How To Make People Fall In Love With Your Brand:
When was the last time you went out on a date?
An even better question is what type of dater are you? Are you the awkward and shy one that doesn't really know how to keep a conversation going? Or are you the type to constantly talk about yourself and never asks about the person in front of you? Maybe you are the type that has balance. You know exactly how to share just enough information about yourself to keep the other person intrigued. You make them laugh and you ask all of the right questions to get them talking. And then to seal the deal, you bring value to the conversation by sharing something helpful that they can actually use. If you can identify with the last one, then congratulations because you are one step closer to understanding how to build your brand by dating your target audience.
There is something magical that happens when you connect to your consumer on an emotional level. When you impact the heart of your consumer by default impact their spending habits. It's in that moment that they shift from being a watcher to a participator. And not only will they engage with you but they will trust you and they will spend with you. So it should be a daily job of any business or brand to get your target audience to know you better, like you and to trust you. In the same way when you are dating someone, you are trying to get the other person to feel connected to you in the hopes that you two will forever be together.
So let's back up here. First things first we need to understand one thing before we go looking for bae! We need to know our type.
Identify Your ’Type’
In other words, who is your target audience? Now we all have a type. That one person that is perfect for you and your business. The goal is to get as detailed about this person as you can. The more real they are to you then the more likely you are to find them and speak directly to their needs. And you want to be sure to identify a single individual with very specific details. Are they male or female? (Yes, you have to pick one.) Are they sing or married? What do they do for a living? What are their fears? And so on. The more in depth you are about you ideal person, the easier it will be for you to talk and relate to them when you start your marketing phase. Once you have identified your ‘type’ then you know how to address them. If you don’t know whom you are speaking to then how on earth will you know what to say? It’s also important to remember that this exercise is more for you than it is for the consumer. A lot of times my clients are afraid to narrow this person down to one individual because they believe they are leaving people out of their target audience. But the truth is that you are not. When you get specific in the way you talk to your audience, and when you meet one person’s needs then you by default meet the needs of everyone else that has those same concerns. And the opposite holds true that if you are on social media talking to everyone then you are essentially talking to no one.
Next we need to get clear on your messaging.
Now that you know whom you are talking to, the next thing you need to do is to make your intentions clear and concise. At the end of the day, people don’t buy what you do they buy why you do it. Speaking to the emotion of your ideal person is the smartest thing to do. Again when you impact people’s hearts then you impact their wallets. Apple does this very well. They don’t sell their products through marketing they sell a sense of belonging. They understand their target audience well and they speak to their needs. So really take some time to discover your own personal why in your business. Keep in mind that we are all in this for money so making money isn’t a good enough “why”. Once you can identify your why then you are well on your way to impact. Branding is about how you make people feel through your products and services. It’s not just about what you do. Now let’s focus on clarity for a minute.
Can you explain you brand to a five year old?
This is where you want to start and then build from there. I have found that most new entrepreneurs do so many things that they have yet to niche down and pick a lead in their business, Ask yourself, “What do I want to be known for?” and lead with that. Then you can add to your brand as you expand. Next ask yourself, what is the need you meet or the problem you solve for your ideal client or consumer? If you can’t tell people what problem you solve for them then they won’t know where to put you in their life. But when you can identify their pain point and a situation comes up in their life where your services are needed, you will come to mind. Then next thing you will want to do is to create a compelling mission statement. Create one that identifies your “why” and how you are the solution. A lot of time we complicate our mission statement by making it wordy. Keep it simple and direct. Another thing you can do to help with clarity of messaging is to list your services. As an entrepreneur we tend to cater to requests even if it is something that we don’t normally offer. Don’t let people request work from you and dictate your services. Especially if it is something you are not primarily providing. . Get very clear and detailed about the services you offer and stick to with it. You wouldn’t walk into Chick-fil-a and demand a chicken pizza so don’t let people do that to you.
Now, everything that we have discussed up until this point has prepared us for this moment: the actual marketing of your brand. Marketing is simply the amplification of your message. So far we know whom we are speaking to and we know what we want to say. Now we can get ready to date our target ideal person. The goal in connecting to your audience is to get them to know, like and trust you. Have you ever gone out with someone and all they did the entire time is talk about themselves? Well this is usually how we show up on social media but there is a better way. There is something called the rule of thirds. And this is how it works: one third of the time you want to be promoting. And then one third of the time you want to be engaging and lastly one third of the time you want to share information. Now when we shift our mindset and think about “dating our audience”, the goal is to get them to know like and trust you. Let’s break it down. The easiest way to think about this is to again, imagine that your are trying to win someone over to be your boo. When you post it can be as simple or as complicated as you want. Let’s start with the know.
This is the time to tell stories and talk about your business. You want people to be very clear about what it is you do and who you are as a brand. Just simply sharing information about yourself or your business is the goal. Story telling is key here. And remember to keep it simple. You do not have to load too much information in one post.
This is where you can engage with your ideal person. Nobody wants to be connected to someone that only talks about the products and services they offer so ask engaging questions. Click on and like the posts of the people you follow, comment and network. All of these things help with your algorithm as well as build connection.
And finally you want to post things that add value you their lives. Don’t be afraid to share information. Not only does this position you as the expert in your field but it also causes your consumer feel like they owe you. And besides there is nothing almost nothing in this world that people can’t Google so why not be their resource? Giving free information causes the spirit of reciprocity to kick in. Then the next time you ask for a sale or buy in they feel more compelled to oblige.
Now that you have the formula all you have to do is find a way to repeat these three different types of engagement on social and before you know it you will be in a committed relationship with your target audience. So go ahead and make the first move!