Why develop your brand strategy? It gives you a strong foundation of clarity to move forward and grow your business. You develop “brand confidence” - the ability to attract your ideal clients with the right messaging, content and offers.
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You know you want to narrow and define your niche. You know once anyone asks you What You Do, the very next thing they’ll ask is…hey, Who’s It For?
Type “Ideal Client” into a google search bar, or begin looking up how-to tips in the Pinterest search engine and you’re inundated with free worksheets helping you ask tons of questions to find your Ideal Client Avatar.
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There are many elements that go into creating powerful brand messaging. Today I wanted to focus on one in particular: your brand benefits.
While the features of your brand describe the offers you provide in detail, your benefits tell your customers why they should care about your business and promises the results and transformation they’re seeking. Benefits tell your audience what they can expect as the result of buying your product / service.
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Consumers today are super savvy, so you don’t want to just market “at” them, you want to build a brand experience so memorable that your ideal clients can’t help but fall in love with your business and talk about what you do.
A brand experience encompasses everything someone knows about your brand. It can be anything they’ve seen, heard, felt….or even touched. It can even be a scent.
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Words hold meaning. Messaging done well strikes a chord. When it comes to naming your brand, you want to choose something that represents what you want your brand to stand for. Therefore, it’s vital to choose the right brand name for your business.
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Let’s talk features and benefits as they relate to your brand and the business you’re growing.
FEATURES: Features stick to the facts. They describe “what it is” and are typically the description of what you get when it comes to the product, service or experience you’re selling.
BENEFITS: Benefits talk about the value of what you offer. They are the desires of your target audience, fulfilled. When your ideal clients are wondering what they get out of your product, service or experience as the result, outcome or takeaway, what they really want to know is how your offer benefits them and their life / business.
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As your business grows, your brand evolves and you’ll find yourself wanting to do some updating. How do you know when and if you need to do a full “rebrand” versus a “brand refresh?”
The extent of the updates you want to do and the reasons behind them help inform whether your business needs a rebrand or simply a refresh.
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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.
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Vision-casting for the year ahead is the name of the game come late December / early January. You can really create a vision board any time of the year, but the switchover to a fresh new year is often an inspiring time to tackle this.
While you may have done a version of a vision board in the past, I’m sharing the process I use because I take several of my interests: vision-casting, dreaming big, Feng Shui & energy, personal development and manifestation practices…to create a board with intention and focus.
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Your mindset is how your mind works. It’s made up of your collective thoughts and beliefs, and they affect your thoughts, feelings and actions. They also provide the lens you look through and that’s how you see and interpret the world around you.
You can imagine how much mindset comes into play as an entrepreneur stepping outside of your comfort zone, entering a world of uncertainty to start and grow your business.
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When you choose to start a business, one of the very first questions you face is what you want your business to stand for and what to name your business. Do you name it after yourself and rely on you as the authority, expert and face of the brand? A personal brand can be a great choice!
If you choose to accept the mission of inventing your own brand name from scratch – i.e. a “business brand,” good news! There are specific benefits to doing so.
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If you’re a modern entrepreneur, at some point you sat down and created your ICA (Ideal Client Avatar)…and it may sound something like this:
Her name is Bridget. She lives in the city, she’s 32 years old & has a goldendoodle. She drives a Prius to do her part for the environment. She’s a college grad, keeps in touch with her sorority sisters…
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