Tweak your brand mindset to enchant your audience
Running a small business keeps you busy, no doubt. So busy in fact that it’s sometimes easy to ignore to the things you can’t see…
Yes. The things that you can’t see. Now hold on to your hats as I’m going to go even further: there’s an energy surrounding your business that you’re feeding. With every little thing you do. That you’re tending to constantly. This sounds woo and I don’t care, because this “energy” is your brand, and we need to talk about it. I want to make you aware of this, so you’ll be able to send out the right signals to your ideal customer. Making sure your brand comes across the way you intend it to. So you can build a relationship of trust with your audience, which will spread your message and ultimately raise your bottom line.
Don’t think of your brand as your logo, and your business cards. Take a broader view. Start seeing your brand as an energy, which lives in the sphere of emotions and thought. You can’t touch it, it’s a construct, a zone, where your audience meets and experiences you, your business and your products.
It’s the relationship you have with your customer. It’s what your audience thinks when they interact with your business – and when they don’t interact with you. Brand is the feeling your customer takes away from doing business with you. It’s the expectation your customer has when visiting your website with the intention to buy something. Taking all this into account paves the way to a much more effective way of approaching your communications and marketing.
You’ll ultimately want to gain a place in your audience’s hearts and minds, so they remember you without even being prompted to.
As business owners we need to ensure that our customer’s experience adds so much value to their lives that they’ll want to engage. Again and again… in other words, we better make sure our brand is appealing, unique, memorable and presented in a way that keys in with you ideal customer’s preferences. We need to set out to build a genuine relationship.
Take an event planning business for example. Let’s imagine you’re the customer, planning to hire a party stylist for your big summer bash.
There’s a lot of brand happening between you and said event planner from the moment they’ve been recommended to you by your spin class buddy to the weeks after the event when you’ve long straightened up the place.
So now’s it's your party planner's chance to shine from the go. And we're not talking about their stellar service, but about everything else that surrounds it.
Do they have a pre-event care? Wouldn’t you mind being able to poke into some kind of checklist for the party to feel completely reassured? Or a small but thoughtful gift setting the mood before the big day? Is the experience you have dealing with the event planner and her staff pleasant and calm? Maybe they even have some kind of after-event care, which could include a follow-up, a booklet on how to keep the party spirit alive for less in the weeks to come and so on.
Now, these are top of my head ideas, and if you're a real life party stylist you probably have way better ideas... But they illustrate the point that there are a lot of opportunities for a business to get their ideal customer’s attention before, after, and throughout their dealings together and make sure the customer comes away with a great feeling.
Every interaction throughout this timeline of pre-sales, event and after-care is a chance to express and cement the brand and I’m convinced that the customer would probably recommend a event planner with all that in place to the next person they chat parties to.
You could also liken a brand to the workings of a real relationship, guided by the rules of give and take. Looking at it this way, you can’t actually buy brand. It has to be created and looked after.
Brand grows and develops based on your interactions with your audience. It’s the reward you get for building a real bond with your audience and getting involved with building your brand is a smart move you can make. It ensures that you’re creating an authentic brand, one that truly expresses what you stand for.
There. This is your brand. Armed with this knowledge you’ll be all set for successful content creation and marketing.