Does your brand evoke an emotional response? Does your brand create loyalty? What would make your clients eager to pay for your products and services? If you answered “yes” to the first two questions, you don’t need my expertise. However, if you want to know how to attract your perfect client through brand marketing, however, then I’ll help with your online branding strategy.
Here are a few tips to help you create an emotional brand that works for you. I call this eBranding (emotional branding).
Before reading these tips, be sure to repeat this mantra. Simplify. Simplify. Simplify. It doesn’t have to be complicated to reach the human senses.
1. Start with your perfect customer or client in mind.
What do they want to see, hear, touch, taste or smell? If you don’t know then you need to take the time now to figure it out.
How frequently does your customer need to see, hear, touch, taste or smell your brand?
Starbucks demonstrates an excellent example. You can see their brand and immediately (if you are their perfect customer) you mouth will taste the coffee. As you get closer, you will begin to hear the customers ordering and soon you will touch the branded cup holder and smell the sweet aroma. I’m not even a coffee drinker! Do you see how they seduce your senses?
Can you do this with your product or service? Can you do this online?
2. Then look at your tag line, slogan and copy writing.
If you are writing online, ask yourself what emotional response will this evoke? If your copy doesn’t produce an emotional response, then the likelihood of your brand being known is slim.
Consider Nescafe’s tag line: “Start the day with great taste!” This tag line not only puts a great taste in your mouth, but it also puts the idea in your head to have a cup of Nescafe each morning. Pretty strategic, eh?
3. Now look at your photos, graphics and images used to represent your brand.
What senses do your imagery strike? A photo of you might create a person-to-person compassionate look and feel, which is very important online.
This may add to your daily to-do list, but don’t despair. Your eBranding strategy will pay off with BIG returns from the investment of your time.
Jen Blackert, The Online Success Coach, teaches small business owners how to branding their website with her simple eBranding success system. Visit her website at http://www.BrandTerra.com and her online reality blog at http://www.ibrandweb.com.
