What’s your brand?
Your brand isn’t your logo. It isn’t colors. It isn’t fonts.
Your brand is what your customers think of, what people think of, when they think of you. Your customers value:
- personal responsibility.
So make sure your business, your brand, speaks to the values of your audience. To do this, you need to know what your market truly cares about, and speak the cold, hard truth..
Ask yourself these questions:
- How do I create value?
- How can I offer those skills to solve my customer’s problems?
- Who might need my solutions?
- What is the best way to get my message out?
- Who cares about this?
- Who needs this?
- What other business opportunities might arise from this?
Every marketing piece you create should be part of solving the problem you’ve identified and should be in line with your talents.
And remember never and always.
What will never be in your marketing message and pieces? What will always be in your marketing message and pieces?
Once you’re sure you’re talking to the values of your audience, start getting your message out in creative ways. Frequency is about consistency. Be consistent to create brand personality. Create a memorable style. Deliver a valued experience to your audience over and over and over.
Creating an association between your business and something already valued and rooted in your audience’s heart and mind will anchor your brand in their hearts and minds. Create something remarkable and make it easy for them to talk about it.
Relationships are the glue that give your brand staying power.
To train your customers to think of you in a crisis you have to build a relationship with them as you would a friend. The best way to start connecting with them is by speaking to their values and to the problems they are looking to solve.
Get in front of people. Offer to speak for no charge, and use words in your speech that highlight your insightful and unique business concepts.
And remember, always display your logo when speaking.
Inspiration for this post came from Michael Drew and his ebook: Brand Strategy 101: Your Logo Is Irrelevant.