Your Branding is Personal 2

How can you, a coach or consultant, form a connection with your target audience? One that makes them feel fierce loyalty to you where they spread good word of mouth and help you achieve your goals.

 

What Your Branding Is and Isn’t

Other seasoned marketers will teach you technical strategies like video marketing, blogging, podcasting and more. They’re great at teaching the technical steps and talking about how your content can help you with search engine optimization (SEO).

However, these technical steps are not what attraction brand marketing is about. Anyone can release a video. Anyone can slap content on a blog or website. And anyone can record an audio file.

You are a special person to be able to embrace the concept of branding for yourself, a true leader who isn’t afraid to command the clout you need online to draw the very best clients. You can leverage the attraction brand marketing system to draw people to you, not drive them to you.

What does attraction branding mean? Branding to attract clients is not hype and not hard selling. Attraction means you present yourself online--as a brand--in a way that has people clamoring for more from you.

You make them addicted to you over time. They love your personality. They love your insight, and they love how real you are with them. Branding with an attraction element helps make you visible to those wouldn’t otherwise find your site online.

Word of mouth is a powerful thing. When there’s a buzz created about you specifically – people flock to you like moths attracted to a light. They feel warmth and comfort in your message,  and people respond to that and want to be around it.

Live Your Tag Line

A tagline is a kind of brand motto. When ACPI was formed, two pilot groups produced two different tags lines for ACPI to test.

  • Take on the role of a lifetime.
  • Make a difference

ACPI still uses both in different marketing venues, and since we chose those taglines, I  have noticed other online businesses copy them. That means ACPI did its homework successfully.

What is your branding about? What do you want to be known for?  Do you want to be the marketer who:

  • …has a sympathetic nature?
  • …is very blunt and honest with people?
  • …over-delivers in value?
  • …carefully scrutinizes everything before you recommend it?

Whatever you want people to think about you is what your brand’s tagline should be created around. Many marketers use a simple, “To your success” closing tagline at the end of every email and blog post.

This is generic marketing, and it does work.  Yet, how much better would it be if you could come up with something that people remembered and associated with you?

What businesses are you drawn to?  Think of those who you yourself are attracted to in the world of online business. What drew you to them.  What elements are they using to capture people’s interest and turn them into loyal fans!

 

 

 

Tool– Ideal Client Profile 2

If there’s one mistake that new—and even established—business owners make is failing to develop a clear vision of the ideal client.

Too often we think our service or product is “for everyone.” And while it might be true that everyone could use your help, it’s simply not possible for you and your brand to appeal to everyone. Your prices might not be in line with what some can afford. Your branding might not resonate with others. Your story may not touch everyone with the same sense of urgency.

And when you try to reach everyone, rather than narrowing your focus to your truly ideal client, you dilute your message, making it even less likely that those perfect customers will find you.

But if you’re just starting out, it can seem an impossible task to know who your ideal client is. Start with these three points.

  1. Gender. Is your audience male or female? While men and women might both read and enjoy your content—and even buy your products—you will most likely find that your market is skewed heavily one way or the other. Men and women are different, and they are affected by stories and branding in very different ways, so what appeals to a man will not always appeal to a woman. Look around at some of the brands you buy, and you’ll quickly see how they form their messages to appeal to one or the other, but very rarely both.
  2. Goals. What does your client hope to achieve, and how do your products and services help to realize those goals? Whether she’s trying to build a profitable crafting blog so she can stay home with her children, or he’s working to create an online resource for muscle car fans, if you don’t know where they’re going, you can’t help them get there.
  3. His or her point in the journey. Is she a beginner or well along on the path? How you speak, how you write, what marketing methods you use, and even what prices you charge will all be determined by your ideal client’s level of sophistication. Whether you’re teaching beginning knitters how to cast on, or helping couch potatoes train for their first 5k, their level of commitment (and willingness to spend) is far different from a long-time knitter who is discovering intarsia, or a runner working up to a triathlon. And you will not reach your market effectively if you don’t know exactly where they are and what they need at this point.

Of course, what if you are just starting out, you might not yet know who your ideal client is. That’s okay, but pay attention because the client will tell you...

  • Through the products they like
  • Through the services they buy.
  • By following your social media
  • By commenting or asking questions on your blog.

Watch your interactions, study the businesses of those who contact you for help. Take a look at what your competition is doing, and soon enough you’ll have a clear understanding of who your ideal client really is.