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.