There’s a lot of information available today telling you how to build a more compelling brand. Thousands of books and blog posts and online courses claim to be the panacea to all of your brand woes. They’ll tell you that you need only follow their system or their strategy, write this type of copy, create that kind of opt-in or place these Facebook ads and voliá, your brand will shine, you’ll grow your following and finally get more clients and make more money.
I’d like to call bullshit.
I’m not saying that there isn’t some good information out there or that having a clear brand and marketing strategy is a bad idea. There are certainly some excellent tools available and there is a time for a solid plan and its execution.
BUT, until you have these three things in place, no amount of Facebook advertising, pretty websites or email broadcasts is going to save you. I often find that the women entrepreneurs I work with are getting in their own way. They’re so focused on what everyone else is doing and finding the “perfect” marketing strategy, that they’ve neglected the two most important things of all: a solid brand foundation and a willingness to take massive action. Instead, they just feel confused and paralyzed.
Let’s change that right now. Here are the three things you need to create a compelling brand:
CLARITY
If you aren’t clear about who you are, what you stand for and why you do the work you do, how can you expect your potential clients to be? It’s imperative that you can clearly articulate your story – your message and your mission – and paint a picture that creates an emotional connection to your audience. You must be clear about the value you provide and the ideal client(s) you help.
Understanding your clients’ problems and positioning yourself as the solution is necessary in order to resonate with your right audience. In today’s increasingly noisy online marketplace, the clarity you provide – for yourself and your potential clients – is like putting a light on top of your head so that your people can find you. Be the lighthouse.
CONSISTENCY
I see it all the time. You decide on your meaningful message, but then you compare it to three other people you’re stalking on social media and change it four times…in a month. Or you write two blog posts or send one email and then don’t share anything else with clients for months. Or, the content and imagery on your website and social media platforms is incongruous and all over the place. They say a confused mind never buys. I will take it a step further and say that confusing brand messaging and visuals aren’t compelling. In fact, they are often repellent. My guess is this is the opposite of what you are trying to accomplish. Your messaging and how your deliver it to your audience needs to be consistent, as does the look and feel of your brand across all touchpoints.
I’m not saying that your brand can’t evolve over time – it will – but you need to stay grounded, stop getting swayed by every bright shiny object, and stick with it for a while instead of throwing in the towel. Be consistent.
COURAGE
This is a big one, especially for women. We receive so many messages – from society, the media and our culture at large – to stay small, not take up too much space, accommodate others and not speak up. I would argue that in order to create a compelling brand, you must speak up and out – even when your voice shakes. In order to make an impact and build influence, you must speak out a lot, even when it’s uncomfortable and even when you are afraid.
I’m not a huge fan of the word fearless, because for most of us it’s just not possible. Someone once told me that fear needs to be allowed in the car, but we don’t let fear drive the car. You are the driver and fear must take a back seat. In other words, fear may be present, but it doesn’t get to be in control. You are. And like all muscles, courage needs exercise and practice. Daily.
To create your most compelling brand, you must be courageous and be willing to take massive action in the direction of your dreams. One step and one day at a time. Use your voice.
When you start with clarity, focus on consistency and lead with courage, you will be well on your way to creating a more compelling brand. When these things comprise your brand foundation, your communication plan and marketing strategy will be much more successful.
Clarity, clear communication and a genuine emotional connection are everything in our increasingly noisy, digital world. No matter where you are with your brand and your marketing, the Brand Breakthrough Consultation is designed to meet you exactly where you are and address your most pressing issues around brand clarity, communicating you message, building your platform and audience and positioning yourself to attract more visibility, more clients and yes, more money.
Check out our Brand Breakthrough Consultation here.
In this 60-minute session, we’ll look at where you are currently with your brand and platform and discuss ways you can dramatically improve your business results. The BBC will give you more confidence, clarity and focus around your brand. You’ll walk away with a checklist of exactly what you need to do to make your brand more effective and compelling.
For additional information or to schedule your Brand Breakthrough Consultation, please email jennifer@shebrand.com.
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