A brand is so much more than a logo or its visual elements, and building a strong one is often equal to, if not more important, than the product or service itself.
A crowded market, not understanding your target TGT -0.87% customer, inexperience — all of these factors may affect your ability to be successful, especially as a first-time business owner. It's easy to get carried away with overcomplicated strategies, but keep your sights on the core elements when it comes to creating your brand. Below, members of Forbes Coaches Council explain what these are:
1. Leverage The Testimonial Economy
We now live in the testimonial economy. We no longer listen to what others say about themselves. Instead, we go online to learn what people say about them. Influenced by their comments, we make a more informed buying decision. Want to build a successful brand? Leverage the testimonial economy by building a community of ambassadors ready to share their love of your brand online. - Mark S. Babbitt, YouTern
2. Create Emotive Appeal
A key way to build a successful brand is to use emotive appeal by creating an association between the product or service and an emotion. When we understand the key desires and struggles of our target market, we can build a brand persona that shows how our product can help our target market achieve their desired state of feeling. Most buying decisions are emotional in nature. - Carolin Soldo, Carolin SoldoCoaching & Events
3. Focus On Generating Value For Others
People rarely remember what you said or did, but they remember how you made them feel. Trust is the most important currency in the 21st century, and the person you're serving must feel the genuineness of your character and experience your competence first hand. Generate value for others three times before asking for anything in return. If your service is unique, your brand will be solidified. - Michael S. Seaver, Seaver Consulting, LLC
4. Use The Internal Dialogue Of Your Clients
Talk your prospects' language. We tend to use marketing words to define our brand. What is your prospect saying to their partner over the dinner table? Are they using words like "alignment, collaboration or engagement?" More likely they are saying, "We can't get things done, no one cares that we are behind, we are missing deadlines, again." Use what they say in your branding materials. - Debora McLaughlin, The Renegade Leader Coaching & Consulting Group
Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?
5. Be Known For A Specific Niche
Don't muddy your message by telling prospects you are an expert in multiple things. For example, saying you are an image consultant for men and women is a much less powerful message than saying you are an image consultant specializing in women over 40 who are re-entering the workforce after being stay-at-home moms. Being specific allows you to be memorable and the best in your niche. - Barbara Safani, Career Solvers