The 12 Days of Digital Marketing: Day 5
Welcome to Day 5 of The 12 Days of Digital Marketing.
Every day, we’ll answer a marketing question sent in by people like you. Even if—especially if!—the phrase “internet marketing” produces deep nausea or dread. We’re here to show you how it’s all about connection and authenticity.
I haven’t needed to have “a brand” ever, because my clientele was all through word of mouth. Well, since the pandemic hit, I’ve seen a drop in business, like so many others. I’ve been fortunate in that most of my regulars are still coming around, but I’ve been wondering about how to get the word out. I have a logo, but it’s old and to be honest, I’m not really sure what “branding” involves. What do I need to know?
– Brand New at Branding
Dear Brand-New Brander,
First, we want to say we’re so glad to hear that your regular clients have been mostly able to continue to support you. That’s wonderful.
Now, to your question.
Branding is what clients and potential clients experience when they have any kind of interaction with your business. It includes your logo plus your approach to customer service, your style of delivering your product/service, any colors, images, words, and your overall mindset, and even what people feel, physically and mentally, when they hear or see the name of your company. It’s your tone, your style, your overall vibe. It’s how your Right Person relates to you, and how they imagine you relating to them.
In short: it’s everything. But that doesn’t mean it has to be complicated! While there’s a lot to think about, it’s completely manageable. We wrote about it on our blog a while back, and we think it’ll be helpful to you to read that post; you can find it here.
Something we’ve said to many a business owner over the years: Chances are that any number of other people offer the same thing you do. What makes them choose you over the others is 100% due to the experience they have with you. So show up as the best, most cohesive version of yourself, and let your branding convey exactly what they can expect. Your Right Person will hear you loud and clear.
Wishing you all the clients you can handle,
-Emma & Katie
Have a burning question of your own? Email us at firstname.lastname@example.org. We’re keeping all questions anonymous, so be as upfront as you need to be, and don’t worry about feeling silly. Chances are, lots of other people need to hear the answer, too.