March 1, 2021

MM | Branding & The Impact It Has On Growing Your Business

MM | Branding & The Impact It Has On Growing Your Business

*Episode previously recorded and released as part of Kristina Stubblefield's Genius Marketing Solutions podcast.

In this episode, Kristina dishes about branding, your brand identity, your brand’s recognition, your brand’s awareness; what all of this is and why it is essential when marketing your business.

Branding is a process and requires getting in touch with the heart of your customers and your business. Did you know that shoppers actively buy from brands they know? Tune in to this episode to learn more about branding and how to make your business memorable.

Brand identity is the personality of your business! How is your business being portrayed? Is it an accurate reflection of you and your brand? Tune to to hear Kristina discuss why branding leads to awareness and recognition and keeps your business top of mind.

Branding is NOT just your logo. It conveys your business’s voice! What is your brand saying to consumers. Tune in to this episode and learn why developing and applying a distinctive feature or set of features to your organization will help consumers associate with your brand… your product or service.

BY THE TIME YOU FINISH LISTENING, YOU’LL UNDERSTAND why branding and being consistent with your brand is essential when marketing your business.

Visit our website to send us a message or record a voicemail theringtheblingandallthethings.com and share with us your marketing pain points or any topics you would like to be considered for an upcoming episode.

Connect with the host:

Kristina Stubblefield - www.kristinastubblefield.com 
instagram: @kristinastubblefield_
facebook: @kristinastubblefieldpage

Transcript

Kristina Stubblefield  0:00  

Do you stand out from your competition? The best way to do that is through branding. A brand establishes your business's identity. A strong brand can help a business be remembered and preferred. In this episode, we are talking about what branding is, the importance of it, and how it makes an impact on growing your business. 

Hi, my name is Kristina Stubblefield. For over 15 years, I have served as a marketing consultant, and coach. Also, I was once a wedding vendor. Now I specialize in guiding wedding professionals to scale their businesses. Welcome to genius Marketing Solutions podcast. During these episodes, I am providing bite sized digestible marketing solutions and information that can be immediately implemented and make an impact on your business. Clients state that I have a natural ability to find solutions in all business stages, whether it be simplified technologies, enhanced productivity, or specialized strategies. Also, my experience and expertise allow me to work with clients to help shift their mindset. So they can realize being their authentic self, build deeper connections to market and grow their business. This empowers them to find comfort in being genuine, just being themselves and succeed in reaching their goals. Now, let me empower you with the information in this episode.

 

So I'm gonna be covering a lot in this episode, I want to hop right in. And I know that people recently have said to me that this is something they have not worked on for their business. And that's branding. Branding is very important. And I'm going to go over what it is the details of it, we're gonna break it all down. But first of all, to me, branding is an essential part for every business, no matter how small, or how large. And it's really a core part of your foundation, especially for your marketing. So let's first talk about what is branding, and a shout out to HubSpot, they recently did an article on 2021 marketing, I'm taking some of the information from this because they really laid it out well in describing it and digging into the nuts and bolts of it. So now let's get to what is branding. Branding is the process of researching, developing and applying a distinctive feature, or set of features to your organization, so that consumers can begin to associate with your brand with your product or services. Branding is a process and requires getting in touch with the heart of your customers and your business. And we're going to talk more about that, you know that I'm a numbers person. So before we go too deep, I'm going to explain to you a little bit of why this topic is so important. So there was a survey that went out. And almost 60% of shoppers said they actively buy from brands they know. And 21% said they bought a product because they liked the brand. So one of the ways that you can think about branding, it's really your business identity, especially with your marketing, and it makes your business memorable. So let me throw out a couple different businesses here. Starbucks, Coca Cola, Nike, McDonald's. Now, as I just mentioned, those four businesses, probably what popped in your mind was their logo. Or maybe it was a recent commercial or something that you've recently seen on social media about one of those brands, but it's very distinctive advertising. That includes their logo the same way we could really go back and talk about how long the Golden Arches have been associated with McDonald's. We really want to focus on why diving in and honing in on your branding can make a better impact for getting leads and sales. One of the terms that I use most is brand awareness. And that's how familiar the general public and your target audience is with your brand. And that to me, really kind of you could refer to it as trending or popular, but it's important Because consumers can't consider purchasing from your brand if they're not aware of it. newsflash, does that make sense? How can someone

 

use your services on their wedding day, or as part of their wedding events, if they've never heard of your business, or they don't know you exist, they can't. So that's why we're digging in deeper. So let's keep going. Another term that you might hear from me, is brand identity. That's the personality of your business. And the promise you make to your customers, your brand identity is typically comprised of your values, your values, but also how you communicate your services or your product, and also how people feel when they interact with it. If you have a strong branding, that gives your business more than just a name, I'm sure you're probably also familiar with the term brand recognition. That's how well a consumer can recognize and identify your brand without seeing your business name. Again, I've already mentioned in regards to McDonald's, Starbucks, Nike, you probably immediately think of their logos. So let's talk about brand recall, it's the ability to think of a brand without any visual or audio message, that is a very powerful tool to have in your toolbox. Strong branding, keeps your business top of mind there are five things that I'm going to talk about in regards to your branding. And really what these five things drill down to is creating a brand. We're gonna talk bigger picture than just a logo. So first of all, you need to determine your target audience. Branding leads to awareness and recognition, and then then also generates revenue, sales, we all like sales. But first, we've got to think back to the consumer, not any consumer, your target audience. Because if your brand doesn't resonate with your audience, it will not lead to sales, it will not lead to business growth.

 

The next item is you need to establish your mission statement. Why did you start your business? Why do you have your business, your mission statement to find your purpose and passion? What makes your mission statement so important? Is that every part of your brand, let's talk about logos, taglines, the images you use the voice behind your brand, your personality, it needs to reflect your mission statement. One of the next items to think about and this is probably one of my favorites, when we talk about wedding professionals, is defining your unique values, qualities and benefits. What's one thing that your business has, that no one else can mimic? Another question you can ask yourself, what makes you unique? What makes your business your business, you're probably going to jot down a list of items. But also think about the impact of your product or services to your target audience to the people that can use your products or services. How does it improve their lives. Next one is when we deal with a lot is creating your visual assets. This is probably one of the easier topics to cover when we talk about branding, the visual part, the graphic design, this isn't just your logo. So many people think that branding is just your logo. But it's also your color palette, your fonts. When we work with clients. One of the first things that we talk to them about is their brand guidelines. We want to make sure if we're doing a services for a client, and we need to do graphic design, whether it be for social media for print publications, for signage, any of those items, we want to know upfront what your brand guidelines are, what fonts Do you use, What colors do you use? Let's see your logo files. This is so important to have this because when you use it across multiple platforms, you don't Want to deviate from your brand guidelines? Last but certainly not least, is your brand voice. What would your brand sound like if you had a conversation with it, or if you texted it, how you communicate with your target audience is also considered to be part of your branding. Are you fun and bubbly? Are you serious and very businesslike, you need to decide what that brand voice is. You want to keep your tone consistent

 

Throughout your email messages, your social media post, whatever that voice is, it needs to stay consistent. And really, it was just about touching on these few topics to get your brain thinking about how you can better your brand. If you don't have any of this in place, then it's time to really start thinking about this. Because you really want it to resonate with people you want people to remember you, someone can be engaged and their weddings two years out, and they're not going to book vendors for another six or eight months, you want to stay at the top of their mind, when they see your stuff on different platforms, it starts to resonate with them because you've kept the same tone, the same colors, the same logo, same fonts. This is a tip I will leave you with make sure if you use a font as your logo, that you have it saved as a picture, you don't just type it on your computer. And then that's what you consider your logo, you pull up Microsoft Word you type and my fonts Helvetica, for example. Because if you don't have that saved in an exact format, when you go to be in a wedding show, and they use your logo, you go to run an ad, you do some things with social media graphics, if they don't have that logo, and they don't know your brand guidelines, and they ask for a logo file, you need to be able to send them a file that way, it's the exact same. I encourage you with your social media graphics, that you decide what your color palette is not purple, pink, green, orange, yellow, you really need a color palette to use for your business. Because people are going through different social media channels, they're not just on Facebook, they're not just on Instagram. And when they see your post, multiple times, because if we go back to the rule of thumb, someone needs to see your information, your logo, your ad, whatever that message is a minimum of three times before it ever resonates with them. Now, if you want to talk about taking action, that's a little bit different than them seeing it three times. But are they going to remember something that's different that's posted on Facebook, and then it's posted on Instagram, and then it's posted on LinkedIn. And it looks completely different. You've used a hot pink background on one, you've used a neon purple one on another. And now you've used a creamish, yellow on LinkedIn. That's not consistent branding. And at the end of the day, you want leads, you want sales. And if you can achieve that, by a person seeing your consistent message across multiple social media platforms, that's a win for your business. No one ever said that. Branding is one of the funnest things to work on on your business. I get it, there's a lot to think about. You're worried about running your business, your appointments you have today, your emails, you've got to return. But again, this is your foundation. If you're wanting to grow your business or scale your business, it's these core foundation pieces that are going to be a deciding factor in you being able to do that. Sure, you can take off and throw all kinds of money at social media ads, and all this. But if your branding is not consistent across the board, social media website, online search engines, emails, I could keep going on and on and on. At the end of the day, you're not going to get the results and that is why I hope you're listening to this podcast is for you to be able to take actionable steps to use for the marketing of your business. As always, thank you very much for tuning in to this episode. load of genius marketing solutions. You can connect with me on social media. Or you can also visit my website. Again, there's a little microphone on the website, you can record a message, have a question, leave it there. All you got to do is click and it'll record your message from your phone, tablet or laptop. I might use it in an upcoming episode of the podcast. Until next time, keep hustling. Keep working on your business, and take care. Thank you for tuning in to this episode of genius marketing solutions. If you would like to get notified of upcoming episodes, make sure to click the subscribe button on your favorite podcast platform. We welcome any feedback from topic ideas to questions you may have. You can visit our website for previous episodes or to send us a message visit genius Marketing Solutions podcast.com

 

Transcribed by https://otter.ai