PILLAR 1 – DESIGN: (Does your design showcase your brand voice?)

These are the 3 main questions that I look at when I am reviewing brand voice or web design, and your answers are often the difference between your potential customers knowing whether or not you have something they want or need as well as if you the right fit for their needs. What is your brand voice telling people?

Do your customers recognize you instantly? (Brand Voice)

If I were to read an article, a review, a comment, or watch a video online, would I be able to tell that it was yours instantly?

Do you have a brand flavor that your consumer wants to gobble up? When you do, you grow, you become in demand and demand for your flavour expands. That, in a nutshell, is what businesses require to continue to exist and flourish.

“Brand” has so much to do with recognition, and it impacts everything you touch as an entrepreneur or a small business owner – Branding is NOT just for big companies. Small Businesses more than Enterprises need to have a message that speaks to their consumers and lets them know what you do, why you do it, and most importantly, what’s in it for them to have YOU be their provider of service or product.

Seth Godin is a perfect example of this, as is Tim Ferris, neither of them are a large company, both are entrepreneurs and yet their names are considered a brand and you recognize their name and their work regardless of where you see it or the form it takes.

How do they achieve that recognition? Consistent content marketing and content quality.

Their content whether it is video, audio (podcasts), books or articles online or offline has a consistent essence and message that speaks directly to their consumer’s mind and hearts – it meets their consumer’s needs.

The messaging in that content says:

  • The small guy can do big things, the big guys can’t do as much as the small guy can BUT they need to and should figure out how to. The small guy is ahead in this messaging.
  • Small business is far more versatile and has far greater mobility than the big guy (enterprise), therefore a small business or solo entrepreneur CAN compete and excel.

The messaging states that small businesses are at a clear advantage. This is in opposition to what most small business owners or entrepreneurs perceive or believe so this inspires hope which is turned to confidence over time due to the consistency of this messaging to these audiences. They have in fact become the perceived authorities on the subject as time and consistency have continued.

Your brand needs flavour that your audience is hungry for and a consistent supply of flavour to feed that hunger. This in my humble opinion is the single most important aspect of design and is often overlooked for flashy logo’s and pretty pictures or the “perfect” font.

Good design starts with the right message. What makes you feel good, what makes you feel good will make “your” audience feel good – when everyone “feels” good you experience confidence. When you are providing the content that inspires the good feelings and the confidence you are now in relationship with the consumers of that content.

Lead generation results are solidly based on inspiring good feelings that plant the seeds of confidence which result in direct communication that holds the possibility of relationship.

Relationships are where business execution begins – the essential first steps of success are seeded before that first direct communication. This relationship engagement is achieved in and by design.

Do you speak so your customers understand your brand voice and know what’s in it for them?

If I were to read an article, a review, a comment, or watch a video online, would I be able to tell that it was your brand voice instantly?

Do you have a brand voice that your consumer wants to gobble up? When you do, you grow, you become in demand and demand for your flavour expands. That, in a nutshell, is what businesses require to continue to exist and flourish.

“Brand Voice” has so much to do with recognition, and it impacts everything you touch as an entrepreneur or a small business owner – Branding is NOT just for big companies. Small Businesses more than Enterprises need to have a message that speaks to their consumers and lets them know what you do, why you do it, and most importantly, what’s in it for them to have YOU be their provider of service or product.

Seth Godin is a perfect example of this, as is Tim Ferris, neither of them are a large company, both are entrepreneurs and yet their names are considered a brand and you recognize their name and their work regardless of where you see it or the form it takes.

How do they achieve that recognition? Consistent content marketing and content quality.

Their content whether it is video, audio (podcasts), books or articles online or offline has a consistent essence and message that speaks directly to their consumer’s mind and hearts – it meets their consumer’s needs.

The messaging in that content says:

  • The small guy can do big things, the big guys can’t do as much as the small guy can BUT they need to and should figure out how to. The small guy is ahead in this messaging.
  • Small business is far more versatile and has far greater mobility than the big guy (enterprise), therefore a small business or solo entrepreneur CAN compete and excel.

The messaging states that small businesses are at a clear advantage. This is in opposition to what most small business owners or entrepreneurs perceive or believe so this inspires hope which is turned to confidence over time due to the consistency of this messaging to these audiences. They have in fact become the perceived authorities on the subject as time and consistency have continued.

Your brand needs flavour that your audience is hungry for and a consistent supply of flavour to feed that hunger. This in my humble opinion is the single most important aspect of design and is often overlooked for flashy logo’s and pretty pictures or the “perfect” font.

Good design starts with the right message. What makes you feel good, what makes you feel good will make “your” audience feel good – when everyone “feels” good you experience confidence. When you are providing the content that inspires the good feelings and the confidence you are now in relationship with the consumers of that content.

Lead generation results are solidly based on inspiring good feelings that plant the seeds of confidence which result in direct communication that holds the possibility of relationship.

Relationships are where business execution begins – the essential first steps of success are seeded before that first direct communication. This relationship engagement is achieved in and by design.

For years now, I have been saying to clients – when I land on your website, will it be talking about me as a potential client and what I am looking for so that it can pull me in, or will it be “all about you”?

We say we don’t like to talk about ourselves; however, often online, we do just that, and to the detriment of our potential customer’s engagement with us. Unintentionally businesses are behaving self-centered. Most websites are “PUSH SELLING,” for example, “Welcome to my website… I’m the BEST! Look at what I do, what I have, who I worked with etc.”

There is a wonderful book that I highly recommend entrepreneurs and small business owners read before they get lost in a sea of self – centeredness that consumers the digital age you can click on the image here to get a copy – it’s more than worth the slight investment of about $20 USD:

When your potential clients are searching online for a solution to their struggle/problem etc. they want to see that solution and know it’s for them and that you are going to be more interested in their result than your sale.

Contrary to what appears as a common belief – it’s not always easy to see how to engage when you do find the right person or solution online. Without being condescending, tell your potential clients exactly what they can do if they want to:

 

  • Call you – (Click this button right now to call me directly!)
  • Email you – (Click this link to email me right now!)
  • Ask you a question – (Fill in this form and ask me anything you want! Don’t forget to press send!)
  • Buy from you – (Press this button to BUY THIS NOW)
  • Download your item – (Fill in this little form, then press the button to download this now!)

I recently saw a button that said, “I’m a button click me!”, you really need to make it as easy as possible for people to recognize you by design and then say YES to you.

Do you have a call to action they can easily act on? If not we can help you with that – Click here and drop us a help request!

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