Whether you realize it or not, your brand is an answer to the questions your dream clients are asking. How your brand answers those questions will be the difference between a cult-status brand and a total turn off. It’s helpful to know what questions your messaging should answer so you’re not making shots in the dark. Here are a few things your dream clients want to know about you:
For big corporations, we don’t necessarily expect that there is an actual human behind the brand. We know what Apple is. We know they probably don’t care about us as people, but we’re still gonna buy iPhones because we need them. But for smaller brands, it’s so important to see the folks behind it! Part of the wonderful thing about supporting small business is that you really are changing lives! You’re helping people live their dreams, express their creativity, and build a life they’re excited about. But it only feels that way if we can get to know the person behind the brand. If your brand feels pushy or your content feels stale, or we never see you on a bad hair day, it’s going to be hard for us to connect with you. The more your people actually like you, the more effortless selling will be. This requires some vulnerability and some time spent cultivating real relationships, but it’s so worth it!
For small brands, it’s all about knowing who your people are and what problems you can solve for them. If you fundamentally misunderstand who your audience is and what they need, they won’t feel driven towards your product or service. If you’re missing the mark with your messaging, your people won’t recognize that you’re talking to them, and they’ll lose interest or move on. You have to show your dream clients that you understand where they’re coming from, what challenges they’re facing, and what problem gets solved by hiring you! I know this is wayyyy easier said than done, but it’s a big portion of what brand strategy focuses on! Let’s talk!
For me, I can totally tell when someone is only interested in me for what I might be able to give them (i.e., fill their course spot, or buy this program, or hire them, etc.,) This one is tough because ultimately we want to be successful, so we all do have to sell stuff, but if the only value your people represent to you is a spot filled or a potential lead, then chances are they can pick up on that and will be put off by it. This is why it’s so important to shift your mindset into community building. This takes a little trust on your part that if you do the work, build relationships, and share your brand values, the right people will buy from you. It takes a little bit of surrender (my word for the year.) Trust that cultivating relationships is not a waste of time! You truly never know what a person’s situation is, and while they may not be in a position to buy from you at this moment, that doesn’t mean they don’t have value.
Do your people know you value them beyond what they can do for you?
Oh boy, this is a big one!! If you’re a creative business owner, finances are probably a big deal for your people! (they kinda are for most of us, right?) It takes a lot of courage to trust someone else with your hard-earned money, and that’s not something we as small business owners should take lightly. I know my clients put a lot of trust in me, and that must be so scary! So I want to do everything in my power to earn their trust and be worthy of it! In other words, do you keep your promises?
If you’re not sure who your dream clients are or how to be clear on your messaging, let’s talk! Discovery calls are always free and I absolutely love helping brands become more confident and relatable to their dream clients!