I know that branding, as a concept, feels bigger than some of us can grasp -- but believe me, it's not that hard. Branding is simply the best articulation of your unique value, and then delivering on that message. It does, however, need to be a message that carries through all of your website pages, your sales pages, your language, your products and services -- everything you do and say is part of your brand.
When it comes to our products and services, sometimes we simply need a change, and that's where REbranding -- or brand shifts -- come into play. As human beings, and certainly as business owners, we are simply not meant to be static. But how you create another level to your brand and remain true to the articulated core message you've created is truly an art form. As a Branding Coach and Brand Strategist, I would say that this is literally 50% of what I do. So if you're in that place, first of all, ask for help. You can shoot me a note at firstname.lastname@example.org and we can set up a 20-minute consultation to help you effectively and skillfully get from where you are to where you want to be.
For today, I promised you a brief case study to help you get a feel for the concept of a solid brand shift. Here goes:
One of my clients is a copywriter. She's a very good copywriter. She finds, however, that she's often having to reinvent her client base, as jobs come in and go away once they're completed. So she decided to add social media marketing to her services. This was basically a huge brand shift. Since marketing is not something that goes hand-in-hand with copywriting in most people's minds. First, we defined who her existing client base was, and how to keep them as close to her as possible, to avoid culture shock. (Remember, retention is the new conversion.)
Next, we figured out who her new client base would be. Then we crafted a new mission statement that encompassed both services, knitting them together beautifully (if I do say so myself). Then we began a website shift and helped her to redefine herself on social media to be heard above the herd, so to speak.
All week long, I'll give you sold examples of how a brand shift can be put into place. If you're at a point where you're IN a brand shift, definitely get my 1 Day Web Makeover Course to help you maximize your web presence no matter where you’re at in your process and create clients, conversions and cash! At less than $100, it’s a million-dollar investment in your success.
You can also grab my free video right now that reveals the #1Website Blunder that is killing your conversion.
Until next time, Libby Gill Brand Strategist, Executive Coach, Keynote Speaker