Create a brand experience that your clients and customers want to talk about!
Hold up, Jill. What’s a brand experience?
This is what someone (a would-be client or customer) experiences from first touch to off-boarding and beyond. It’s messaging, communication and copywriting, marketing, website, emails and visual design — and how it all works together. It’s the full package that shares what you do, who you do it for, why that matters to them (and you) and everything you stand for and believe in as a business.
The brand experience is also how connection and relationships happen! And how people in your orbit become clients or customers.
And in order to have an authentic, share-worthy brand experience, you need clarity and confidence in a few key areas.
You need to get intimate with your vision, values, people, results and visual design to have a good brand experience.
Because truly knowing and understanding these things about your business means you can communicate them effectively, be led by them when making business decisions and use them to set and measure your own success.
Remember that ‘Branding’ is an overall term of how others perceive your business — essentially the connection that you make with your audience, your reputation, and what other people say about you when you’re not in the room. So it makes sense that we should think about the bigger branding picture as we work together to craft your unique brand identity!
Vision is what you imagine for your business, yourself and your people. It’s the future you want to be a part of creating, the feelings and beliefs you want your clients or customers to have. It’s the set of goals you have along with an understanding of why they’re important to you.
WRITE IT DOWN. Complete this sentence: “The future I want is one where…” Take into consideration what you want to accomplish with your business, what effect you want to have on your people, your industry and your community, what the overarching goal of your business is, and what direction you want to take it in.
Values are the things you believe in or stand for as a human and business. They’re not compromisable and a great (great!) way to determine who you want to work with. They’re usually linked to your experiences, why you started your business in the first place and the vision you have.
WRITE IT DOWN. Think about what attributes, philosophies and ideas are really important to you? Why do they feel important? What governs your life, decision making and relationships, and how does it govern them? How is that governance experienced? Those are what you believe and the values that drive what, how and why you do business the way that you do.
They’re the people who turn your hobby into something profitable. And while I don’t want to downplay your role in the success of your business (it’s fn enormous, I know), your people drive your business because they’re making financial investments in your services or products. Understanding who they are, beyond any vague demographics, will guide in what they value, what experiences they want more of and what results they’re looking for. It’ll also support you in communicating and engaging with them in a way that nurtures a genuine connection.
WRITE IT DOWN. Consider who you want to work with, what they value in their lives or business and why they want to hire support for what you specialize in. Then refine your brand message, marketing and content to reflect those!
Results are what people get out of working with you and can be broken down into functional and emotional benefits. They’re what people expect to get (photos, branding, a website, copy, products) and perhaps what they didn’t. These are the results they experience that sit alongside those tangible or measurable benefits. Results that perhaps fall on the spectrum of what you do (photography/design/website development/copywriting/product developer) that are influenced by your unique lived experiences and values.
WRITE IT DOWN. Consider the experience of working with you: What do your clients get that perhaps they don’t realize they’re paying for? What forms part of your process that is unique to how you do things? How do you support them in an emotional way? What and how do your clients or customers feel and experience when working with you/purchasing from you? What changes in their perspective during this time? How do you meet their emotional needs?
Brand identity is the visuals — everything from your logo and color palette to iconography. It should be guided by the careful consideration of all the other components of your brand experience. It’s the foundation for a design that captures the heart and essence of your brand and its carried out in your stationery, website design, packaging, social graphics and more.
WRITE IT DOWN. What will you need in your brand identity kit? Can you build a brand identity that accounts for who your people are, acknowledges what you do and how you do it differently, considers your vision? I do offer a Brand Identity Kit package, if you’d like to reach out!
The Full Brand Experience
When you marry these components, you’re left with a brand experience that has to be truly unique to you and your business, and at the end of the day, that’s exactly what we want as business owners!
If you want support in developing a thoughtful, authentic brand identity as part of your brand experience, let’s get started with a complimentary Discovery Call.
We can chat about meeting your vision with branding that’s meaningful and beautiful, so you can get yourself in front of the right people sooner and get more fab clients.
Schedule your call or see how we can work together!