Building a brand isn’t just about having a great product or service; it’s about creating a story that connects with your people on an emotional level, guiding them through their journey with your business as a reliable mentor.
The first step in this process is defining your brand — comprehensively. This means understanding your 5Ps: People, Problem, Product, Philosophy, and (im)Pact. Knowing your brand’s story is crucial, where your customer is the hero, and your business plays the role of the wise guide, steering them towards solutions and success.
Let's get into it.
First, let's talk Brand Framework.
Your brand framework is the foundation of your business. It’s what you stand for, what you believe in, and how you want people to perceive your company. A strong brand framework will help guide all of your marketing efforts, from messaging to design.
People
Knowing who your brand is addressing is crucial. Research from Headstream reveals that 55% of consumers are inclined to make a purchase if they resonate with the brand's narrative. Delving into your audience's demographics, interests, and behaviors will establish the vibe for how you convey your brand — getting to success, faster.
Problem
Clarify the problem(s) your brand aims to solve. This anchors your business' purpose and gives root to your marketing efforts target and meaning.
Product
Jot down how your product or service directly (and indirectly) addresses the problem(s) of your people. These will be the key to how you talk about your offerings in your marketing. Research by Epsilon found that 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Remember that as your "why" for digging deeper into the intrinsic needs of your people as fellow human beings and how what you do can elevate their lives.
Philosophy
Your brand's philosophy is the guardrails for your business decisions. How do you make moves? What do you value most and what won't you stand for as a brand? This is more important lately as people are searching for more meaningful connections not only with one another but also with everything they engage with, including businesses and brands. Evidence of this? Edelman's Trust Barometer, 64% of consumers say they buy on belief, and 53% say they will boycott a brand that doesn't align with their values. This is a social trend that has steadily grown over time and doesn't seem to be letting up steam anytime soon.
Impact
Finally, envision the positive change or impact your brand creates. What promises are you making to your people and their community at large, given the affect you're striving to have. This outcome is what you’ll ultimately promote and what will resonate most with your audience.
Beyond these aspects, the visual elements like your brand color palette, typography, and logo play a significant role in communicating your brand’s essence at a glance. The psychology behind the colors and the style of your logo and typography should align harmoniously with what your brand stands for.
Translating Your Brand into Marketing
After setting a solid foundation, the next challenge is converting these elements into effective everyday marketing across various channels. Let’s get into how this brand framing can manifest into marketing efforts.
Social Content
Crafting social media posts that reflect your brand's values and aesthetic is easier said than done. So instead of letting that overwhelm and deter you, let's reset the mindset. Think of it this way: record your everyday biz life then break down the different elements from your brand framework to create content that shows the essence of what you do to future customers.
Use these formulas to get started:
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Show footage of you doing what you do best and overlay your positioning statement text — add a trendy sound to help boost audience reach.
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Share a behind-the-scenes look at how you make your product or service and talk about your brand promises in the caption since they answer why you do things the way you do.
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Get a customer to record a voiceover of their experience with your business and then pair it with footage of you doing what you do, ending with a photo of you and the client. Add a call to action at the end like "Want the same experience? Link in bio."
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Post a photo of someone using your product in an unexpected way that works and comment on it with a voice over or a stitch.
Content Marketing
Develop blog posts, client story videos, and free downloads to go deeper into the problems your business solves — focus on your philosophy and the impact you aim to create. Position your brand as a thought leader by sharing your unique insights to resonate with your people's interests and needs.
Use these sample ideas to get started:
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Vlog: How to use your product in a new way
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Client Story Video: How do you solve [problem]? This.
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Free Guide: The most common mistakes people make when using [products/services like yours].
POV: I'm tired of guessing. Just tell me what to do so I can just do it.
$249.00(Essentially our Frame-to-Aim Service = $3,499, but without us doing it for you.)
Use these 56 pages and 16 templates broken down into 5 step-by-step sections to get exactly what you need to create the results you want.
Event Marketing
Design branded experiences that allow attendees to immerse themselves in your brand's world. Use events to demonstrate your product live, share your story, and connect with your people on much more personal level. Dial up the visuals so that they are prominent, creating a memorable vibe that will keep your people wanting for more.
Here are some unique marketing ideas for the next time you're a vendor at an event:
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Create a branded photo booth that attendees can use to take pictures with your product or branded props. This can be as big as an actual photobooth and as small as a cardboard cut out that you've elevated into looking like the iconic Instagram box.
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Offer free, quality samples that keep attendees coming back for more.
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Create an interactive display where people can learn more about what you do by playing games or answering trivia questions. Give out prizes that relate to your brand or a promotional offer that you can only win trough the game.
Digital Marketing
In your digital advertising, highlight your unique selling proposition succinctly, appealing to the identified needs and emotions of your target demographic. Tailor your campaigns to align with the visual and emotional aspects of your brand, ensuring a consistent experience across all digital touchpoints.
Here are some examples for incorporating your unique selling proposition (or positioning) into digital marketing:
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Use your unique selling proposition as the headline of your ad or follow-up email.
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Include it in the first line of copy on your landing page.
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Use an abridged version for the call-to-action button on your website or social media bios.
Promotional Marketing
Create promotional materials and merchandise that people actually want to use. These items should not only be useful but should also embody your brand's essence through design and use. Whether it's a T-shirt reminding you to harness your internal magic or a clever product design that speaks to your business' creativity, each element should reinforce your brand story and values.
Use these ideas to start:
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Vending at a shopping square? Create a branded tote bag with a clever on-brand phrase that people would want to use and carry for groceries, books or other shopping items.
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Selling at a home decor event or cocktail festival? Design a set of coasters with your logo on them and give them away or to customers who make a purchase.
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Working a festival in the middle of summer heat? Or going to a gym that you frequent and want to catch some eyes? Create a custom water bottle that people would want to take with them everywhere.
Remember though, this is a marathon, not a sprint. Flex this muscle enough and you'll be in a nice groove recognizing where you can fit brand elements into your everyday marketing efforts like a pro.
Transforming your brand into a living, breathing part of your marketing is not an overnight task. It requires patience, consistency, and a mindful approach. Start with one channel, ace it, and then gradually expand your strategies to become a true omnichannel marketing machine — meaning you would be creating a more holistic experience vs a campaign here and there.
Last reminder: your brand's story is ever-evolving.
As you grow and adapt, so will the ways in which you share and embody its story. Hence the need for patience and mindfulness. If you keep on with this, in time (sooner rather than later), you'll see your brand not just survive but thrive, creating more meaningful connections and driving success in the people and community you're impacting.
