Engaging, confident, and authentic brands are more successful at reaching their ideal customers. By being intentional with how you approach your visuals and voice, you will develop a clear foundation for your brand—a foundation that feels genuine and true to your vision. If you come from a place of resonance instead of dissonance, your brand will reflect that, and that will help you feel more confident and comfortable in how you present your brand to the world.Read More
Kelli Preston is that rare mix of web designer and wordsmith - an artist who can help you clarify your brand message both visually and verbally. I’m thrilled to have her here today to share how you can clarify your message and content to attract more of your ideal clients.Read More
You don’t need a new site, you just need to clean up what you already have! Learn how to take small simple steps to audit, update, and cleanse your website, so you can attract and convert more of your IDEAL clients. These 5 tips will help you make the most of what you already have, while helping convert more visitors into followers and customers.Read More
"You'll never influence the world by trying to be like it" - an inspiring quote for entrepreneurs. See my favorite business owners rocking authenticity in business and learn how you can channel your uniqueness into your brand as well.Read More
Images can increase customer engagement in general by about 40%, and customers who identify with your brand are twice as likely to buy. Find out where you can find feminine styled stock photos for free or cheap so you can uplevel your brand design!Read More
The psychology behind how colors make us feel is one of my favorite business + psychology topics. In college, I wrote a research paper about it for one of my marketing courses and have been obsessed ever since. The first branding I started with a few years ago consisted of blues, greens and light brown. It had an earthy, fresh feeling to it.
When I rebranded last year, I kept the blue, but went with shades of coral and pink to give it a more feminine touch. While my business was still related to wellness, it had taken more of a business turn, so my branding changed slightly to reflect that (and my target market).
Why should you put thought into choosing the right colors for your brand?
- 92.6% of people put most importance on visual factors when choosing a product
- Color increases brand recognition by up to 80%
- Color can improve readership by 40%
- Color can improve comprehension by up to 73%
I like how this infographic mixes in a few facts in addition to the feelings associated with colors. Plus, it adds global meaning, which is especially important if you have an online business. It's much easier to reach a global market than it used to be, so you should know what message you're giving off.
I like how this infographic gives specific examples, such as red being popular in fast food restaurants and for impulse buyers.
Blue and green are popular among health coaches and wellness businesses because they make viewers think of the earth, nature, freshness, peace, green vegetables, and so on.
The Psychology of Color Break Down:
Red: Exciting, energizing, hot, passionate, impulsive, dramatic, aggressive, dangerous
Orange: Fun, happy, active, friendly, loud, whimsical
Yellow: Joyful, stimulating, surprise, friendly
Brown: Earthy, grounded, steady, natural, durable
Black: Powerful, sophisticated, elegant, nighttime, sober, depression, death, mourning
Gray: Classic, corporate, professional, reserved, basic
White: Pure, clean, innocent, bright, clinical, cold
Blue: Calm, peaceful, water, clean, classic, strong
Green: Natural, healthy, life, growth, spring, renewal
Teal: Serene, cool, tasteful, sophisticated, confident
Purple: Spiritual, mysterious, creative, thoughtful, enchanting
Pink: Feminine, soft, sweet, delicate, compassionate, playful
See a full spectrum here.
Did you think about the colors you were choosing for your brand?
You have great ideas and skills to match, but you're thinking, "Why exclude anyone who can benefit even slightly from my services? There are so many people who need help!" First of all, congratulations on recognizing your passions and becoming an entrepreneur! Second, you can't help everyone, but you can get really good at helping a select group. A target market will give you a clear focus and make your marketing easier. You'll become an expert in your field. Plus, you can build up a network of colleagues in your industry (health coaching, graphic design, etc.) who specialize in something different. Build a referral network.
Reasons to narrow your target market:
+ You'll eliminate some of your competition. + Research will be easier (both to find clients and to help clients). + You'll be able to focus your marketing materials, blog posts and newsletters more easily if you know who you're writing for. + You'll get to know this group's specific problems intimately and become an expert. (Tip: You'll be able to charge more if you specialize.)
Questions to ask yourself:
+ What groups are you already part of? (Spiritual, hobby, organizations or other specific groups.) + What health issue or life obstacle have you overcome? + Do you have a specific passion close to your heart? Maybe a family member or close friend has dealt with a life-changing event. + What industries have you worked with in the past? What expertise do you already have?
Beginning steps to choose a target market:
+ Write down 3 target market ideas, with at least one being somewhat larger than the others. Is there any overlap? For example, "Young Women" and "New Mothers." You may want to try targeting "Young First-Time Mothers" + Do your research. Is there a need in those markets? Can you solve a problem for them? + Make a list of where you can find this group. You want to hang out where your target market is, not where your competition and colleagues are. This includes both in-person and online locations, such as the local yoga studio or an online forum.
Get to know your target market:
+ Can they afford your services? + What problems do they face? + What do they fear? + What goals and dreams do they have? + How do they spend their leisure time? Careers?
Answering these questions will give you a great start. Now it's time to start connecting! Get over to that yoga studio, local park or online forum.
Remember: There's nothing wrong with starting where you are and adapting later. This goes for marketing in general, too! Check in with yourself every 3 months and make sure this is the path you want to be on. Check your Google Analytics to see who you're attracting with your website. Don't know about Google Analytics? We'll get to that later :-)