Connections, cash + clients: using brand strategy to get all 3

Raise your hand if you’ve avoided understanding brand strategy and design and the role it plays in the success of your business. 

And keep your hand up if, realistically, you procrastinated with this crucial part of your business because you simply just didn’t get it.

Congratulations, you’re human!

Confusion can be a killer in business and leads to uncertainty, doubt, and procrastination. Our brain wants comfort and gravitates toward things we excel at (not things that cause self-doubt and overwhelm). 

Making sense of brand strategy and design, as well as how it fits into your overall business foundation, can feel like learning a new language. What the hell is a brand voice and how do I even write my mission statement? Do I really need to use the same colors in all my communication and materials? 

I’m breaking down 5 ways that brand strategy and design can bring you connection, cash, and clients—all that you can implement right now in your business. 

So, pour your favorite drink and push that self-doubt to the side. These tips will help you begin building a foundation that feels authentic to you, grows an engaged audience, and makes you the money you deserve. 

First, let’s break down these 2 elements and dig into what makes them each so equally important. 

Brand strategy:

A great description of brand strategy is equating it to the foundation of a house. You’ve dug the trenches and laid way for the pipes and electrical. The strategy piece of a brand is that skeleton structure and an overall plan for conveying your business’ goals, vision, and mission and a long-term plan for meeting clients’ needs, evoking emotion, and influencing their purchasing decisions. 

A strategy defines what your business stands for, how you take care of your customers, and the experience your brand gives them. Like the foundation of a house, when you start with strategy, it gives you something to build on, acts as an umbrella, and is a blank slate. 

Brand design:

If the strategy is the blank slate to your brand home, design is the furniture, paint, and accessories. Once you have a clear foundation of how to speak to your clients, evoke emotion, engage them with your brand, you need beautiful graphics and visual elements to grab the attention.

Brand design encompasses the visual translation of your strategy and ultimately, how your brand looks to the world. It’s the lifeblood of your brand and built using a cohesive and clear strategy to connect you to your ideal clients, create an engaged following, and position yourself as the expert in your field.

A successful brand has a comprehensive discovery phase where a clear strategy is created before any design phase begins. Parts of brand design include the logo, photos and video, patterns, and color palettes. 

So, how do you pull some of this together right now in your business to begin connecting with the right people and stepping out with a personalized brand that reflects you?

  1. Stop the scroll with a unique, professional logo: in today’s online noise, we all know it takes only seconds to grab attention. If your logo is a template or DIY version, it could actually be mistaken for another business since it’s not an original design. Keep your logo simple, unfussy, and easy to read at any size
  2. Evoke emotion in your audience: today’s consumer doesn’t want to be sold to. They want an experience and something that they can believe in and support. Truly understanding why your clients choose to buy and what fuels their decision will allow you to craft language and services that align with their values. When we speak directly to the struggles and obstacles they face in their business, you can allow them to understand your process and how you get them to the other side of those hurdles. You can use a style of photography, imagery, and video that elicits decision-making from your audience and creates human connection. 
  3. Position yourself as THE expert to hire for what they need: Clients want to make sure they are using their money wisely and if your brand message speaks with problem-solving authority, people will love that they chose you to cure their pain points. This can require that we let go of imposter syndrome and authentically communicate with depth, strength, and trust. Great ways to build your reputation is attending in-person networking events, joining specific social media groups, creating a referral program, and appearing as a guest blogger or speaker. 
  4. Convey stability and predictability: Like I mentioned, clients crave calmness and look to you to ease their overwhelm. Ways to implement this right now in your business is to really beef up your systems and client experience workflow and process. This allows your clients to appreciate an easy process and value the extra touches that treat them like a VIP. Create a brand experience with touchpoints throughout the whole project that surprise and excite your client (handwritten notes, voice memos of encouragement, small gifts at a milestone). 
  5. Consistency is key: Once your following grows to a loyal audience, they will expect the same voice, color palette, messaging and more to up their trust and differentiate you from the sea of competition online. Ensuring that you consciously write your copy in the same tone of voice, empathize with your clients’ pain points, and continually tell them how you can help. Back that up with cohesive colors, icons, and photos that brand your business as THE choice to propel their business. 

I’d love to know how you’re building up your brand so it consistently brings you in those dreamy clients, the cash you deserve, and connections that become big-time fans.

And if you’re stuck, I’m your gal to walk you through a brand strategy and design experience to finally have a brand that feels like you. Let’s connect on a free call so I can learn about what is holding you back and how we can partner together for greatness.

{Rather listen to a quick video version of this article? I gotcha!}

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