Your Wildly Successful Brand Journey Framework

Let’s paint a picture of a wildly successful brand journey, shall we?

BUILD YOUR BRAND FOUNDATION

Building Your Brand Strategy

Your brand foundation gives your business solid footing to plan and execute everything.  You start by building your brand - the Perception, Positioning and Packaging, including:

·      The bigger picture and why of your brand

·      Developing your desired brand perception

·      Clearly defining your niche

·      Understanding the pain points, challenges, desires & goals of your audience

·      Positioning your brand to set you apart

·      Crafting your stand-out positioning tools: mission, vision, values, manifesto

·      Creating taglines to inspire

·      Telling your story in a relatable way to build trust

·      Strategically designing your brand identity: logos, colors, fonts, photos

·      Packaging your offers to align with your brand promise

·      Developing your brand voice & personality to communicate with ease

·      And there are more nuances within each of these…

GENERATE BRAND AWARENESS & INTEREST

Promoting Your Brand, Captivating Your Audience

This is where you take your brand strategy and you put it into action.  You can’t build a brand and then not share it with the people you want to attract!  By implementing your brand strategy, you’re promoting your unique brilliance, setting yourself apart in your industry, and generating awareness for your brand as well as genuine interest from your audience.

 I recommend utilizing the brand strategy and messaging you created from your foundation phase as:

·      Copy on your website

·      Branded Content Pillars for your marketing materials and promotions

·      A bio for others to swipe about you plus your social media bios

·      Positioning for launches, challenges, podcast episodes and more

·      Inspiration to develop your product/service suite starting with your lead magnet and entry point into your world

·      Plus, to illuminate the type of client experience you want to be known for

Your brand IS the experience your audience comes to expect, which means your brand strategy literally touches every single part of your business: from how you show up on Instagram Stories to your email signature and the welcome email sequence you create when you offer your free, highly valuable, “on brand” guide or download. 

This also means that this is the stage where you want to be engaging regularly with your ideal audience so you have firsthand knowledge at all times about what your customers want and need from you.

You want to share your mission and vision regularly, promote your unique differentiators and services and become a known factor to stand out in your industry for what you do best.

BECOME THE #1 STAND OUT CHOICE

Deploying Your Unique Brilliance

 The goal of forming a solid brand foundation from which to promote your products, services and experiences to gain awareness and interest from your clearly defined niche is to become the first (and only) choice in the minds of your consumers.

You want to create an emotional connection with your ideal clients to form strong relationships.  You want to build up your “know-like-trust” factor so you’re not only inspiring them regularly, but showing them why you’re the perfect solution for them.

You do this by sharing:

·      Your unique approach, perspective or framework

·      How you did it – your secret sauce, magic and experience

·      Social proof – the results your other clients have already gotten

·      Sharing brand stories that resonate

DELIVER AN EPIC EXPERIENCE TO INSPIRE BRAND LOYALTY

Exceeding Expectations Consistently

 The actual definition of a brand is the experience you deliver to your audience…so, might as well develop a plan to make your client experience EPIC. 

 Once you’ve successfully been implementing your brand strategy and attracting dream clients, you want to go back and ensure that at every single consumer touchpoint in your business, your brand is consistent and the experience is aligned and unforgettable.  You want every detail considered, beautifully. 

And when I say everything, I mean everything…every way you’re in touch with your clients, including:

·      Lead magnets and free resources

·      Email welcome sequence

·      Website

·      Application process, or cart checkout experience

·      Sales call experience

·      Brand photos and videos

·      Invoices, contracts, pricing guides, media kits, welcome kits

·      Email signature

·      Social media headers, content and bios

·      Marketing materials

·      Educational materials

·      Product packaging and descriptions

·      Programs & Services

·      Onboarding experience

·      Offboarding experience

·      And much, much more (literally any aspect of your business)

This will evolve over time and the key is staying in touch and engaged with your ideal clients who are the best fit for your brand so you’re delivering an experience they want that fulfills their needs and continues to give them a reason to stay.   

When your clients receive quick wins and great results, they will trust you and want more from you - - - if you continue to deliver your epic experience and brand promise, you’ll inspire brand loyalty.  You’ll create a community of ideal clients who will stick with you on the journey.  You can incentivize these ride or dies by rewarding them, and giving them the clear next step to continue to come back for more because it’s being offered by you.

CREATE FANS & BRAND AMBASSADORS

Marketing Done For You

The final step of your wildly successful brand journey is strengthening your relationships with your best customers to create fans and brand ambassadors.  This means when anyone they know is looking for “what you do,” they shout you out, they recommend you, and they can’t stop talking about their epic experience with you and the results they’ve achieved so they become marketers on your behalf!

Things to consider in this step of the journey:

·      Creating some type of loyalty program

·      Asking your best customers to become affiliates for your business

·      Making what you do easily share-able

·      Continuing to conduct market research to know the next can’t-live-without-it opportunities to offer

This Brand Journey Framework is ongoing and you’ll have new and seasoned clients at different stages of the journey at all times.  Keep this framework handy to remember the steps you need to take in order to create a clear, cohesive and compelling brand that captivates your dream clients, helps you show up consistently articulating your value and unique brilliance, while you deliver unforgettable experiences that keep them coming back for more and shouting out your genius from the rooftops. 

Go get ‘em, tiger.