There’s one simple and singular reason why you should care about branding: sales. A strong brand is the fastest and most effective way to generate sales leads. When your customers know your brand, like it, and trust it, they will choose it first.
That’s the power of a Sticky Brand — it creates a sales machine.
But like so many other aspects of life, branding is easier said than done. It comes down to mastering a set of behaviors that are theoretically uncomplicated, but are also difficult to put into practice consistently. You gotta do the work to grow your brand!
When I advise a client, we boil a branding and marketing strategy down to the basics:
Simple Clarity: Describe your brand and what makes it unique in ten words or less.
Clear Calls to Action: Guide buyers to logical (and helpful) next steps.
A Solid Marketing Plan: If you don’t blow your own horn, nobody will.
Simple Clarity is the foundation of your brand, and it is the first principle of my book, Sticky Branding.
Using the language of your customers, describe your brand:
● Category: Who you are…
● Services: What you do…
● Market: Who you serve…
Avoid the desire to be creative or catchy. Just give the facts. Fluffing up your brand messaging waters down its impact.
The benefit of Simple Clarity is it makes your brand more easy to recall and refer. If someone understands exactly how you can help, they’ll think of your brand first when they have a need for your expertise.
Clear Calls to Action
Great salespeople are facilitators. They help their customers navigate the buyer’s journey and make smart decisions.
This type of selling can be a competitive advantage. If your competitors are product pushers, salespeople that facilitate the buying process make your business stand out as more professional and solution oriented.
The same is true in marketing:
● When a customer visits your website, does each page guide them to a logical next step?
● When they engage with your content on social media, is it clear how you can help them?
● Do you show and demonstrate how people can buy from you?