If you’re attracting the wrong people with your marketing stick around for some specific tricks for finding the right tone for your brand!
I was acting as a guest expert for my friend’s Photoshop class and one of the entries was a whimsical take on an extreme sporting event (ironing). The concern was that maybe it wasn’t the most ideal portfolio piece for a young designer.
My advice?
Scare the right people away!
When it comes to getting hired, either by a new client or for a position at a new company, differentiation is the name of the game.
Humor and whimsy and showing up authentically as you are is the easiest way to accomplish that. Embodying your expertise acts as a magnet to pull the right people in, and push the wrong ones away.
You WANT to repel some folks because the other side is that you’ll attract the right ones.
Two words: brand differentiation.
If a brand is what a person thinks about you, then brand differentiation is the unique aspects or characteristics that set it apart from others, in their minds.
So when you scare the right people away, you are actively trying to repel specific people based on data and strategy. That means identifying and emphasizing the distinctive features, attributes, values, or benefits of a brand that make it memorable, desirable, and relevant to your target audience.
Here are some key elements of brand differentiation:
The primary benefit or advantage that your brand offers to customers that competitors do not. This is WHY someone should choose you over another service provider.
This refers to the human characteristics and traits associated with your brand. It includes your tone of voice, style, and values, all of which help create a connection with people.
Differentiating your brand through innovation involves offering new or improved products, services, or solutions that address unmet needs or provide a better experience than what is currently available in the market.
Understanding and targeting a specific niche or segment of the market allows you to tailor your messaging, products, and experiences to meet the unique needs and preferences of your ideal clients.
Sharing compelling narratives and stories about your brand’s origins, values, and mission can help differentiate it by conveying authenticity and credibility.
Consistent and visually appealing branding elements such as logos, colors, typography, and imagery can help distinguish your brand and stop the scroll.
Providing exceptional client service and creating positive interactions at every touchpoint with your brand can differentiate you from competitors who may offer similar products or services.
Brand differentiation is about creating a distinct and compelling identity for your brand that resonates with your target audience and sets you apart in a meaningful way.
You might have heard this before, but when you speak to all you speak to none.
Knowing exactly who can get the best results from working with you allows you to speak directly to that person. More than that, when you know where they are in the buying journey you can make content that is even more likely to resonate with your target audience and help them decide if working with you is a good idea.
By focusing on a specific audience, you can tailor your messaging, products, and services to meet their unique needs, preferences, and pain points.
This increases the likelihood of attracting and retaining loyal clients.
It allows you to concentrate your marketing efforts and resources on reaching those who need what you offer which saves you from wasting time with tire kickers and people who are never going to be ready to buy from you.
Targeting a specific audience allows you to streamline your marketing efforts, increase relevance and engagement, differentiate your brand, and build stronger relationships with your customers. By understanding who your ideal customers are and how to reach them effectively, you can position your brand for long-term success in a competitive marketplace.
Using your brand’s personality is a deliberate and strategic process.
Here are few ways to incorporate your brand personality into your client journey:
Overall, infusing personality into your brand should be a continuous and intentional effort, integrated into every aspect of your brand’s identity, communication, and customer experience. By authentically expressing your brand’s personality, you can build stronger connections with your audience and differentiate yourself in a competitive market.
When I talk about brand confidence, it’s made up of 3 things: messaging + audience + mindset.
First, find the right messaging that highlights the transformational experience you provide and then talk to the exact right person to who is ready to commit to getting those results. Embody your knowledge and expertise, and then consistently talk about and reiterate on your messaging and the stories that set you apart.
This cultivates confidence both in yourself and your ability to market your business as well as the confidence your audience has in your ability to transform.
There are a few ways to fix an inconsistent brand voice but first let’s dig into what that even means.
Your brand voice is determined up your messaging, audience, and positioning.
The thing to remember about finding your brand voice is to USE IT!
Know who you’re speaking to and how you want to present your message your brand voice will come through loud and clear.
Is your brand (message, identity, or experience) attracting the right people and repelling the wrong ones?
For a limited time, I’m offering free brand tips to everyone who joins my list. Send me your name, email, and website or social profile and I’ll get back to you within 24 hours with a custom tip tailored to your brand!
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