Let’s keep this super simple.
To have a successful business, you need to make sales.
To make sales, you need a couple conversions to happen.
Converting someone from a stranger, to a subscriber.
From a subscriber to a customer.
A customer to a client.
And maybe even a client to a long-term client.
To do this, you need a couple ingredients.
- A clear message
- An reliable product
- Line(s) of communication
This is not a linear process.
From the first moment someone interacts with your brand, they are shaping you up.
Can I trust them?
Do they have value?
Can they help me?
Are they legit?
And so on.
In todays fast-paced, (mis) information abundant world, we are faced with a new challenge.
The biggest obstacle to decisiveness and purchase is no longer “awareness“, it’s overwhelm.
So my request for you is to focus less on quantity, and more on quality.
Resonate (go deeper) with fewer people. Then let them share your message with the world.
Let’s break it down… we need:
Reach : how many see you
Relevance : earned attention
Resonance : held attention / action
We’re so focused on awareness, that we forget about being memorable. If they resonate today, will they resonate tomorrow?
Marketing is not about grabbing attention, it’s about holding it. It’s not about who arrives, it’s about who stays. – Jay Acunzo
It’s never been easier to be average. Endless amounts of conventional thinking are floating around us. We can access it whenever we want. So can everyone else.
Instead, let’s build brands that actually resonate.
So….how do we do this?
How do we stand out to get people’s attention, then have them stick around?
Of course, it’s a holistic process, but branding is one of the easiest ways to accomplish all of this.
Clear visuals that carry out your message without saying a word.
We are visual creatures and visual learners.
- 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 been around for a very small part of human evolution
- Tweets with images, for example, receive up to 5x times the engagement of those without.
- Articles with visuals receive 94 percent more views.
- Most people only remember 20% of what they read.
Copy is extremely powerful and important.
And some brands can get away with the all white, minimal approach like Dean Yeong.
But most people don’t realize that this approach is a brand strategy.
It’s a brandkit. It aligns with the brand vision and values. It works for someone like James Clear.
But then you see a brand like Liz Wilcox, someone who’ve I’ve watched grow extremely fast over the past 2 years.
Her message is clear and her energy shines though her brand. Just 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 personal level pretty quickly
- You find out quickly that she loves 90’s pop culture, Fresh Prince, and NSYNC
- You have fun scrolling through her website
- You remember her and her unique style
Okay okay…so what if Liz didn’t have a brandkit. What if she had messy, random, inconsistent branding?
Would she grow at the same pace?
Well, there is really no way of knowing for sure, but I think we can both agree that she would have fewer conversions right?
But I’d argue it would be somewhere around 30-75% fewer sales.
Why? Because of compound brand interest (CBI).
So let’s boil it all down. What is the ROI of a brandkit?
You could probably conclude that if Liz didn’t have her brandkit, instead of making (made up numbers) $250,000, she would make $62,500 – $175,000.
That’s potentially $187,000 less because she didn’t have branding.
A brandkit can:
- Increase engagement
- Enhance your message
- Increase CBI (compound brand interest)
- Simplify your content workflow
- Create brand stickiness
- Create structure + consistency
- Communicate your vision
- Stand out and show off your YOUniqueness
Take a look at some brandkits here.
That’s all. Thanks for reading.
Oh, also, a great place to start is by filling out my Brand Questionnaire. It’s the same one I use for clients. –> Get access here.