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:
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.
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.
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.
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.