You have worked hard to make your hustle a full-time business. You know what you offer is valuable. Yet, you just can’t seem to attract the right customers. When you do, they don’t see how what you offer is worth the value you are charging.
I have been there too! So, this week the brand boost challenge is all the reasons your brand feels off.
Let’s dig in and find out why your brand feels off.
Re-Align and Define
Your brand has a lot of passion, but it lacks problems solving. In the beginning of our businesses it can be easy to focus on product development or services. We want to get what we what we offer out there so we can start making sales.
So, we start without a compass. We know in our heads where we want our business to go. We know the why behind our products and services, but we fail to make it crystal clear. We fail to slow down because we are the ones doing it all. But after a while, our business gets lost in the noise. Customers don’t find us, or they don’t understand what we do.
When customers are confused or don’t understand our business that is a sign we need to re-align our purpose, vision, and value. When we can clearly define these foundational building blocks, we can foster trust and connect.
Brand Boost Challenge:
To re-align our purpose, vision and value we must know what they are. Let’s play a little Mad Libs, but be intentional with your words.
“We exist to help ___________ achieve __________ because____________. After using our products/services, our customers will be able to ___________________________. We believe in ___________, ________________, and ____________. These values are reflected in how we work, speak and act. We are best for people who_________ and not for people who _________________.
Position To Solve Their Problem
You are seeing some customer interest, but they question your prices. Others try to haggle you down, asking for discounted rates or service trades. At the beginning of business, bowing to these requests, may feel like movement forward. However, if your going to build a sustainable business, you can discount forever.
Attracting customers unwilling to pay or questioning the value of your services is a sign they are unconvinced you solve their problem. Yet, when customers can clearly see that you understand their problem and you solve it, you you entice them to action. Overtime, as you deliver results, customers become advocates.
Brand Boost Challenge:
Track your ideal client. What are they experiencing that is making them look for your products or services? Check in on your competitors. What are they saying about their products or services? Craft a statement of how you address your ideal clients needs and what makes your offering different from your competitors. Refine the statement until it is authentic, no over promising or wishing here. Refine it until it feels like your brand’s words. You will use this in the next section.
Make Your Message Matter
Your social posts and website communicate all the benefits, great ingredients, and outcomes of your products/services. Yet, if feels like people are window shopping. You get post likes. Your website is getting visits, but the bounce rate is high. People are engaging, but they aren’t taking action.
Lack of action is a sign our messaging lacks clarity or is confusing. They bounce from your website because it is easier to buy from the brand next door. It is time to make your messaging matter, to the right customers.
Brand Boost Challenge:
Let’s craft a tagline. A tagline clearly describes what you offer and communicates the benefit in just a few words. It is easily understandable without industry wording. Your tagline should come from your purpose, vision and values.
Once you have clarity here, it will communicate it clearly to your ideal customer. Your tagline should be used on your website, social posts, and any place that your customers interact with your brand. It will cut through the noise to give clients a clear understanding of what you do and the benefits you offer.
When your brand feels off, it is time to grow. Growth comes by re-aligning the basic foundation of your brand identity with what is happening in your business now. Our businesses are not static. It is healthy to prune away what is not working so that new growth can emerge.
If you want to dive deeper into re-aligning your business and get growing, my Business to Brand Workbook will help. Download the free workbook .
