7 Elements of a Successful Brand
Each year there are millions of new businesses started in the US alone. Zoom out to the global economy and that number gets even bigger. Hence why the digital space can feel a bit crowded from time to time.
But not all new businesses stand the test of time. And if you’re reading this then I know you have something special to share with the world and you’re ready for your vision to flourish. I believe it’s vitality important that you grow your vision into a thriving business because your ideas will change the world for the better.
After over 14 years working in digital marketing, here are some of the most important elements I see in successful online businesses…
one
They know who they are and what they stand for.
I’ve often seen the entrepreneur with a new sparkly idea who’s ready for a logo but doesn’t have a clear brand strategy. Even with a beautiful logo, you’ll flop without the clarity to guide the way. A brand strategy outlines your mission, vision, offerings, values, messaging, content pillars, ideal client, an approach for marketing, etc.
With all of those things clearly defined, they know who they are, what they’re creating, who they’re creating it for, and how to reach their ideal clients. It’s great to do this when you’re starting your business but it can also be done at any stage to reassess and realign where you’re at and where you’re going.
If you’re not sure where to start with your brand strategy or want a jumping off point, then download my free Soulful Branding Guide…
Create a clear vision for your brand
two
They know who they’re talking to.
When starting out, lots of folks will take any and all the clients they can get. While I think this is ok as you’re getting starting, I do think it’s important to at least know who your ideal client is. That refinement may happen at the start or it might come with time as you’re working with people.
When you know who you want to serve, it’s a lot easier to speak persuasively to them on your website and throughout your marketing.
This clarity takes time and sometimes trial and error working with people to get a sense for who you want to work with versus those you don’t. The sooner you can narrower down your niche and speak directly to them, the better. That way they know YOU are the one who knows how to help them create the change they’re looking for.
Three
They have a recognizable, cohesive visual identity.
Since they know who they are and who they want to work with - their visual identity creates a bridge between the those two things. It exemplifies who they are and speaks to the folks they want to work with.
Their visual brand paints a clear picture with the imagery they use and conveys the energy they cultivate when working with their clients. It does all those things and it also makes them feel confident to market themselves in the digital landscape knowing that they’ll be seen for who they truly are.
If you’re wanting to create a clear, cohesive visual identity then reach out and let’s chat — this is my specialty.
Four
Their offerings don’t create confusion for their customers.
A lot of options can feel overwhelming in this busy, chaotic times we’re living in. That’s why less is more when it comes to services and offerings. The less you offer, the better! It makes it simple and easy for people to say yes or no to what you offer versus trying to even understand what offer is right for them.
Another way to approach your offerings is to have only a few (2-3) that create a ladder in their price so folks can take action on the offer that meets their budget.
Five
They tell people what to do.
That sounds a little weird but it’s true! They call their people to action with a clear statement that says what to do next.
Folks don’t know how to take the next step unless you tell them. Simple as that.
When you’re creating content for your business - what’s the purpose of it? Creating engagement, brand awareness, growing your email list, getting a new client, etc.? There’s lots of ways to call people to action even if it’s simply asking a question they can respond to in a comments or message to you. Even if you feel like your call to action is getting repetitive, you have to keep talking to someone who’s just discovering you for the first time.
Six
They have a website that fully reflects who they are and what they do.
Did you know that 89% of consumers switched to a competitor’s websites as a result of bad user experience? (Source: WebFX)
This means that it’s super important to create a user experience that leaves a lastly, positive impression with your visitor. Your site should speak to your ideal client with the words, images, and overall brand experience. Not only that but it should be a seamless user experience that feels intuitive and easy to navigate.
Seven
Their marketing plan is sustainable and consistent.
No one knows what you do unless you tell them about it! Marketing your business is necessary for continuing to get clients so you can do your soul’s work. I highlight the importance of sustainability and consistency because creating an approach that leaves you feeling overwhelmed and burnt out won’t last for very long. But in order to see results it’s important to select a path for your marketing that is do-able for you long term in order to stay consistent.
There’s a variety of ways to approach marketing and I shared some of them in another blog you can read through here.
Spending time getting clear on and implementing these elements will support you in ensuring your business lasts so you can continue to live your purpose!
If you’re looking for a creative partner who see’s your vision and helps you bring it forth in a loving, supportive way then reach for a discovery call. I’d love to help you create a brand, website, and/or marketing plan that helps you live your dharma for years to come.
