It’s easy to get bogged down in the every day things of business and life. Spending most of our time between clients, social media and marketing and not spending enough time taking a look and reviewing our brand.
You know you’re special right? And you know that there’s no-one else in the world like you…or so you thought.
It’s not until you get online and see that what you offer and what you do is not so unique after all. It can be disappointing and a real show stopper. I know because I’ve been there too.
I’ve got a story that may help you to keep moving forward + explain why you need to give a shit about your website.
Take for instance the case where you’re sitting in a seminar. There are two business coaches standing on stage in a front of you and room of people.
The first woman speaks – she introduces herself, ‘hi my name is Sue and I coach women in business.’
You say OMG my name is Sue too! [I know if you’re name isn’t Sue, just bear with me here]
Now the second woman on stage takes the stand as speaks, ‘hi my name is Sue’ and she too mentions she’s a coach for women in business.
And now you’re thinking ‘ok, how oddly weird’. Suddenly there’s no meaning in it now all three of you have the same name. No big deal.
Back to the first Sue; she stands up and now holds the room. Sue #1 says to everyone in the room “I’ve made $1 million dollars in my business and I’m really successful. I now have the life and dream home to prove it”.
As she sits back down you’re thinking to yourself, Sue #1’s message doesn’t quite resonate but all the same, it’s impressive and open to wanting to know more.
Sue #2 now holds the mic, and she too says the same introduction – I’ve made $1million bucks in my business and I’m really successful.
You and others in the room see on the presentation slides – fast car and dreamy home.
Assuming this kind of message impresses you and peeks your interest…you say to yourself I must go and check out their websites, and find out a bit more and see what they offer.
If you want to know how Sue #2 managed to clinch the deal, you’ll have to read on…
Now you’re on Sue #1’s website.
It’s an eye sore, it’s one hot-visual mess. You’re quite surprised. Sue #1 hasn’t put much into her website. Her blog posts are a little out dated and she hasn’t bothered with writing in almost 6 months. And when she has bothered doing a graphic they look as if a 9-year-old has done them and they’re not very pro.
There’s no visual flow, nothing exciting sticks out
and the image of her looks like a homemade selfie.
And as you flip through her measly content you’re intuition kicks in…something’s not quite right here…something’s a little off.
Curiosity gets the better of you, so you still jump on to the “work with me” page.
You just about fall of the chair when you the $10k price tag, not to mention what’s included in the package. You see a couple of quotes from others who have “worked” with her. Emphasis on the word work here.
They don’t mean anything to you. And you’re thinking I find it all too hard to believe Sue #1 and what she’s saying.
Something’s way off and anything she has said to you before now has fallen by the way side. It doesn’t resonate and you may now be thinking right about now, $1million – really?
While you’re on the web you might as well jump on Sue #2’s website. But you don’t have any hope or expectations with her website, but you jump on anyway.
But this time you’re blown away! WOW, you say to yourself. The energy that oozes from Sue #2’s website has electrified all your senses.
You see that she’s put a lot of thought into her website, it’s up to date, it’s modern and the colours are vibrant; her energy and personality permeates.
Her brand + visuals are gorgeous &
help give off her personality and vibe.
Ahhhh – you’ve connected [yep it can be as simple as that] – like a long lost friend.
And because she oozes confidence and seems like she knows what she’s doing, you dive into reading her frequent and recent blog posts. In fact you’re lapping up everything she has to say.
A gentle pop up box quietly interrupts, but you don’t mind and you quickly and delightfully give her your name and email address because the freebie she wants to give you is exactly what you need.
Wow! You say to yourself. This vibe that Sue #2 is quite delightful, she really seem to know her stuff. You love what you see and now you find yourself having clicked on the “work with me” page.
And this time you really do fall of your chair [but in a good way].
Sue #2 has packaged her offerings. Three lovely ways that you can work with her. The first package seems generous, it’s a no brainer and it’s affordable without breaking the bank. You can actually get to work with her.
The pricing for the middle package is a little stretch but you don’t mind saving for that over a couple of months it’s doable.
And the third package, is so much worth the value for the price tag of $10k. It’s an investment and a whole year commitment. But hey, you say to yourself, it’ll be worth it.
Something to look forward to down the track, and besides, I’m on her email list, so I’ve connected and will lap up every email she sends to me and I’ll get to know her some more and gain trust over time.
So do you see how two people with the same name,
say the same message + offer almost the same service
and one can triumph over the other?
And how the two Sue’s can look and seem like they know what they’re talking about yet we believe one and not the other?
Sue #2 has validated her message by showing to her website audience, that she means business!
She’s taken the time and invested back into her website and clearly see that she cares. Her brand and website does a lot of the communicating for her. She stands out with her gorgeous visual vibe and she is magnetizing. It seems like she’s thought of you.
Side note here: in all honesty Sue #2 probably wouldn’t have introduced herself back at the seminar with that kinda message as Sue #1. But hopefully you get my point and the moral of this blog post.
What can you do this week to add some of your energy to your visual vibe on your website?
Hi, I’m Kellie and I’m a teacher, mentor + dreamy brand wrangler.
I can teach you to craft + design your own beautiful brand and graphics for your online world
RADICAL BRAND LOVE:
Join the FREE membership library for Creative Solopreneurs who want to want to get ahead so they stand tall + live their legend.
Click through to join and gain access to the library of workbooks + cheatsheets + mini-trainings.
Free Monthly Inspiration + Manifestos
Launching Soon RBL’s The Journal
Magazine available to Members Only.
Don’t miss out!
Join me on Pinterest
For some of us promoting and getting our brand out there online can often feel excruciating and as painful as going to the dentist – you know you gotta do it but it’s still painful. I know because I’ve been there too.
Can I start by saying did doesn’t need to be if you’re thinking of the cheesy and “traditional” way of advertising. But getting your name out there and promoting a brand today doesn’t have to be about advertising and it doesn’t need to be done in a douche kinda way.
I guess that’s why we think it’s sleazy and uncomfortable, because we see it on or in advertising and we’re bombarded with the messages “come and buy” or “we’ve got a sale on – don’t miss out”. This way of promoting a business or advertising a product may work for retail and it works because they are communicating to the masses and they don’t have one “advert” every now and again.
You’ll notice they advertise the one advert with the same message, over a certain period [which can be over months or short as a few weeks] and that’s why we get sick of them because they appear at a certain time, day and week over and over again. But it works. If it didn’t they wouldn’t be doing it.
However, what if I shared with you it doesn’t need to be uncomfortable – unless of course your business is a product and you’re in retail.
In today’s world we build a brand, not a business.
And as part of your brand strategies
we need to know exactly who our dream customers
are and then share our brand stories.
To clarify – advertising is quite different to promotion and promotion is about brand awareness. There’s absolutely nothing wrong with advertising – as you may find during your business journey you want to simply put an ad on the sidebar of a big blog or in a magazine. Nothing wrong with that – it can costly but still nothing wrong with it.
But I’ve compiled a list of where or what you can do with your stories and whether you have no budget or a small budget to achieve your brand awareness.
BRAND AWARENESS [the self-paced way with no budget]
1. Participate in Facebook groups – but be selective + be proactive than reactive in the groups.
Provide value in your stories, especially if you work with one on one clients and particularly in the service industry like a designer, virtual assistant and business coach.
This tip was biggie for me when working with or finding new clients. If I happened to be in a group and someone posted who they were looking for such as an ebook designer, this meant throwing your name in there of which felt like a “meat market” for me; like when the bride throws the bouquet and it’s a free for all. Not for me.
Instead try participating in 3 or 4 groups you know that you can add value in each one. And this low number means it doesn’t take up too much of your time.
Give value to those who ask for something that you know you can answer. Could it be you know how to set up something technical that you’ve worked out for yourself. It’s about being of value and making connections.
Also giving value can mean starting conversations in those groups, put a poll up and ask questions. Or post about some questions you think your customers would be asking. The more you be proactive and chime in the more clearer you will get on your potential clients or where you want your brand to head. At first this process may feel like you’re talking to no one, but keep going because it’s worth it.
You can also share stories, share your blog posts if it’s ok with the Facebook group rules. And if it’s not ok then think of and write down 5-10 topics or questions your ideal client would be asking and answer those questions in your stories.
2. Guest blogging with someone who is influential in your industry
This option requires some detective work. You will need to find one or two people in your industry or someone who has the same set of target market that you have.
For example, if you’re business to business then ensure their target market are business to business. There’s probably no point writing an article on “running social media ads to grow a business” to a bunch of people who wish to read about green smoothie recipes.
BRAND AWARENESS – the very quick ‘band-aid’ way on a small budget
Facebook advertising can be hugely beneficial for brand awareness. Do a promotion through advertising on Facebook and select a highly targeted audience. You can either get them to sign up to a webinar you’re holding or give them an exceptional PDF freebie.
Earlier I mentioned advertising on the sidebar of a high volume traffic blog. This one is possibly the most painless out of them all – but you do need to do your homework before dishing out your hard earned cash.
Whatever you decide to do, either promoting with or without a budget, just remember either way you are creating brand awareness in a NON douche way.
After all, we all do it and it has to be done.
image credit: unsplash.com via pexel.com
You read that right. I don’t want just anyone to buy my workshop that I’m running in a few months.
Why? If you are building an online brand – read on and you will discover why.
So throughout last year  I spoke with many solo-entrepreneurs about crafting and writing an ebook either to sell or as their opt-in freebie. And do you know what kept being repeated back to me, and why their eBook was on the back burner? It was because they said [and a vast majority were saying the same thing], I don’t have any branding.
So that came as a surprise to me.
But then I noticed the clients I was lucky enough to work with didn’t have their Brand in place either.
These clients knew exactly who they serve, what their purpose is, their vision and their mission as well as their branding – logo, colors and fonts. Great! Or so I thought.
And these established gorgeous clients had me baffled as well.
Why have they not got a Brand Style Guide?
For years I worked in corporate and in each and every company I worked for, each and every one of them had a Brand Style Guide.
So what is a Brand Style Guide?
Basically, a brand style guide for a corporate business tells it’s employees what the company is about. What their story is. Th guide usually dives into the history of the business, how it was established and who were the company founders.
The brand style guide explains how they’ve established themselves in the market and who they serve. It can also explain the company’s philosophy and the meaning behind their tagline and what they stand for.
Here’s an example:
Canon’s main principle is ‘Kyosei’ – which means all people, regardless of race, religion or culture, harmoniously living and working together into the future.
A Brand Style Guide would dive into the details of their branding and elements. And for many companies, it would stipulate for their employees and suppliers what they can and can’t do with their logo. The guide provides the exact color details, such as the CMYK, RGB and Hex Codes are and which fonts should be used. Corporate businesses are very particular about what employees and anyone for that matter, and what they can and can’t do with their logo and their identity (and I understand why).
So that got me thinking some more!
Why don’t online solo entrepreneurs have a Brand Style Guide too?
It didn’t make sense!
It’s super easy to forward a PDF document off to each supplier when they outsource, rather than send a ton of emails with their logo in one, and who their audience is in another.
But it’s not only about that, as I believe a Brand Style Guide is so much more.
So I introduced last year with my 1 on 1 clients on creating and designing a signature brand.
We worked on how they wanted to show up online. And to gain even more clarity, I took them through a step by step process of understanding:-
- their purpose in order to understand who they serve
- what their vision is – where they were heading
- who they are (this one was a biggie) because apparently adding more of “you” into your brand is a lot hard than one might think, and
- adding voice to this as well.
You could almost compare the whole brand styling process similar to a wardrobe stylist like Rachel Zoe. Loving that!
This powerful booklet saves hours upon hours trying to figure out a style and how you ‘should’ turn up online.
Why – because keeping a consistent look and feel throughout your website screams you being a professional, and that’s what you’re about and you take your business seriously.
So for 2016, I want to take this as my purpose, my vision and with my message:
I’m going to make designing and building an online brand so much more easily accessible and especially to those who need it the most
And by doing this, I’ve kickstarted the new year with a Brand & Website Challenge…Am I Your Client?
It’s for heart-centered entrepreneurs who would love to focus on:-
- what their character style could be
- their mission, their vision and
- their voice.
It is then working through this and they have gained more clarity as to where they’re heading with their business, we can then finalize their brand identity and dive into their branding elements in the live virtual workshop.
Wishing you an adventurous and successful 2016!
I’m guessing when you first started out in business you were told to complete a business plan. All 150 pages of it! The business plan took you through your S.M.A.R.T. goals, your finances, projected income, your marketing strategies and your competition. “Take a look around and see who your competitors are”.
Who doesn’t love a BEFORE & AFTER story?
Recently I was sitting with Brigid over a coffee in a Skype session. But something didn’t feel quite right; I was thinking this girl has fabulous energy! She’s vibrant, funny, sporty, and a real go getter.
But it was when I was on her website, something wasn’t ringing true here. Her branding was all out of alignment and it just wasn’t matching up with who she is and what she is offering. And to be frank, her website and brand ‘vibe’ felt like she had stepped straight out of corporate.
It can be disheartening that everywhere you look there is a growing number of businesses online. And this overwhelming number seems to creep up by the day in your own industry and niche and it can give the impression competition is fierce.
Most of us know by now, that targeting to anyone and everyone doesn’t work and that talking to everyone means talking to no-one, and the more you break down your target and niche markets for you, the more you will attract your dream client.
So, how on earth do you really hone in and speak or blog to your client?