Branding is one of those ideas that aren’t talked about as much but that have an enormous amount of influence on the success of your sales funnel.
Branding is something of an esoteric subject, but the best way to describe it is the feeling your customer experiences when he or she interacts with your sales funnel. That includes the entire experience, not just the digital one or how they experience your web pages.
That’s because branding actually continues to play a role long after you have made a sale.
What Is a Brand?
You already are familiar with some of the biggest and most popular brands. These include such brands as Ford, McDonald’s, General Electric, and Disney.
But you don’t have to own a huge conglomerate in order to have your own brand. Any business – no matter how big or how small – can be its own brand.
In some ways, you as an individual are already your own brand. Due to your personality, your experiences, your expertise, and the way you relate to other people, there are certain traits and expectations people have when they encounter you. Branding your business is the same concept.
Customers Want to Experience Your Brand
Branding is important because what your customers experience when dealing with your business is actual, it’s real, and it’s something they will either respond positively to or negatively.
So every choice you make about your online business – from the fonts you use to the point size, to the colors schemes you select to the images you include – all of these build up to an overall feeling that is tangible and real to your customers. And it helps influence their comfort level, whether they like your brand or not, and – most importantly – whether they are going to buy anything from you.
Who Is Your Target Audience?
There are three ways to define your brand. The first way to define your brand is identifying exactly who is your target audience.
One of the easiest ways to do this is simply listening to what your customers have to say. You can glean a lot by simply being open to what your customers tell you about themselves, how they act, what they do, and what they prefer. This information is invaluable because it allows you to define your brand based on what your customers want your brand to be.
If you look at some of the web pages competitors within your niche are using, it’s common to find that many of them seem to look alike. That’s because they tend to rely on broad, general terms such as “professional” or “high-quality” to get their message across rather than being hyper-specific. One of the easiest ways to set yourself apart (and above) of all the rest is to offer a vivid, specific experience that genuinely reflects what your customers are looking for in a brand.
No, I’m not advocating that you hire the glam-rock band from the 1970’s (although that wouldn’t be a bad idea if you could afford them).
Instead, KISS is an acronym for “Keep It Simple, Stupid”. Don’t over-complicate your web pages with huge blocks of copy or too many images. Rather, incorporate some of your own authentic personality to help make your web design and branding memorable, balancing it with a practical simplicity that allows visitors to immediately experience the emotions you want them to experience.
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