Your brand is just as important as your product.
In digital business, every detail, from pixel to prose, matters. Crafting a brand that resonates isnāt an added luxury, itās the foundation.
From a foray into online education to dabbling in software, my learning has always been clear: Effective branding can be simple.
When I coach founders, I am often asked is which strategies work best to get more customers in a crowded market.
Well, this article will answer that question.
Letās dive into the actionable tweaks that can deepen your customer connection and enhance your brandās recall. This isnāt theory, folks. Iāve used these exact strategies for gaining impressive amounts of market share.
The Power of Consistency
Imagine youāre reading a book, and in the story, the protagonistās personality changes every few chapters. Confusing, right? How could you ever get into a story like that?
Iāve found that founders make this same mistake. Their brands often mirror this inconsistency when their identity keeps shifting. Consistency, I learned early on, isnāt about stubborn rigidity but about establishing reliability across all channels.
In the world of digital products, whether itās software, an interactive online course, or an ebook, consistency will always be critical to your success. This isnāt just about having a visually appealing visuals. Itās about ensuring that the core of your brand remains the same across every touchpoint. Itās the little things, and these little things add up!
For example, letās talk visuals (since that what most founders tend to focus on). Colors, designs, and graphics arenāt just artistic choices ā theyāre statements. Each hue, each gradient, each font choice carries a weight of its own. And consistency ensures that this weight is balanced throughout.
Then thereās the tone. How does your brand sound to your potential customers? Is your tone formal, casual, or somewhere in between? Your brandās tone should remain recognizable across all channels. From your YouTube videos to the welcome emails.
Keeping track of all these things is tough, so I recommend that you create a brand guideline. Donāt worry, this isnāt a huge document. Keep it simple and focus on specifying your color choices, typography, and tone. This way, whenever you create a new asset for your business, you can pull it up just to make sure itās all remaining ātrue to brandā.
The Art of Storytelling
Stories are what make us human. And your brand, beyond its digital facade, is profoundly human.Ā Itās a tapestry of ambition, vision, and journey. Every digital product you see isnāt just a tool, itās a testament to someoneās dream and determination.
So, whatās your story? Itās essential to articulate it, not just for your audience, but for yourself. Was your brand born out of a gap you observed in the market? Maybe it was a series of events, some eureka moments, and a few sleepless nights? Or perhaps, it was a dream you nurtured over countless cups of coffee?
Once youāve identified your narrative, the next step is weaving it in a manner that resonates. Not every tale is epic, and thatās its beauty. The little detours, the unexpected roadblocks, the small joys ā they add layers of authenticity to your brand narrative. Remember, itās not the grandiosity of the story, but its genuineness that strikes a chord. An authentic tale, told from the heart, bridges the gap between a brand and its audience.
Engage, Donāt Just Broadcast
Think of the internet like a big, noisy classroom. Everyoneās trying to get a word in, and it often feels like a shouting match. Some people have big voices, so they carry further. Yes, they can be heard, but itās annoying, right?
Donāt be annoying.
Hereās some advice from someone whoās been through it: instead of shouting louder, try a different approach. Donāt talkĀ atĀ people, talkĀ withĀ them.
You see, thereās a difference between just āshoutingā your message and truly engaging with your audience.
For example, letās say that you walk into a car dealership and without even a hello, the salesperson starts rattling off all the stuff they have, the prices, the discounts, and so on. Itās overwhelming, right? Thatās just noise. They are sending out information, whether you need it or even want to hear it. Itās annoying, and youāll shut down. Itās similar with those annoying chatbots and popups that people use on their websites. What is the first thing you do when you see them? You close it.
Same scenario, but picture this now: you walk into the car dealership and the salesperson greets you and asks for your name. They smile kindly, and simply ask you what youāre looking for, getting to know your needs. At this point, youāre likely to at least share your intentions. It has now become a conversation, a back-and-forth where you get to know each other.
From my experiences with software, online courses and digital products, Iāve found that true engagement is where you find troves of gold. Itās not about diluting what you want to say. Itās about saying it in a way that lines up perfectly with what your audience wants to hear.
Okay, cool ā but how do you do that?
Hereās what I did. It works, you should copy it and put your flavor into the process:
1. Be Curious
Get to know your audience. Who are they? Whatās their day like? What challenges are they facing? When youāre genuinely interested in them, you can serve them better.
2. Make It a Two-Way Street
When you post content, invite conversation. Ask questions, encourage replies, start discussions. Itās way more fun and useful when everyoneās involved. Do this in online chat, Facebook Groups, social media, and anywhere your potential customer is āhanging outā online.
3. Hold Interactive Sessions
Live Q&As, webinars, and AMAs (Ask Me Anything sessions) are awesome. Theyāre live, theyāre real, and they give your audience a chance to chat with you directly. I crushed it with webinars. I didnāt do them often, but when I did, they were always a net positive. You can then re-use the content across multiple channels, like email, YouTube, and blog posts.
4. Value The Feedback
Yes, positive feedback feels great. But constructive criticism? Thatās where the growth happens. It helps you see where you can do better. Every bit of feedback means someone took time for you and your brand. Thatās big. Even the most scathing reviews have some important takeaways and represent an opportunity to demonstrate how you do, in fact, listen.
5. Show the Human Side
People connect with people, not faceless brands. Share a bit about your journey, the ups and downs, the behind-the-scenes stuff. It makes everything more real. When I was growing GapScout, I tried the āBuild In Publicā route. It was incredibly successful for building a following and list of potential customers. People gravitate towards authenticity and stories. Telling stories is about as human as it gets.
6. Stay Agile
The digital world changes fast. What works today is probably going to be old news tomorrow. Keep an eye out, adjust as you go, and donāt be afraid to try new things. Want a clear example? No one uses Facebook pages anymore for their brands. Itās moved to TikTok. Maybe you havenāt started a TikTok because you think it doesnāt make sense for your business, but I want to challenge you to get out of your own way!
7. Respond and Be Present
Engagement means being there, consistently. If someone drops a comment or sends a message, make sure you get back to them. It shows you care. And donāt carry a different tone between public and private comments. People are savvy, theyāll pick up on that, and it wonāt sit well with them.
Small Changes Lead to Big Impact
The internet as a bustling marketplace. You know how some market stalls grab your attention because they have just the right lighting or display? Thatās the magic of small details. Small changes, like tweaking how we present things, can make a huge difference.
In the online business world, itās not enough just to be present. You want your āstallā to be the one people remember and come back to, and you do this one intentional step at a time.
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