“I don’t have anything to say,” I thought to myself, staring at the blinking cursor. I felt like everything worth saying had already been said, everything worth doing already done.
What was left for me – or anyone – to say? What was my voice? Why should anyone bother to listen to me?
I was trapped in an endless loop of comparing myself with Jasmine Star and Marie Forleo, and feeling utterly hopeless…
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We’re gonna cover how to make your brand more word-of-mouth-friendly, so you can generate referrals and turn your small audience into a big one!
why this matters
Make your brand word-of-mouth-friendly:
Makes you more memorable. Telling a more word-of-mouth-friendly story about your brand makes it easier for your customer or prospective customer to remember you! If they can’t easily understand what you offer and why it matters to them, they’ll have a hard time storing it away in their memory for future use.
If you've ever experienced working on a piece of content and putting it out in the world, and getting almost no response, or just not really getting the response you wanted… that can be really frustrating!
You’re just missing a piece of the puzzle, and so the whole thing is just not working. It's like baking a cake, and you forget one critical ingredient, like flour, and you’re not really going to get a very good cake.
So what are the ingredients to a really active and engaged social media online presence?
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A lot of us first encounter the idea of what a brand is, through the visual side: really clever logos, really beautiful colors, attractive visual branding, and a visual aesthetic that draws us in. And that makes sense because that's kind of the part of a brand that you can see at the very first glance, but branding goes deeper than just the visual representations of a brand.
Here’s how I normally define a brand in super super simple terms: Your brand is what you mean to people. It’s how they feel and think about you or your business - and like I said before, it's about more than just the visuals. Those are kind of the symbols in the icons for your brand, what's underneath the surface, but what do the symbols represent?
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So much of your brand strategy hinges on understanding your audience! In fact, branding is all about connecting with your audience, and building a strong emotional association in their minds.
When you speak the the language of your audience, they connect with you in a powerful way. Not only does it show your expertise. It also shows that you care, you listen, and you understand. It shows that you get it. You have invested time and energy, and even your career, into understanding and solving the problems they face.
So how do you learn the language of your audience? Let's break it down into a few easy steps!
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Hey...where are you?
In bed? On a train? At the library? Your favorite café?
Whatever your answer is, that is your position. And if your position is where you want to be, woohoo! You’ve succeeded at deciding where you want to be and then going there. Well done!
But if where you are isn’t where you want to be, you need start by doing some positioning – that is, you need to figure out where you’d rather be.
Now let’s tweak this question – where is your business?
It’s still a simple question, but when it comes to your brand, the answer might not be so simple. If your business isn’t exactly where you want to be, you guessed it – it’s time for positioning!
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