What you'll learn:
- You will have a clear blueprint to follow to create your successful brand, which serves a specific target audience
- You will have a solid understanding of consumers' psychology and desires
- You will be able to create a brand with value, mission, purpose, and personality to bring more benefits to your customers and gain their loyalty
- You will be able to communicate your products and services visually
DO PEOPLE THINK OF YOUR PRODUCTS?
In order for your small business to succeed, stay in the market for an extended period, and gain customers' loyalty, it must be built and function as a brand, not as a product.
People trust brands, excellent quality brands will become people's default purchasing option, therefore people will get used to going back and keeping buying repeatedly.
You must shift your business strategy from a product- or service-oriented business to a brand-oriented one, find your unique audience, match their personality, fulfill their desires, and deliver value.
FOCUS ALL YOUR EFFORTS ON THESE 7 GOALS!
For a small business to succeed it must connect with its audience on a personal level, Successful Brands understand the value of connecting through emotions, fulfilling People's desires. They adopt a unique personality and differentiate their products and services.
Another factor in building a successful brand is to focus on establishing trust with your customers by providing high-value products, customer service, and combining it with a delightful experience.
IT ALL BEGINS WITH AN IDEA!
All brands begin with a unique and valuable idea. The idea must have a meaning and a purpose which is called a vision and mission. This approach should be targeted to a specific segment of the audience. If you try to serve everyone, you may end up helping no one.
Then, you give your idea a life and character through brand personality to differentiate yourself from the rest of the competition; you also have to dress up your brand and become visually desirable, and once your idea is attractive, you send it on its way to the market to attract and sell.
STAY AWAY FROM THE PRICE COMPETITION
That's right, stay away from price competition, as PayPal Co-founder Peter Thiel said "competition is for losers." It will damage your business and might get you out of business too soon.
Instead, significant brands focus on serving a small niche for a targeted audience then slowly grow and expand for a broader market. Focus on long-term strategy, increase your brand value, provide excellent product quality, customer service and serve your loyal customers.
UNDERSTAND YOUR CUSTOMERS' EXPERIENCE PROCESS
Many businesses lack knowledge about developing and promoting their services to their customers because:
First and the most important is a lack of understanding of how customers interact with a new brand or products. They rush to sell and advertise their products and end up with an enormous disappointment where no one is buying.
The second reason is lack of patience; they try to push customers to buy their products instead of introducing them slowly to the market. If you are already a big brand or a superstar, then there is no reason for you to keep reading this description. You got all the people in the world behind your back.
But if you are a new business owner, then you got to understand the process that your audience goes through with your brand and learn what to do at every step of this process. It's not a good idea to talk when you are supposed to listen!
WHO IS YOUR AUDIENCE?
Have you ever asked yourself who your target audience is? Who are those you trying to help? Solve a problem for or provide a service, what is their culture? Lifestyle? Desires and needs.
For a brand to succeed, it should be designed to fit and satisfy a specific target audience. Yet, most of small businesses tend to ignore this fact or lack the knowledge and understanding of how to define their target audience.
Always remember that different people have different needs, you just can't treat all people in the same way. Once you select your target audience, do all your best to satisfy them with a robust and unique selling proposition.
TELL YOUR STORY
Stories are the magic of connecting your brand message and goals with your audience. If you wish to grab your customer's attention, then you got to tell a meaningful story about you, your product, and your brand.
It's much more interesting to engage with your audience if you can tell them a story about your business adventure and purpose. In the end, who does not like to listen to exciting stories?
BE UNIQUE
If you are like everyone else, no one will notice you. Brands with personalities and a loud voice will always stand out from the rest of the competition. Do you know that all successful brands around you adapt their personality to connect with and reflect their audience' self-image on a profoundly personal level? What is your brand character?
LEARN FROM THE MASTERS
It's always a good idea to study from other successful brands, brands such as Apple, Nike, Lego, and Ikea. They all spend tons of money on building and designing marketing campaigns to connect with and attract their audience. You don't have to pay that much of money, just observe and learn!
Branding For Small Businesses Crash Course will cover the following topics:
Section 1 - Introduction
- Course Introduction
- 7 Goals And 5 Steps To Building Your Successful Brand
- What Is Branding?
- Brand Experience Process
- Price Competition Vs Branding Strategy
Section 2 - Branding Strategy
- Deciding Your Brand Type
- Designing Your Brand Strategy
- Creating A Strong USP For A Specific Audience
- Define Your Brand Vision And Mission
- Communicate Through A Meaningful Story
Section 3 - Brand Personality
- Understanding Consumers’ Desires And Needs
- Creating A Strong Brand Personality
- Brands Archetypes – Innocent, Explorer, Sage
- Brands Archetypes – Hero, Outlaw, Caregiver
- Brands Archetypes -Magician, Ruler, Regular Brand
- Brands Archetypes – Creator, Lover, Jester
Section 4 - Visual And Design
- The Art Of Logo Design And Colors
- The Art Of Brands Photography
- Putting It All Together – Case Study – Honest Tea
Section 5 - The End
- Bonus – 11 Core Principles For Creating Successful Brands
- Congrats, You Made It To The End!
