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3 whales of online branding

Creating your brand online is a different exercise than if you do it offline. That’s why people who have a successful business offline often stack when they start online branding at the first time. So, how is it different?

→ The first whale for any brand is a creation of the authority.

And surely if you have an excellent reputation offline you may share some credibility, but quite often it’s not relevant for an online tribe. It’s a first step where many businesses fail. Inability to create a reason to believe in causes them lack of customers and a result they had to close.

→ The second whale is to raise awareness.

How much publicity do you apply to your offline business? None or little? In the online world, you and your company must be visible and memorable. Without visibility, you can’t expand your biz. The only business where you can succeed by being invisible, it’s if you are a 007 agent. And if you are not the one, then please create a strategy on how to show up.

→ The third whale Is to be different.

The point of differentiation and point of parity put you in a position when you have whatever everybody else have in your market segment and also you have something extra that gives you a chance to overrun your competitors. (And yes competition is a sign of demand, and that means abundance)

Let’s conclude. Authority + Awareness + Difference.

These three whales are the core needs of any brand, and later I will share with you how to achieve all these. Subscribe to be sure that you do not miss it.

How can social media branding benefit your business?

Branding is powerful, it changes your mind and helps you to grow your business. But it’s a big exercise, and many solopreneurs are at the stage when they just need to attract a few new clients online.
In the beginning, you do not need to have all branding element like v-cards, letterheads or even logo.

Branding sets up four key aspects of your biz.

  1. Clients know what you do
  2. They also know how you different from competitors
  3. You know who your customers are
    and
  4. You act as your brand

You can create awareness about those factors on a colossal scale if you want to operate globally. But you can also start from the smaller level in social media without advertisements. Please do not think that if you do not pay for ads, it has to be a free exercise. Can you become your own dentist? Same with branding. Hire a good brand expert who will provide you with strategy, plans and of cause design.

Why brand your company if you are a solopreneur or have a small business?

About a year ago, one of our clients decided to change his site. His reason, however, was specific. He said that he had lost several opportunities to those who provided lesser quality. Also, his prospects were ready to pay more to a couple of competitors who had bigger prices, but provided with the same quality as he does.
We explained to him that the brochure and the site wouldn’t help him to reach the stage where he wants to be. And he needs branding. Here is why.

  1. Clients willing to pay more for better quality. But to do that, they need to know you. They need the testimonials, and they need to trust you. Good branding will take care of it.
  2. It’s much better if a client already heard about you. If you come with credentials, testimonials and everyone talks about you, your potential customers will trust you more.
  3. Can you do this without branding? Branding provides you, and your prospects, with the clarity about what you do, why you do it and how they benefit out of it. It gives you valuable tools to create an image in customer’s mind so they notice you, remember your brand, and decide to work with you. Without this instrument and the system, it will be a longer process with no expectations.

But branding does not need to be heavy. You can start with the social media branding and build the environment for your space fast and efficiently. You may like to increase it later, that up to you. For instance, Social media Kit will make your content branded on a highest possible level without big investments.

How can social media branding benefit your business?

Branding is powerful, it changes your mind and helps you to grow your business. But it’s a big exercise, and many solopreneurs are at the stage when they just need to attract a few new clients online. In the beginning, you do not need to have all branding element like v-cards, letterheads or even logo.

Branding sets up four key aspects of your biz.

  1. Clients know what you do
  2. They also know how you different from competitors
  3. You know who your customers are
  4. You act as your brand

You can create awareness about those factors on a colossal scale if you want to operate globally. But you can also start from the smaller level in social media without advertisements. Please do not think that if you do not pay for ads, it has to be a free exercise. Can you become your own dentist? Same with branding. Hire a good brand expert who will provide you with strategy, plans and of cause design.

Four things to know to attract the Ideal client to your brand

When we start our business, we need to know several things that we are going to do, who we are going to sell it and why they need it. This knowledge helps us to build an established business. Surprisingly, the same data helps us to create a successful brand.

I’ve created several topics about target audience already. And think, you already know what are you going to do. So here we will touch the most important client’s pain points, fears, dreams and desires.

If we want to communicate to customers in the right way, not just share the theory, we need to speak in their language about their issues. But even if you know who your ideal client is, how do you find their pain points, fears, dreams and desires? Asking about such things a little bit weird, isn’t it? First of all, if you know your ideal client, or at least target audience, you would be aware where their hangout. Let’s check these places:

Facebook groups.

Become a member of the group where your potential customers might be. Once you are in, add your keywords or potential pain points in the search field on the top right. That way you will have the list of comments and discussions related to your topic. Collect this information in one file, either by copy pasting it or screenshots. You will work with it later

Books they buy from Amazon.

The books relevant to your theme also have some comments below. Check what people say about solutions. What excited them and what disappointed them. You can use both to improve your business and add some features to your product.

Blogs they read.

Bloggers often touch the themes which are relevant to your product.Check the comments. These comments themselves are a fruitful field for blogging. People often ask for the solution. Keep in mind the way how they ask for it. What types of keywords they choose. What tone of the voice they use and what answers satisfied them.

Quora.com

Quora has thousands of questions relevant to your client’s pains and fears. Check the conversations. The questions as well the answers may work just like magic. You can create hundreds of topics in hours.

Twitter

Check for groups and lists first. You may find good collections of influencers or leaders who talk about your solutions or problems. Twitter search may also help in this situations.

Other Groups

LinkedIn and Google also have groups, and some of them are super active. You can look for your data there as well.

Famous Youtube channels

The leaders and influencers often have their Youtube channel. Check them out, they have probably spoke about this already. There can be some decent comments in there. Same works with podcasts.

If you have a huge list of followers

Do the survey. People who follow you already have a reason to be with you. Even if they didn’t buy from you, they quite probably like to read what you write or watch your video. Ask them.

And the cherry on the pie.

If you already have clients, (and I always recommend to build the brand only after you have clients) ask them. The real customers already have a reason; they know why they buy your product. More than that, they can recommend you how to improve it.

6 Secret Techniques on how to use photography to sell better during Holidays.

How many official holidays mean something to you?
How many of the same holidays will be substantial for your customers?

Sometimes I see my timeline on Facebook and think that I can get mad with all these similar looking e-cards. But after all, any holiday is a reason to post something, isn’t it? So, to post or not to post?

1. Treat customers as you would treat yourself.
Anything which does not attract you online, potentially will not tempt your buyers. After all, they are all humans, just like you. So, if you want to celebrate something, think what will make you happy?

2 Make exclusive content, don’t copy.
When the time of national or world celebration comes, all creativity vanishes for a while. If it’s some state day, we will deal with the flag, if it’s Helloween, that would be pumpkin, if it’s Christmas, it will be red colour and snow. I’ll be straightforward – if you can’t create something sweet and personal, better post nothing. Bad communication may harm your brand more than absent communication. So stop for a second and ask yourself: “Do I have THE IDEA?” If not, search for inspiration (check here how), and think again. Did you find your big idea? Yes? Yay, create it and share with the world! No? Just don’t post, or leave a formal text message without a picture.

3 Personalise it, if you can
How would you react if the brand sends the message to you? Well, all like when people remember their birthdays, anniversaries, special days (that’s what Facebook tries to work out with all these videos for friendship day, etc.) So? Can you make it personal? If you can, then do it. It’s always better or talk to someone special than to the faceless public.

4 Gently offer something
Ok, we want to sell something. These types of post usually help smart business people who love to learn new things and become more and more successful, right? So, you want to sell, don’t you? When we talk about big celebrations, the discounts sell well, because people are waiting for them. After all, your discounts, these days, compete with your competitor’s discounts (nobody wins). But what if you will be different? What if you will click the photo of your real team which is wrapping gifts and excited to share something special with customers? Think about it. All you need is a good promo idea and one exquisite click with your smartphone.

5 Participate the celebration
Celebrate with customers, invite them to celebrate with you offline or online. You can celebrate in office and share joy via Periscope or Hangout of FB Live. Make online meeting, have fun. Be human to your customers, be a friend.

6 Be honest
The honesty is an important quality which leads to the trust. Do your customers trust you? Well, the more you share about your brand, the better. Let’s say your company makes something to celebrate. Show people the process, share personal stories about you or your team. Let it be emotional and touching and once again honest.

Conclusion
Wish from heart and love your customer. Loving your customers is crucial. It’s not only about friendly behaviour or smiley in the text. It’s about the secret ingredients within your heart which make every message you share special.

P.S. Please share your questions & thoughts in comments below 🙂

70% of Instagram users are committing these sins while photographing food.

I’m quite an active Instagram user myself with a few thousands of followers, I observe a lot of photographs every day. What can I say? Some of the pictures are amazing and those accounts have huge followership. But the majority of people just click what they appreciate and put the pics on Instagram without a thought. And it’s perfectly fine when you have a personal account which is probably visited by a bunch of the close friends and relatives. But, what if you are running your blog and want to attract more people there via Instagram? What if you try to develop the business account, and not just a personal room for a family? Well, in this case, the quality of your photographs and the strategy are critical. Because you are providing your content for the readers, it’s not about you anymore; it’s about them. And when we talk about food-related businesses such as restaurants, cafes, bakeries, shops, food blogs, nutrition coaches, online shops – the quality of visual content is, even more, significant, as “client eat with their eyes first”.

The first sin is

WRONG WHITE BALANCE

What is white balance in camera for food photography

 

WHITE BALANCE

You presumably noticed these symbols on the camera being displayed or on the advanced smartphone apps. These are white balance options. You need to know more about white balance to achieve photographs which don’t look like some yellow disaster. The strange yellowish images are mostly the victims of the tungsten light. As AWB (Auto White Balance) can’t work within this “light temperature range”, it allows a camera to produce whatever it sees (and at that moment, the camera is practically blind). To fix this issue just chose the symbol with the little light bulb. It will dramatically improve your picture, and even if the photo is not perfect, it will be easier to correct it during postproduction.

If you need more information, read this post about white balance and the one on light temperature.

The second sin is

SHAKING HANDS & BLURRED PICS

 

USE TRIPOD FOR YOUR SMARTPHONE PHOTOGRAPHY

Well, it’s not easy to make a sharp picture in a poor light condition. More than that, it’s almost impossible. That’s why photographers work with a tripod. The good news is that you can use a sort of holder with your smartphone too. I simply use my selfie stick mounted on a basic tripod. If you don’t have a tripod, put your camera on a table or other stable surfaces such as book or bag and put the camera on timer.
The best idea is to stop shooting in the darkness. If there’s no enough of natural light, simply learn how to use artificial light efficiently. It’s obviously better to photograph in a good light condition to achieve some great clicks.

The third sin is

BORING OR BAD LOOKING SUBJECT

BORING OR BAD LOOKING SUBJECT

Yes, I quietly passed some composition mistakes or crazy looking filters. Yes, one of the most common mistakes is the poor looking subject. It’s one of the primary and undeniable rules of photography — 90% of the time you will get what you look at. So if your dish isn’t styled enough, the elements of the composition were not put in a right place, the final photo will not look exciting.

So here is the tip. (It’s easier to perform when your camera is fixed on a tripod)

  • Put your basic composition and fix the camera.
  • Then modify light, dishes, props, till you love it on a camera display. Make a few clicks, adjust the settings.
  • Now you can put the food.
  • Make some styling tweaks on the dish, take a few more snaps.
  • Now add some garnishes to the dish and make your final shot.

One of the most critical conditions for the food to look good is that it has to be super fresh. All garnishes have to be very fresh and strong (read here how to achieve it) and props clean (read here on how to maintain the props)

In conclusion

It doesn’t sound that pressing. Just three common issues to fix and your photographs will look so much better. Obviously, when you run a business account, it’s never only about pictures. It’s also some branding, some strategy, and some story behind. But if you start with good images, it’s already a big deal. You do not need to become a National Geographic photographer in a day. But nowadays, all customers are very particular about visuals; they are searching for authenticity and photography. It’s just a right medium to reach the heart of your potential reader or buyer.

Well, as I informed you so much about branding and strategy which work together with photography, here is the deal — Download this Book and try to apply the ideas from it. I know it will help your food enterprise improve the visual communication and thrive. Cheers 🙂