Your brand strategy is a key part of building your brand (as I’ve written about previously). Now, that’s easy enough to say, but what does it actually look like in practice? Well, in this post I want to get into more specifics regarding how different aims translate into branding objectives and how you can align your business goals to brand strategies.
From making more sales to improving your client relationships, here’s how to strategically brand your business so that you can hit your long-term goals.
Business Goal: You want more visibility
This is all about improving your brand awareness. To do that, you’ve got to combine a clear message and strong visuals with a marketing strategy to push your brand in front of your target audience.
Consistency is important here — in your visuals and in your marketing. You need to keep showing up and build recognisability by having a consistent presence. It will take multiple impressions before a person starts to recognise your brand, but only if there’s a visual cue that they can notice. It could be your logo, or a certain image (maybe a headshot) that you use. When you have that visual link, accompanied by a clear message, that shows up multiple times (content, content, content!), you can gain a greater presence in your ideal client’s mind.
Related post: How to build brand awareness organically in 4 steps
Business Goal: You want to book more clients
No prizes for guessing what I’ll say about this one: pick a niche. One of the key parts of building your brand is knowing exactly who your ideal client is and what the problem you solve for them is. Know what it is and communicate it through every touchpoint and every piece of marketing material you put out into the world.
Identifying who you want to work with is one of the fundamental parts of building your brand and should be the impetus for defining your purpose, core values and brand personality. Basically every bit of branding you do should be done with your clients’ needs in mind. If you do this, you can attract the attention of your target market and get them booking your services.
Related post: 4 major benefits of choosing a niche for your services
Business Goal: You want more engagement
To continue on from the last point, the key for this goal is, again, identifying your niche. Know exactly who your target audience is and, most importantly, what they’re looking for help with. This comes down to the problems they’re struggling to solve. What are the things holding them back right now?
When you have a very clear idea of the kind of audience you want to attract to your business, and the problems they have, you’ll know exactly what kind of information you can offer that will help them. What do they want to know? What answers are they looking for? When you know your ideal client inside-out, you’ll never run out of useful content.
Then, as long as you consistently show up and share that content, whether through blogs, social media posts, podcasts, videos or anything else, you’ll bit by bit attract an audience who want to hear from you. Open the conversation, give them opportunities to ask questions and share their own stories, too.
Related post: How to build a community around your brand
Business Goal: You want to raise your prices/be more high-end
For this goal, the brand strategy you want to focus on is raising your value perception. Your value perception is the opinion of your clients (or audience in general) about how much your services are worth to them. It’s not about how much money they have to pay (although that can be one influence), but more about what they feel they will get out of your services. To sell your services, your prospects must believe that the value they get from you is worth more than the monetary cost of buying those services.
To raise your value perception, make sure you focus on benefits and not simply the features of your services. It’s not about the deliverables, but more about what those deliverables will allow your clients to go on to achieve in their life or business. You also want to make sure the brand experience you’re creating feels high-end. Every touchpoint should be well-designed and the journey your clients take should feel smooth and comfortable.
Related post: How to communicate value and sell high-ticket services
Business Goal: You want more repeat clients
If you’ve got a problem where clients use your services once and then disappear, never to come back again, you may have a brand loyalty problem. (This is, of course, unless you offer the kind of services that only need to be used once in which case you may want to think about how you can deliver extended services after your main offer is complete.)
To help you hit this business goal, take a look at the brand experience you’re creating. It’s not just about the results you deliver. It’s about how you get there. The journey is just as important as the destination. Are your clients confident, comfortable and happy at every point along the process of working with you? Is there anything that might be tainting their experience? How could you go above-and-beyond? How could you create unexpected delight?
Branding is all about emotion. You’ve got to consider how you make your audience and clients feel and make sure the image you want to create matches the reality of the business you’re building.
Related post: Why you need to design a great brand experience
So, there you have it. 5 examples of business goals you might be tackling right now and some of the brand strategies you can employ to help you reach them. I truly believe that if you’re a service-based entrepreneur, you have to focus on creating a brand for yourself. And when you’re building a brand, it pays to be strategic about it. So start with a goal and develop objectives to close the gap between where your business is now, and where you want it to be.
Getting some outside eyes on your business and help developing your brand strategy can really fast-track your path to success. If that’s something that interests you, click here to learn more about working with me.
Looking for more content? Try these!
- Is a lack of brand strategy holding your business back?
- The importance of branding in marketing
- Branding tips to get more clients to your small business
- How to rebrand to reach your business goals faster
- What is brand culture all about and how do you build it?
- Why brand identity is important for your business