Branding as a relationship
It’s February! This month, let's talk about branding in a different way (that applies year-round)... Imagine your brand as a relationship – with your audience as the partner. Without customers, your business simply wouldn't exist! So of course building a successful brand is all about serving their needs. It's not about the number of followers you have, but the love they feel for your brand. And just like any relationship, your brand needs to evolve and adapt over time to stay relevant to your audience's changing needs. As you grow and learn, so should your brand.
So, when it comes to building your brand, make it a conversation and make connections. Listen to your audience and adjust accordingly. Pay attention to the small details – that matters so much, especially in the long term. (You know how it is when you’re in a relationship with someone!) You might even consider giving “gifts”...whatever that looks like for your business.
While consistency is important, relevance should always take priority. Stick to your values and maintain a strong visual presence, but be prepared to pivot if necessary to stay true to your audience's needs.
Wondering whether you’re acing it? It’s not a bad idea to check in on your relationship status. Reach out to a few current or past clients and ask simply how they describe working with you to other people – or just for general feedback. You might hear something like I did from Lindsay Ivancic of Bodhi Copy Co:
“Jackie was thorough in the initial discovery phases and asked questions that force you to really think about what your brand stands for and the vibe you want to put out in the world. She also considered all of the small details that are often put on the back burner by busy business owners like email signatures, business cards, and social templates.”
Well, that felt good! And what if I hadn’t even thought about how much those little things could appeal to a potential client of mine. Maybe I’d start promoting it more!
Alternatively, create an Instagram poll and ask followers why they follow you. (It’s almost like asking someone to review your online dating profile.) No matter what approach you take, keep seeking feedback and showing up. Your relationship with your customers will be better for it!
