Your brand isn’t just about your logo, your colours or making things look pretty…
Sure this is important to an extent, but what’s far more sustainable for your success is focusing on the bigger picture.
Many people take copious amounts of time channelling all of their energy into getting the perfect looking logo or website, but fail to see what’s truly important when establishing their business.
A strong personal brand must provide tremendous value to your customer and allow you to position yourself as a strong authority in your niche.
To effectively separate yourself from the competition, your brand requires a well-defined core message that cements you as an authority and continually pushes you forward in the market.
I want to share 5 valuable secrets for creating your own addictive personal brand that you can use to position yourself as an expert in any industry.
1) Always Be Benefit Driven
It’s easy to get caught up in talking about all the amazing features we provide with our brands. Many assume high volume offers will be the token to success…
“You’ll get this, and then get this and some more of that”… you get the idea!
But really features can only take you so far…
We currently live in a benefit rich society. Nowadays, people do not operate by simply owning tangible things. EVERYTHING has to have a strong purpose, otherwise your product or service will get lost amongst every other new idea.
Benefits have to be emotionally driven to really imply that they will impact the lives of your customers.
Think about putting yourself into the shoes of the customers who are buying what you sell. You know how great the features are… But ask yourself “So what?”
So what if I buy this? What’s it really going to do for me? Why is it any different to what else in out there?…
Remember to be brutal with your response because your customers sure will too.
Ideas are congested now. Many people are out there doing the exact same as you. So what are your benefits?
An effective way to inject benefits into your brand is to use them wherever possible. When talking or writing about your products, you should be adding them into the descriptions for added oomph!
‘So that’ is a great phrase to add. We love to know what a product can actually do for us. Really help create that vision for your customers.
Here’s some examples:
– “Fast track anti-bloat formula… so that you can turn up to the office party dripping in confidence wearing that figure hugging dress thats been gathering cobwebs in your wardrobe”…
– “…Our ‘Give Me Sleep’ mouth-piece reduces snoring by up to 90%… so that you can finally get a good night’s sleep without contemplating the murder of your loved one”…
Stack benefits wherever possible, as you really want to make sure you design the desire for your audience. Help them to envisage how your product or service will change their life for the better.
2) Interpretive vs Definitive Language
As hard and tempting as it can be to use overuse abstract phrases like ‘feel better’, ‘live your passion’, ‘attract your freedom lifestyle’ or ‘step into power’ in your copy, it’s best to try and resist them.
Many feel these types of phrases will enhance their offering but really, they are far too generic and don’t fully clarify the picture for our customers. These types of phrases are so overused they will make your brand much more forgettable.
Far too many brands out there are handing out false promises and you want to avoid being one of “them”. Sometimes these fake promises are so far-fetched, it’s difficult to ever imagine ever being able to achieve that benefit.
Most of all you don’t want to sound fake, damaging your credibility before you’ve even got started!
Instead, aim to use quantifiable, detailed and tangible language to make it absolutely crystal clear what your brand can do for someone. What exactly can someone achieve when investing themselves in your brand? What is the one big thing that your brand can really do?
A great way to think about this it to use the ‘directors test’. Imagine that you gave your sales copy to a Hollywood director and asked them to set the stage for a video. Could it be done with your language? Could the director successfully create the picture you have designed through your words?
It’s all about becoming that clear. No more airy fairy waffle language allowed!
3) Be Humble And Relating
Absolutely everyone has a defence within them. Especially when it comes to that horrendous moment when you are bombarded by a pushy ‘used car’ like sales person who simply won’t leave you alone.
For example, have you ever entered a sofa store where you feel like every eye is on you and you feel almost threatened to have a look around? The sales person practically stalks you before pouncing on you to make a decision.
“CAN I HELP YOU?”… “DO YOU NEED HELP NOW?”… “HOW ABOUT NOW?”… “HAVE YOU SEEN THIS?”… “WE HAVE DISCOUNTS!!”
It’s a bloody nightmare isn’t it.
Plus 9 times out of 10 that sales person loses a customer straight away, simply by overcrowding and given someone such insincere value.
The moral of the story here is don’t be that person…
Seriously, be completely and utterly humble and relatable in everything you sell. No one likes to be sold to but they do like to buy. The key here is venerability and your job is to share your own story to get your customers to relate to you, before they even consider your products.
Your audience have to be put into the same place you once were in order to make a buying decision.
It’s our job to justify their desire, whilst simultaneously removing any objections. This is about enticing through emotion and closing with logic.
Sharing a common enemy with you customers will help form the community you wish to build within your brand. Who are the enemies within your niche? How can you use their traits to get your customer on your side of the defence?
The best way to show that you are nothing like the enemy is to be as valuable as possible at all times. If you are building your brand you MUST start at a place of service. You must give immediate value upfront without bombarding your new subscribers with offer after offer.
Relationship building is at the core of every successful brand. How are you going to position your relationships? Think like how you would communicate with a friend. Start at that place and move forward from there while continuously being honest, approachable and most importantly trustworthy.
4) Cause An Addiction
If you haven’t consumed any of Tony Robbin’s content, you absolutely must! He famously speaks about the 6 human needs which are: certainty, uncertainty, significance, love/connection, growth and contribution.
The first 4 we all need and the last two are more spiritual needs that only some recognise within themselves.
You’re perhaps wondering does this have any relevance to creating a brand? The short answer is absolutely yes!!
The reason being that in order to cause an addiction for someone, 3 out of 4 of these must be met. That’s really what we all want in our business. To become the addiction so that our raving fans will return over and over again. They should never feel the need to go elsewhere if your value is too compelling to ignore.
The way to tackle someone who requires certainty is to make sure that you fundamentally know the source of that persons main need in life. That ‘need’ of theirs has to be stronger than their values if you want to break through to them. By knowing exactly what your customer needs before they even do and making sure you are there for them at the right time is critical.
The majority of people give up something due to needing certainty, therefore you can hit it both ways by paining a positive picture of uncertainly. Offering variety and a new opportunity will channel the inner human need to explore something new. You can do this by not dwelling on past failures, but actually create a brand new opportunity for your customer.
Your brand is the new opportunity! Unlike anything they have done in the past. Position yourself as the person who can and will change their life.
Humans are suspicious, skeptical creatures so make you always observe everything you do with an outsiders point of view. How can you make uncertainly seem captivating, not terrifying? How can your product or service be so compelling that you create positive uncertainty?
Significance is an important one as you need to make sure your customers feels significant when they invest in you or your product. Everything in the world is purchased with the intention of enhancing self status. We do almost everything in life to increase that status and make us feel good. Your audience are the same so it’s our job to make sure we really imply how much our brands can make a strong impact.
Humans love connection and nowadays cultivating a community within your brand is more important than ever. Living in uncertain times gives people more of an incline to join something they believe in, alongside like-minded individuals that they can depend on.
This creates an amazing opportunity when creating your brand. The beauty of having free groups on Facebook, membership sites or other forums allows us to congregate our audience and allow them to really absorb more than just a product. They can attach themselves to a lifestyle which simultaneously increases status and results in you having a raving fan.
Your sales copy will help to define all of this clearly. Really take the time to think through the 4 main needs when you create your offers and figure out how what you say affects someone’s desire in different ways.
Start by listing what your idea customer will require in all 4 areas and create a detailed personal profile which you can keep with you when tackling your copywriting.
Fundamentally, you want to sell through the power of dissociation. Get someone out of their environment through your words. Everyone considers price at the forefront of any sales content. It will sit in their minds whilst they are in the initial stages of getting to know you and your brand.
Think of it like hypnosis. You create a new environment for them through the written word. Consistently remain at a place of service, then when the time comes to make an offer, you’ll be confident that you can change a life. You’ll no longer be nervous to ask for that sale.
5) DO NOT Fall In Love With Your Product Or Service
Probably the most important piece of advice I will leave you with is to make sure you DO NOT fall in love with your product or service. Time moves at record pace now, as does the demands of the market.
You could spend so long creating the perfect product to associate with your brand, only to find out that no one needs it anymore. Many create and understand their product to the point where they shower it with techno babble. Words they can understand but forget their customers don’t.
The heart of a successful brand is falling in love with your ideal customers… and then designing irresistible offers that can meet every single need while bulldozing every objection.
No customer can ever have their epiphany moment if they are lost in techno babble. Our words have to enable that emotional trigger. If you really want to create that moment then think back to when it happened to you in your business.
Where were you? What were you doing? What happened precisely in that moment? What sounds did you hear? Who was around you?… Really travel back in time to that moment.
That will be what sells it for your audience. You want to make sure you put the audience in that moment too. It’s all about them, not you, despite the contradiction that it’s your own story you tell.
Keep in mind that sometimes you can tell a story expecting people to have the same reaction as you had, and somehow it doesn’t go to plan. Why is that?
Well we cannot just expect someone to just be in that state… we MUST create it for them. Remember all of the pain moments for you, and let that be the dialogue in your mind as you write.
Think back to the Hollywood set. Use descriptions, dramatic moments and write as if they were there. Just like a great author would set the scene for us, allowing us to absorb each and every moment.
And remember… an epiphany cannot ever be forced. It’s not about the fancy technically copywriting or juicy headlines. It’s about what we experienced and why we cared so much to tell that story over and over again…
Now go out and create your own addictive personal brand and don’t let anyone else stand in your way!