I believe very strongly in building client-centric brands. To not only be aware of and focused on their needs and desires, but to build branding specifically around those needs and desires.
This happens from the ground up. To be truly client-centric, there needs to be a commitment to create your brand this way from the very start. Here, I’m going to take you through the steps you need in order to create branding that really resonates with your target market and helps you gain more leads.
1. Create a client profile
I recommend creating a client profile and drilling down on your core client. This is a great exercise to get focused on who you’re targeting and how to gain their attention. By building a clear profile on who this person is, you can picture them in your mind as you develop your branding and marketing.
So, ask yourself who your idea of a dream client is. Get really specific. Write out what they do for fun. Give them a name. Attach a photo.
Then, whenever you’re writing an email to your list, creating a marketing campaign or designing your website, think back to that dream client and imagine how they will respond to the brand experience you’re delivering.
This exercise is incredibly powerful and helpful for things like:
- making your copy relevant and compelling
- creating a warm, conversational tone
- building a well-considered user experience
- producing content that is engaging
2. Build your whole foundation around your ideal client
There are three components in my definition of a brand foundation — purpose, core values and brand personality. These three pillars give you a solid base to build a business that draws in clients.
However, to do that effectively, you need to develop these components in a client-centric way. Here’s how:
- Purpose — I define this as the reason why your business exists. And why does it exist? To help your clients overcome the problems holding them back from achieving their desired outcome.
- Core values — These are the principles your business stands for. The things you find most important, when it comes to the way you run your business. These are values that you have in common with your clients.
- Brand personality — This defines the way you act, sound and show up. You want to create a personality that resonates with your ideal clients. To give your brand attributes that your audience finds relatable and personable.
If you want a guide to help you through the process of defining your brand foundation, download The Branding Intro Workbook for free here.
3. Get your audience’s attention with strong, targeted messaging
To properly serve your clients and build a strong relationship with them, they first have to know who you are. The Marketing Rule of 7 states that a person needs to hear a brand’s message at least 7 times before they take action.
What this means is that you need to show up again and again, in front of your target audience, before you can expect them to join your email list, reach out through your contact form, book a call, or anything else.
Each time you show up, you need to have a clear message. This is a message built from your brand foundation and speaks directly to your audience about their needs and desires. Repeating your message on a variety of platforms will help you initiate new relationships with your target market, as well as strengthening your existing ones.
4. Support your message with memorable visuals
As consumers, we’re inundated with a lot of different marketing messages each and every day. The ones we remember often have a strong visual element that makes it easier to recognise when we’re greeted with the same brand again later on.
Your brand identity should be developed to support the message you’re sharing. It should match the kind of expectations your ideal client has, and set the tone for the type of experience you can deliver. When it comes to designing the look of your brand, remember not to let your decisions to be led by personal preferences, but instead think of what your clients would need and expect.
Then, as you consistently show up, telling your audience about how you can help them, they’ll come to align the way your brand looks with the value you share. Your visuals become a powerful shorthand that represents the relationship you’re building with your clients.
5. Evolve alongside your audience
Branding is about building a relationship, which means there should be a two-way interaction. You need to give ways for your clients (and wider audience) to respond to your brand and what you deliver. That way, you can incorporate their feedback and continue to grow and move forward.
Although a brand should be steadfast and strong in its beliefs and standpoints, that isn’t to say it’s a completely static thing. Although you don’t want to change things up each and every time someone voices a different opinion, there should still be room to evolve. Maintain sight of your most ideal client and seek to always meet their needs. Recognise that what they desire and the best way to deliver that to them may change over time.
So, there you have it. This is what I believe it means to build a client-centric brand. It really is something that has to happen from the foundational stages. To summarise: Start by identifying your ideal client, develop your brand to meet their needs and express that through your messaging and visuals. Finally, keep your channels of communication open and be prepared to evolve so your brand can continue serving your clients at the highest level.
Want to establish a client-centric brand for your business so you can heighten demand of your services? Consider working with me 1-on-1 to make it happen! Learn more here.
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