaches are often underestimating the power of branding. Don’t take me wrong, not all coaches. The most successful ones know the importance of the brand and often talk about it. They also know that brand is evolving around customer’s experience and they plan it strategically.

But if you type coach in Google search, you will find that there are 95,90,00,000 results in 1.14 seconds. A Coach doesn’t need a formal training (common belief). So as demand for coaches raises thousands of newbies joining the industry. To stand out in such an oversaturated market, you need a brand.

Products are coming and going. If you will look at any industry anything that was popular in 1980 is no longer trendy. Every industry evolves, the world is changing rapidly.

Don't be outdated business

But if you look at a history of the brands you may find that many of them which were popular in the 1980’s are still on the horse.

So how to develop a strong brand for a coaching business?

A brand is an image in customer’s mind. All your communication, testimonials, product experience influence your prospects. If you manage to build a loyal tribe around your brand values, they are going to promote you better than any paid ads. To achieve it, you need to define what your brand stands for. Be clear about your brand values, promises, and mission.

Deliver what your clients want and desire the most. But always give it via the prism of your brand. So that your customers always have a clear association in their mind: “Brand X → doing X → and stands for X”, and I share those values.

Consider that you build a brand for a next 20-40 years. Branding is an investment in a successful future of your business. Knowing how brand work from inside out is crucial. You will need the knowledge to hire right talents, to deliver the core message to your customers and build a thriving business confidently.

Would you like to build a successful brand? Join Brand + Photo school.

Also, remember that brand doesn’t start with a logo and website. To build an established brand you need to do a lot of pre-work. You will need to research about ideas, target audience, competitors… You will need to clarify your core message, brand positioning and more. I usually use a 9 step system to create brands for my VIP clients, and logo is at step 6 😉

In conclusion

A strong brand for a coaching business means connection and clarity. If people know exactly what you deliver, if they see results from the other customers, if they hear a lot of good things about you, they will care. Build a relationship between your brand and your customers so that eventually you will be able to work on the business, not in business.

Branding Q and A. Is branding really have to be boring?

Recently I received the question: What do you recommend for creative people like me who get bored and want to switch things up too often?

I think It’s a very good question. This “creative bug” bites every entrepreneur on the beginning.

Creative people.

All top artist and top writers/authors have their own unique and recognisable style. Technically it’s the style which makes their art popular and brings them money. Are they creative? They are. So desire to change or switch things in the business communication mean that there are some other questions and there is something deep is not defined yet in the brand. Branding is much deeper than the all visual communication elements. They just express the idea, cause, promise but also make brand memorable.

We create the visual elements for the brand to achieve several things.

The thing number one is to be memorable. People can remember a limited amount of stuff, and they do not want to overcrowd they head with chaos. They do not see your communication that often as you do. So they didn’t have a chance to get bored with it. At the same time, you need to give them an opportunity to recognise you and remember you, or at least identify you in a fast moving timeline. Here is where repetition and consistency play their role. While creating a brand book branding specialists do understand this “creative bug” issue and try to add a particular type of flexibility to it. The more flexible it is, the most difficult to work with it (check out PwC flexible logo and layout in the newest brand book).

The social media communication is different from the other channels.

It allows you to be more open and communicative. The reason is that you can be here more often than in a newspaper, for example. So here is a recommendation for social media communication.
Four things you need to keep same.

  • Colours a single one or the colour combination (most recognisable element).
  •  Fonts (You can define 2-4 and stick to them. Not that easy as it sounds).
  • Composition, stick to one repeatable composition elements, so people can see that’s it’s your communication.
  • Design / Photography treatment choose 2-3 styles from more official to more casual. Even though it sounds restrictive, it gives you a lot of space to be creative.

And in conclusion, we do create a brand to create and environment for our customers so they will feel comfortable and will be happy to associate themselves with your brand. Eventually, when you brand become recognisable, customers will know what your brand do and what your brand stands for, you can show them a deeper & wider picture. It’s like in a relationship, so let them love your brand first.