If you’d like to harness the power of unique branding for your business…
Without spending a fortune on logos, typography, page design, “mood boards” and a bunch of other expensive and unnecessary stuff…
Then, unless you have a huge war chest full of cash, or unlimited funds to play with, you must first make a very practical decision:
Do you want to obsess over an idealized vision of your brand…
Or, do you want customers?
I will suggest that for most SMB’s (small to medium sized businesses) that you follow Dave Dee’s advice.
In the book, The No B.S. Guide to Brand Building by Direct Response, by Dan Kennedy with Forrest Walden and Jim Cavale, Dave says:
“For money now, focus on the best, most obtainable customer, not the idealized brand.”
In other words, START by choosing the profile of the ideal customer that you can afford to obtain… Not the ideal brand. Your brand will grow out of how you market to your ideal customer. And that means you get low or no-cost branding as a by-product of relationship building with your ideal customer.
No fancy “branding packages” required.
Less cost, more profit back in your pocket.
AND, a brand that proves itself by how many customers you attract and how much they’re worth to you.
To start this virtuous cycle, ask yourself these three questions:
- WHO is my ideal prospect?
- WHAT problem or frustration can I solve that keeps him or her tossing and turning at night?
- WHERE does he or she now currently “hang out” to keep in touch with their world… In other words, what media?
With these answers in hand, you can now plot and plan how to reach your ideal customer with a solution they’ll love you for in the media they typically hang out in.
You will now have unique branding that no competitor can touch.
If you haven’t read them already, check out
Part 1 and Part 2 of this 3-part series on branding.
