Work out who your ideal client is, and the rest will follow. Who is that person? Give them a name, a job. Where do they live? What are their interests? Write your marketing copy as if you are speaking to just that one specific person. What will happen is that particular target audience will be drawn towards your message. They will feel like you are talking directly to them, rather than just giving a generic message that’s not really relevant.
What is their biggest problem right now that your company can solve?
Once you're armed with that clarity, targeting your offers and positioning your brand becomes so much easier. Make sure you're answering that problem with your branding and marketing materials. Really focus on solving their pain points and making their problem go away. Focus on the benefits you or your product brings, not just the features.
Last but not least, be consistent. Consistency is key when it comes to your branding and marketing. Keep showing up, keep delivering the same great service and message. When you look across everything you have – your business cards, your brochures, leaflets ... are they all on the same page with the message they're sending? Do they all have the same tone of voice? Is the branding on point?
Remember, your branding is about so much more than just a logo – it's the tone of voice you set and the way you present all of your marketing materials (which your logo is one of), in a clear and consistent way, using company colours and fonts. It's making sure every single point of contact the customer has with your company is sending the right message and evoking the emotions you want them to feel about you.
Your branding and marketing materials are an important investment, give them the thought and consideration they deserve, and you will reap the rewards.
Emma Jayne Creative
Business & management coach, mentor, trainer, author, speaker, social entrepreneur, (and chief pot and bottle washer!)