Everyday we are bombarded with newsletters, podcasts, quote images, articles, and invitations to sign up for the newest and brightest. There is so much digital noise. And honestly, the choices can be extremely overwhelming.
What you should do, buy, and watch? Who you should follow, friend, and reach out to? Our businesses often get lost in the noise, but they don’t have to. You can break through the noise and carve a valuable place in your market and in the minds of your clients.
To do this you need to do what you do best, and do it differently than anyone else. You need to be memorable, consistent and confident. This is the fastest way to build a Sticky Brand that you can leverage in order to take your business to the next level.
There are 4 key elements you need to create an inspirational, and memorable brand that connects with your clients.
1. Simple Clarity
Your brand strategy informs everything. The logo, website, photography, social media, copy, client experience, products and services, etc…
In order to create a compelling visual identity for your business — one that truly reflects who you are, articulates your unique offering, and attracts the right people — you need to establish a strong brand foundation first.
Once you are able to clearly explain who you are, who your target audience is, what makes you different, the benefits you offer, your brand position and essence, you can then create a memorable brand that attracts the right clients.
You need to do the deep work first, and design second.
2. Client Experience
The world is changing quickly and the number of people taking the leap into entrepreneurship is growing. In order to stand out in an oversaturated market, you will have to get creative with what you offer and how you position your brand to win.
It takes way more than just having a great idea or being amazing at what you do to be successful.
What does that mean?
It means that how you provide your services or product is just as important as the end product.
People are more likely to comment on their experiences with a company (good or bad) than on their experiences with the actual product.
You need to map out your client journey. Think about how you want your clients to feel, and respond to what you do or sell.
Are there any areas you can improve?
It doesn’t have to cost you money — it does however need to make people love working with you and your brand and want to refer to their friends. A powerful client experience can do that.
3. Images and Video
People are quick to judge. If your brand imagery makes you look unapproachable or unprofessional, it is costing you money.
Hiring a professional photographer is a small expense in the grand scheme of things, and goes a long way towards making the right impression. Believe me, people can tell if your website is full of stock photography.
Give them a glimpse inside your world, and show your team’s personality so your dream clients can picture themselves working with you. Many photographers are now offering branding photography sessions for small businesses. You just need to find the right one for you.
You need to tell your brand story through images and video.
Video — both live and pre-recorded — is a great way for your potential clients to get to know you. You want your company’s personality to shine through all your marketing and social media channels. This is what will create a relationship with your clients.
If you are filming yourself for anything (Instagram or Facebook Live, webinars or training, promotional videos) invest in a tripod, backdrop sheet, and a light so you look your best.
And take stock of what’s in the background of your video. If the room is cluttered — tidy up. If you are backlit or there is background noise — move to a new location. Remember you don’t have to be perfect, you just need to be your best authentic self — and the right people will flock to you.
4. Visual Brand
Once you’ve found Strategic Clarity, it then needs to be brought to life visually. This includes everything from your logo, color palette, website, social media graphics, brand guidelines, and anything else you need for your business.
The confidence that comes from clarity is a strong strategy from which to do business, no matter what your size.
Your brand is so much more than a logo. It is the foundation for how your business does everything.