How Much Does Your Brand CARE?

If you’ve ever heard the saying, “People don’t care how much you know, they want to know how much you care,” then you already know the secret to a truly successful brand.  In simple terms, a brand is how you make people FEEL when they interact with you.

Does your target market know how much you CARE, or are you holding them at arm’s length? Worse, are you confusing them with mixed messages and promises you can’t deliver?

To successfully connect with and hold your audience, the following four elements must be present:

Clarity:

You must be clear about who you are, what you stand for and what you offer your clients. WHY do you do what you do? You have to be able to communicate this verbally and visually in a clear, easy-to-understand manner.

Authenticity:

How congruent and aligned are you with the real YOU? In our hyped, cluttered world, people can smell a fake from miles away. They are yearning for transparency and real-ness. When your brand message is clear, authentic and aligned with your values, AND you walk your talk, you’ll attract a large following of the people you are meant to work with.

Remarkability:

What is the tone and intention of your brand? Can someone see and FEEL your brand personality within seconds of engagement? It’s okay to step out of the box – in fact, it’s your uniqueness and point of difference that will set you apart. You’ve got to be willing to separate yourself from the “safe and comfortable” herd and be a little outrageous. Fearless, really. Seth Godin calls this your “Purple Cow.” Brown and white spotted cows are a dime a dozen, but a purple cow, now that’s remarkable.

Emotional Connection:

Emotions make the brain sit up and pay attention. In order to have a truly powerful personal brand, you have to understand how you make your audience FEEL. Someone once said, “People won’t remember what you said, but they will remember how you made them feel.” This is the core of an influential personal brand. In order to resonate strongly with your target market, you’ve got to make an emotional connection. The most powerful question you can ask yourself is, “How do I want people to FEEL when they experience my brand?”

Today’s consumer craves more meaningful relationships. When your brand voice is clear and authentic, you have a much greater chance of making a strong emotional connection with the people you want to reach most. And when you are truly remarkable, well, let’s just say you’ll never again have to worry about the competition.

When you express how much you CARE, by effectively using these four elements as the foundation for your brand, you’ll never wonder where your next client is coming from.

Need more actionable advice?
Get your FREE weekly marketing “to-do” list
straight to your inbox every Wednesday:
Through SheBrand, Liz Dennery Sanders helps female entrepreneurs build their confidence, their brands and their bank accounts. If you're ready to brand your brilliance, implement a powerful marketing strategy and experience wild success in your business, start by getting a FREE copy of “101 Ways To Build A Powerful Personal Brand” at www.shebrand.com. Clients are waiting. Are you ready?

Comments

  1. This is a great reminder of some of the important points brought out in Laura’s Creating Fame workshop, yet from a slightly different angle. It’s a good reminder for me and helps me keep these overarching principles front and center as I handle the small stuff of running my businesses.

  2. I think transparency is another important one. No person and no business is 100% perfect so it’s important to be as open as you can with both the strengths and weaknesses of your brand. Being yourself, flaws and all, goes a long way.

  3. Liz..the truth of the matter is that people only care about what you can do for them, not about what you got.

    This why simple websites out rank fancy site, becasue it always come down to content..period

  4. Hi Liz,

    A great acronym for the market we are in. People want all of these things but at the end of the day they also want results…. The brand pulls them in and the results get them to stay.

    Cathy

  5. Hi Liz!

    I still love that Purple Cow concept… ;)

  6. Love all the great comments!

    Yes, transparency is key and a big part of how authentic you are. And the WIIFM (What’s In It For Me?) acronym is a great one to remember. Part of being clear about who you are, what you stand for and the work that you do, is being able to communicate that value to your potential client. Part of the clarity piece is knowing your potential client’s most pressing problems and positioning yourself as the solution.

    And Jess, definitely let me know the next time you see a purple cow! :)

  7. Liz, love the post. And the ? about how much you care for your peeps. This brings me back home to understand that is all about that connection. Thanks for the reminders. :)

  8. Thanks Hillary, my pleasure! In our online marketing world focused on list-building, it’s so important to remember that it’s about relationships, not numbers, and people, not computers.

    Great to connect with you here! :)