IS YOUR BRAND TURNING PEOPLE OFF?
How to create a brand that connects
Welcome back! In Part 1 we covered the importance of CONSISTENCY in your branding. Remember, when you show up consistently in your brand, it builds trust with your audience. People will know what to expect, who you are and what you stand for.
So, what happens we add ‘connection’ to the mix? It helps to continue building deeper bonds and trust with your fans.
Research shows the ‘connections‘ we make with brands can be as deep and emotional as our relationships with people. Think about it, is there a brand you LOVE that makes your heart flutter? To be a success, people need to get to know your brand, like it (or love it), trust and feel connected to it. A brand can connect to someone for various reasons:
- The brand is bold, intense, or vibrant and resonates with people across all our 5 senses (the story, the scent, the texture, the taste, how it looks)
- The brand shares values and stands for something important for the audience.
- It makes its audience feel gooooood!
- The brand is special – not unique, special.
Emotional connection can take your customers beyond brand loyalty to the ultimate measure of brand advocacy. Do you know what can tear apart emotional connection to a brand… you guessed it – inconsistency and imitation (learn more about inspiration, not imitation in Part 3).
Hmmm, so you may be thinking ‘How’s my brand supposed to make people feel & how do I do it?’ It’s not complicated, and most of the time, it comes from aesthetics. The look can instantly attract your audience to you or a product. To be honest, you only have a few scrolling seconds (probs max 20) to capture your audience. Not long, right? So how do I do it?
You can create emotion through:
- The visuals – great pictures, play with images, illustrations, textures and white space – I love whitespace. It‘s my jam! The proper design layout can create the right mood.
- The Colours (colour psychology can evoke the right mood and feel – check out my ‘CREATE A COLOUR PALETTE THAT CONNECTS.‘
- The Fonts, if you want your audience to feel calm and chilled, lean towards thin san-serifs and gentle cursives, or if you wish to emote class and confidence, lovely san serif fonts are the way to go. These are just two simple examples of endless yet emotive combinations.
- The Humour – if you’re funny, sassy – show it off it can help with relatability. People want to connect with real people, so share a bit about yourself. Just don’t overdo it!
To help, even more, you need to identify the emotions – start with your story, your why. Now think about your ideal customer; what do you want them to feel when they hear, see, feel, or touch your brand? Let’s try now, close your eyes, and choose 5 describing words that can be used as your brand emotions….
Now, do your aesthetics match your descriptive words or are they in conflict? Need more help? Download the BRAND DISCOVERY WORKBOOK to create a more meaningful and deeper brand style.
Here’s another example to help you think. It’s easy to say – ‘Hey there, sign up to my program, or buy this, just sign up here or join me here.’ BUT why should your audience care? Who are you, and what makes your program so special? How will that make their life easier or better?
Think of your audience as people, not consumers – because they are. Care about them – they will care about you. In no time, your brand will become simply irresistible.
Not sure? Book a call with me and I’ll help uncover where fixes need to be made.
