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Seeds

Compound Brand Interest

Seeds
Seeds
Compound Brand Interest
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I loved this idea so much that I wrote an article about it. So I would suggest listening to the seed audio, then checking out the article for some visuals.

Seeds is a private weekly email / audio that shares insights and ideas about the creative process, getting into momentum, and building a sustainable marketing ecosystem. To keep this Seed private, please only share the sign up page with others. Thank you :)

I just got back from Mexico.

For a wedding, it was fun

settling back into work and flow of life. And it’s really nice. I miss it, I feel like I came back and I have

space like I have.

I’ve emptied things a little bit, I’ve emptied my mind from work and taking some space, I think it’s really powerful and important that we do that, that we’re kind of like,

seasonal in a way, like we don’t just go all the time, but we take breaks, even if they’re kind of forced, like going to a wedding.

So it’s really important. Anyway,

how are you?

Cuz I’m doing great. I’m about to go to the gym. But I wanted to record this seed for you first, because I’ve been noodling on something for a little while. And, you know, I’ve told you that I’m

doubling down on branding and moving more into that space. Within marketing. I think branding is really important. I think it’s my superpower, too, is visualizing our message and creating brand kids.

So I want to talk to you about

the ROI of a brand kit, which I’ve been challenged with figuring this out, because I,

you know, I could build a brand kit for a client, I can give you rules, and assets and guidelines to use to communicate your message to us on social media, on your website, so on and so forth. And that’s awesome.

But I want to be able to point to the ROI, what is the actual value? Why is it so valuable? And I think, you know, kind of seed number one is figuring that out for yourself.

Like, why do you help people with whatever you help people with? What is the value of that?

So I’ve been thinking and researching and putting together some some thoughts around this.

And let’s go to the beginning, okay, so

we need to make sales in order to have a business. And in order to make sales, we need some conversions to happen, we need to convert people from strangers to, you know, maybe subscribers, from subscribers to customers, to clients, and even to maybe long term clients, right, these are all conversions that need to happen. And depending on the product, depending on you, depending on the people that you’re serving,

those conversions are going to happen

through many different touchpoints and many different ways. There’s no like, one perfect path that we can follow. It’s not linear, this process of converting and marketing.

So

to some, some ingredients that we need to make these conversions, typically our trust,

a clear message, a reliable product. And like lines of communication, like actually communicating with people through social media, through email, so on and so forth.

So from the moment someone interacts with like the first one, when someone interact with your

brand, they’re shaping you up. They’re building this mental image of you in their head. And they’re asking themselves, can I trust them? Do they have value? Do I like them? Can they help me? Are they legit?

And so on. And in today’s crazy world, very fast paced, there’s a lot of information, there’s a lot of misinformation. The biggest obstacle is, is no longer awareness, the biggest obstacle to like converting someone and actually getting someone to purchase and make a decision on you. It’s no longer awareness like it was in the past. It’s now overwhelm, we need awareness, yes, but the biggest obstacle is now overwhelm.

So my request to you and my and part of the seed is to

focus less on quantity and more on quality.

Obviously, you’ve heard that many times and quantity is nice, but there is a plethora of mediocre and average content out there. And for us to just be another one

Have those isn’t going to do much I really think it’s a disservice to you, your brand and your people. And you’re not going to resonate with people, people might be interested a little bit, but they’re not going to stick around.

So, J Kondo talks about this idea of residents a lot. I love his podcast, I’ll link it below.

And some things that we need to know. We’ve got reach, right, we’ve got how many people see you? How many people are you reaching? Okay, then we’ve got relevance. This is like earned attention. And then we’ve got resonance. And this is held attention and action.

How many people are sticking around? And we’re so focused on awareness that we forget about being memorable. If they resonate today, will they resonate tomorrow?

And Jay says, marketing is not about grabbing attention. It’s about holding it set about who arrives it’s about who stays.

So

let’s build brands that actually resonate, and how do we do this?

Branding, in my opinion, is one of the easiest ways to do this. Of course, it’s a very holistic process. So I’m not gonna sit here and say, branding, the branding is the answer. Branding is how you do this. But I want to show you how I think it’s one of the biggest bang for your buck, the biggest ways to differentiate, differentiate yourself and uplevel your business.

So clear visuals, and branding, carry out your message without saying a word.

Right, like from the moment people interact with you, they can feel your energy, they can feel your brand vision, they can see what you’re building, almost like on a subconscious level. So it’s very if it’s done, right, it can be very deep and powerful.

And like, let’s, let’s just call it how it is we have evolved

to be visual creatures.

Look at tick tock and YouTube and these and reals. Like it’s all visual. It’s really powerful, because that’s the way that we’ve evolved.

And

some things to back that up, the brain can see images that last for just 13 milliseconds 90% of information transmitted to the brain is visual, the human brain can process visuals up to 60,000 times faster than text.

Written Word has only really been around for a small period of human evolution.

So on and so forth, these

these kind of stats or whatever our and facts

prove that having visuals is super powerful, and I don’t get me wrong, I love copy, I love writing, I will always write I will always read. It’s extremely powerful and important. But when you’re only using text, I think you’re really missing out.

And so you can really give your words Wings by adding visuals.

So

I looked at some examples, right, you’re probably familiar with James clear, he’s got a very simple brand. And some people argue

that, you know, copy is the most important part.

And I think it’s the messaging that’s the most important part and then how you communicate it is

there are multiple ways to communicate and if we’re communicating it just through text, then you’re you know, then you’re basically

walking

you’re kind of like, think about it like

snail mail, like you’re you’re manually walking one by one your message out to a bunch of people across the country.

Stick with me here with this visual, whereas if you’re using visuals, and really good copy for your message

then you’re sending out one email and it’s hitting everyone instantly. That’s kind of how I’m thinking of it like you’re flying versus crawling

so drink James clear and some other people out there they you know they have this very minimal

very spaced out white

brand.

And so some people kind of make this argument of like well branding, you know, don’t worry about the visuals don’t make it look nice. And I depending on who you are. I really agree with that. But what you don’t realize what a lot of people don’t realize is that his branding,

choosing to have all white, very simple, you know, almost no color. Very few visuals is a branding strategy that aligns with

with that brand, so James clear, he’s an author. He is all about habits. And it fits with his style. It fits with his brand, he does have some color on there, it’s very clean, which I love. And there’s some other people that have that as well. But then we look at someone who I mentioned all the time. And that’s lesbo Cox and Liz Wilcox is someone I’ve watched for about two years grow really, really fast.

Why?

Well, her message is clear. And her energy shines through her brand, she stands out like crazy. And if you look at her website, you know exactly what she can help you with right off the bat, you feel her energy through the site, you get to know her

on a pretty personal level, pretty quickly, you find out that she loves 90s, pop culture, fresh principal, at Bel Air and in sync and you you almost feel like you’re getting to know her as a person and building that relationship with her and the brand, like instantly. And it’s enjoyable, you have fun scrolling through her website. And then she sticks in your brain as the person that she sticks in your brain as the

fresh Princess of email, because that’s what she called herself now. And it’s awesome. And her branding is so unique, you go on her page, and you see it, it’s extremely unique.

And this is the power of branding and having a brand kit.

So stick with me here, okay, because I’m kind of laying out the foundation here, I’m gonna try to try to bring us home.

So there’s really no way of actually knowing, like the exact return on investment for a brand and for a brand kit. Right? It’s really hard to track that there’s so many different things that happen.

But I would argue

and you could probably agree with me

that Liz, for example, would have fewer conversions, if she didn’t have the current branding. Like if she had messy branding, or didn’t have a brand kit and was kind of unorganized or very bland branding.

She would have fewer conversions, right? I mean,

but I’ll explain why in a minute. So I would argue that it would be somewhere around 30 to 75%. Fewer sales. For Liz. Why?

Because of compound brand interest.

Compound brand interest

is mean we’re all familiar with with compound interest, right? So compound bareness, this is kind of my play on this idea that, you know, you get at the beginning of your brand, when you have the right branding, and you have a clear message. And you’re, you’re using branding, to visualize your message, make it really easy to digest remember, like Velcro in your brain, and then you’re sharing it with the world. And then the people that it resonates with are also sharing it right, you get this compounding effect, where maybe three people

let’s call it five people resonate with your message. And they share each of them shares this message in your brand with three people.

Okay, now you’re now you have, you know, a little bit of an uptick in your audience and the people that are resonating. But then as you grow and as you continue to put yourself out there and to resonate with more people and

get on podcasts, for example, and stuff like that, then let’s say 10 People share with seven people. Okay, 70 people now coming into your ecosystem. And then you’ve got 50 people

sharing with roughly on average 10 people each, you know, over time, not instantly, but call it like over a year. Okay,

that’s 500 people.

Then you’ve got 100 people sharing with roughly 10 people and that’s 1000. So you can see the compound effect of both the number of people you are reaching

and the number of people those people are reaching are both increasing as your resonance

increases as your as you get better with resonating with people through your brand and your brand kit and your visuals. So it’s this compound brand interest idea that I think allowed Liz to do what she’s done.

So let’s play with some numbers here just for fun. Okay.

So what is the ROI of a brand kit.

So we could probably conclude that if Liz didn’t have her brand kit,

instead of making, let’s just make up some numbers here, okay, instead of making $250,000, she would make 62,270 5000.

And this is based off of the percentages that I said earlier, which is 30 to 75%.

That’s potentially $187,000 less, because she didn’t have branding.

Now, obviously, these are really made up. But I’m just trying to use logic to break this down, right? Because what does a brand kit do for us, it increases engagement, it enhances your message, it increases CBI compound brand interest, which is the most powerful part of this whole thing. It simplifies your your content workflow, right for you to put stuff out there to show up consistently to build trust with people. It creates brand stickiness, Velcro, it creates structure and consistency. It communicates your vision allows you to stand out and show off your uniqueness.

Okay, so to kind of sum all this up into one line. And, you know, obviously take this with a huge grain of salt, I believe that someone who makes $250 Sorry, $250,000. If you took away her branding, and you took away her brand kit, she would only make 62,270 5000 up to $187,000 less. So you could argue that the ROI is $187,000. Again, silly made up numbers, but cut with the compound brand interest and everything else that it’s done for her to build her up. She’s not reaching out to 1000s of people herself manually. She is sharing her message with a handful of really, with people that really resonate with her. And they do the work for her because of her branding because of her uniqueness because they know she loves insync and 90s pop culture and fresh prints and all these things. They love it. They love with her work. They love how specific she is like she is the email person. All right into rent, end of seed. I hope that is planted deep into your brain soil.

Obviously, if you’re interested in working with me and make that really easy to do, and shoot me a message, did this resonate with you?

I hope you enjoyed I hope you have an amazing week. I’m gonna go to the gym and sweat and

I’ll talk to you