I get asked all the time about how to better understand your customers and speak directly to them and it’s such a critical piece of your marketing efforts. In fact I’d say it’s THE most important piece to get right.
Once you understand your ideal customer’s needs and desires, everything else starts to fall in place like your messaging, products and services you create for them and even your business direction.
If you were never a member of my Passport to Business Freedom Program (no longer available sorry!) then you’re in for a treat.
What follows is taken from one of the key modules on branding (special thanks to Liz Dennery from SheBrand who was my expert interviewee) and updated with even more goodness from a new digital guide I’m creating just for you.
How To Create A Memorable Brand
What’s important in terms of a personal confident brand is knowing who you are, what stand for, who your target market is, and then what it is that you do, what you deliver, what your value is and how you do that.
Once you have a connection to that, once you are really sure about your about that, then you will absolutely have a confident brand that attracts more of your clients.
It’s working out your who, your what, your why and your how.
A personal brand is actually the emotional connection that you make to your potential target market. It’s the feelings that you evoke when someone experiences you or experiences a piece of you such as your website or your marketing materials.
Activity 1: Defining your brand attributes
Brand attributes are those qualities that you feel you want to be known for, the way that you feel that you are perceived and who you are as a person.
“Brand Attributes: Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.” ~ allaboutbranding.com
First you will define what yours are and then you will run this by your friends, family, peers and co-workers to really get a feel for what they see as your brand – your unique qualities and attributes that make you stand out. Ask those people in your lives some that know you really well and others perhaps that have maybe only known you a year or less so that you get a really clear picture of how you are perceived as a friend.
Exercise 1: Write down up to 10 brand attributes that you feel describe your brand
If you don’t feel your brand really has these then write ones you would like your brand to be seen as. For example `creative, professional, goofy, enriching, professional, educational, motivational, accountable, valuable, invigorating, dynamic etc.
Then send out a survey to at least 20 or 30 people, some friends, family, peers, co-workers so using Pop Survey (it’s free) and ask them three simple questions:
- If you could describe my brand in just 3 words what would they be?
- In your opinion what is my unique special proposition that I offer?
- Which of the following brand attributes I’ve identified do you think applies most?
Activity 2: Create your brand filter
Once you have very clear picture of those qualities that you know that you are either embodying right now or that you have a desire to embody as you brand, then you will want to constantly gauge your personal brand using a brand filter.
For example if your brand attributes that you come up with are Zen, Composed and Inspiring, then everything that you do whether it’s personally or professionally you are going to ask yourself, ‘is this Zen, Composed and Inspiring.’
Exercise 2: Create your brand filter reminder
Simply write the 3 brand attributes you’ve defined for your brand on a piece of paper, on a sign on your wall, or have them on your desktop, on your laptop or very close by.
Each time you go to do something new, expand your services/ products, run an event, send out an email or more – make sure you run it by your brand filter to ensure it’s consistent with your brand essence and messaging.
Activity 3: Define your ideal client
If you really want to succeed in business you need to have a crystal clear picture of who your ideal client is, that is how you are going to draw more of them in.
The thing is this activity can take time. I wrote a blog post on Forbes that you may find handy on attracting your red carpet clients.
It’s about attracting more of who you do want to work with and identifying those you definitely don’t want to work with!
You can even go as far as creating a vision board for this based off the rich information you’ve gleaned from your interviews with your ideal clients.
One handy free tool to use to make this person real, is Oprah’s Vision board application.
Exercise 3: Write out the description of your ideal client
What they look like, how they act, what they do, where they live, their demographics, their wants and needs plus how they treat you, how they make you feel.
I appreciate this is way easier said than done which is why I go into detail on how to do it in a whole book dedicated to this important topic – Am I Your Customer.
So sign up for early notice here and for The 8 Step Proven Method To Build Your Lucrative Sales Funnel. Yep two digital guides I’m releasing in March/ April.
Activity 4: Define Your Added Value
Now you know who your ideal client is then they need to know what your value is to them. WIFM – What’s in it for me. Your clients want to know two things:
- That you care about them
- What are you going to do for them.
How are you going to help them? You know, what is keeping them up at night and how are you the solution?
If you’ve never done this before, and are struggling to fill your client roster, this may be why.
Being able to define why you help someone more than your competition is key to winning more business.
Exercise 4: Write down a list of at least 30 ways that you add value to their clients
Yes I know you can. Once you start it’s amazing what ways you think you can go the extra mile.
For example I send out a postcard card to each new coaching client and write a personal message, unique to them.
Here are some things to consider doing:
- Make a personal welcome phone call to new clients
- Send them a bonus gift if they’ve purchased an expensive product
- Email them an Amazon voucher as a thanks for referring you a new client (thanks to Prerna for my gift recently!)
Then go ahead and share one of them in the comments below!