When was the last time you checked your brand's temperature? Is it hot or not? Does it perform well and sell for you, or is it closer to a head- and/or heartache?
Here are 3 steps you can take right away to skyrocket your brand to the next level of efficiency and success...
Uncover Your "Rays of Value"
The foundation of every strong, thriving brand is total clarity about the value it brings to the table. Can you jot down 30 to 50 benefits your clients get after working with you or consuming your product? These numbers may seem high, but they're actually high for a reason - to make you look beyond the obvious, and dig deeper. What you want to do is draw a small circle in the middle of a piece of paper, and then a larger circle around it. If you pretend the small circle is the Sun, and the bigger circle is what captures the rays of light, then you'll soon see how the beneficial outcomes spread like wildfire.
There are five areas to consider when you're measuring the transformational power of what you do, so imagine cutting a cake in five pieces, and connect your "Sun" with the outer circle with five lines. The words to write on the five shapes that emerge are the following: financial, personal/family, spiritual, social, health-related. Now, for each category - for each "ray of value" - start with the most general and obvious benefits and then follow their trail to all the consequences they trigger in your clients' life. Voilà! Piece of cake, right? (Literally.)
Stand Out More
How memorable is your brand? Does it get attention in a crowded marketplace? If your answers are not anywhere near "very" and "absolutely", it's time to find out what makes you different from your "competition", and then properly showcase it in your marketing, sales, PR - everywhere! Keep in mind that price and quality are NOT categories that will do much for your differentiation, though, as you don't want to only appeal to price shoppers and quality is a given. A better use of your resources it to identify specific points of difference related to added value/bonuses, packaging, product and/or service delivery, business model, marketing, client experience, support of charitable causes, being bold enough to be controversial... you name it!
In short, your brand needs to find its own unique voice, build character, and dare to be liked or disliked without your emotional attachment to one or the other.
Be Consistent Through and Through
If brand identity is kind, consistency is queen! Since a confused mind says NO, inconsistencies never go unnoticed. Unless you want to kill your sales and drive clients away, pay attention to always portraying a consistent brand image with your brand's colors, fonts, imagery, copy and more. If you've come up with a specific "linguistic flavor" that you use as part of your brand, make sure to include it in all your communications. Also, be adamant about delivering the same brand experience every time, everywhere. On a similar note, everything you do needs to be in alignment with your brand's values.
Ultimately, clarity about what your brand stands for and how it stands out, paired with a consistent and memorable brand presence, creates the "magic" that rewards you with more visibility, more (perfect) clients and more income.
For more information on brand development and brand strategy, claim your free subscription to StarBrand iMag, an inbox magazine published by Star Brand Studio featuring proven strategies on how to become an irresistible client and media magnet, the most up to date marketing, branding and publicity secrets, and efficient (as well as highly leveraged) conscious selling methods. Sign up at http://www.StarBrandStudio.com- you'll also receive the complimentary audio training titled "Top 10 Secrets of a Red Carpet Brand".
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