“Branding is not just your logo, colors, fonts or website. It’s your customers’ gut feeling about your business.” – Adored Designs
▶️ How many times have you struggled with knowing how to build trust with your audience?
▶️ You know you want to be seen as an expert and authority in your niche, but how can you use your brand to support you with this?
▶️ And whilst we’re on the topic – are you even 100% clear on what your brand stands for. What does having brand clarity mean?
Read our blog below talking about 4 easy steps to brand clarity and why this is the key to building trust and being seen as an expert. Because, when YOU truly understand what your brand is about, so will your audience!
1- Finding Brand Clarity
Understanding your brand is key to growing and scaling a successful business because your brand is the underlying foundation for all that you do.
You need to develop a full understanding of your products/services to achieve your ideal branding strategy and brand clarity. Think about the unique selling points of your business and how you can attract your target audience.
Ask yourself these questions:
- What is your business’s expertise?
- What makes your business unique?
- What is your purpose?
You also need to understand why you do what you do. What are the reasons your brand exists? Understanding this about your brand will help you to communicate this clearly to your target audience through your content marketing strategies.
Again, ask yourself:
- Why did you decide to help customers with this problem?
- Why do customers care about your brand?
- How do you want customers to feel when interacting with your brand?
2- Delivering On Your Brand Promise
A brand is so much more than a logo and a few select fonts. It is an experience, a promise of quality that you make to your customers and audience.
Your brand promise is setting your brand values and expectations for your customers.
Your prospects and clients will build their understanding of your brand on the experiences and impressions that they form from each interaction with your business (your customer touch points).
P.s. Share this image to your Pinterest board so others can discover this too!
If you’re not making sure that you consistently deliver on your brand promise through every touchpoint, then you could be missing out on your opportunity to develop strong brand trust and loyalty. You want to ensure that with each interaction, your brand is consistent with its value, quality, service and messaging. This will help to build trust and for your brand to be seen as one that your audience can trust.
You would probably find it useful to understand Buyer’s Journey – if so, read ‘Your Buyer’s Journey: 5 Simple Steps that Result in Sales‘.
To get more Brand Clarity, start by asking yourself:
- How do you want customers to feel about your brand when they come into contact with it?
- How can you add value so that each interaction has an impact and leaves a lasting impression?
- What are the ways you can increase trust with your audience through your brand?
3- Creating a Brand Personality
Brand personality is what makes your business human in the eyes of your potential customers. It’s communicated through tone of voice, visuals, and even customer experience.
If you can create a relatable brand personality, you are more likely to reach your intended target audience. Think of your brand as an actual human being.
- How would they speak?
- What language would they use?
- What would their personality be like?
- How would they dress?
By answering these questions, you will be able to create more trust with your target audience and relate on a deeper level.
Remember, people purchase things from brands they like and relate to–it’s really just that simple. If people don’t have a clear sense of you, they’re just gonna keep on scrolling.
Inconsistent, generic brand messages with no real strategy or intention behind them aren’t going to get you anywhere–there’s just too much noise competing for your dream clients’ attention.
If you are creating a personal brand, read ‘Creating Personal Brand Awareness in 4 Simple Steps‘.
How can you develop a brand personality that stands out?
4- You Can’t Be Everyone’s Solution
Creating brand clarity means that you understand that you cannot be the solution for everyone’s needs. You need to establish what your superpowers are and identify the perfect target audience that they support.
By creating a specific niche for yourself and your business you are better able to deliver more strategic powerful messages, show up with intention and offer timely solutions to your prospective clients’ needs. That is what is going to keep your customer coming back for more and referring you to others.
Think about:
- What keeps customers engaged with my brand?
- Who is my ideal target audience?
- What are their pain points?
- How am I uniquely positioned to solve their pain
So why not follow these points and spend some time answering these questions to help you find clarity around your brand identity. Once you have all these pieces in place, you will be able to start showing up much more authentically and in a way that is going to help you connect on a deeper level with your ideal audience.
If you would like to learn more how to create more consistent branding? Read ‘Brand Guidelines: What are they and why does your business need them’.
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J. Rachel West
Marketing Executive | Women Thrive Media
Rachel West is a marketing & branding devotee who loves empowering women in business. She is a “she-boss” running her own marketing agency, JRW Consulting LLC. When she's not at her desk you can find her traveling the world.
