As a micro-business owner, attracting clients is the lifeblood of my business.
Recently, I discovered that my client attraction strategies weren’t working as well as they needed to be. I had not clearly communicated my brand to my audience of mid-life women in a clear and compelling voice about who I am and how I can help them. Frankly, I was horrified.
So, I’ve begun a journey getting clear about my brand and what sets me and my services apart.
Here are the 7 Steps I’ve been using:
1. Develop a vision of where your business is going, and how you can leverage your brand to get there. Be very specific and describe what success will look like for you and your business, using both pictures and feelings. I’ve found this to be the magic needed toward building a bridge to my business 3 years down the road.
2. Assess the alternatives to your brand. When people don’t choose you and your services, what are they choosing? Why? For whom are you actually the perfect choice?
3. Define your target market. Get extremely specific about who needs what you are offering.
4. Identify how you and your services are different. In fancy marketing terms this is your USP or unique selling proposition, also referred to as your “secret sauce.” Make sure that your brand is clear, compelling, and authentic to who you are. Most importantly, this message must be consistently communicated through all of your marketing pie.
5. Package your differentiators, both verbally and visually. Here’s where you create your audio message, saying who you’re for and what you do that no one else can do as well. Develop a look- and-feel for your brand, too: a logo, color scheme and visual style, imagery and a “voice” to use in your marketing communications.
6. Select the marketing strategies you’ll use to deliver your message to your audience. Look to see where your audience hangs out.
How do they like to receive messages? How your audience likes to receive messages now is critically important with technology offering more avenues to tap into). Your audience might respond to blogging, articles, networking, and hearing you speak on signature topics.
7. Weave your brand through all your touch points. Every place your brand is seen or experienced by your target audience should be consistent with your core brand identity.
Take a look at brands that you admire and do this extremely well. I’ve noticed that brands doing this well automatically attract more prospects with less effort, connect with ideal clients, charge higher prices, provide more value, and enjoy a more profitable and joyful business. Hey, let’s be honest…isn’t that the reason most of us left our corporate gig to go out on our own?
If taking the time to focus on your brand right now seems like a luxury of time and money you can’t afford…consider what you’re wasting on ineffective branding and marketing. Why wait any longer?