And is it only for big businesses that can afford expensive advertising to spread their name and logo all over just for the sake of brand recognition?
Like most abstract concepts, there is no single, precise definition of branding. Many people have expressed different ideas about what branding is and what it means. Here are a few of those ideas:
- A brand exists in the mind of the customers or clients.
- Branding is much more than just a logo.
- A brand is a promise to the customers.
- Branding is a perception that triggers an emotional response.
- Your brand is what people think or say about you when you’re not in the room.
- Branding often has nothing to do with the product.
And one of my favorites:
“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” ~ Seth Godin
When we choose to pay a premium for one product compared to another, we make that decision based on branding and usually we are unaware of the subconscious emotions that influence our decision.
Here’s an example I once heard from business magnate and motivational speaker, Nido Qubein.
Why would people pay so much more for a box of chocolates in a gold box with a dark red bow than they pay for a bag of Hershey’s kisses? The difference is you buy Hershey’s kisses to eat, but you buy Godiva chocolates to give.
If you’re going to give someone a gift of chocolate, that gold box and red bow send a different message than if you were to wrap up a cellophane bag of chocolate kisses. But it’s not the gold box and red bow that make Godiva more expensive; it’s the meaning the Godiva brand has in the mind of the purchaser and in the mind of the gift recipient.
Is Branding Relevant Only for Big Business?
It’s easy to think that only big companies can afford to worry about branding – especially when we see the television commercials, magazine ads, billboards, and store signage all focused on building brand awareness in the minds of consumers.
As small business owners, entrepreneurs and professionals, most of us can’t afford to spend millions of dollars on a nationwide campaign of televisions commercials. We need to focus on getting new clients and making sales.
We are also unlikely to have our products distributed in stores across the country and we don’t have a team of sales people. We need to rely on methods that are known as direct marketing or direct selling.
But branding is still critically important for entrepreneurs, professionals, and small business owners. It just looks different for us than it does for the big brands.
One of the most important roles of branding for small business reflects the original meaning of the term, going back to the days of cattle ranching on the open plains of the western United States. Branding serves to differentiate things which are otherwise identical.
When you tell someone “I’m a dentist” or “I’m a business coach” or “I’m a real estate agent,” you make yourself indistinguishable from your competitors and you give prospects no reason to choose you over anyone else. It that situation, buyers will most often resort to choosing based on price!
What Makes Prospects Choose to Do Business with You?
There are quite a few factors that effect that decision-making process of our prospects and clients — reputation, quality of product or service, word of mouth, and more.
Here are some important elements to consider when developing a brand for your business:
Quality: What is the level of quality that you establish for your products or services? Do you consistently deliver that level of quality? Would your customers or clients agree with you about your quality? Remember, your brand exists in the mind of the consumer. It’s their perception that counts!
Familiarity: For a small business, think in terms of your tribe of fans and followers. As your brand grows, they feel familiar with your brand and what you stand for, which makes them more likely to buy additional products or services from you because they already trust you.
Memorability: In order to generate more business from your clients and prospects, your brand needs to stick in their memory. You want them to think of you when they have a need for your product or services at some point in the future.
Consistency: This is closely related to familiarity. Be careful your consistency in products or services, in your content marketing, and especially in your images and other visual content.
Resonance: Since your brand lives in the mind of your clients and prospects, you want to continually focus on developing a brand that creates the desired feeling in your clients and prospects. Make sure they’re receiving your intended message and not the wrong message!
Clarity: Because branding involves so many abstract factors, it can take a lot of testing and feedback to make sure your audience is getting your intended message. Visual images can also be abstract. It’s important to choose an image, for your logo or other branding, that clearly indicates a specific meaning to most people.
Uniqueness: This is one of the most important elements of branding for small business. It is also an element that can take a lot of mental effort, brainstorming, and feedback from others. What makes your product or service unique among your competitors? That is something that may evolve over time as you understand more about the unmet needs of your clients and prospects. By the way, uniqueness also means that your products/services don’t need to appeal to everyone!
Emotional Connection: As I mentioned before, people identify emotionally with brands they like. It becomes part of their personal identify and defines them just like their political or religious affiliation. Since we know that “facts tell and emotions sell,” you want to make sure your brand makes an emotional connection. Visual images are one of the ways to do this because they speak directly to the subconscious.
Credibility or Trustability: This element relates back to Familiarity and Consistency. By making sure your brand doesn’t stray from your clients’ expectations, you establish credibility in their minds. Your business becomes a trustable old friend that is always there, always giving them the same message and the same feeling.
Aspects of Visual Branding
Out of all those factors that influence our clients’ and prospects’ decision-making, we can most easily and quickly change the visual elements of our branding. Again, as you focus on visual branding, you want to ensure quality, consistency, resonance, and clarity. Make sure that prospects and clients are actually receiving the message you want them to have about your products or services.
As you work on developing a logo or choosing brand colors to use in all your marketing content, be sure to get feedback from others. And if your own graphic design skills cannot produce the desired level of quality, make sure you invest in getting the best branding graphics you can afford at whatever stage you’re in with your business success. Poor quality graphics send the wrong message and can be worse than having no visual brand at all.
You can always upgrade and rebrand as your business grows, but get the best you can afford for now. So much is at stake for the reputation of your business! Make sure you give prospects and clients a good emotional connection with your brand and give them the feeling that you are really the only choice they should consider.
Learn More About Designing Your Visual Brand
If you’d like to learn more about developing (or enhancing) the visual aspects of your branding, you can sign up for my email course, consisting of 5 lessons to guide you through this process. This course will:
- Help you feel more comfortable with your branding process
- Lead you through brand development in easy-to-follow steps
- Connect you with resources for the visual elements of your brand
- Build your confidence in developing a brand your clients will trust
- Help you share a consistent, quality visual message that generates more leads
Click here to learn more about this easy course that will get you started on designing your visual brand. If you decide it’s right for you, sign up on that page!
Once upon a time, an entrepreneur faced 3 challenges. …
February 26 was “Tell a Fairy Tale Day” so I wanted to share some ideas about how – and WHY – to turn your content marketing into fairy tales or other classic stories.
We are all familiar with “Once upon a time.” Those words immediately let us know that a story is about to begin.
That’s a very positive feeling, associated with all those times that our parents, grandparents, older siblings, babysitters, and teachers read stories to us.
Even as adults, when a story begins, we relax and prepare to be entertained.
Our brains love to feel familiar with whatever information we encounter!
Whenever we’re learning new concepts, complex or abstract ideas, or information that is challenging or threatening to us in some way, it is especially important to create a feeling of familiarity, safety, and comfort.
This is one good reason to use a classic story structure in your content to help your audience be more receptive to your message by framing it as a story.
If the information you’re offering your audience implies any kind of change they need to make in order to solve their problem, then they will likely have some resistance to your message.
Stories help to reduce resistance.
We stop worrying about whether the speaker or presenter is going to try and sell us something and instead we just allow ourselves to get absorbed in listening to, watching, or reading the story.
As audience members, when we enter a kind of “story listening trance” where we also become less critical of the speaker, presenter or author. We are less quick to disagree with something they tell us and more willing to consider that there might be some validity to the new ideas they are sharing with us.
Think about the experience of watching a movie in a theater or on television. If you really get wrapped up in the story, aren’t you more likely to overlook any discrepancies in the plot or in the setting, scenery, or costumes? We sometimes refer to this as “suspension of disbelief” and it happens because of the story listening trance.
Stories are also the best way to learn almost anything.
This should be no surprise since, for thousands of years, oral storytelling was the main method of passing information from one generation to the next. Stories help our brains to process information and to retain it – much more than factual information!
Scientists speculate that this storytelling advantage may be part of the reason that human beings were able to survive and thrive. We are the only animals capable of telling stories, which helps us to learn important lessons from others without needing to experience that learning for ourselves.
Think about the huge benefits in learning from someone else’s story — without needing to experience first hand the dangers they encountered or the difficult challenges they faced.
Fairy Tales for Content Marketing
While we sometimes think of fairy tales as being children’s stories, many fairy tales were originally dark and even violent stories told around the hearth or in taverns — before Disney sanitized them for PG viewers.
Because of that dark under-current (which we’re all aware of, even if it’s only at a subconscious level), fairy tales can provide a useful structure for content marketing stories that address a major problem your clients and prospects want to solve.
Some of the common script or content formulas call for agitating that problem first – helping your audience really get in touch with the pain or fear or other dark emotions associated with that problem – before beginning to talk about the solution you have to offer.
The quest or challenge is a common element in so many fairy tales. This can also be used in content marketing stories, either to acknowledge the struggle your prospects have already been facing or to help them see the challenges they may have ahead of them as they implement your solution to their problem.
Story content can be much more engaging and attractive to your clients and prospects. This can help your content to stand out in the flood of free but boring, dry, factual content on the internet.
So how can you actually turn your informative blog post, article, or e-book into a story? I’ll be sharing more ideas about this over the next several weeks – here on my blog, as well as in video, slideshow, infographics, and social media posts.
Plus I will introduce one approach in my training hangout on Creative Marketing TV on March 5th when I kick-off my celebration of “March Multipurposing Madness.” Learn more on the Google+ Event page.
To learn more about turning your content marketing into stories, click here to sign up for my free email course. Each lesson of this course, “Taming the Content Marketing Dragon,” will teach you a concept (written in the email and sometimes including a link to a video or other content). There will also be an exercise or assignment for you to complete. You’ll receive 3 emails per week for 4 weeks that will guide you, step by step, toward creating your own storytelling for your content marketing.
Maybe you made a commitment or wrote down a goal to create some new visual content to promote your business or professional practice in 2016. How’s that going for you?
I’d like to tell you about several new methods I’ve been using to create visual content — and they’re so easy that anybody can do them!
Even if you don’t have an artistic bone in your body … Even though you’re not good at the tech side of marketing … Even if you’re concerned about your marketing being too sleazy or sales-y
I think you’ll still find one of these ideas that you like. You might even want to implement all 3 ideas!
1. Use “other people’s videos” in an unexpected way:
You don’t have to create all the video yourself and you don’t have to upload it all to YouTube or Facebook! One important way that many online marketers (including me) are now using video is for the background of squeeze pages or opt-in pages. Click here for an example of one of mine.
These 2-step optin pages or squeeze pages have been tested and found to convert at a much higher rate than traditional optin forms or even optin pages. There are a number of reasons for that higher conversion. One of those reasons is that people love the subtle but eye-catching movement in the background.
2. Add a 7-Second Looping Video to your Facebook Profile:
Facebook began rolling out this new feature in the fall and I don’t know whether everyone has access yet. (You can log into the Facebook app on your mobile device to find out if you have this.)
You can now upload a 7-second video in place of your static profile picture. Just think about how that will catch people’s eyes! Once you set this up, you’ll need to start thinking up reasons to get your Facebook friends to go to your personal profile page to see your video!
3. Create and share animated text videos:
These are another super-short video format created with mobile apps. And there are a bunch of apps available to create these!
My favorite (at least for now) is Legend. It’s great for typing in a short quote, choosing a built-in animation and a color background, then sending your finished project via email, saving as a GIF, or posting to Facebook, among other options.
Research shows that Facebook’s autoplay feature for videos uploaded directly to the news feed creates much higher engagement that static posts. How can you use autoplay videos to stop news feed scrolling and get more engagement?
Which of these 3 easy video methods are you ready to try? Would you like to learn more about these and other easy video tips?
I’m presenting a 1-hour free webinar on February 6th as part of my Creative Marketing TV series. See more details and sign up here. I’ll send you a free PDF resource sheet for this topic the week of the webinar!