It’s February and love is in the air…
Coupled-up or not, as an entrepreneur, you are probably lucky enough to be doing something you love! But how can you attract customers who will love your business, products or services (almost) as much as you do?
Brand and branding are vital to achieving this.
My VISION process helps you understand your brand and harness the power of branding to support your business strategy, visions, aspirations and goals.
VISION demystifies the branding process for you with powerful results, helping you create a brand that connects and resonates with your ideal clients on a deeper, emotional level – a brand they can fall in love with.
Over the next few weeks, we’ll take you through VISION process in a bit more detail. The first step is…
The ‘Visualise’ stage breaks down into three parts
- Five aspirational brands (i.e. company brands you admire from a business perspective)
- Your vision for your company (including where you are now, where you want to go, what you want to be known for) and finally,
- Your customer’s vision…(don’t build a brand without it!)
WHO IS your ideal customer?
- What lifestyle do they lead? What brands do they admire? What’s their gender and age? What do they do for a living? Do they like to read? What do they watch? Listen to? Drive? Wear? Where do they eat? Shop? Holiday?
- Where are they now in their lives? What are their problems that your business can help with?
- Think about their aspirations and ambitions. What is their vision of how their life will look after they’ve spent their money with you?
- What lasting difference will you make to their world? Why will they love your service/product and buy it over any other?
Why do people buy?
Anyone who buys something is trying to fix a problem or fulfil a need, although it may not be obvious or identified as yet.
Even the guy who buys a new Ferrari has a problem. It may be a status thing: he was bullied at school and now needs people to see how successful he is. He may be lonely: trying to get noticed, win friends or attract the woman of his dreams. He may be insecure or trying to overcompensate for other areas of his life (!).
So brand messages and branding focusing on the Ferrari owner’s popularity and successful life will resonate powerfully for him.
It doesn’t matter if you are selling business-to-business (B2B) or business-to-consumer (B2C) – you are communicating human-to-human. Start looking deeply at why people may buy from you. If you can tap into a deep-rooted need in your customer that they didn’t even know they had, that’s incredibly powerful.
I remember being first-time pregnant and waddling around The Baby Show in London with my then-boyfriend, Andy. Blissfully unaware of all the baby paraphernalia that I’d have to cart around with me, I had naïve visions of just wearing my baby in a sling.
Then I spotted a mother wheeling an amazing space-age pushchair-thing along. I asked Andy to run after her (I couldn’t!) to find out what it was.
We found the Stokke stand and asked for a demo. The assistant was busy showing us all the features, but I was mesmerised by the video playing on loop.
It showed the Stokke positioning the child higher so they got to see more of the world out of bus windows, over walls and shop counters. Better still, the child could be positioned to face their parent, boosting their interaction and communication skills. Adults in the video were chatting to the beaming child in the Stokke whilst other children in normal pushchairs languished at knee height, ignored and bored.
As if that wasn’t enough, the amazing Stokke was shown protecting its precious cargo, high above exhaust fumes, cigarette smokers and snuffling dogs. A pushchair – sorry travel system – that would make our child happier, a better communicator and safer?
We were in love and bought one on the spot!
If you’ve read about my DoSaySee model, you might notice that the Stokke appealed to me first because of how it looked (See), then the video spoke to me and tapped into my until-then unidentified need to protect and develop my children (Say), and only once we used it did we discover how amazing it really was (Do) – its features were way down the list as to why we bought.
Did Stokke deliver on its brand promise? Well, people have always commented on how eloquent my boys are, so it must have helped, all the lovely chats I’d had with them. I was quite heartbroken when we finally had to sell it but I’m still a passionate brand advocate for Stokke and a loyal fan for life.
Slept like a baby
Shaleena’s company Slept Like a Baby sells blackout blinds. Rarely a pleasurable or luxury purchase, they tend to be bought by shift-workers and parents who want to help their children get to sleep more easily, especially in the summer months and for daytime naps. They are seen as an essential product, their appearance often being secondary to their function.
Shaleena wanted to change that and focus on the baby-care sector and interior design space with the upper end of her range. Her blinds are customised so buyers can have their children’s name applied and/or theme the blinds to their room. She also provides beautifully custom-embroidered and sequinned blackout blinds for grown-ups’ rooms – as well as more standard blinds.
I encouraged Shaleena to focus her brand and brand messaging not on the blinds’ features (which probably don’t vary much from those of her competitors), but around the transformation that her products bring, hence her company name and strapline.
The obvious product benefit that anyone in this space may focus on is better sleep.
But what does better sleep for baby actually mean? Better sleep means a happier baby. Better sleep aids baby’s learning and development. It also means the parents sleep better, which gives them increased energy and makes them feel like they can cope with the day. This, in turn, makes them feel like better parents, partners, friends and workers.
A happier, healthier and more successful family (plus a more beautiful home!)? Sold!
Buy the book
If you can’t wait for the next instalment, my new book ‘Let’s Get Visible!’ will take you through the whole VISION process, show you how to get brand clarity, stand out in your industry and supercharge your business growth.
If you need help with your branding and creating a brand your customers will love, book a free VISION call with me and let’s see what we can do…