How can you build a memorable brand based upon strong brand foundations and clarity of direction?
Forget productivity hacks. This is peak performance on a hot day!
Happiness is… a 99 in the sun ;)
We took a trip to the beach last night in an effort to cool off. After a quick dip (the others, not me - I need at least 5 hours to millimetre myself down into the water ;)) we stopped at a little shop for ice cream.
As we sat there in the baking sun (which was still beating down at 8.30pm!) I noticed an elderly man sitting on a low stone wall across from us. Oblivious to all around him, he was thoroughly enjoying a 99 ice cream cone. What also struck me was that he was fully dressed for the cold - with his jacket zipped right up to his neck and a snug woollen cap on his head.
I imagined a scenario with his wife sending him out for a healthy walk and warning him to stay well wrapped up… and him obediently complying – while still managing to take a little liberty with the rules (ice cream in hand 😉). Either way, it made me happy to see him enjoying his treat so much!
It also reminded me how standing out, even in small ways, makes us memorable. It's the same with a strong brand: what makes us a little different is often what makes us most compelling.
Why build a powerful brand?
An aligned brand is one which sets your small business apart, and is in keeping with your values, vision and purpose.
Most of us operate in saturated markets, with fuzzy brand positioning at best. We need to differentiate our core brand in order to stand out and be seen – not just for visibility, but to connect with the right people.
The goal of branding is to amplify - to help reach more of the people for whom your offering feels like the right fit, aka your target audience.
As a customer, it's that feeling of buying into a brand that 'gets' you. You are clear on the brand's stance and positioning, and whether or not it is aligned with your own identity.
Think of the brands you love, it's hard to quantify the reasons. For example, why do Apple customers pay much more for iPhones when Androids offer more features and are cheaper? It's often hard to explain why – but you feel the rightness!
Brand positioning needs to be heart-driven first
We connect with clear brands on an emotional level.
Compelling points of difference run much deeper than functional benefits, i.e. things that matter to the customer, such as brand values, clarity and direction.
While we like to believe we're always 100% rational in our decision-making, the reality is that our emotional brains are much faster than our thinking brains. The emotional brain likes to keep us out of danger; it reacts swiftly to cues, both negative and positive…
This could be a rustling sound coming from a bush as you walk home on a dark night. Or a red hot cooker plate. Or the smell of coffee brewing in the morning!
Brand cues include all of your brand elements working together to create your brand experience:
Your colour palette, fonts and imagery
Your tone of voice, point of view, and messaging
Your values and customer service
How you make people feel
Our goal is for our brand to create positive cues for our audience.
How can you begin to meaningfully differentiate your brand?
How to meaningfully differentiate your brand?
Differentiation begins with identifying your dream customer / client. The people who:
Need your service
Align with your values or way of working
Are willing to pay for the outcome you offer
Aligning your brand with this group helps to clarify and build your brand personality.
It's worth adding here that the idea of 'narrowing down' may feel challenging for many of us. The thought of cutting off swathes of the population can feel risky.
The truth is you are not turning your back on anyone; what you are doing is deepening your relevance with the audience you want to work with.
Think of it like being at a party and in conversation with someone...
If this person is busily scanning the room while conversing with you, it doesn't feel that great! Time to politely move away to someone who is interested!