5 STEPS TO CREATE A BRAND THAT WORKS FOR YOU

THE BIG SECRET TO CREATING YOUR OWN EXPERT BRAND SITS BETWEEN…

 

 

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Who you really are, and who your customer really is.

Sounds simple right?! And it is. There’s no big secret that you have to work hard to figure out, your expert brand already exists, if you’ve got customers and you’ve got you, then you’ve got an expert brand, it’s sat right there waiting for you to claim it.

Simple.

BUT SIMPLE DOESN’T MEAN EASY!

Especially when it comes to doing it for yourself.

The DIY option has its perks, you get full control, you learn a heck of a lot of great new things that will serve you and you business for years, and you save a few bob in the process but you do have to invest time, your time, and it isn’t always easy.

In this blog I’ve mapped out the 5 step process I work through with my 121 brand clients and teach in more detail through my brand bootcamp. What’s on this page ISN’T a quick-fix-do-this-and-you’ll-create-a-profitable-brandover-night, – that you’ve got to pay for! What’s inside IS a step by step look at the process you’ll want to go through to ensure your brand is working for you – and by ‘working’ I mean making you more profit.

Because that’s the real secret to creating your own expert brand.

Profit.

Creating a profitable business without you working harder.
Note: What does ‘profitable’ mean to you? Ponder that question while you read the rest of this blog…

So without further introduction let me walk you though the secret, emotional trigger bed that is your brand.

 

       

YOU’VE GOT IT ALL UPSIDE DOWN. STOP TALKING ABOUT WHAT YOU KNOW AND WHAT PRODUCTS YOU SELL.

When you strip away all the marketing talk, there are a lot of people selling the same results as you!  

And whilst you may have a few nice positioning pieces, which try to distinguish your offer from everyone else’s it’s likely you just blend into the sea of similarity and get swept out unnoticed.  

So what’s the alternative?  

Create desire for what you’re offering through design.  

Create a brand that people want a part of. Connect with the emotional decision-marking brain and appeal to peoples senses, because as science shows…  

Feelings are where it’s at when it comes to making money.  

But how?…          

 

 

5-Steps-to-Design-Your-Expert-Brand

Download the Cheat Sheet

 

 

 

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ONE. START WITH YOU

Identify and embrace what makes you, you. :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::    

 

 

Putting YOU at the core of your brand can feel a little contradictory – especially when we’re told time and time again that marketing should focus on what’s in it for your customer.  

And that is true, your marketing should speak directly to your perfect customers but first you’ve got to know your own who, what and why.  

And really know it.

Otherwise you can find yourself trying to just say the right stuff, the stuff that they want to hear and not the stuff you want to say.  

REMEMBER: THIS IS YOUR BUSINESS. YOU ARE THE EXPERT. IT STARTS WITH YOU.

When you focus your brand on you first, who you are and why you do what you do the way you do it, a few magical things happen.  

First up you’ve suddenly created a business that no one can copy, and we all know how much people love to copy the good stuff, but no one can copy who you are.  

Next up, your perfect customers, the ones you really want to work with, start to really see you and connect with you like they’ve know you for years without ever having met you – that’s the power of a good brand.    

CONNECTION.    

Our rational, analytical brain is separate from our emotional, decision-making brain. So when you tell people what you offer and how you offer it they’ll understand, but you WON’T push the emotional hot buttons that’ll get them to act. When you show people who you are and why you do what you do through your brand, verbally and visually, you light up those emotional triggers in a part of your brain that has no capacity for language, only feelings and it’s here that decisions are made.  

 

Try this…  

SPEND 10 MINUTES AND FOCUS ON YOUR OWN WHO, WHAT & WHY…

WHO YOU ARE?
WHAT YOU LOVE MOST IN THE WORLD?
WHY YOU DO WHAT YOU DO?  

Think about all the things that you love, things that inspire you, places, people, everything and anything that you just have to have in your life day to day. Things that make you smile. Things that you just couldn’t imagine living without.  

There’s no right or wrong here.

Anything goes, so longs it feels good to you.  

Sit with it for a while, this can be a tough activity, we’re not used to thinking about ourselves so deeply. But it’ll be worth it. I promise.  

Then when you’ve got a list of 10 – 15 words, thoughts, feelings, things at are all YOU. I want you to set up a pinterest board and search for visual representations of these words, start pinning all and any image that you like, any image that catches your eye. Pin it and make a note of why it stands out to you, what you like about it.  

This is the starting point for your expert brand.  

This is you.  

These are the things that make you different for everyone else doing what you do. And this is what we need to weave into the core of your expert brand identity.      

 

 

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TWO. KNOW WHO YOU WANT TO CONNECT WITH

Understand what makes them, them. Immerse yourself in their world. :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::      

 

 

You might think the perfect brand starts with your customer avatar. It’s what a lot of ‘experts’ tell you and so instead of ripping up that annoying little template, you’ve forced yourself to write one. But don’t you find it just a little restrictive?  

I know I do.  

I mean, is it really possible to narrow down your market to just one clear and succinct type of person?   No, it’s not.  

BECAUSE PEOPLE, BEING PEOPLE, WELL WE DON’T COME IN ONE-SIZE FITS ALL. SO TRYING TO CREATE A CUSTOMER AVATAR IS LIKE BRINGING FRANKENSTEIN MONSTER INTO YOUR BUSINESS.

Let’s look at it another way.  

If I asked you to think of your perfect customer, a real customers, someone you have worked with that you loved working with. I bet a particular client would instantly spring to mind (and make you smile)… And I bet you thought of that particular person because you love working with them as much as they love working with you.  

Now wasn’t that a lot easier?  

It might be subtle but it’s a very important difference and here’s why…  

Just imagine what would happen to your business success if you had a brand identity that worked like a magnet to attract more of these “perfect” people to your digital doorstep?   Isn’t that far more exciting than pulling your hair out over an avatar!  

So I reckon your biggest mistake up until now is you’ve thought about branding from the wrong angle. But don’t worry. You’re forgiven because you’ve been misled by that nasty customer avatar monster and have focused on figuring out who you think you should attract, rather than focusing on who you most naturally attract and why.  

TAKE A FEW MINUTES TO THINK ABOUT YOUR FAVOURITE CUSTOMER…

WHO THEY ARE?
WHAT THEY LOVE MOST IN THE WORLD?
WHY THEY WANT WHAT YOU DO?  

Think about all the things that your customers love, things that inspire them, places, people, everything and anything that they just have to have in their life day to day.  

Sound familiar?  

It should do, we just did this exact exercise for you.  

You see, your brand identity sits between these two places.  

 

Who you are & who your perfect customers are.

 

Creating your brand starts with your view of the world and ends with your customers. The visuals, images, colours and design styles you use in your brand marketing tell the story of who you are, what you believe in, what it’s like in your world, in a way that meets your perfect customers half way, communicating in a way that you both get.  

That’s what branding really is, communicating who you are in a way that triggers the emotional hot spots for your perfect customers without you ever having to meet.    

 

 

 

 

 

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THREE. FOCUS ON FEELINGS

Create an experience that hits those emotional (buying) hot spots.

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It’s time to really dig into the world of feelings.

Feelings are powerful little things, and very often over shadowed in business by stats and numbers and $ signs!

But what if I told you that feelings are where all decisions are ultimately made. Including the ones of the $ variety.

I don’t think you’d be surprised.

 

YOU ALREADY KNOW IT, YOU DO IT YOURSELF.

When you decided to buy that car, your house, the holiday, you did your research sure, you looked at all the logical reasons you would and shouldn’t purchase from the big list of options and you narrowed it down based on your gut, instinct.

How you felt about the options.

You wanted a holiday somewhere hot, by the sea, with a sense of adventure, all decisions based on how you feel.

And when weighing up all the options, when faced with all the logical facts and figures what had the final say when it came to booking.

 

HOW IT MADE YOU FEEL.

 

Those pesky feelings have a lot to answer for when it comes to spending your money.

And if you’re in business to make money, well, you’re going to want to pay attention to how your business, your brand makes people feel.

 

TAKE A FEW MINUTES TO THINK ABOUT THE LAST FEW BIG TICKET PURCHASES YOU MADE…

WHAT DO YOU REMEMBER MOST?
HOW DID IT MAKE YOU FEEL?
AND WHY?

 

Make a note of all the things you remember about the experience, whether good or bad, and pay attention to how this made you feel.

These feelings, the ones that triggered your decision to buy, these are the feelings you want to inspire in your brand, for your offerings. By paying attention to the emotional hot spots that are triggered in the buying process for yourself you can start to apply this to the buying experience in your business.

Think about…

How do you want people to feel when they buy from you?

What lasting impression do you want people to walk away with?

When telling their friends about you, what do you want them to say?

Pay attention to the way you want people to feel, and design your brand experience to inspire these feelings.

 

 

 

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FOUR. DESIGN TO INSPIRE ACTION

Create content that gets people moving, sharing and buying again and again.

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This is where the magic comes to life.

Before you set pen to paper and start choosing colours, fonts and images you MUST get clear on the who, what & why for you and your customers, and have a clear picture of the experience you are looking to create.

This is where most brands fall down. It’s far too easy to get swept up in the latest trend or design style, the shiny shiny of the design word is easy to get lost in but when you are clear on the who, what & why you can focus on what will work for you.

 

THERE IS A SCIENCE TO USING DESIGN IN YOUR BUSINESS. AND THAT SCIENCE IS BASED ON HOW PEOPLE REACT TO VISUALS BASED ON THEIR VIEW OF THE WORLD.

 

This is why it is so important to know who you are and who your customers are.

Different colours, fonts and images will trigger different emotions depending on your view of the world. Culture plays a massive role in this, so it is important to understand who and where your brand is going to impact and design based on the emotional connections and reactions you want to inspire.

When designing for your business start with colour first. Colours make the biggest impact on our senses, simply changing the colours on your website can change the perceived value, and profit in your brand.

We could talk colour psychology for days, there are many subtleties to consider that will have a big impact on they way you are perceived. You should take time to get to know how you can use colour to impact on your business, there are plenty of resources on colour psychology on the web and I created a mini video series on the basics which I’ve included at link to at the end of this workbook.

If you’d like to dig deeper into choosing colours, fonts and visuals for your own brand join me for the next Brand Bootcamp. We’ll work through each of the 5 stages covered here in detail, looking at how you apply this to your business and create your own expert brand identity.

 

To find out more and book on click the link, or pop me an email.

 

Book On The Next Brand Bootcamp

 

 

 

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FIVE. KEEP IT COHESIVE

Show up and share your message consistently, everywhere.

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Now you know your who, what and why, you know how to hit the emotional hot buttons for your customers and design an experience though colours, fonts and imagery that creates connection and inspires action.

But it doesn’t end here, this is only the beginning, now it’s over to you to show up consistently with your brand style that’s designed to trigger those feelings.

And that’s where a simple one page guide will save you time, and a lot of hassle.

 

YOUR VISUAL STYLE GUIDE IS YOUR KEY TO CONSISTENCY, AND WE ALL KNOW THAT CONSISTENCY IS THE REAL KEY TO SUCCESS.

Simple put this a single page document that details your brand specifics;
Colours
Fonts
Logo marks
Icons
Design elements
Visual styles

 

Laid out clearly so that you, and your team know exactly what and how to create design for your brand.

Click here for some examples >>

And if you want to create your own visual style guide, complete with the colours, fonts and visual style that you know will inspire connection and action in your own brand…

 

Join me for the next Brand Bootcamp and together we’ll get your visual style working for you.

 

 

Book On The Next Brand Bootcamp

 

WANT TO GO DEEPER.
JOIN ME FOR BRAND BOOTCAMP

5 DAYS TO DIY BRAND YOU.
STARTS 26TH OCT.

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