Edition 28: Oct 29, 2024 - Something a little different this week...
I'm thinking of doing away with 3-2-1. There are just some subjects I'd prefer to talk more at length about. Are you okay with that?
This week's topic.... REBRANDING.
As you probably noticed, Kajabi recently rebranded their logo and colors. But branding is far more than the visual representation of a business.
Did their rebranding inspire you to reconsider your own business branding overhaul?
Read on...
BRANDING: shaping perceptions to connect with & influence audiences
Rebranding is a refresh of your
- image
- values
- messaging
...and even potentially your offers to better align with your goals, audience, and market positioning.
It goes beyond updating your logo or colors.
It’s about reshaping the perception of the brand to stay relevant, attract new customers, and create connection with your existing audience.
Why Rebrand?
- Market Shift: Perhaps your market has evolved, and you want to reposition to stay competitive.
- Audience Change: Your audience may have new expectations or needs.
- Growth: If your brand has expanded, rebranding can reflect a more comprehensive identity.
- Outdated Image: Sometimes, your current brand just feels outdated or no longer aligns with what you stand for.
THE FIRST STEP in Rebranding: Clarification of 3 Points
- Vision and Values: Clarify what your brand stands for and the unique value you offer. Do you know what your unique value is?
- Voice and Tone: Decide on a voice that resonates with your audience (authoritative, friendly...). What tone best represents you?
- Differentiation: Understand what sets you apart from competitors. Do you know what it is?
👉These are each easier said than done.
It really requires deep introspection about what you want to stand for and the unique impact you aim to create. This is more than just a mission statement.
It's about articulating an authentic purpose that resonates with both your goals and the needs of your audience.
Differentiation is the toughest to define and I see my clients struggle with it every single day.
Understanding and being able to communicate what makes you different requires research into your competition.
It’s not enough to simply say you’re "the best".
You must be able to demonstrate HOW and WHY you’re different in a way that matters to your audience.
Step-by-Step: Differentiating Yourself from Your Competitors
Step 1: Understand Your Audience's Needs and Values
The best way to approach this understanding is by offering surveys, interviews, or checking out your analytics to figure out what your audience cares about. What are their challenges? What are their aspirations?
When you can relay back to your audience the exact words they're using to describe their challenges, it's then that you have proved you understand your audience.
Your brand solves a problem. Using your audience's exact words in your sales copy (website, emails, sales page, social media) causes the reader to say, "Wow, this person really understands me. Clearly this is the person that can solve my problem."
If you don't present the problem to your audience before presenting the solution (your program), your sales will not be what you'd like.
Do you understand your audience?
The answers to these questions will tell you:
- What specific words or phrases do my audience use to describe their problem?
- How well do I understand the emotions and frustrations associated with this problem?
- On my sales page, have I clearly presented the problem my audience is facing before introducing my solution?
- Do I address my audience’s pain points in a way that feels authentic and empathetic?
- Is my solution positioned as the logical and trusted answer to their problem?
- Does my messaging invite my audience to say, “This is exactly what I need”?
- Am I continuously refining my understanding of my audience’s needs based on feedback and reiterating this on my sales page and website copy?
That was insight into Step 1 of Branding:
Understanding Your Audience's Needs and Values
Stay tuned for next week when Step 2 will be addressed... Subscribe here >>
Step 2: Strengths
Step 3: Competitors
Step 4: The Statement
Step 5: Proof
Step 6: Channels
Step 7: Adaption
Look for me again next Tuesday. Be sure and check out more article links below 😲😲
Best wishes and much success to you,
Virginia Stockwell, Kajabi Tutor
Virginia has helped hundreds of professionals including yoga instructors, attorneys, spiritual coaches, physicians, project management consultants, relationship counselors, breathwork masters, nurses, solar consultants, NLP practitioners, golfers, baby sign language coaches, diversity trainers, motivational speakers, athletic coaches, fantasy footballers, Realtors, authors, speech therapists, dancers, nutritionists, dog trainers, life coaches, emotional literacy trainers, beauty business coaches, acting coaches, grief counselors, quilters, preschool teachers, hairdressers, human resource professionals, chiropractors, voice coaches, and other occupations move from an in-person business to online coaching/consulting.
Disclaimer: I am not an employee or representative of Kajabi, LLC. I am an independent Kajabi Partner and I receive referral payments from Kajabi in this role. All opinions expressed herein are my own and are not official statements of Kajabi or any party affiliated with Kajabi.
👉Really, I'm just a huge fan of Kajabi! Just check out everything it can do!
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Step-by-Step: Designing an Online Program as a Coach or Consultant
How to Escape the Income Limitation of 1:1 Coaching
Entrepreneurship: What could cause a Failed Launch?
The Art of Designing a Monthly Membership Model (Step-by-Step)
Affiliates:
What's so great about Kajabi (30-day free trial)
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