Dear Shy Brand Owner … Can We Talk?

Shy brand ownerLook, I know it’s tough.

You want to create a recognizable brand for your business. But you don’t have:

  • A budget (or your budget is so tight you don’t know how to stretch it to cover your brand creation).
  • Any experience building a brand (except that lemonade stand you made a sign for when you were 7).
  • Any design skills at all (or skills you don’t completely trust).

Today’s post is going to show you how learning a new language is your first step toward breaking away from your shy brand syndrome.

Be sure to read to the end. I have a special offer for you (that expires at the end of this month) on a program that will help you build a powerful brand for your business. No more shy brand owner for you!

Ready to create a brand you feel proud of?

Don’t Give Up: Everyone Starts Somewhere

The biggest mistake I see is that people have “non-brands.” They use bland, boring business cards, or websites that don’t express anything unique about their business. Because they’re afraid of making a decision one way or the other, they don’t make any decision at all.

It’s like people give up on the branding process before they’ve even started it.

And here’s the thing: branding is a process, not an end point. Your brand will be an ever-evolving masterpiece.

Imagine your brand sitting on an easel within easy reach. As you walk by it a few times a day, you pick up your brush and add a stroke here, and a highlight there. As the light hits your brand masterpiece differently throughout the day, you’ll see it differently, too, and add or subtract as needed.

The important thing is to get your canvas in place, and sketch out the beginnings.

It all starts with knowing your target market.

Learn the Language of Your Prospects

Your prospects have a particular set of challenges. They talk about those challenges using specific words. And they know how they want to feel when those challenges are overcome.

Your job is to identify these mysterious elements. Examine their challenges, and uncover the words they use to describe them. Look for how they want to feel when their challenge is met.

Do they say they want to feel:

  • At peace?
  • Relaxed?
  • Fulfilled?
  • Accomplished?
  • Financially secure?
  • Beautiful?
  • Confident?

Capture the feeling they want to experience when your business solves their problem. Hang onto this information, and weave it into the next step of the branding process.

Create a Remarkable Brand Story

Make note of the words your prospects use to describe both their frustrations and the way they want to feel when their frustrations are resolved.

Employ these words as you develop the copy you’ll use to describe your business. Weave them into the benefits you offer. Highlight them at every stage of the sales cycle.

Develop a story you feel good about telling, and use it consistently. Over time, it will build into part of your brand identity.

Express Your Story Visually

Once you know the story you want to tell, it’s time to translate it into visual elements that express it.

How do you want your business to be perceived? Is it:

  • Contemporary, Modern, Slick?
  • Classic, Timeless, Conservative?
  • Fun, Playful, Cheery?
  • Something else?

When you have this “brand personality” determined, it will be easier to express it with design decisions you can learn to make. You’ll choose contemporary colors and fonts, or a classic color palette and a conservative set of fonts, depending on the brand personality that works best for your business.

Whatever visuals you choose will complement your brand story, and make it easier to understand and remember.

Master Your Brand in Over the Next Six Weeks

The Mastery Programs are open again, and I’d like to invite you to join me there.

What are three benefits of the Mastery programs?

Nancy Crowley“Number one is Pamela’s openness and accessibility. She communicates so well through her lessons, explaining complex marketing terms and trends. She is warm, friendly and reassuring and encourages you to ask questions through her Forum. Most importantly, she responds — usually right away, if not within 24 hours.

Number two is the level of expertise that is offered. I have operated by gut instinct over the years and while it’s served me well, I am so happy to know the right terms to use when discussing marketing challenges, especially in this fast-paced age of digital media. Pamela’s experience, knowledge and commitment to her customers shines through all of her lessons.

Number three is the number of resources that Pamela makes available. She has thoroughly researched her topics and is eager to share what she knows including the nuts and bolts of how she creates her fantastic webinars.” –Nancy Crowley, FXCrowley.com

The three programs available are:

Design Mastery

Six weeks worth of design lessons which are delivered via video, audio and downloadable resources. Six months access to our private message forum where you can ask questions and get help as you work through the material. Exclusive monthly member webinars.

At the end of the Design Mastery Program, you’ll walk away with a visual plan for your brand, and the know-how to implement it.

Marketing Mastery

Six weeks worth of marketing lessons which are delivered via video, audio and downloadable resources. Six months access to our private message forum where you can ask questions and get help as you work through the material. Exclusive monthly member webinars.

At the end of the Marketing Mastery Program, you’ll walk away with a marketing plan you can implement immediately for your business.

Brand Mastery

Six weeks worth of marketing and design lessons which are delivered via video, audio and downloadable resources. One year access to our private message forum where you can ask questions and get help as you work through the material. Exclusive monthly member webinars.

Brand Mastery owners get access to the Brand Creator Tool, my exclusive online branding tool where you’ll register the marketing and design plans you create as you work through the materials. In the end, this “master document” will serve as both a marketing and design guide so you can confidently implement your branding decisions over time.

At the end of the Brand Mastery Program, you’ll walk away with a marketing plan and a visual plan for your brand, and the know-how to implement it.

October, 2013 Registration Bonus

pamela-vip

This month only, everyone who signs up for a Mastery course will get a free 20-minute coaching call with me, to be used during the month of November.

How will you use your time?

I can review something you’re working on, help you find the resources you’re looking for, or give you feedback on your latest idea. Whatever you need to move your business and your brand forward.

To reserve your 20-minute session, watch for an email from me after you sign up for a Mastery program. It will contain a link to my scheduling software.

Pick a date and time that works for you, and we’ll talk soon. :-)

Join a Mastery Program

Comments

  1. Jeevan Jacob John says

    People being too afraid or nervous to act?

    Indeed. We need to have a mandatory class (in school) that involves teaching risk taking (Sure, it is better to learn it out in the real world, with those hard core experience, but wouldn’t the world be a whole lot better if people know what they are going to face?).

    “Your brand will be an ever-evolving masterpiece”.

    Loved that! We start somewhere, we learn, we analyze, we experiment and then we evolve into something better. Something that can help us to achieve our goals.

    I never thought about examining the words people use. That could be real helpful when I launch my writing services (I do plan to, in the far future – well, probably by mid/late 2014).

    Hopefully that will go well. Thanks for sharing your expertise, Pam :) Hope you are having a good week!

    • says

      Absolutely, Jeevan. Part of the reason your brand evolves is because your customers evolve, too. Sometimes your business ends up attracting a slightly different group of people than the ones you were expecting, so you may need to adapt if that happens, too.

      Examining the way people talk about their challenges is super helpful. If you can pick up on their language and use it when describing their problem (and how you’ll solve it, of course) you’ll hear comments from people who say “it’s like you read my mind!”

      And you didn’t, of course. You just listened very closely. ;-) Thanks for your comment!