Guest blogger: Sabah Ali
When we think about building a brand online, our mind immediately goes to the obvious. Do we have the proper colors, logos, website, and layout to visually make our brand look appealing? What if I told you, that was only a fraction of what makes a high end brand sell? Bet you would be shocked right? If it’s not the logo and colors that make the brand, what really is it?
Let’s break it down.
There are two parts of a brand: External & Internal brand.
This is what we think a brand is, the colors, logo, and website. Everything you see when you land on someone’s social media or website. You can recognize them by the layout they use and the feeling they create. This is probably 25% of your brand in terms of ‘sales’, you don’t need a perfect external brand in order to sell something but it does help!
The internal brand is the message, voice, identity, and personality of your business; which is responsible for 75% of your ‘sales’. You want to identify this part of your business as the feeling and experience you want to create for your consumer. There should be a certain message that is illustrated in your marketing material to not reel in any old client, but the right one. Getting clear in your internal brand is the first step of making a brand sell online.
Now we have distinguished two, let’s get into the 4 steps you can take to create a brand that sells online.
Step 1: Identify Who Your Client Is
The foundation of your business starts with understanding who your products are and are not for. One big mistake happening in the online space is businesses talking to everybody; if you talk to everyone you end up talking to no one.
Therefore, get clear in who you help and to break it down even further, what do you help them with?
Get clear in these questions:
Who are they?
Where do they live?
What problem do they have?
What solution are they looking for?
What is their career?
What are their fears?
What are their goals/desires?
Once you know this person like the back of your hand, keep them in mind everytime you create marketing material or sell your product.
Step 2: Identify Your Brand Message
Your brand message is the essence of your business, this is how people know who you are, what you do, and how you can help them. The message is the common theme you use in your marketing material and content.
One of the easiest and simplest ways you can identify your brand message, but still add the spice to it is like this:
Step 1: Identify the problem
Step 2: Identify the process
Step 3: Identify the promise
Now add a word into your sentence that creates a specific FEELING you want your ideal clients to feel.
For example this is what I do:
Step 1: Coaches who can’t attract the right clients
Step 2: Clear branding and organic marketing strategies
Step 3: Attract high end clients
Word: Unforgettable (my brand hehe)
Grand finale: “I teach coaches how to build an unforgettable brand that attracts HIGH END clients consistently.”
Very clear, simple, and to the point!
Step 3: Create Clear Content
Content is what brings your dream clients into your world and buys your products. Therefore, content is a very important piece we need to understand and get clear on when it comes to marketing our products.
My best copywriting tip for you is to create content just as how you would say it outloud. Most of the time, people overthink what they need to say and it ends up sounding way too scripted.
Let me explain…
I want you to think about this for a minute.
Close your eyes and imagine you are sitting on a couch with your best friend, now talk to them about the transformation you can bring to your clients.
Talk about their fears, talk about how powerful they are, talk about the strategy they could use, talk about the energy they could have, talk about the dreams they could achieve. You will be able to feel the passion in that conversation and in result the marketing content created will work 10x better.
To get you started the 4 different type of content pieces you can start with are:
- Education: Teach something, show you have the credentials to change their life, get them a quick win.
- Polarizing: This is where you speak your truth, stand for something, call out the marketplace, show your passion.
- Story: This makes you relatable, shows your clients it’s possible for them too, and they truly feel like they know you.
- Client Spotlight: Nothing screams trust more than showing off your client results. OWN THEM!
Step 4: Invite To The Next Step
The last and final step of attracting high end clients is inviting them to buy your offers. This can be done with a simple call to action in your social media content. Whether it is offering a free call and outlining a strategy for them or leading them to a website so they can purchase a product.
These steps sounds super obvious, but sometimes this piece is missing in marketing and people need to be told what to do! Making atleast one invite a day allows you to always have the door open for current and new clients to buy your offers.
Now that you have the exact steps to build a brand that attracts high end clients, it is time to go out and implement! Great brands aren’t built overnight, but day after day of good content, a clear message, and an irresistible product!
Sabah Ali (@thesabahali) is the Founder of Brands That Sell, Business Coach, 2 Time TEDx Speaker, #1 Best Selling Author, and on a mission to Create Unforgettable Lives. Known for her branding work, she has assisted hundreds of passionate CEOs clarify their brand message, marketing strategy, and sales process to create a powerful brand that sells online; with clients based worldwide she has helped generate in total of over $1 million+ revenue for her clients.
Her company, Brands That Sell, is a training platform that helps ambitious entrepreneurs move from idea to becoming an impact driven CEO of companies that transform people’s lives. She ditches the old school marketing approach and beliefs businesses are built on trust, authenticity, and vulnerability.
She regularly travels and speaks around the nation covering the topics of personal development, business strategy, brand expansion, and storytelling; she successfully was invited to speak at TEDx at the age of 20. Sabah’s work has been featured on publications such as NBC, ABC, CBS, and FOX News.
Sabah Ali’s mission in life is to influence others to see their life and themselves through a different perspective, recognize potential, and inspire them to turn their dreams into a reality; in business, life, and relationships, so they find fulfillment, purpose, and leave an unforgettable legacy.
Dan Ram ignites the stage as an in-person and virtual event EMCEE & Speaker at over 100 events a year. He has shared the stage with international luminaries including President Barack Obama, Sir Richard Branson, Reid Hoffman, Nico Rosberg, and Grammy-winning artists and celebrities. Level up your communication skills through his course and mastermind “Speaking Success”. If you want to make this the year that you master your personal brand, check out Dan’s Full Service Personal Branding Agency. His passion is to inspire people with his motto ‘Start Now Start Simple’ in building a future we all want to live in.