Build a Brand that Connects and Thrives

Build a Brand that Connects and Thrives

When you think of building a brand, what comes to your mind??

If some of the first things you think of are your logos, your font, colors, and the images you use, you’re not alone. Yes, those are parts of your branding, but your brand consists of so much more.?

Your brand establishes recognizability, your reputation, and what your ideal clients can expect from you and learn from you.

Often, business owners get consumed with creating a perfect brand. They have a notion of what they believe their brand should be, and they invest so much time and energy into recreating that. However, they find it falls short.?

Your brand not only includes the aesthetics of your business but also your messaging, your customer journey, your client experience. In essence, it’s the entirety of your business.

So, rather than trying to fit your brand into a mold of what you think it should be, build it to reflect you.?

Build your brand rooted in authenticity. Think about what is unique about you and the value you have to offer people. Once you know what you stand for, create a message and marketing materials that build your reputation.?

Therefore, to build a successful brand, consider what makes you unique. How can your audience relate to you and connect with you on a level to assure them you are the one that will help them?

Think about your legacy. How will you make a defining impact on the lives of others? What do you have to offer that makes you stand out??

Appeal to people’s desire for connection, to be understood, and to rise above their current set of circumstances. And, insert yourself into their consciousness as someone who will help them get there.?

How do you build a brand that connects and thrives?

• Show Them You Know Them: Humans have an intrinsic desire to feel understood. And, our shared experiences build connections. This is where humans thrive. When you incorporate these innate desires into your marketing, your audience will reciprocate by showing interest in your brand.?

Therefore, spend time researching your target market. Get to know their experiences, their desires, their goals, and their challenges. Include your findings into your content and actions. Keep it simple. Remember, small, authentic actions go a long way.?

• Treat Them Right: Part of feeling understood and building connection includes showing appreciation. Often, as a business owner, your focus on growth is all consuming. But, many times, what you need to grow is right in front of you: your existing customers.

Offer them a discount, a special freebie, or acknowledge them in a specific way. Any offer of appreciation will speak to their desires for understanding and connection. And, they will become loyal customers in return.?

• Be Transparent: As you’ve probably heard a million times: Honesty is the best policy. Especially in business. If you make a mistake, own it. If you can’t meet a deadline, say so. Owning the fact that you’re an imperfect human, will prove only to endear you more to them. Yes, there may be some annoyance in the short term. But, in the long-term, you will prove that you are trustworthy and dependable.?
• Put People Before Numbers: Yes, you're in the business of making money. But, that should be a welcome benefit of truly making a difference in and improving people’s lives. Your customers don’t want to be just a number. They are a living, breathing human being, and they want to be treated as such. When you put people first, you build authentic connections built on a foundation of respect. When people feel valued, they will be loyal. Therefore, putting people first will naturally improve your bottom line.?
• Be Fun When Appropriate: Be yourself. Be funny when it’s appropriate so that you can show your humanity. Laughter builds connection. Therefore, if you can add some humor and fun to posts, emails, and even sales pages your connection with your audience will grow.
• Be Responsive: Obviously, your customers will expect to be able to reach you when they have a problem. And, they expect your response to be quick. Therefore, it’s imperative that you clearly communicate your availability. Let them know how to contact you and when you’re available. Be clear about the times that you’ll be unavailable as well. The more transparent you are about this, the better.
• Engage with Your Audience: Your audience is your best resource. Invite them to help you build and grow your business. Seek their advice and ideas when you’re developing or launching a new product or service. Include them in defining what is needed in a particular product or service or what the cost should be. So, if you don’t know what your audience is thinking, ask them. Not only will this ensure you create products and services your audience wants and needs, but it generates excitement within your audience around those products and services.?

A successful brand that connects and thrives reaches people on a human level. It acknowledges that everything isn’t always perfect. In fact, sometimes it’s downright messy. And, that’s okay.?

A successful brand that connects and thrives finds people where they are. It makes them feel heard, understood, and valued. It reaches out to them with the desire to help and improve their current circumstances.?

A successful brand that connects and thrives is respectful, honest, and sometimes funny. It builds on those necessary aspects of establishing a connection with people, sharing in their experiences, and working together to grow.

A successful brand that connects and thrives pushes people to excel and to be their best selves. It declares your mission and desire to help. It allows people to know your value and gives them the opportunity to see their reflection in you. It?

A successful brand that connects and thrives is authentically you.

Does your brand need a little TLC to really connect and thrive? Contact me today !?

For more information about your brand and so much more, listen to the Marketing Matchmaker podcast!