Building a brand that gets noticed may seem like an overwhelming task. Knowing where to start and understanding which tools to use and how to use them for maximum impact keeps many entrepreneurs from moving forward with their vision.
And yet, building a brand people rave about is a critical component to your business. I'm on a mission to help as many businesses as possible crack the brand engagement code. To be honest, I have neglected my brand and have relied solely on word-of-mouth referrals. Why? Great question! There are only so many hours in the day and I've been busy building out rave-worthy brands for clients and have devoted little time to boosting my own.
I've made a commitment to apply the exact same strategies I use for clients to finally give my brand the TLC it deserves. In this blog post, I will describe the personal framework I use to increase brand engagement, interactions and yes, sales.
Let's get started, shall we?
What is Branding?
Before we unpack the details, let's review what branding is and what it isn't. Branding is not a fancy logo, a snazzy website or catchy copy. Branding is a feeling your ideal audience gets when they interact with you via a social media post, a blog article or perhaps a personal interaction. As a brand stylist, your objective is to capture the feeling, vibe, voice and tone of your brand through images & words.
Think for a second about the big brands you gravitate towards. Amazon, Whole Foods, Southwest Airlines for example. Dig down deep to a purely emotional frame of mind and think about how they make you feel? What do you like about Amazon most - the logo? Probably not. For me Amazon Prime is a lifesaver. As a busy mom, it helps keep my head above water. More time with my family is my most precious commodity and Amazon helps make that happen. It feels really good when it takes me 5 minutes to locate a product, read the reviews, click pay and have it delivered to my doorstep the next day. In this example, it is
In The Brand Story Workshop, I teach through an interactive hands-on activity, exactly how to create with intention a wholehearted brand. We dissect popular brands, identify their unique traits and get to the heart of the path they take to build a tribe of brand evangelists.
How to Build a Memorable Brand
1. Build a Passionate Tribe
How to build a memorable brand is the million dollar question every business owner seeks to answer. The formula is easy to understand, the implementation is the hard part. Brands don't exist without the people who embrace it. Plain and simple. Build a path for people to connect to one another and to a connected idea. Your tribe is what turns your brand idea into a brand reality.
Here's the big take-away: delight the true believers of your brand and as brand evangelists they will spread the word about your business a whole lot faster and a heck of a lot better than you will.
2. Build a Strong Social Presence
You're tribe consists of social creatures. Place your brand front and center in an environment that thrives on social interaction. Whether it's Instagram, Facebook, Twitter or LinkedIn, embrace a platform (or two) where you can build iron-clad connections with tribe members who swim in this social milieu.
In today's digital world, if your brand does not exist in this arena, then is has zero chance of being memorable to anyone.
A consistent, unique and engaging social presence fuels memorable brands.
3. Build a Personal Brand
Brands, by virtue of the fact they lack the personal touch of a human, are non-tangible. Trouble is people want to connect with real people, not faceless brands. For introverts, this can be a major obstacle to overcome. However, building a personal and a business brand is critical to elevating your brand and enchanting your audience.
The power of personal branding will fill the void left behind by business brands. Build your personal brand not out of a sense of narcissism but instead from a sense of your own brand loyalty.
4. Presence Where It Matters Most
Almost any brand consultant would advise you to build your brand presence using social media. But, which channel is the most effective? Bottom line, build your online brand presence on a channel where your audience frequents most. If your tribe is on Facebook, that's where you need to be. If you're tribe is spending time in professional groups on LinkedIn, start there.
The key to elevating your brand presence is simply getting started and being consistent. I know that's the hard part especially there are lulls in engagement and you wonder if anyone is paying attention and if it's truly worth your time. Stick with it and experiment with different social media marketing trends. Find a social media marketing trailblazer and follow their lead.
5. Simply Be The Best
The most essential ingredient of a truly memorable brand is the value it provides to the tribe. Your unique selling proposition (USP) is truly helps you stand out in the crowd. Let's take a look at an example of a bride looking online for a wedding photographer. She heads to Google and searches for wedding photographers. Boom. She's presented with dozens of photographers to choose from. Each photographer has their own gorgeous Instagram feed.
How do you choose?
This is where a powerful USP paves the way for true brand differentiation. What do you offer that separates you from the pack? Remember, the bride is buying with deep rooted feelings. The fear of missing out on capturing the most important moment of her life. How can you position your USP to give her peace-of-mind? What will you do to go above and beyond to elevate her experience?
The formula to build a memorable brand is straightforward. Give more than you receive and an abundant tribe of brand evangelists will follow.