Transcripts
1. Intro to Brand Clarity: As a former marketing director, I understand what it
means to not be a 100% sure what you're
actually selling. When I signed on with one
of the companies that I worked for as a full-time
marketing director. I had to sit down
with them and say, you don't know who you are and you don't know who
you're selling to. Because the reality is, you're not for everybody, you are for a specific
group of people. What is it that you're
actually trying to sell them? It's always more than
just the product service. It's something deeper. Being clear and your brand will help you to connect
with your audience. Save on your
marketing campaigns, and create content
that will allow you to build lifelong relationships
with your customers. It sounds pretty great, and it's honestly not that hard. The hardest part is making the decisions that are
right for your brand. I'm just going to
guide the way and give you some insights on
how you can do this. All final decisions
are up to you. But let's talk a little bit
more about what exactly brand clarity is. Brand clarity. Brand clarity means
that we're going to find out who you are as a brand. What does it mean
to be your brand? What do you sell? What do you offer
your customers? And from there, we're
going to deep dive into who is your customer. Because like I said
at the beginning, not everyone is your customer. Use service a small niche. And I want to help
you figure out what niche that is so you can speak directly to them and
build stronger connections. When you sell to everyone, you sell to nobody. But through the specific, you hit the universal. I'm going to help you get
specific so that you can create a brand that
connects on a deeper level. The other benefit of
having clarity in your brand is the ability
to create content. When you know who you are, when you know who
your customer is, you know what you need to build in order to connect with them. You can talk to
their pain points. You can offer a blog
post or social posts or freebies that will help
take care of your audience. Brand clarity will also
allow you to build audiences for ad spending that
won't just wasting money. When you really know
who your customers are. It's easy to create audiences that speak directly to them. Then by knowing exactly who
you are and what you sell, we can create ads that are
actually going to convert. Finally, the most important
part of having a brand with clarity is that you
don't just build an audience. You don't just have followers. You have customers for life. And that's what I'm
here to help you build a sustainable business. Whether you are a
business that creates sustainable practices
or just a business that's in it for the long haul, ready to serve your customers. I'm here to help
you get clear in your brand. Let's get started.
2. Understanding Archetypes: Since the beginning
of storytelling, we've used archetypes. These are universal
characteristics that you can see in any movie, book, or form of story anywhere. So it's no wonder
that we can use archetypes for your brand to, because your brand
is part of a story. There are hundreds of different
archetypes out there. There are 12 main archetypes that we focused on
in storytelling. Within these
archetypes, there are strengths and weaknesses for
every single one of them. And that's true for your
business and for your customers. This is why I love using
archetypes in business. I think there's so much
value and depth that comes with using this tool to identify
who you are as a brand. And also use it as a tool to get more clear on who
your customer is. One of the processes I
love doing with my clients is using archetype cards
for them to discover more. One of the things I love
using with the brands I work with are archetype cards that allow them to dive
deeper into who they are as a brand as well as
who their customer is. In a few minutes, I'm
going to show you a one-on-one session I did
with Alyssa from Mohan, a yoga and bar, where I spread out all of
the archetype cards. And she goes through to pick out which cards represent her brand. From there she can take everything that
she's learned about these archetypes and apply it
to her marketing strategy. She as the guide of the story, how does she help her
customers get from their pain points to
the happily ever after? And then if she wanted to, she could repeat
the process and do the exact same thing to
build her customer profile. Learning more and more
about who your customer is, what their strengths are, what their weaknesses are. Those same strengths and weaknesses are going to be
true for her as a brand to. This allows you to see maybe some blind spots
you never thought about with your business or how other people perceive your business and how you
can get clear on making sure they know that those
aren't your weaknesses are that doesn't apply to
you as this archetype. There are so many different ways that you can use archetypes. The first thing to do is
just get familiar with them and see how I've used them with other brands to get clear. So today I'm here with Alyssa
at a Honda yoga and bar, and we're going to go through archetype cards to figure out what her brand archetype is. The idea behind this
is we have all of these beautiful cards laid out and each one holds a different
archetype or personality. So I'm gonna have listed here go through and
she's just going to look at the beautiful images,
the names on the card. And without reading the backs, she is going to
pick out whenever one's registered for
her as her brand. Now the idea is that
we're going to slowly continue to get smaller and
smaller and the groups. So the first round you can
pick many as you want, and then we'll move
everything aside. And it just gets harder
and harder to choose, but it will really bring out some new ideas about
what your brand is. So let's go ahead
and get started. So you're just going to pick
out whatever ones you know, are for sure, yes. We'll put in one
pile and for sure know in another pile grades. And if you need to maybe pile looking grandma, maybe pile too. Okay. So definite yes. Is the caregiver card cool? Judges and no secret as a yes. On that same note, adventure as a yes and explorer is a yes. Well, it's hard to companion. Yes. And let's see. Liberate or no. Cloud know. Dreamer, yes. Pioneer know. Generalists, no. Guardian, yes. Entertainer know. Provocateur. No. Okay. Alright. We've probably got halfway ish. It'll only get harder from here. Sum up a little bit. Thank you, Amy, how many
were trying to get down to try and get down to
three at the most. You can get down on one or two. I always think
it's more helpful, but I said three
is the top. Okay. I kind of have an idea. So we'll see how it goes. It's interesting how different
it goes with every brand. Like I've done this with
another yoga studio and the answers are already
completely different. You really believe that. Okay. So caregiver is going
to definitely be a yes and that will always stay like that will be one of
the final scrape. Okay. And then the other
ones that I do believe would be top as well as caregiver. Let's keep dreamer. Instead of the, we can
actually just whittle it down. We can actually take
out exploring and venture because dreamer I
think is more accurate. So those can go by combining go by two because we
have a caregiver. Then I think securing idealists can go
bye, Can visionary. That's all kind of
the same. I mean, we have our brand is athletes but more so
if the caregiver, so you can take away
that architect, right? And that might also be
more of the students that the brand, yeah, Exactly. Which is easy to mix up in here, but they're totally
different things. Yeah, and I really think
healer is the other card here. Like dreamer healer
and caregiver. Or what I really feel
like is the brand. And thank you for saying
that there's a difference of the brand versus the student? The student, because I was
kinda thinking students, yeah, But really this is like where it's I believe if we're
going to three yeah. Because nothing else. Yeah. I would go I've personally
would go with these three. Right. You simplify that quickly. Alright, so we will
take her final three. And then I will open up. But this archive. And so what I'd like to do now is just kind of
read through what we've found and make sure
this partial registers. So the healer, their strengths, our inspiration, empathy,
faith, passion and wholeness. Their challenge over
at temptation to use power for gain, control or fame. Representation as the
only answer and egotism. The healer is essentially
conduit toward wholeness, acting as a catalyst in which nature is the ultimate healer. This arc type does
not do the healing, but creates the
conditions, beliefs, and structure for the
healing to happen. Sensitive and empathetic
to people's emotions. The healer has an
intuitive and learn capacity for transforming
pain and to restoration. The healer possesses a powerful vision of ease and health. And it focuses on positive, the complete, and the wellness
aspects of the world. Love. I feel like that. Yeah. Totally nailed it. Yeah. Yeah. Especially the line about
does not do the healing, but creates the conditions, the lease and structures for
healing to happen. Agreed. I think that's an exit
from this license. The Dreamer. Its strengths are
vivid imagination, creativity in the form of ideas, plans, inventions, and concepts. There are challenges or lack of structure and needed
to execute ideas. Possessing a vivid and
powerful imagination, the dreamer is a master
at drifting into the highest altitudes
of pure potential. Preferring to live
in a utopia of the mind is R-type can
be swept away with the emotions and
possibilities of ideas without ever needing
to make anything concrete. The dreamer experiences
life through symbols and science and
it communicates ideas, abstracts lead with
absolute passion. And for this R-type has the faith of a
child believing that the mere act of jumping will
present the requisite net. That also feels
it's pretty loud. Yeah, I think. Yeah. Alright. And then the caregiver, which actually is in the
same family as the healer. So that feels really cohesive. Two strengths, our altruism, compassion, patience
and empathy, challenges our fear
and instability over compromise leading
to loss of balance, inability to say no. One word description for
the caregiver is altruism, the unselfish concern and her devotion to nurture
and care for others. This archetype is motivated to provide reassurance, service, advice, listening, and an open heart to support
the welfare of others. The caregiver is compassionate, generous, efficient,
self-sacrificing, patient, highly
competitive, competent, and an excellent multitasker, able to find the silver
lining in any Cloud. The caregiver remains
calm in a crisis, makes friends with everyone
and radiates the lightness of optimism also feels accurate. Yeah. I think Is there anything
in these cards that you feel like is missing that
speaks a represents your brand. Interesting question. That's a really great question. I mean, from a caregiver's
perspective, it's, it's like looking at it
from the view of one, where from a brand
perspective it's unity or community or family. So I think that's one thing
that's not really here. These all seem like
self, self, self. Which is important because
we're always self-reflecting. That's, that's
really what it is, is like you're
reflecting right now. Like I'm reflecting you
you're reflecting the right. But they're Oh, Hannah, there is something that
brings that altogether. So there's still one component, I would say that's not
represented necessarily, yes. So you're saying that this is the individual as the brand or working on one-on-one
with the customer. I would think that
this is almost like an individual viewpoints of the brand versus
really how Honda is. You know, it's just
more cohesive. It's not just like a
single entity, right? Yeah. It's all about the community. Yes. Yeah. Is there anything
from what we left as yeses? Well, networker is, but it's kinda interesting
because that's like family and that worker is all about connections, right? That is connections
are the same thing. It's like bringing
people together. Yeah, well, let's
look at this one and see if it resonates at all. Alright, so the strengths
of the networker or talent for creating
communities and connection, outgoing personality, empathy, conversational skill,
and social flexibility. There challenges our
tendency to be disingenuous, to see people as leverage or use people for personal benefit, manipulation, gossip,
the network or creates communities of
collaborative peers for the mutual benefit
of the collective. Finding commonalities
between people, the network, or is motivated to
expand its sphere of influence by forging alliances and making connections within, within disparate
groups of people. This archetype
demonstrates an ID, emotional sensitivity to
the needs of other people, sometimes seen as a
social butterfly, then that worker is generally
good at putting people at ease telling stories
and making preference. I like that. I feel like that is
kinda the missing piece. Yeah. Do you think it
replaces any of these or do you think that
it is the addition? I think it's the addition. Okay. Alright, well, we'll break the rule and
let you have for men, oh my gosh, that's so inspiring. So then from here
what's nice is I like to take these
and I'll create a document that outlines what's in each one and what
that means for the brand. But how do we see this come out? What does this mean
for her values? And how do you
actually take what you've learned here and
put it into the brand. And for me that
comes down to like when you're making edits
to your website or building a website when you're making a business decisions. It comes back to like,
Is this who we are? Are we trying to hit the trends of what's
latest and greatest? Are we trying to
be somebody else? And it always comes back
to like what is true for your brand and sticking
to your brand values. And I'm just trying to be
like the rest of the ground. I love it because it's a constant decision to come back to your roots and not just get charged by some latest
fantasy, really, hasn't it? So unrelated to
what you're doing, it's about being intentional
with your brand. Let's go Awesome. So what you just saw, how I take a brand through the archetype cards to create
who they are as a brand. Now, Alyssa is very in
tune with who her brand is because she's spent so much time getting to know her
brand and her customers, as well as working with me
for quite a long time now. So her experience might be a
little quicker than yours, but that doesn't mean that
it isn't as valuable. Even she got new
insights and learn new things by really breaking down archetypes in her room. So how do we apply
this to your brand? It's really simple. Attached with this video
is a worksheet that breaks down the 12
different archetypes. Again, there are hundreds
of archetypes out there. But I wanted to focus on
the top 12 that we see. These also don't take in
any negative archetypes. We don't want to pose
you as the villain. We're only looking for
archetypes that are bringing value, trust, and community. So let's quickly review what
these 12 archetypes are. An example brand of each one. The first archetype
is the caregiver. And an example of
that brand is Tom's. From there we have that
every man, which is target, The creator, which is Apple, the Explorer, which
is Patagonia. The hero, Nike, the
innocent, dove, the jester. M&m's, the lover,
Chanel, magician, Disney, the rebel, Harley, the sage, Google, and
the ruler, Rolex. Now, in that worksheet
that I provided you, I give you a little bit more of a breakdown of what these
archetypes represent. What are some of
their strengths, their weaknesses, and
a little description to see if you identify with. You can of course, cut out each one, move them around the table
and see what fits for you. Or as you read through, just see which ones sparks interests or you
feel like you really identify with however
your processes. That's up to you. From there, I've also provided an outline
how you can take the information
from your archetype and create it into
a brand profile. This brand profile
will continue to go in-depth on a couple
of other questions. Just so you can create a really clear understanding
of who you are as a brand. These same archetypes
you can also use to see which ones sparks
interests for your customer. Who is your customer
as an archetype. And then add that information to the client profile
you'll learn how to make later on in this series. So for now, go ahead and download your worksheet
and get started. Find out what archetypal
are you as a brand.
3. Build Your Brand Guidelines: Every brand should have a set of brand guidelines that they
can give to new employees, contractors, or even partners when you're working on a
promotional together. The idea behind brand
guidelines is simply that it's the rules or
the guidelines that your brand lives by so
that you can create a cohesive experience across
all channels and platforms. So what goes into a
brand guidelines? Well, it's pretty
simple and it's really whatever
you want it to be. What are the things that
make your brand your brand? Of course, there
are a few things that are in every guideline. Things like fonts, colors, photography rule,
your logo designs. All of those things
can be included. But you can also
include things like specific words or phrases
that you do or do not use. You might have a whole
section on copy that talks about whether or
not you use cuss words, how your voice sounds. Are you really funny
and entertaining or you more spiritual
and educational? All of these types of things can go into your
brand guidelines. The idea behind this
document is that it's an easy to share PDF or even printable that you can
give to anybody you work with so they know how to
participate as your brand. Now this is especially
important for bringing on new employees or
working with contractors. This will allow them
to easily merge into your brand so that there is a cohesive experience
no matter what platform you're on or who's creating the content
for that platform. As I mentioned before, you can really include anything you'd like in your
brand guidelines. But there are four key
components that I like to make sure are in my
client's brand guidelines. The first one is your fonts. This is important just
so that you remember what fonts you use
and how you use them. It's as simple as listing
the name of the font, as well as giving a
preview of that font, both in all uppercase
and lowercase letters. If you want to, you can also include what the fonts look like in italics or bold
or underlined. It's really up to you. The reason that I have fonts on this page is that when somebody new is coming into the brand, they need to make sure they have these fonts
available to them. Whether you're sending them
the font file that they can download and put it
onto their computer. Or they're going
online and they're downloading the font file, they need to make sure they have the exact same fonts that you're using everywhere
else in your brand. It's the small details that allow your customer to know it's you without them ever thinking it or seeing
a logo or your name, they just automatically
have that feeling, oh, this photo or this document or this ad obviously
belongs to you. Now at fonts, there are
millions to choose from. If you haven't already
selected your go-to fonts, you're going to have a
field day going through the hundreds of thousands of
fonts you can choose from. But here are my
suggestions for you. I personally like to play with a sans serif and a serif font. Now, this is getting
really technical here, but a serif font, it feels a little
bit more elegant, a little more old school. In recent years, sans serif, meaning it does not have those little
dangling pieces have become really popular
in the design world. I personally like to use a serif font for
headings, texts. It's gonna be really big. It adds an extra
elegance to your text. But the copy, all
of the long format, the paragraphs that
you're writing. I like to use in a sans
serif font because we're all used to reading without
the little dangling pieces, and it just becomes an
easy fluid thing to do. Now, there's plenty of
brands that I work with. Only use san-serif fonts
for both of theirs. They might use one type of font for their entire
brand and then use a bold and extra bold
and a light for their texts. You want two dash three
fonts so that you can create variety in any graphic piece
that you're making. Now the font again, could be the exact same font
and just different styles of it like bold, italic or thin. Your fonts are
completely up to you. And it might help to
work with a designer to find the right fit
for your brand. But just know that
you're going to want to list all of your fonts
in your brand guide. And I would suggest having
no more than three fonts. The next thing we're
going to include in your brand guidelines
is your colors. Now, most brands
that I work with, who are coming to
me already have their brand fully designed,
they're ready to go. And that might be the
same thing for you. If it's not true for you. Here's a couple of
things to think about when choosing your brand colors. The first suggestion
is to only have 234 at the very most
colors for your brand. It becomes really
chaotic when you have a ton of colors for your brand. And even of these
23 or four colors. You want one color to
be your dominant color. This is going to be your call to action color for buttons
on your website. It's gonna be your
main logo color. This is the accent that is really your identifier
as a brand. When you think of some of the
big name brands out there, more often than not, one color comes to mind. For me, Teal is my pop. The majority of my colors are gray and white to allow
photography to stand out. I always have a pop
of teal in my logo, the buttons on my website, or any social graphic I create always has a little
touch of teal in it. Aside from choosing
two to four colors, you want to think
about the emotions that come with those colors. This is where we get into a little basics of color theory. So each color that we see
has an emotion tied to it. You can think of a
color right now, and you'll have
associations like yellow might be summer and warm, and fun, and outgoing. Green might be nature. Blue might be
calming and serene. And read might be fierce.
And in your face. Right off the bat. When you think about a color, there's an automatic
emotional response. We can always change this emotional response when
we get into Hughes, which is the wide variety
of colors within a color. But for the purpose
of this video, let's keep it really simple. When you're thinking about
colors for your brand. You might stick with colors that are associated
with your industry. A lot of yoga studios and
up in the green spectrum for being about health and wellness and
connected to nature. Banks, on the other hand, end up in the blue spectrum. These are brands that are
looking to build trust. They're dependable, they're
stable, they have strengths. As you can see, industries often have a color
scheme of their own. Whether you want to
fit into that or stand out from that
is totally up to you. There's no right or wrong. And just because you
choose to fit in with an industry's colors doesn't mean you won't stand
out in other ways. So choose the colors that
align most with your brand. Let's break down the seven
colors of the rainbow. Starting with red. Red screams excitement. It's youthful, There's
lots of energy behind it. Orange is going to be
friendly and fun and playful. Yellow is bright,
optimistic and warm. Green, like I used for the yoga studio example
earlier, is natural. It's wellness, it's health. Blue is strong, it's
optimistic, it's reliable. Purple is creative,
it's wise, it's royal. Finally, there is white
or gray for your logo, which gives the
emotion of balance, of calm or of luxury. So there you have it. The seven colors of the
rainbow broken down into color theory so that you know which emotions come
from which colors. Now when you're choosing
your multiple colors, you're going to want to make
sure they go well together. A lot of times brands will
end up using a spectrum. So if it's a red, they might use a couple
of different shades of red or a red and orange, or red, orange, yellow, something that's
kind of on the same side of the color wheel. When you start getting
into color schemes that are going all
over the color wheel, it just doesn't really
feel like you're clear on who your brand is. Make intentional decisions
with your color. Know the emotions
that you're evoking. Know the reasons why you're choosing each color
you're choosing, and then know where
each color is used. That's the next step in
your brand guidelines. Now that you have the colors you're going to use
for your brand, you need to decide
on the guidelines of where they're used. Can any color be
used at anytime? What color is the
dominant color? Are there specific places that
specific colors are used? Maybe all of your headlines and print are always
your dominant color. Or maybe buttons are always your dominant color
on your website, newsletter, or anywhere else. These are the kinds of
decisions that you'll need to make an ad to your guidelines so that anyone coming into your business knows
exactly how to portray your brand so that it's cohesive
across all channels. The next step in your brand
guidelines is your logo, or we're not going to
recreate your logo here. But what we do want to do is
create some guidelines of the different
formats of your logo and where different formats
are going to be used. Now an example of this
is you might have different sizes of logos, as in one logo that
fits into a square, and one logo that fits
into a rectangle. So these logos are gonna be used differently
in different places. If one is just a graphic and one is a graphic with
your full name in it. Those are gonna be used
in different places. You want all formats of your logo in your
brand guidelines. Then you want the rules
of how they're used. Aside from just different
shapes or sizes of your logo, you might have different
colors of your logo. If your logo is going to be put on to a sponsorship banner, the banner is black. Having a black logo
doesn't really work. So you're going to need a
white version of your logo. Or if you have a colored logo and it's being put on a website where the background color is the same color as your logo. You're going to need a
different logo so that it stands out against
the background. I like to have two or three different
versions of the logo. Make sure it is really clear
for any person coming into your brand to know exactly what they need to do
with your branding. This leads us to
the last section of your brand guidelines, which is photography, one of
my personal favorite topics. Now the next video you're
going to watch really goes in depth into creating brand guidelines around
your photography. Because there's a lot
that goes into it. And I want to show you
examples with photographs, so it's really clear for you. But just for a rough overview of what we'll talk
about in the video, I want to share
with you what I put into my brand guidelines
for photography. The first thing is, is
you want to come up with some words that describe the
type of photography you use. It might be light and airy
or colorful and crisp. Then you'll decide on the type
of white balance you use. White balance is either
going to lead you towards cooler shades of colors so that your white colors
look more blue. Or warmer colors where your white is going
to look more orange, then there's neutral or your white pure whites
always look very white. Finally, you need to
come up with a decision of do you allow
stock photography? Are the rules around the
stock photography like the fact that it doesn't look overly pose and
it feels natural. Any of those kind
of things are going to be included in your
brand guidelines. But let's go ahead and head on over to the next video and get a really deep dive into creating photography rules for
your brand guidelines.
4. Get Started with Brand Photography: In this video, I want to talk to you about brand photography. Now, what you may
or may not know about me is as a
brand strategist, I'm also a brand photographer. So I have a lot of opinions
when it comes to photography. But just because I'm a professional photographer
doesn't mean that I don't understand the value of stock photography or iPhone
photos for your brand. The important thing is
to create rules around your brand photography
that allows photos to look and
feel like you. So what I'm going to show
you today is going through not only my Lightroom
and my Later account, but also giving you a couple
of examples of other brands, Instagram accounts to see
what they're doing right? This will give you
ideas about how you can create rules around
your brand photography. So that no matter what, when somebody is
looking at their feed, or they're on your website, or they see an ad from you. They know that it's from you without looking for
your name or logo. That right there is huge when
it comes to your marketing. Let's dive into this. Here. You'll see my light
room account. So this is all of my photos that I have in
Lightroom currently, which is a couple of thousand. I've chosen just
some of the top tier already edited photos to break things down for you and
give you a feel for things. For me. When I'm choosing photos, I like photos for my brand
to be dark and moody. They need to be really sharp. All of my photos are lightened, area does not work
with my brand. It's deep and sharp. Things are colorful. I like to make sure that
the lighting is good enough that you can see what's
happening in the image. It doesn't need to be so bright that it feels overexposed. I also have chosen a white
balance that is neutral. This means that whites look
like they're pure white. They don't run more yellow
and they don't run more blue. Those are all rules that I
have for my brand guidelines. This helps me in editing my own photos that I know I'm going to
use in my marketing, or finding stock photography, or taking iPhone photos and then editing
those on my phone. So in here you're going to see photos that I took on
a recent vacation. In here we have this
amazing hotel room. And I got some
great shots that I knew I could use in
my Instagram feed. Shots that featured the
desk that was in there, the lounge area to talk more
business-related posts. I also love to highlight
the lifestyle of Colorado. So I have plenty of
posts in here that are around Colorado
nature and adventure. I was even able to
grab a couple of product shots for one of the
brands that I work with. You'll notice in these
photos that they all kinda have a very
similar feel to them. They're not identical, but
a photo like this where there's a lot of white in
it might not be a photo. I use my marketing. It could, it could make
its way onto, say, Instagram because it's got a, because it's got a
shorter lifespan. But it's probably not going
to make it on on my website. However, a photo like this that are a little bit
more dark and moody, they're very sharp and a few even highlight me in them are gonna be great for my website or social media, even
my newsletter. I like to edit my photos
by having a by having one. I like to edit my photos by creating presets that I'm
going to use for my photos. Now, if you're getting
professional photos, the idea would be that you
use the same photographer over and over again so that there's consistency
with your images. Or even perhaps bringing on
an in-house photographer. When it comes to
your own photos on your iPhone or stock photos. Your goal then is to try and
get those images to look as closely as you can to
the professional photos. Your professional photos are always going to be the most
important when it comes to your brand because of the highest quality and
they reflect your brand. So stock photos might
be really high-quality. They're not going to have
you, your employees, your products, your services, your logo, your colors,
any of those things. And this is why
you want to match all of your other types of photography that
are either there. This is why you want to match all your other types of photography that
are either not as high-quality or as branded to match your
professional photos. In here, my Katie
Lee standard preset is the one I most often use. I'll take this preset, apply it to a photo, and then tweak some things to make the photo look its best. But overall, the coloring
and the feel of photos all feel the same because
I use one preset. Now the great thing is, is that on my phone, I also have light room. So when I'm editing
iPhone photos, I can use the exact same preset. You might be able to
work out a deal with your professional
brand photographer and see if they would share the preset that they're
using or create a preset together so that they
have it and you have it. And all of your photos
feel consistent. Now that you've seen a sneak
peek into my photo library, I want to take you
into my later account. Later is what I use to schedule out my Instagram
and Facebook posts. I find it really valuable
because I can create a large photo library
right inside. Now I have access
to all the photos that I need for
scheduling purposes. I can also schedule far out
in advance if I want to, but I usually choose
to only schedule a week at a time
that I know what content is going out and
make sure it applies to any current events that
are happening in later. I'm able to drag and drop images to see how it's
going to look at my feet. I can also see all my photos
together in one place. So you can start to see what photos maybe don't
fit in with the rest. In here you'll also see
that I have a bunch of stock photography as well as iPhone photography
mixed into my library. This allows me to have more photos to choose from
when I'm using them on social. In most situations, iPhone
photography patients, iPhone photography never makes
it onto my website because my website is always going to be the highest quality
imagery possible. But let's look into
my images some more. We'll see that the stock photos, I have a little bit more
of a brighter few images like this one that are really white and
bright or something. I'm going to use sparingly because as you can
see from my feed, I don't have a lot
of white and bright. It's dark and moody. But an image like this desk is the perfect representation
of my brand. It feels really on-brand. It's dark, it's
moody, it's sharp. It also is showcasing a
desk which I utilize in my social media or on my website so that I can talk about
your business or brand. It all comes down to being intentional with
your photography. Look at the images, see them side-by-side and
figure out which image is make the most sense for your
brand and which ones don't. Do they align with
your brand guidelines? Are you a light and airy brand? Do your photos feel more warm? All of those are questions
you can be asking and deciding and then putting
into your brand guidelines. But let's take a look
at another brand that's not just my brand. Honda yoga and bar isn't amazing yoga studio based
out of Denver, Colorado. They are a brand I have been working with for a while now, and I absolutely
love these guys. You can see on
their social media feed that there's a lot of
playful pieces to them. They are a yoga studio, so there is also movement. But they want to focus on this spiritual or
inspirational side of things. You'll see photos that a
little bit more calming and focused on meditation
or self-care. You'll also notice in their photos that more
often they're not, they lean towards
a warmer color. They are not neutral
in white balance. They are yellow, they're warm. They feel like they were
taken during a golden hour. They'll also use
brand cards in here, text boxes that have all of their brand colors and it to
showcase their brand more, as well as post that,
utilize their logo, whether it's on a product
or in the imagery. This is a great way for them
to continue to stay branded. They have colors that
you see throughout. They stick to the same
white balance and they utilize their
logo in many ways. Now another brand
that I've worked with is canine ancestral diet. This is the world's
best dog food. It's a little bit
more expensive, but it's totally worth it for the nutritional value that
your pets get from it. Now, this brand doesn't
have as many photos. They're very new brand. So they're still
working on collecting their brand photography and utilizing that in
their marketing. So they rely on a lot of stock photography or
iPhone photography. Now, when it comes to their
stock and iPhone photos, they're looking for
the same thing. They have a more neutral, it's white balanced, but it kinda leans on the cooler side. Sometimes they like photos to be nice and clear
and of course, to feature your favorite pet. There are a little bit
more humorous and playful. And they want to showcase
the nutritional side of their brand by highlighting the ingredients that you'll
find in their product. This is a great way to showcase their brand as a new
brand on social media. These same photos
you'll also find on their website because
they're still high-quality, even if their stock photos
and they're slowly adding in more and more professional
photos to their website. Make it really feel
like their own. You can see from each one of these brands, including my own, that they've come
up with rules with what works and doesn't
work for their brand. What photos will be identified
as that brands photos. Whatever rules you
decide to come up with there, your rules. You get to make the
business decision of what rules apply
to your brand, what colors you use, what kind of adjectives are
used to describe your photos. Put them together in a library
so you can see the photos side-by-side and
decide which ones actually fit with
your brand plan. Once you've decided on
the rules for your brand, it's time to add them to
your brand guidelines. Again, your brand guidelines
are gonna be used by any person who is
representing your brand, whether as an employee or
a contractor or a partner. So make sure you have all
of your rules in there, including how you choose photos
to represent your brand.
5. What is Your Brand Voice?: Okay, We're almost done
building your brand guidelines. And the final step is to get
really clear in your voice. The voice of your brand is gonna be the way that you talk, whether written or on
video or in person. You want to come up
with a cohesive voice that always sounds
like your brand. The first thing to decide is, are you a funny brand? Are you in educational brand? Are you motivational,
inspirational? Where does that voice lay? A couple of examples
of this might be Joanna Gaines from
Magnolia journal. When you read the writing from Magnolia journal, It's
very sentimental. It's sweet, it's endearing,
it's inspirational. It's very rare that I'm
laughing because I read that. Now. On the other hand, I
might watch a video or read an article
from Rachel Hollis and I'll be laughing my
bud off because it's high-energy and it's
silly and it's sarcastic, and that's what
it's meant to be. Now, both of these people are motivational,
they're inspirational. They're pushing you to go create the life
you want to create. But one person is doing it in a much more spiritual
and serious mode. And the other person is making you laugh through the pain. So there's no wrong way to create the voice
for your brand. You just need to decide on it, get clear, and then
start writing that way. A couple of things to ask yourself when you're
creating your voice, or things like, does
your brand curse? And if you do, How far
are you going to go? Are you throwing F bombs or
do you say things like ****? These are all intentional
decisions that need to be made now so that there's
clarity in the future. One of the exercises I
like to have brands do, sit down and write a list of ten to 15 brand isms
that you guys say. Things that you notice
yourself saying over and over and
over again that are just so ingrained
into your brand and you'll continue to
overuse them in the future. There are part of your voice, they're a part of your brand. A few examples for me would
be phrases like get clear. Even throughout these videos, you've heard me say
the word clear, clarity and intentional
about a million times. Those are obviously words that are associated with my brand. Because when you walk
away from my brand, I want you to think about
clarity and intentionality. An example for a yoga
studio that I work with is they love to talk about
your pelvic floor. That is their thing. They talk about it all the time. And so that's one of
their brand isms. They have blog posts about it. They talk about it
in their classes. If you are part of this brand, if you go and work
out at this studio, you have probably
learned more about your pelvic floor
in those classes. Then you've ever heard the word used in the rest of your life. That's the idea. You're looking for
ten to 15 phrases and they could all be similar, like get clear and
words with clarity. There's still the
same subject matter, just different ways
of using them. You want ten to 15 of these words that are
your brand isms. They're words that
your audience will identify as you whenever
they're reading copy. At the end of the day, anytime a customer interacts
with your brand, whether they see your logo
or see your name anywhere. I want them to know
that it's your brand. That's what creating a
cohesive brand is all about. The last thing to include
in the voice section of your guidelines are really
just copywriting rules. In creating a cohesive brand. There are some different
grammatical ideas and debates out there, and you need to choose
your stance on them. The biggest one, and probably my biggest pet peeve
is the Oxford comma. I personally, I'm a user
of the Oxford comma. Any brand that works with me, I add the Oxford comma into
everything that they do. If you don't know what
an Oxford comma is, it is the commonly
used after listening, a couple of things
before the word. And so if you said one comma 23, I would put a comma
between two and the word, and that's the Oxford comma. It's small details like that, that feel like they
don't mean anything, but they do because the
devil's in the details. So come up with
the grammar rules. Whether you've had conversations
with your team or with friends about what should and
shouldn't be in your copy. All of these things will end
up in your brand guidelines. From choosing your
tone of voice, to choosing the rules around whether you curse
or don't curse. And the grammar that you want
to use within your copy. All of these decisions
are going to help you get even more clear on
who your brand is. So that you can make sure your audience
understands who you are. And they connect
with you every time.
6. Create Your Customer Profile: Here's the problem.
You're feeling like you're getting
lost in the crowd. Like no matter what,
your marketing is, just not hitting the spot. Sure. You get customers here in there, but it's not to the volume
that you've been dreaming of. This isn't the brand
of your dreams. You're trying to
reach your customer, but you just feel like
it's falling flat. Or maybe worst of all, your customers don't even know that you solve their problems. I get it. I've been here a thousand times with a 100
different brands, including my own,
especially my own. The reality is, is that when
it comes to your brand, you need to know
who your client is. I don't just mean, well,
we serve everybody. We're super inclusive. We serve absolutely everyone. That's all well and good. But that's not going to get you the conversions that
you've been dreaming of. That's not even gonna
get you the conversions. That's going to make your brand successful enough to
stay in business. So here's the truth
of the matter. You have to get specific. Your business does
not serve everyone. That's the cold hard truth. Think of any brand
that you know. Do they serve everyone?
They probably don't. Their marketing goes to tailored people who
actually shops with them. What problems do
they really solve? The beauty about
going specific with your audience is
it allows you the privilege to know exactly
who you're talking to and speak exactly
to their needs. I'm talking. It feels like you are right in front of
them, talking to them. That's powerful.
That's marketing, that's actually
going to convert. That's marketing. That's going to build
lifelong customers. And that's what we
want. After all. We want customers that
don't just shop once, that aren't just followers. We want to tribe, we want people who are
always coming back for more. And that only comes when
your specific enough with your brand and you know
exactly who you're serving. The benefit of getting
this tailored in your audience is it makes it so much easier
to build content. Because you know what your specific customer
wants to read on your blog, wants to see on their
Instagram feed, you know what
videos are going to help solve their problems. Or at the very least, they're going to
find entertaining. This allows you to make
quality email newsletters that get higher open rates and especially higher
engagement rates. And of course, when you know
who your ideal audiences, you can speak directly to
them so that they know you're the expert they need to go to in order to have
their problem-solved. The best advertising is
speaking to a specific person. When you're googling
something on the Internet and you get
Google ads that pop up. You want it to be identifying
you and your needs. Those are the ads that
you connect with. And the same is going to be
true with your audience. I know for myself personally, and many of the brands
that I've worked with, that mission is kind
of an ugly word. Whether you call
it a niche, niche. Nietzsche, it doesn't matter. It's still has value. And I can say from personal
experience with my own brand and that of the brands that
I've worked with. It's hard. It's uncomfortable. And it's necessary. You see by getting into a
really target audience, that small group
that you know are going to engage with
you and love you. You feel like you're
leaving a lot of people out of the cut. You feel like you're
leaving money at the door. Conversions that could be
building your business. But the truth of the
matter is, it's not true. The power with a niche is actually that you can
build content and speak to an audience on
such a deeper level that you don't just
bring onetime customers. You bring in customers for life. You bring in your tribe. You aren't excluding anybody. You aren't specifically saying, we're not going to
sell to these people. You are more than happy
to sell to anyone. You want your
products to do well. You want sales to go up, and you want to help other
people through the specific, you reach the universal. Let me unpack that a little bit. When I mark it and I talk about really specific things that identify with my ideal customer. For example, they love tea. They're huge tea drinkers. So on my social media, I might post my morning cup of tea or a local tea
shop that I found. And I talk about TLR. I'm now connecting with T
lovers out there because I know that my specific
ideal customer loves t. Now, that doesn't mean that every tea lover out there is looking for a
brand strategist. It also doesn't
mean that I'm not going to accept somebody
who drinks coffee. I just know that my ideal
customer loves tea. I talk about T in hopes
of hitting that person. To go even further
with this analogy. I also know that
my ideal customer loves to go hiking
with their dog, and yes, they do have two dogs. So I know that this woman
loves to go hiking. She's got two dogs,
and she loves tea. I'm speaking to her
on my social media. Now, that doesn't mean
that people without dogs won't come to me. It doesn't mean that people
who hate to hike but have dogs and love
tea won't come to me. The idea is that I know my
person so specifically well, that I can target her. And through going
specifically to her, I'm still going to
hit other people. I'm going to hit the
T lovers who don't necessarily love to
go hiking and the hikers who don't
necessarily love t. The key here is that
through the specific, you gain the universal. Which is why choosing a niche and getting really specific with your audience is important to having a strong
marketing strategy. So in the next video, I'm going to share with
you how to get clear in your audience by creating
a client profile.
7. Reach Your Ideal Customer: In the last video, I
explained to you why a client profile
is so important. The power of getting
specific with your audience will change
your marketing game. It really will. It'll help you grow
your business and help the right
customers find you. So now we're going to talk about how to build a client profile. In this lesson,
you'll have found a PDF that the client
profile questionnaire. Feel free to download
that and fill it out. But before you get to that, I want to talk a
little bit more about what goes into a client profile. That worksheet is great and it's gonna give you a
really good basis. But there's always room
to go even deeper. So let's take a couple of minutes just to kinda
go over what's in this questionnaire and
what are the things you can be thinking about when building your client profile? The first thing to
get clear on is how many audiences
are you serving? Ideally, you're
serving one audience. But there are some
brands that have multiple products that therefore need
different audiences. A great example of this
would be a yoga studio. Yoga studio often sells a
membership for classes, whether online or in-person, as well as like a
yoga teacher training or some other form of
advanced training. Now, these two audiences are most likely
different people. They might have a
lot of similarities, but the person who is
going to be going for a yoga teacher training is looking for something
much deeper. Or if it's like a 300 hour
yoga teacher training, they already have to be a yoga teacher in order
to hit that training. So that's a really
specific audience that needs to go
into that bucket. However, the audience that's
going in for a membership, they might be new to yoga or have at least some
experience and yoga, maybe you're even looking for advanced yoga practitioners. That's up to you. But that's an
example of when you might need to audiences. Another way of looking at audiences is for
a clothing brand. If you're a clothing
brand and you sell two men and two women, you might have two
different audiences, or you have the same audience, but one is men and one is women. It's still important to differentiate and make sure you know who you're selling to, especially when
you start building audiences for your advertising. You're obviously
going to want to sell men's clothing to men and
women's clothing to women. Alright, you get it. You're going to need at
least one client profile to, at the very most, when you start trying to serve
more than two audiences, it gets overwhelming and confusing and your message
is going to get left behind. So my suggestion is
if you can stick to one customer profile
for your entire brand. To it, the simpler you
can make your brand, the better for you
in the long run. If however, you really
feel like you have two products that have two completely
different audiences. I get it. And I will
give you this one. You can create two
client profiles. All of the rules
will still apply. So let's get started. When you're creating
your client profile. We want to start
with the basics. Of course, what age are they? What gender are they? Do they identify as the gender? What salary do we they make? What location do they live in? All of these questions are
relevant to your person. Now, don't get hung
up on the details. You might say that your person
lives in Denver, Colorado. That doesn't mean you can't mark it to people in Portland. You're basically
saying they live in a metropolitan area or you're saying they live in
a mountainous area, that is up to you. But just know we're choosing a general place
because we're thinking of one specific person
within our client profile. So give them a name. My client profile is Meghan. She is 35 years old and
lives in Portland, Oregon. She makes a combined income with her husband of a 150
thousand a year. That's a great place to start. From there, we want to
go into more specifics. What does your
ideal customer do? Do they have their own business? Do they work for a brand? Are they in the corporate life? How many hours a day are
they spending out work? All of those questions apply. You're then going
to want to get into specifics of how they
spend their free time. What does their family life
look like? Are they married? Do they have kids? I mentioned in my
previous video that my ideal customer has
two dogs and is married. What do they like to
do in their free time? What are their
shopping habits like? Now, if you sell a product, this question is
really important. And I like to get
even more specific on their shopping
interests by thinking of what are the brands
that they buy from? How much of their
income is expendable? Do they love to shop? Do they not like to shop? Are they looking for
sustainable products? Do they like buying from corporations or do they
prefer small businesses? Do they buy luxury goods, or are they Penny pictures? All of the questions about product sales are gonna be
important to your business. If you sell a product, you sell a service. It might be. Is it
a luxury service? Isn't something they do
to treat themselves? How often do they
treat themselves? Do they have a hard time
treating themselves? What's their budget for this? Is there a way they can get
their friends involved? Speaking of friends, what
are their friends like? What did their friends
think about them? How would they describe
your ideal client? The list of questions
can go on and on and on. I suggest taking
the questionnaire I provided you and answering
all of those questions. If more ideas pop up within ten or 15 minutes of
filling this out, go ahead and write those down. But the rabbit hole of building your client profile can keep you away from the
rest of your work. And we don't want to
get lost in this. It's important and
the specifics matter, but this shouldn't take up
all of your precious time. Another way to look at your client profile
is with arc types. I talked to you
about an archetype for your brand and
a previous video. And I want to bring it back on. And I want to come
back to that here. Everything you learned
in that lesson about building archetypes
for your brand, to understand who
you are as a brand. Completely work for who
your client profile is to the exact same strategy
you can use here to get more specific and more clear
on who your client profile is if that strategy did not connect with
you. Here's another one. I like to think of it in
real life customer that I have and base my client
profile of them. Who is your favorite
person to work with? You know, the person
that walks into your shop and you're
like, thank you. Jesus. I'm so glad that
she's here today. She is so much fun to work with. Or when you got a new product and she's the first
person you want to call. Or if you have a service, it's the person that you
cannot wait to serve. Maybe he was your first customer ever and you cannot
wait to work with them every chance you
get whoever just popped into your mind
right now, write it down. That person might just be the picture of your
ideal customer. What you can even do is asked
to have an interview with them and ask all of these questions to
that specific person. Maybe you do it for trade and
you offer them a goodie or give them a gift card for helping you out
with your business. This is a great way to get really clear on your
customer profile. If you couldn't come up
with somebody specific, there's one more
strategy I have for you. And that's thinking of a
famous actor or character in a movie or TV show that you think would be
your ideal customer? I worked with a brand who
did engagement photography. And the person they
chose was Megan Merkel. Whether she was her character
in suits or the Duchess, or an advocate for
children in Africa. The many aspects of Megan
Merkel fit perfect with their ideal customer
by thinking of her when they were
creating their profile, they were able to answer all of the questions honestly
and thoroughly. The time has come
for you to start working on your ideal
client profile. Whether you use the
archetype strategy from our previous video, the in real life
person strategy. And you call, you call the
customer that came to mind, the actor or a character
from a TV show strategy. Or simply just come up with somebody who doesn't exist and fill out the questionnaire. This feels silly and it feels like it might not matter
to your business. But I promise these precious moments that
you're putting into this strategy right
now are going to pay off when you start
doing advertising, building audiences,
and creating content. It's really going to make a
difference in your brand.
8. Understanding Pain Points: The next step with
getting clear in your client profile is
understanding their pain points. What many brands forget is that you are here to solve
somebody's problem. What problem do you solve? How do you make your
customers lives better? These are really important
questions when it comes to your client profile and
your marketing in general. Because the reality is, is that when you're marketing, you're really speaking to
your customer's pain point. You're putting it
in broad daylight. You're showing them
what the problem is and what solution you offer. When you think of
any content you consume or any product
that you purchased, you are trying to
solve a problem. You have a pain point. Now you might say,
no, that's not true. I just thought that
lipstick on Wednesday because it was there
and I felt like it. But there was a story going
on in your head and there was a pain point you created in
order to buy the lipstick. So let's break this
down a little bit. When it comes to
customer pain points. There are three different
types of pain points. The first one is the
obvious pain point. This is like, I
don't have a candle. I need a candle or my
nails look terrible. I need to get them done. Or maybe it's, we're
going to have a baby, we need baby clothes. Those are the obvious. There is a need,
there is a product or service, you make a purchase. But when we talk about trying to stand out
from our competition, It's not really a
great way to stand out because there's a ton
of places that sell candles or can do your
nails or sell baby clothes. So then how do you stand
out from your competition? Well, we take it one step deeper by going to
paint point number two, which is the internal problem. In the internal problem, this is the story that's
going on in our head. This is the thought of
when I buy this thing, I'm going to feel this way. My life is going
to look this way. And that's really where
your marketing begins. So let's break down
those three examples with the internal problem. If you're in the
market for a candle, you might say, I need a candle. But really what
you're saying is, I need some peace and
tranquility in my life, which is what the
candle represents. Or I wanna make my bath
time feel like a spot. That's how we take your
marketing in the next level. For nails, you might say, I need a treat yourself
moment and go get a manicure. And for baby clothes, it's not just we're
about to have a baby. We need some clothes. We're about to have a baby. And we want to make wise
decisions with what we buy. And so we're looking for
sustainable baby clothes. Or we want sustainable
baby clothes aren't going to hurt
our child's skin. The internal problem
might not be, I need a man of care, but I need to treat
yourself a moment. The internal problem isn't
I just need baby clothes. It's, I want my baby to be
the cutest baby on the block. By taking your pain point from the obvious thing that they need to the story that's
going on in their head. You're painting a
beautiful picture. And this is why a
customer is going to choose you over
the competition. But we're not going
to stop there. We're going to
take this 20 steps deeper or go in like
seven C's deep here. So in the third pain point, This is the injustice. This is going from just the
story in your head to saying, No, this is not fair. You deserve this. For a candle. It might be. You
deserve a spa night. That takes your mind
off all your worries. For a nail salon,
it might be you deserve to take care of those hands that
work hard all day. For baby clothes, it might be your baby deserves the best
clothes touching their skin. Do you feel the power that
those statements had, the connections?
Think about that. You could hear your baby
needs baby clothes. Or you could hear your baby deserves to have the best
fabrics touching their skin. The connection is so much more powerful when you
get to pain points, 231 will always be
the obvious one. It's why you started
your business. But 23, create a story
that builds connection with your audience and will
create lifelong customers. I want you to take a couple of moments to think about what the three pain points
are for your customer. Start with the obvious one. This is really easy and it
just gets the ground rolling. What is the problem that your
product or service solves? Very surface level. Why is your customer
buying from you? Now go deeper. What is the story
in their head of why they need your
product or service? Now go deeper. Why do they deserve this
product or service? What injustice are they facing that they need your
product or service? Feel free to pause this video and go ahead and write
out your answers. This is big stuff and it's gonna make a huge difference
in your marketing. So take all the time
you need to get really clear on the three
levels of pain points. And you might have
more than one. You might have a couple of options that go
into each category. Feel free to include those two. Now that you've gotten
yours written out. How do you use them? I don't want to just give you this a great tool and not
tell you how to implement it. Here's the way to use the three pain points in your marketing. You want to start by including it in as much
coffee as possible. Now, if you wrote down a
100 different pain points, I would choose your top ones. You're only going to need
three or four total. In the internal. And the injustice categories. Leave, leave the level one pain points behind because they're not going to help
your marketing. They're just declare
a point for you. So with these three
for pain points, you want to be talking
about them in your copy. Talk about them one at a time,
mentioned them altogether. Play with it a little bit. This should go on your website. It should go in
your social posts. You should talk about
in your emails. Literally, anywhere
you put copy, you should be talking
about the pain points. Now I know what you're thinking. Put it in all my copy
does not get repetitive. Yes. That's the point. When we look at marketing
today, seven to nine. It takes seven to nine times minimum for somebody to
remember your brand. That's just with your
logo flying around, let alone the copy
that they have to read an actually ingest. This is going to take
even more times. So even though you have
it on your homepage and the landing pages and your
newsletter and your captions. It is still going to
take your customers a while to register it. So you want to be on repeat for those of you in the
back who didn't hear that, let's say it again. You want to be on repeat. Your pain points are
going to be repetitive. You're going to talk
about them a lot. You're gonna build content that references them all the time. Because you're going
to be known for solving these
specific pinpoints. We've talked about wanting to be the expert in your field, which is how you differentiate yourself from your competitors. By being on repeat, by being known for those specific pain
points that you solve, you become an expert. So your pain points
go in all major copy. It should be mentioned again and again in your social posts. It should be referenced all over your website and included in any other major
marketing assets, videos, blog posts, brochures, you name it, you
should be referencing at least one pain point
and all of those things. In a later video, I break down all of the
ways you're going to implement your customer profile, your brand profile,
and everything you learned in-between
on your website, your newsletters, and
your social media. But before we get into
that in-depth dive, I just want to
mention a couple of specific ways that you can be using your pain points in
your copy on your website, specifically on your homepage, at least one to two pain
points should be mentioned. This can be as simple as
stating it as we did earlier. You deserve to have blank. It's not fair that
you don't have blank. It's not fair that
you feel blank. Obviously. You're obviously your
customer's pain points goes into the blank. Taking the sentences
that you built out for your level two and level
three pain points. You can use that exact copy and just stick it
on your homepage. Use it in your captions. It doesn't have to be fancy. You'll learn to play with
a little bit too and different ways that you can
talk about that same problem. But the idea is that whenever you're
marketing to somebody, you always come back
to the problem. In great storytelling. There's a problem. Every movie, every book, every story you've ever heard. There was a beginning, a middle, and an end. And in that middle is the
climax. That's the pain point. We're talking about the pain so that there can be a solution, which is you creating
that happily ever after. The idea about highlighting
the pain point is that you also highlight the
happily ever after. You have to paint the
picture of how you are going to solve your
customer's problems. Because if you just
name their problems, now they're just aware
that they're unhappy. But you also have to name what the solution looks like
and how they get it. Now that you know
what your ideal customers pain points are, start thinking of ways that you can implement them
into your copy. How can you include
this on your website? When will you include it in
captions on social media? Does it fit into your
next newsletter? Continue to think of
ways of how you can highlight your ideal
customers pain points. And then paint that beautiful picture
of how you solve them.
9. How to Use Your Client Profile: The next step with
getting clear in your client profile is
understanding their pain points. What many brands forget is that you are here to solve
somebody's problem. What problem do you solve? How do you make your
customers lives better? These are really important
questions when it comes to your client profile and
your marketing in general. Because the reality is, is that when you're marketing, you're really speaking to
your customer's pain point. You're putting it
in broad daylight. You're showing them
what the problem is and what solution you offer. When you think of
any content you consume or any product
that you purchased, you are trying to
solve a problem. You have a pain point. Now you might say,
no, that's not true. I just thought that
lipstick on Wednesday because it was there
and I felt like it. But there was a story going
on in your head and there was a pain point you created in
order to buy the lipstick. So let's break this
down a little bit. When it comes to
customer pain points. There are three different
types of pain points. The first one is the
obvious pain point. This is like, I
don't have a candle. I need a candle or my
nails look terrible. I need to get them done. Or maybe it's, we're
going to have a baby, we need baby clothes. Those are the obvious. There is a need,
there is a product or service, you make a purchase. But when we talk about trying to stand out
from our competition, It's not really a
great way to stand out because there's a ton
of places that sell candles or can do your
nails or sell baby clothes. So then how do you stand
out from your competition? Well, we take it one step deeper by going to
paint point number two, which is the internal problem. In the internal problem, this is the story that's
going on in our head. This is the thought of
when I buy this thing, I'm going to feel this way. My life is going
to look this way. And that's really where
your marketing begins. So let's break down
those three examples with the internal problem. If you're in the
market for a candle, you might say, I need a candle. But really what
you're saying is, I need some peace and
tranquility in my life, which is what the
candle represents. Or I wanna make my bath
time feel like a spot. That's how we take your
marketing in the next level. For nails, you might say, I need a treat yourself
moment and go get a manicure. And for baby clothes, it's not just we're
about to have a baby. We need some clothes. We're about to have a baby. And we want to make wise
decisions with what we buy. And so we're looking for
sustainable baby clothes. Or we want sustainable
baby clothes aren't going to hurt
our child's skin. The internal problem
might not be, I need a man of care, but I need to treat
yourself a moment. The internal problem isn't
I just need baby clothes. It's, I want my baby to be
the cutest baby on the block. By taking your pain point from the obvious thing that they need to the story that's
going on in their head. You're painting a
beautiful picture. And this is why a
customer is going to choose you over
the competition. But we're not going
to stop there. We're going to
take this 20 steps deeper or go in like
seven C's deep here. So in the third pain point, This is the injustice. This is going from just the
story in your head to saying, No, this is not fair. You deserve this. For a candle. It might be. You
deserve a spa night. That takes your mind
off all your worries. For a nail salon,
it might be you deserve to take care of those hands that
work hard all day. For baby clothes, it might be your baby deserves the best
clothes touching their skin. Do you feel the power that
those statements had, the connections?
Think about that. You could hear your baby
needs baby clothes. Or you could hear your baby deserves to have the best
fabrics touching their skin. The connection is so much more powerful when you
get to pain points, 231 will always be
the obvious one. It's why you started
your business. But 23, create a story
that builds connection with your audience and will
create lifelong customers. I want you to take a couple of moments to think about what the three pain points
are for your customer. Start with the obvious one. This is really easy and it
just gets the ground rolling. What is the problem that your
product or service solves? Very surface level. Why is your customer buying
from you? Now go deeper. What is the story
in their head of why they need your
product or service? Now go deeper. Why do they deserve this product or service? What injustice are they facing that they need your
product or service? Feel free to pause this video and go ahead and write
out your answers. This is big stuff and it's gonna make a huge difference
in your marketing. So take all the time
you need to get really clear on the three
levels of pain points. And you might have
more than one. You might have a couple of options that go
into each category. Feel free to include those two. Now that you've gotten
yours written out. How do you use them? I don't want to just give you this a great tool and not
tell you how to implement it. Here's the way to use the three pain points in your marketing. You want to start by including it in as much
coffee as possible. Now, if you wrote down a
100 different pain points, I would choose your top ones. You're only going to need three or four total that
are in the internal. And the injustice categories. Leave, leave the level one pain points behind because they're not going to help
your marketing. They're just declare
a point for you. So with these three
for pain points, you want to be talking
about them in your copy. Talk about them one at a time,
mentioned them altogether. Play with it a little bit. This should go on your website. It should go in
your social posts. You should talk about
it in your emails. Literally, anywhere
you put copy, you should be talking
about the pain points. Now I know what you're thinking. Put it in all my copy
does not get repetitive. Yes. That's the point. When we look at marketing
today, seven to nine. It takes seven to nine times minimum for somebody to
remember your brand. That's just with your
logo flying around, let alone the copy
that they have to read and actually ingest. This is going to take
even more times. So even though you have
it on your homepage and the landing pages and your
newsletter and your captions. It is still going to
take your customers a while to register it. So you wanna be on repeat for those of you in the
back who didn't hear that, let's say it again. You want to be on repeat. Your pain points are
going to be repetitive. You're going to talk
about them a lot. You're going to
build content that references them all the time. Because you're going
to be known for solving these
specific pinpoints. We've talked about wanting to be the expert in your field, which is how you differentiate yourself from your competitors. By being on repeat, by being known for those specific pain
points that you solve, you become an expert. So your pain points
go in all major copy. It should be mentioned again and again in your social posts. It should be referenced all over your website and included in any other major
marketing assets, videos, blog posts, brochures, you name it, you
should be referencing at least one pain point
and all of those things. In a later video, I break down all of the
ways you're going to implement your customer profile, your brand profile,
and everything you learned in-between
on your website, your newsletters, and
your social media. But before we get into
that in-depth dive, I just want to
mention a couple of specific ways that you can be using your pain points in
your copy on your website, specifically on your homepage, at least one to two pain
points should be mentioned. This can be as simple as
stating it as we did earlier. You deserve to have blank. It's not fair that
you don't have blank. It's not fair that
you feel blank. Obviously. You're obviously your
customer's pain points goes into the blank. Taking the sentences
that you built out for your level two and level
three pain points. You can use that exact copy and just stick it
on your homepage. Use it in your captions. It doesn't have to be fancy. You'll learn to play with
a little bit too and different ways that you can
talk about that same problem. But the idea is that whenever you're
marketing to somebody, you always come back
to the problem. In great storytelling. There's a problem. Every movie, every book, every story you've ever heard. There was a beginning, a middle, and an end in that middle is the climax. That's
the pain point. We're talking about the pain so that there can be a solution, which is you creating
that happily ever after. The idea about highlighting
the pain point is that you also highlight the
happily ever after. You have to paint the
picture of how you are going to solve your
customer's problems. Because if you just
name their problems, now they're just aware
that they're unhappy. But you also have to name what the solution looks like
and how they get it. Now that you know
what your ideal customers pain points are, start thinking of ways that you can implement them
into your copy. How can you include
this on your website? When will you include it in
captions on social media? Does it fit into your
next newsletter? Continue to think
of ways how you can highlight your ideal
customers pain points. And then paint that beautiful picture
of how you solve them.
10. Intro to Facebook Ads: We've already gone through and created your client profile. You know exactly the audience
that you're marketing to. So now with this information, we can create things for our advertising, like
Facebook audiences. It's simple. And now that you have
a clear understanding of who your ideal audiences, it's even easier to
build audiences. So let's get started. First, you're going to
want to head on over to Facebook and go to the audience section of
your business tools. You'll find this
right over here. Once inside, there's a bunch of different ways to
create audiences. Look-a-like audience. There's custom audiences where we're going to start
with custom audiences. So we'll go here. How I like to start building audiences is you're
first going to bring in people who have visited
your website or already already signed
up for your email list. You can choose your website
here and just add in. You'll just add in your URL. Or if you choose
a customer list, you'll need to upload a CSV. For the case of this example, we're just going
to use a website like we're going to start with. It's connected to my pixel. We want web visitors will
say for the last 180 days, you can only go up to 180 days. So we're gonna do that. And then we're going
to name this audience Katie's website, viewers. You can add a description if
you need more details later. These are just for your ability to go through and
find audiences again. So name them whatever
you need and add descriptions if
that's useful for you. When I create this audience. Now what we wanna do is
create a lookalike audience. So we're taking people who have already been to your website and they know that they like you and other interested in
what you have to offer. And we want to take
that exact same type of person and create a
lookalike audience with it. So we're going to create
a lookalike audience. Here. You're going to select
your lookalike source. Ours was the one that I just
created Katie's website. Then you can select
an event value. I don't have values
setup with my website, so it doesn't really
work for me here. I'm just going to
skip this step. However, in the next step, I have the option of choosing a lookalike audience that's really narrow or really large, going from 1% to 10%. The idea of this is
that they're going to take 1% of the population, of the US population. That looks like my audience and create an audience of that. Or they can go up to 10%. So here you'll select
your lookalike source. If you have Value-based
sources setup where you have a Shopify account or
a way that people are purchasing and you can choose
a value. You can select. From this section, otherwise, go to other sources, and we'll just
choose from website. The next option is how many
lookalike audiences you want. We just want one. Then you'll get the option
of choosing from 1% to 10. 10% percent is going to
create a huge audience. And it's not going
to be specific. We want to get clear and
who were selling to so that we can make sure we're tying our messaging to
the right people. We don't want a huge audience. We want a specific audience
that will convert. I always stick with 1%. From here, we'll
create the audience. Now. It is doing its work
to put that together. It'll take a little bit of time. But even while that's
being put together, we can fine tune our
audience in the Add section. So go ahead and click on the little dots and
go to Ads Manager. From here, we're going to
create a new campaign. There's a couple of different
options you can choose. For most people, I start them
with engagement or traffic. Engagement means my only goal is getting you to
engage with the post, likes, comments, shares,
that kind of thing. Traffic is the goal is to
get people to your website. So I have a two tier
Facebook strategy where I like to start people
off on the engagement. And once people have
interacted with my account, then they get a retargeted ad that is geared towards traffic. You need to have 21 convergence before you can start doing
conversions campaign. Because Facebook needs to
learn how conversions are happening before it allow you
to do a campaign like that. So you need 21
conversions in 30 days. For this campaign
will start with traffic. We'll hit Continue. You can name this
whatever you want. Moreover, next,
this asset again, name it what you need to. If you would like to have
dynamic ads where you have different image options
or different texts options. And then you can see
the reporting on that. You'll want to turn this
on. You'll set your budget. You can set it for lifetime or daily and then your
start and end dates. But here's really where
I want to get to. This is where we start getting super specific with
your audience. In the search
existing audiences, we can find the audience
that we just built. That's the lookalike audience. We'll go ahead and click there. But this isn't all we want. We want to go so much
deeper than this. So I want to go and say, I'm really only looking for
people who are in Colorado. Now as a service-based business, that's not necessarily true. I might have
specific states that I know my ideal client is in. And so I start there. Having all of the US is
a huge territory and it makes more sense to start small with the
states or the city's, you know, you're gonna
do better in and start figuring out what's
working and what's not working. They just throwing your
money at everything. I'm a big proponent
of starting small in the geographically and
then expanding bigger. So we'll start with Colorado. From here. What is the age
range of your ideal client? I know my ideal client is
probably 282 at the most 50. Great. What about their gender? I know that my ideal
client is a woman. That doesn't mean I
don't work with men, but most of the people I worked
with end up being women. So I choose women. Now we get into the
detailed targeting. So I know that my ideal
client loved sustainability. I would add in here things
around sustainability. Once I click on one, I can view the
suggestions and say, Oh, sustainable living, 0
waste, ethical consumerism. All of these things go together. That's great. But I know that my ideal clients not only interested
in the environment, they're also run a business. So I want to narrow my
audience further and say, they not only have
to be interested in all of the sustainability
asked aspects, but they also have to be
interested in business. So here I would add
business owner job titles. We can do that and then
we get suggestions. Small business, entrepreneurship,
business owner, manager, CEO, all of these
you can go on and on and on. Okay, great. What else do I know
about my ideal customer? I know my ideal customer
loves the outdoors. So I might go even
further and say they love REI and they loved
the north face. I can continue getting
suggestions, Patagonia, fuel Raven, all of these ideas to continue
to narrow down. So now they have to like one thing within the
sustainability section, as well as be interested in one thing in the small
business section, as well as be interested in one thing in the
outdoor section. As long as they are
interested in one thing in each area of all
three of those, they'll show up in my audience. You can even get down even more specific and choose a Income. Top 5%. Household income, top 10%, top ten to twenty-five percent. High net worth individual. So business class,
all of these things. So I'm not only saying
that they're sustainable and they love the outdoors
and they own a business, but they also are profitable. They also are interested in luxury goods and
have money to spend. These are all the things
that I know come into my ideal audience and that's how I can
create this audience. You'll continue to refine, get really clear. Right now. We can't see the
potential reach because it's still formulating
my lookalike audience. It can take up to 24
hours, but that's okay. What we do want to notice once that audience is fully loaded, is where this little
dial is on the screen, it wants to stay
in the green zone. I prefer it to stay in the
middle or towards the left. I think getting specific
is really helpful because the more targeted you
can get your ads, the more specific your call to action can be in your drafts. So if you're a yoga studio, you're not just
saying online yoga. You're reaching
specific audiences, like yoga for back
pain or yoga for moms, or yoga for married couples. Any of that kind of stuff. It gets really specific
that would I'm an audit when I'm your
audience and I see that ad, I resonate deeply with it. That matches me perfectly. And so I want to click
on it and learn more. This is what, this is the beauty to understanding who
your audiences is, that your marketing can
get so much more specific and you can make smart decisions when it
comes to your marketing. It's not only Facebook ads, but maybe you want to
advertise in the magazine. The first question you'll ask is, who is your demographic? What are they like?
What's their age range? What's their income? What's their gender?
Where do they live? All of those questions
are gonna be so helpful in making sure that your advertising is successful and you're not wasting money.
11. Your Elevator Pitch: We are making it through
so much content. And I hope you are
feeling more clear in your brand and in your audience. This next step is going to take the two things
that you've been working on throughout
the rest of the series and bring
them all together. I want to work on
your one-liner. A one-liner, an elevator
pitch, a boss Bio, whatever you wanna call it, this is the key
to your business. So what is this one-liner
elevator pitch? Think of it this way. If you're on an
elevator and you've got five floors to talk to the
person standing next to you. How are you going to explain what you do and who you serve? In less than five floors, you really only have 30
seconds to a minute to talk to this person and get
across what your brand is and how you can help
solve their problems. Then you might hand them
a card or give them your website and they can go do some more
research on their own. So what we're gonna
do in this segment is we're going to learn about the one-liner so that you are prepared for those quick
pitches in any moment. A couple of questions
you might have around the one-liner are who uses it? The quick answer to that is, anyone who is a part
of your business. If it is a consultant that is talking about your
business to somebody else. If it's an employee,
if it's you, any person who is representing your brand should know your one-liner and be
able to recite it. This means that it's a
great thing to include in your brand guidelines
or to make sure it's part of the onboarding process when you bring on new employees. This should be something
that they're quizzed on and test it on because you want them to know who you
are and who you serve. You might also be
wondering, well, okay, I get who's going to
use it? Everybody. But how do we use it? Well, your one-liner
will be used everywhere. You can use it on the header of your homepage, on your website, or on the About page, or on pretty much any
page on your website. You're going to use it
on your social media. You can use it as the bios
on Instagram or Facebook, or Pinterest or LinkedIn or any other social media platform. And of course, it's
a great tool to have for print bios as well. If you're in a program or if you're talking about
for a special event, having a short and sweet
little bio about your company is going to get more eyes on it because nobody wants to
read a huge paragraph. I want the gist of the thing. A one-liner is going
to give you just that. So aside from being able to pitch really quick
on the elevator, and aside from knowing
that everyone in your brand needs to know
what your one-liner is, here is the most
significant reason of why you need a one-liner. A one-liner not only allows you to be clear in your
brand of who you are, who you serve, and
how you serve them. But a one-liner will also allow your audience to be
clear in your brand. I cannot tell you the number of social media accounts I've gone to that are trying to
sell me something. But I go to their
profile page and read their bio and I'm like, I
don't know what you do. I don't know what you
sell or there's not even a link to your website
for me to go purchase. All of those kinds of things. Go away once you learn
how to use a one-liner. And as soon as you
make this one liner, I hope you go and replace all of your bios on every
social media platform. Enough about why you
need a one-liner. Let's learn about
how to create one. Now, I will go through all of the steps of how you
create your one-liner. Let's take everything
that you've learned so far and put it together. So you know who your brand is, you know who your audiences, and you know what pain
points you solve. We're going to take bits
and pieces from each one of those things that you have identified through these videos. To now create your one-liner. With this video, you'll find
a PDF you can download to create your own Mad Libs
form of a one-liner. Go ahead and download that now and we can start
filling it out together. Just as we started all of these videos with getting
clear on who your brand is, we want to identify your brand
first in your one-liner. The first line of your
one-liner is who you are, who you are as a
solopreneur, like, I am a brand strategist or
who you are as a business, like a yoga studio, sustainable clothing line,
or a dog food company. With this first line, you're going to
fill in the blank. I am a blank or we are a blank. Go ahead and fill it in. All right. Step two. Step two is
all about who you help. This is the audience that you identified in your
ideal client profile. Now the person that
you created in that profile is hyper specific. So it's gonna be hard to name that person in your one-liner. However, you might have
identified a genre, or a niche, or a group of people that will
fit nicely in here. You might work with single moms, or maybe you work with
people ready to retire, or maybe work with
sustainable college students. Whatever that group
of people that fits with your ideal
client profile. That's what we're
going to insert into the next section
of your Mad Lib. So you said, I am a blank. Who helps blink. Go ahead and fill it in. Alright, step three. What do you help them width. Now? Yes, this always comes back to your product
or your service. But more importantly, we want to name one of the pain points
that we came up with earlier. You have a few pain
points to choose from. What is the most significant, what is the one that you've
talked about the most, or your audience
talks about the most. What is the most
prevalent pain point that your audience is facing that they want to hear about
in your one-liner. So this could be about
saving time or saving money. It could be about
getting healthy. It can be about the
health of the planet. All of those are
hitting pain points. So you want to get clear about how you're
helping them? Yes. Your service needs
to be named in there because I want
to know what you do. But I also want to make sure that you're hitting
the pain point. So those two things need to be, need to come together. For an example, with my
business as a brand strategist, I help business owners with getting clear in their marketing or getting clear in their brand. So I'm hitting the pain points. I'm talking about
what the problem is. The problem is is
you're not clear, you don't know
what's going on, or maybe you're healthy dog food. An example would be that you are healthy dog food that helps your best friend with getting
the nutrients they need. So you're identifying
the pain point while still acknowledging
what you actually do. Now part of your audience
understanding what your brand does is going to
be in the first statement. So this section can be more heavily based on
your pain point. Go ahead and brainstorm ideas of what you help with
in your Mad Libs. Alright, we've come
to the last point, which is the vision
of where they're going to be after
working with your brand. This idea is the
happily ever after. So you want to make a promise. What is life going to be like after they work
with your brand? You've named your brand. You explain who you help, what you do, and what this will provide
for them in the future. To finish off by one liner, I'm a brand, a
brand strategists. I empower business owners to get clear in their brand so they can connect with their audience and build the businesses
of their dreams. The final part, to take
everything we just created and put it together in a cohesive, grammatically
correct sentence. Makes sure it makes sense. Read it off a few times, keep it short and
sweet because again, you only have 30
seconds to recite this. Not only does it need to
be short for that reason, but you want your
team to memorize it. And memorizing things is a lot
easier when they're short. The final part is to take
everything we just created, put it together in a cohesive, grammatically correct sentence, makes sure it makes sense, bring it off a few times, keep it short and
sweet because again, you only have 30
seconds to recite this. Not only does it need to
be short for that reason, but you want your
team to memorize it. And memorizing things is a lot
easier when they're short.
12. Adding What You've Learned To Your Website: You've learned a lot on
this journey so far. Getting clear on your brand, getting clear on your audience. It's huge. And I want to make sure
that you have tangible ways to take this and
put it into play. So to start, we're going to
talk about your website. You'll see here on my website, the very first thing
you see is who I am. What I do spelled out in very simple letters
on the very top of my page so that as soon
as you get on my website, you know exactly
what you're in for. Then from there, I
have my one-liner. I explain what I do, who I do it for, and how it's going to help
them in the long run. Then I have a quick
call to action of the number one thing I want
them to do as a service, It's schedule a call, get a free 30 minute
clarity call. But as a product-based business, it might be to go
to your shop so you can start shaping
your products. So aside from my
one-liner and making it really clear on what I offer, I want you to look at the
photos used on my website. They fit all of my
brand guidelines. They are darker and moody. They're very crisp. They showcase the outdoors, and they have lots
of color to them. This is true with every photo that you see on my homepage. Along with that, I speak to my specific customer when I'm calling them out and talking
about their pain points, that they're confusing
their customers and all the ways not
to be doing that. And then I clearly state what
I'm going to do for them, how I'm going to make
their life better. Once I've gotten
clear on who I am, what I do, what my
customers pain points are. I want to highlight
testimonials. Use the word that
people have said about you to build trust, to let them know you know
what you're talking about. You provide a quality product. You have a service that people
should be excited to use. All of that can be
showcased on your homepage. Now, just as I had a call to action button at
the top of my page, I have them throughout
my page two, so that it's really
easy to go to the page where I want
them to convert. Whether this is your shop or a specific products
that you offer. Make sure it's really easy and clear on how to get
to those pages. You'll see at the top
that I have all of my main conversion pages
laid out in my menu bar, so it's easy for people to
get where they need to go. The last thing that you need to have on your website is a blog. The blog allows you to build
search engine optimization. But more importantly, it creates value for
your customers. It answers questions
that they have. It provides resources for them, it gets them inspired. You should try and produce at least one blog
post a week that's in your brand voice
and is answering commonly asked questions or
pain points that you know, your customer is facing. Now that we've taken a dive
into my own brands website, Let's look at another example. I want to highlight a Honda
yoga and bars website. Here. They state clearly what they do and
who they do it for. They have a call to action of the conversion they
want you to take. You'll see photos and colors throughout their website
that are on-brand. They give you testimonials
to build trust. And then they make it
easy for you to convert, highlighting their main products so that you know
exactly what to buy. Of course, they
also have a blog. And in this blog, you get answers to your commonly asked questions or things you didn't
even know you needed. These resources can then be
shared with friends found on Google searches or just used so that they can get the best value out
of your business. The final example is
canine ancestral diet. Again, they stay right at the
beginning, what they offer. They give you an easy button to choose so that you
can go and convert. They then keep their
customer front of mine to talk about
the pain points that their customers
are facing and why you should choose them
to fix your problems. They have a
testimonial front and center to talk
about why customers are loving their product and the option to go and
read more reviews. You'll see that the
photos throughout the site showcase more
neutral to cooler tones. They always have a pump in them. And they give the idea of
what your customer will look like once they've had the
experience of working with you. Finally, they do
offer a newsletter sign-up that gives you
$5 off your first-order. So a free opt-in in exchange for your email so that you can try out their product and
fall in love with it. All of these things that we
reviewed are ways that you can implement what you've
learned into your website. Put your one-liner
on your website. Make sure your photographs
follow your brand guidelines. Use testimonials to build trust, create a blog to add value
and build off of your SEO, and have a newsletter
opt-in that allows for people to get
some sort of freebie, whether a discount or an actual download in exchange
for their newsletter. These are simple ways
that you can implement everything that you've
learned into your website. So far. And I want
to make it easy to take everything you've
learned and put it into play. So I'm going to start off by
showcasing you how you can take learn a lot
on this journey. So it's sort of started. You'll see, second one. You'll see here my website. The very first thing
you see is who I am. What I do spelled out in very simple letters on
the very top of my page. Then as soon as you
get on my website, you know exactly what
you're aiming for. Then from there, I
have my one liner. I explained what I do, who I do it for, and how it's going to help
them in the long run. Then I have a quick
call to action of the number one thing I want
them to do as a service, it's scheduled call, get a
free 30 minute clarity call. But as a product-based
business, it might eat, go to your shop so you can
start shopping your products. The next thing. So aside from my
one-liner and making it really clear on what I offer, I want you to look at the
photos used on my website. They fit all of my
brand guidelines. They are darker and moody. They're very crisp. They showcase the outdoors, and they have lots
of color to them. This is true with every photo that you see on my homepage. Along with that, I speak
to my specific customer, whether I'm talking about
my about page or when I'm when I'm calling them out and talking about
their pain points, that they're confusing
their customers and all the ways not
to be doing that. And then I clearly state what
I'm going to do for them, how I'm going to make
their life better. Once I've gotten
clear on who I am, what I do, what my
customers pain points are. I want to highlight
testimonials. Use the word that
people have said about you to build trust, to let them know you know
what you're talking about. You provide a quality product. You have a service that people
should be excited to use. All of that can be hope. All of that can be
showcased on your homepage. Now, just as I had a call-to-action button
at the top of my page. I have them throughout
my page two, so that it's really
easy to go to the page where I want
them to convert. Whether this is your shop or a specific products
that you offer. Make sure it's really easy and clear on how to get
to those pages. You'll see at the top of my you'll see at
the top that I have all of my main converted pages
laid out in my menu bar, so it's easy for people to
get where they need to go. The last thing that you need to have on your website isn't blog. The blog allows you to build
search engine optimization, but it also create, but more importantly, it creates value for
your customers. It answers questions
that they have. It provides resources for them, it gets them inspired. You should try and produce at
least one blog post a week. It's in your brand voice and is answering commonly
asked questions or pain points that you know, your customer is facing. Now that we've taken a dive
into my own brands website, Let's look at another example. Similar to what we did
for brain photography. I want to showcase of hatha
yoga and bars website. I want to highlight a Honda
yoga and bars website. Here. They state clearly what they do and
who they do it for. They have a call to action of the conversion they
want you to take. You'll see photos and colors throughout their website
that are on-brand. They give you testimonials
to build trust. And then they make it
easy for you to convert, highlighting their main products so that you know
exactly what to buy. Of course, they
also have a blog. In this blog, you get answers to your commonly asked questions or things you didn't
even know you needed. These resources can
then be shared with friends found on Google
searches or just used so that they can or just used so that they can get the best quality out
of your business. They can get the best value
out of your business. The final example is
canine ancestral diet. Again, they stay right at the
beginning, what they offer. They give you an easy button to choose so that you
can go and convert. They then keep their
customer front of mine to talk about
the pain points that their customers are facing and why you should choose them
to fix your problems. They have a
testimonial front and center to talk about
why they love. To talk about why
customers are loving their product and the option
to go and read more views. You'll see that the
photos throughout the site showcase more
neutral to cooler tones. They always have a pub in them. And it gives the idea of
what your customer will look like once they've had the
experience of working with you. Finally, they do
offer a newsletter sign-up that gives you
$5 off your first order. So a free often exchanged for your email so that you can try out their product
and foam on with. All of these things that we reviewed are ways that you can you've learn a lot on
this journey so far. And I want to make it
easy to take everything you've learned and
put it into play. So I'm going to start off by showcasing you
how you can take. I'm going to show
you how you can take the you've learned a lot on this journey so far. Getting clear on your brand, getting clear on your audience. It's huge. And I want to make sure
that you have tangible ways to take this and
put it into play. So to start, we're going to
talk about your website. You'll see here my website. The first thing I want, you'll
see here on my website, the very first thing
you see is who I am. What I do spelled out in very simple letters
on the very top of my page that as soon
as you get on my website, you know exactly
what you're in for. And then from there,
I have my one-liner. I explain what I do, who I do it for, and how it's going to help
them in the long run. Then I have a quick
call to action of the number one thing I want
them to do as a service, It's schedule a call, get a free 30 minute
clarity call. But as a product-based business, it might be to go
to your shop so you can start shopping
your products. The next thing. So aside from my
one-liner and making it really clear on what I offer, I want you to look at the
photos used on my website. They fit all of my
brand guidelines. They are darker and moody. They're very crisp. They showcase the
outdoors and there, and they have lots
of color to them. This is true with every photo that you see on my homepage. Along with that, I speak
to my specific customer, whether I'm talking about
my about page or when I'm when I'm calling them out and talking about
their pain points. But they're confusing
their customers and all the ways not
to be doing that. And then I clearly state what
I'm going to do for them, how I'm going to make
their life better. Once I've gotten
clear on who I am, what I do, what my
customers pain points are. I want to highlight
testimonials. Use the word that
people have said about you to build trust, to let them know you know
what you're talking about. You provide a quality product. You have a service that people
should be excited to use. All of that can be hoped. All of that can be
showcased on your homepage. Now, just as I had a call-to-action button
at the top of my page. I have them throughout
my page two, so that it's really
easy to go to the page where I want
them to convert. Whether this is your shop or a specific products
that you offer. Make sure it's really easy and clear on how to get
to those pages. You'll see at the top of my, you'll see at the top
that I have all of my main conversion pages
laid out in my menu bar, so it's easy for people to
get where they need to go. The last thing that you need to have on your website is a blog. The blog allows you to build
search engine optimization, but it also, but
more importantly, it creates value
for your customers. It answers questions
that they have. It provides resources for them, it gets them inspired. You should try and produce at least one blog
post a week that's in your brand voice
and is answering commonly asked questions or pain points that you know,
your customers facing. Now that we've taken a dive
into my own brands website, Let's look at another example. Similar to what we did
for brand photography. I want to showcase upon
a yoga and bars website. I want to highlight a Honda
yoga and bars website. Here. They state clearly what they do and
who they do it for. They have a call to action of the conversion they
want you to take. You'll see photos and colors throughout their website
that are on-brand. They give you testimonials
to build trust. And then they make it
easy for you to convert, highlighting their main products so that you know
exactly what to buy. Of course, they
also have a blog. And in this blog, you get answers to your commonly asked questions or things you didn't
even know you needed. These resources can
then be shared with friends found on Google
searches or just used so that they can or just
used so that they can get the best quality out of your business so that they can get the best value
out of your business. The final example is
canine ancestral diet. Again, they stay right at the
beginning, what they offer. They give you an easy button to choose so that you
can go and convert. They then keep their
customer front of mine to talk about
the pain points that their customers
are facing and why you should choose them
to fix your problems. They have a
testimonial front and center to talk about
why they love. To talk about why
customers are loving their product and the option
to go and read more reviews. You'll see that the
photos throughout the site showcase more
neutral to cooler tones. They always have a pup in them. And they give the idea of
what your customer will look like once they've had the
experience of working with you. Finally, they do
offer a newsletter sign-up that gives you
$5 off your first-order. So a free opt-in in exchange for your email so that you can try out their product and
fall in love with it. All of these things that we've
reviewed are ways that you can implement what you've
learned into your website. Put your one-liner
on your website. Make sure your photographs
follow your brand guidelines. Use testimonials to build trust, create a blog to add value
and build off of your SEO, and have a newsletter
opt-in that allows for people to get
some sort of freebie, whether a discount or an actual download in exchange
for their newsletter. These are simple ways
that you can implement everything that you've
learned into your website.
13. Social Media Strategy: Let's talk about how you use what you've
learned on social. So here's the thing
about social. When it comes to social. There, there are two
things to remember. Consistency and quality. You want to be consistent
in your messaging, in your look and feel, and how often you're posting and the style and type of
content that you're posting. You also want to be creating the highest quality work you
can possibly put out there. This means that if
you need to make less content to make it
higher-quality, then do that. It is less important to
post every single day as it is to post high-quality content that your audience cares about. The worst feeling is putting out a post and getting
0 engagement on it. Instead, take the
time to make it what your customers are looking for so that you get the
return on investment. But let's dive even deeper. To start with your social media based on everything
you've learned so far. I want to talk to you about
who you are as a brand. When it comes to your social, you should be using a voice
that matches your brand. And as mentioned in
your brand guidelines, you also need to choose a
theme for your account. Are you Educational? Are you motivational
or encouraging? Or are you inspirational? There's a difference between all these types of accounts
and it's important that you figure out who you are
as a brand so that you can create content that
aligns with that style. The other decision
you'll want to make is how you're
going to incorporate your brand colors or your photography rules that you created in your
brand guidelines. These are going to
help you create a consistency and
feel for your feed, as well as any
individual posts that your customers or
potential customers come across in their feeds. Your goal on social media is that anytime somebody
sees a post from you, they know it's from you. Without looking at the handle. You want to make your content
veranda to who you are, so it's recognizable anywhere. The style of photos, the brand colors, the voice. Any of that can be an
identifier for your brand. Now that we've gotten clear on the brand side
of your social, let's talk about your audience. This is a big thing for brands. It's getting really clear
and niche on your customer. You've already done
the hard work by building out your
customer profile, potentially using archetypes
to get even deeper on who your specific person
is that you cater to. Now it's about finding them on social so you can start
the conversations. The way to grow your
following or build engagement on social
is to do just that, to follow other accounts and
to engage on other accounts. In order to get engagement, you need to give engagement. And that's just how
the game is played. What I like to do
is I like to think of accounts that my
customers following. If I know that my customer loves Magnolia
journal, magazine, I might go and follow magnolia, leaves some comments
and check out the accounts of other people who are commenting on those posts. If they feel like
they might be a fit, I'll go ahead and start
engaging on their profile. And the journey down
the rabbit hole continues from there. You can spend hours either
Going through the list of magnolia journal or
whatever accounts followers and one-by-one
checking them out. Or you can check out
who's commenting on their feed and go check
out accounts from there. This is just one
way that you can be engaging with
potential people who are your ideal
client or at least fit some part of
your ideal client. Another strategy is
to figure out or guess what hashtags
they're using. But by knowing what hashtags they're putting on their posts, you can go check
out their posts. If you're a Portland
based business, you might be checking
Portland hashtags. You can find people
who are in your area. If you're a coffee shop, you might be following hashtags that have to do with coffee. So you can engage with that
audience, letting them know, Hey, if you need to order some fresh ground coffee,
we've got you covered. Finally, you need to build content that your
audience wants to see. Like I said before, quality is always more
important than quantity. Yes, it is great to
have one post a day go out on Instagram or any
other social platform. But if you are feeling bogged down with how much
you have to create, it's better to commit to three
days a week and creating intentional posts
that you know will add value to your
customers lives. Some ideas of content
you could be creating is focusing on frequently
asked questions. Whether you get these from
customers one-on-one, or you see them in a Facebook group that you're a part of. Collect questions
that people are asking about your industry, your product and service, or about you, or about you
as the business owner. We all love to see the behind
the scenes of a brand, to understand how a product or service is created
and implemented. We wanna know about
the people behind the brand because we're going to be interacting with them. The more personal you can get in your brand and
showcase who you are, what you're interested in. The deeper level of
connection you can build with your
future customers. This is just one
of the ways that you'll turn those
future customers. If a lifelong
customers come back to the genre of what you
want to be posting about. Is it educational
where you go into tutorials and explain how
to do things all the time. Is it motivational or encouraging where you're
showcasing people, how they can be
living a better life. You're telling them
that they can do it. They can get through
the hard things and you're here for them
when they need you? Or is it inspirational? Talking about what the
future could look like? All of these might be
included in your feed, but one of them will become the more dominant
piece of your feed. Another powerful piece of
content is testimonials. We want the social proof that your product or service works, that it's changed
somebody else's life and they agree that it's
worth the investment. You don't need to overload
your feed with testimonials, but having one here and there is a great way for customers to come across them and see what people are saying
about your brand. Whatever content you're
creating for your social media, it's important to be
looking at your analytics. What posts are people
engaging with? Where do you see the
highest likes or comments? What do you know is
working for your brand? What content is creating
a higher reach? For me personally, I've
seen that relies on instagram gives me
the highest reach. But that's some of
my more in-depth Instagram posts might give
me the highest engagement. So I want to balance
out creating reals, which we'll get in
front of more people, but also creating the
high-quality in-depth content. To make sure I'm
creating conversations one-on-one with people
who can become customers. The same goes for you using
apps like later or even just the insights within your Instagram will help you to see who's coming to your feed, what posts are getting, what engagement, and what
should you be creating. More of? The reality is, is that your social feed
is not about you. Nothing about your
business is about you. It's always about your customer. So if you have something you
love to post on Instagram, but it's not getting engagement. Then it's content that you probably shouldn't waste
your time creating. Save that for your
personal account. But on your business account, use your time to create
content that is going to get engagement and help you push the needle to
find customers. That last, my last
piece of advice when it comes to building
out your social using everything
you know right now, is that every post, every single post you put out there should have some
sort of call to action. Now, this call to
action doesn't need to be about buying something. It could be like this
photo or double-tap. If you agree. It can be asking them
to leave a comment. This asks should
be a simple one, not a complex question that
we need to write a paragraph, but something I can answer
in around four words. Or even better, leave
an emoji than it's your job to respond back and
keep the conversation going. There are options for call to actions are to go to the link in bio to direct
message you or DMU, and finally, to tag a friend. These are all ways to get
people to start engaging. Just like engaging more will help you bring
on engagement. Asking for the engagement will
also increase engagement. So make sure on every single
post on social media, you have a call to action
asking people to engage. So from here, you have some
business decisions to make. What is the overall
theme and feel of your social media
going to be like? Are you educational,
motivational, inspirational? From there, you
also need to make sure that you have all of the rules in your
brand guidelines implemented into
your social media. What is your voice? What kind of words
and phrases do you use as an entire brand? What kind of words or phrases do you not use specifically? Do you curse? Then it's about creating a strategy for finding your audience
on social media. What accounts are
they following? What hashtags are they using? Start diving into those and engaging with accounts on there. They don't need to be a perfect match for you
to engage with them. Great thing about
social media is that one person might discover you and not be your
perfect client, but their friends is somebody
who is your perfect client. So they send your post to them. Or the next time a conversation
comes up, they say, Oh, I saw this person on Instagram, you would love them. That's why just simply engaging on other
accounts is powerful. It also allows the algorithm to see that people are
engaging with you. They care about what
you have to say and you'll continue to see
growth just from that. Finally, creating a
content strategy. What are you going to post and how often are
you going to post? Start to get really clear on what content your
audience is looking for. Use analytics to answer this question and then
decide as a brand, how often you want to be
posting two platforms. And know that this can change. Stick with it for
three or four months. And if you decide, Hey, we can post more or this is
becoming way too much for us. We need a post a
little bit less. You can make that
decision in a few months. Try and stick with whatever
rules you're creating for at least three
to four months to see how they
work out for you. Now it's time to stop watching and to go figure out
your plan for social media.
14. Creating a Newsletter: So I've shared with you how you can use everything
you've learned so far on your website
and on your social media. But how do you use it in
your email newsletter? I want to start first with how to get people
on your newsletter. So we take this back to
your ideal audience, but something that would
help out your customer. What questions could you answer? What value could you provide? This is what goes into
a newsletter often. The idea behind this is that by giving you my email address, you're gonna give me
something in return because my email is
worth something to you. There is a monetary value
to an email address, and it's different
for every brand. But just know that their
e-mail is valuable. So what are you willing to
pay in order to get it? If you're a
product-based business, this might be ten or 15%
off your first order. If you're a service, this might be answering
commonly asked questions or a guide to
something that would be valuable to your audience. I personally sign up for
options all the time. I love a good discount. I love a good free resource. I like to be educated
and I'm more than happy to hand over my e-mail to see what
you have to offer. If you start to send
me too many emails, I can always unsubscribe. There's not a lot of
risk for me signing up, but there's a lot of
value for me signing up. So make it worthwhile for your ideal customer to sign
up for your newsletter. Of course, you can have a just a regular opt-in on your website where they just plug
in their name and e-mail and you get it and
they get nothing in return. But I've found that majority of these don't produce
a lot of e-mails. What do produce emails
is an opt-in freebie. Think about your ideal customer. What are their needs? What are they wanting from you? Can you create a checklist or a guide that would
help serve them? Or maybe it's just a discount. Try and experiment a
few different options to see what works best for your audience and
then market it on your social media,
on your website. Word of mouth, let your
friends know that you've got this new offering and see if they'll sign up
for your e-mail to. Now that you've
got a growing list of people coming
onto your e-mail. Let's talk about what
goes into your email. The first thing that
you need to think about is the branding of your email. Again, heading back to
your brand guidelines, what are the rules of your brand that go
into this letter? Do you have your logo featured? How big is your logo? To add photos to
your newsletter? What what are the rules around what photos you have
in your newsletter? Then? Most importantly, what is the
voice of your newsletter? Are you fun and energetic? Are you calm and spiritual? Make those decisions before you ever start writing
your newsletter, define them as your brand. These will be the same
rules that you apply throughout your brand on your
website and your social. It'll show up here too
in your newsletter. But make sure you're
really clear on what your voice is as a brand. So brands often feel, for lack of a better word, picky, when it comes
to their newsletters. It's not even just
their newsletter, it's selling in general. We all just get that achy
feeling when we think about having to sell
something to people. But I want to change your
mind about newsletters. Your newsletter is not
necessarily about selling, it's about adding value. The idea behind
e-mail is not even necessarily to make a sale with every e-mail that goes out. It's to stay in front
of your audience. It's to put your logo in front of them and your name
in front of them, whether they open
your email or not, hopping into their inbox is one more time they see your
name and they remember you. A great example of this was, I remember following a
brand a few months back, looking into their products, kind of interested but
not ready to convert. I had signed up for their
email list months ago. And all of a sudden I was
thinking, oh, you know what? I really need the products
of that brain cells now, I don't remember
what their name is. Lucky for me, I got an e-mail
the very next day from that brand with a coupon code so that I could purchase
one of their products. Now, had they not
been sending out a monthly newsletter to remind me who they
are and what they do. I would have gone on to
find a different company to buy the product because I couldn't
remember their name. But because they
hopped into my inbox, I knew that was the
brand I was thinking of. And I got a discount code to
now go purchase from them. That's the goal of
your newsletter. You want to stay front
of face and provide value so that they aren't unsubscribe from
your newsletter. My general rule is to send out at least one newsletter a month. Now this newsletter
again, is value-driven. It doesn't need to
be about by this. We're now offering this. Have you seen this? Instead, it could be
highlighting a customer or testimonials showing how people are using your
product or service. Highlight blog posts that
you refer in that add more value and education
to your audience. Of course, you will
have sales emails, whether this is a sales funnel, that is an auto campaign
for when people sign up for your newsletter or just the general sales
e-mail here and there. Again, the idea is to try and add as much
value as possible. So the more that you can
miss your emails, meaning, I know that Bobby Joe has
purchased a t-shirt before and then and then tailoring her emails to be all
womens t-shirts. If you can get really focused on emails this way it adds
value to your customers. Yes, you're selling,
but you're selling the exact thing that
I like, want or need. If you can't get that
microphone focused. Or maybe you don't have that many product
offerings that it's highlighting when you have a sale or when you're
launching a new service. Try not to bombard your
audience with sales emails. Instead, focus on how
you are providing value. And maybe within that email, you're asking for
the conversion. There's a monetary value of your customer's email addresses. This is because email has the highest conversion rate
of any other marketing tool. Facebook and Google
ads are great. Social media posting
is wonderful, but none of them
are going to see the conversion rates
that you see with email. Because email people have already decided that
they like your brand. They're interested
in your brand. They want to know more
about your brand. They've given you their e-mail. So now it's time to be trustworthy and honor
the e-mail they've given you by sending them
newsletters that add value and will help take them
down the journey and your brand so that they
become lifelong customers.
15. Adapting Your Brand: You've made it all
the way through this journey to get
clear in your brand. I hope it feels pretty awesome. You really dove in and deep
into who you are as a brand. Who your ideal customer is, that one specific person
that you can be serving, as well as how to
implement these ideas into your brand to create a strategy that's going to
serve you for the long run. I want to take just
a minute to review a couple of things we've
learned in this journey. We started with archetypes. What archetypal
matches your brand? I hope you've taken the
time to dive in deep, not only to the worksheet, but maybe even do a little
exploring on Google to find out what exactly it
means to be this archetype. What are your strengths
and weaknesses? Whether they're
true to who you are perceived by your audience. And how are you
going to acknowledge these and not just
shy away from them. Make sure that you put your weaknesses
upfront and center. Let people know that this
is what you struggle with or this is what your
brain has a hard time with. Or better yet. This is what you might think, is the problem with our brand or the things you might
think we struggle with. But this is actually
what it looks like. Our business. From there, you
developed a one-liner. Now this one liner will be used over and over
and over again. The very first place
you should implement your one-liner is in the bio of all of
your social accounts. It is a quick and clear way to make sure people who are just checking in know exactly who
you are and what you do. In your one-liner. You include who you
are, what you do, who exactly you serve, and the outcome they get
from working with you. This one-liner should not
only be used on your social, but can be added into
your email footer. It can be put on your website. And every single person who works for your brand
should know this. They need to memorize it. That way. If they're at a conference or in an elevator and somebody asks, What do you do or what
does your brand do? You have a quick answer. There's no fumbling over words. There's no confusing people. You weren't clear
and concise so that potential customers
know exactly who you are and what you do. Finally, as a brand, you developed guidelines
to make sure that your branding is consistent
across all channels. You know what logos
to use, where, what fonts are,
your brand fonts, and what colors to use. This will be huge
when you're working with partners or collaborators, or just to have across a growing brand to make sure everyone is
staying consistent. To make sure that no matter
where your brand shows up, your customers know it's you. Aside from diving deep into
who you are as a brand, you started to learn
more about your clients, or specifically your
one ideal client. This is a really hard task
for pretty much every brand out there because we
want to serve everybody. We don't want to
discriminate or tell you we're not serving you and that's not
what you're doing. You're getting really
specific on a niche audience, adding value and other
people outside of that audience want to work
with you more power to them. Of course, they can come in. But by focusing on one
specific audience, you become the expert. You become the brand to
go to for that thing. And that in itself builds trust. So by knowing the one specific
person that you serve, you can answer the
important question of, does my ideal client
find value in this? Ask this question
whenever you're producing content,
your newsletter, on your website,
and your social, does your ideal customer
find value in this? If the answer is, ever know, or even maybe it's time to
go back to the drawing board and recreate the content so that the answer is always yes. From here, I want you to
look at that checklist from the previous video to stay on track of implementing this into all aspects of your brand. It is great to learn all of this information and
to know about it. But it means nothing if you're not applying it to your brand. So taking your one-liner and putting it on
your social channels, adding it to your website, creating a newsletter
that's going to add value and connect
with your customers. Making sure your
brand guidelines are given to all
of your employees, as well as used throughout
your marketing. All of this needs
to be implemented. Set a goal for yourself. When is your deadline to have all of this implemented
into your strategy? And make sure to start tracking
your analytics from now. So that you can look
back six months from now and see how things
are performing. Are you growing? How
are things changing? What about your social? Are you getting more engagement? All of those are great
questions to ask to find out if things are
working for your brand. I want to talk about
one more thing. Adapting you as a brand are going to change because
everything in life changes. If you're staying stagnant,
there's an issue. We want growth. We want to see whether
your revenue is growing or your
audiences growing, that you as a brand, that you as human
beings are growing. So that means things
have to change. I suggest checking
back in with who you are as a brand and who
your ideal customer is. One time a year. Go through the
profiles that you've created and see if
they still connect. Do they still make sense? Are they serving your brand? If the answer is yeah, kind of or no, not at all, It's time to hit
the drawing board again. Ideally, you wouldn't be
adapting every single year. But it's good to check
in at least one time a year just to make sure
that you're on track. Or even maybe you've
been creating content, but you've totally lost sight of who your ideal customer is. And it's time to refocus and start making content for
that specific person. It's a good accountability
strategy and it allows you to see that you're on the right track when it
comes to your brand. Know that changes inevitable. Your brand guidelines,
your logo, who you are as a brand,
your ideal customer. All of that could change
over time and that's okay. Just make sure you're
coming back to these tools that
you've learned to make sure you're on
the right track with growing the brand
of your dreams.
Katie Leigh Jackson, Offering 1:1 Bus. Coaching for Creatives
