As a business owner, you will know your brand inside out. Or do you?
Knowing your brand is more than just having a logo, some pretty colours and a tagline. It’s about understanding what your business stands for, what problems it solves, and who it solves them for.
When you get these brand foundations sorted, you’re more likely to attract the right clients and keep them coming back. But how do you do this?
It’s time to add a new title to your repertoire: Problem Solver.
Part of the groundwork to building your brand foundations is understanding the pain points of your target audience. This is because your brand should be the only solution to their pain – and that’s why you’re now called a Problem Solver. It’s like an instant connection – when people resonate with what you are saying, they know you understand them and then the sales conversations can begin.
However, if you don’t take the time to understand their problems, you’re unlikely to be targeting or talking to the people most likely to convert. Your brand messaging must provide an answer to their pain – and guess what? Done well, they will probably start to see you as an expert in their area of pain!
How do you find out what your ideal clients’ pain points are?
Research is key. Talk to your current clients, listen to their feedback, and find out what they need and why they chose you over others. You can also look at your competitors and see what problems they’re solving. Use social media to your advantage. Listen to what people are saying about your brand and your industry. The more you know, the better you can position your brand and ensure your solving a problem of your ideal client.
Here are some tips to help you get started:
– Ask your clients for feedback. Conduct surveys or interviews to find out what their pain points are, and then look for the patterns or repetitions. If there are shared similarities between feedback, then it’s likely that there is a pain point there that is beneficial to explore and harness.
– Use social media listening tools to monitor what people are saying about your brand and your industry. You can set up alerts to monitor specific keywords or conversations so that you can stay abreast of topical information and chatter within your industry.
– Look at your competitors’ marketing materials and see what problems they’re solving. A good way to do this is to research their online reviews – what have clients praised them for, and what have they complained about? Keep a list of similarities to narrow down patterns of pain points to harness within your own messaging.
– Attend industry events and talk to people in your target market.
– Use Google Analytics to see what keywords people are using to find your website. These keywords can give you clues about what problems your clients are trying to solve.
So let’s summarise what we have talked about. When you have your brand foundations mapped out, you’re better equipped to identify the pain points that your target audience is experiencing. This knowledge enables you to create marketing campaigns that resonate with your audience and position your brand as a solution to their problems. You can tailor your messaging and communication to address the specific pain points of your target audience, making it more likely that they will resonate and engage with your brand; eventually converting to clients.
It takes time and effort, but it’s worth it. However, it’s not something you need to do on your own!
Here at Energise, we’re brand gurus. Brand development is an intrinsic part of what we do, so if you need some help getting started, check out our brand services here – then get in touch.