The following is a transcription taken from Explode Your Practice.
David: So what does this brand really convey to people. Like when I see the NIKE ™ symbol I think of health, and exercise and action. So what do you want people to feel when they see your brand.
That’s an excellent question and I don’t have an answer to that. So looking at the key messages would definitely move me further along there.
David: OK great. Well I will suggest just a couple of things that are coming to my mind now and maybe you can extend on that for homework. One thing I thought of was romance. Because particularly, my feeling is that women are going to buy this more than men.
OK.
David: Women care more about their relationship. That’s their focus. It’s like not much is more important than their relationship. Whereas men can be more career-driven, like that. So if you work out that a large part of your target market is going to be women. Then perhaps romance could be one of the key messages. Another one that I got was security.
The following is a transcription taken from Explode Your Practice.
You’ll want to get a graphic designer to come up with and work with you to come up with some of those images. Whip up some logos. That kind of thing. But, then test it. Get people who are your perfect market. The kinds of people who you would love to come to you and hire you. And who can afford you, of course. And run it past them. Run past three or four different logos and ask them which coach would you hire or if you saw this on the web or in a magazine which one would you want to call. And ask them how it makes them feel, what kind of sense they get from the company from looking at it and see if they can find the key messages. See if it is coming through and if it does, you’re set. Your home and hosed as we say in Australia.
The following is a transcription taken from Explode Your Practice.
David: OK, great. So let’s just go through a few simple steps then to sort out your brand. Or at least, get you going in this session. Firstly, who is your target market? Describe your ideal customer.
My ideal customer is somebody who is living a pretty good life and would like to have richer, fuller relationships. And also feel they have better skills around relating to their partner or potential partners.
David: OK, so that’s what they want – a fulfilled relationship and skills. Now what kind of demographics do these people have? Do you have a specific group in mind? Are we talking men or women to focus on? Who’s going to come and buy this service?
Well, what I have found so far, is it seems to be mostly couples in their early 30’s. I’ve found that people in their 20’s don’t seem to want to be worrying about it too much, whereas people in their 30’s have been through the ringer a few times and have gotten the idea that maybe with a little more information or skills they could do a better job.
David: Great, and I guess also there’s more pressure for the women who want to get married. They want to have a baby. The clock’s ticking. And it’s actually quite important for women to maybe spend money on having a relationship running smoothly.
I really think in your business that if you have a weak brand you’re not going to want to really put it out there for people. Your not going to really want to hand out your business card. There’s going to be a difference in your energy. But, if you’ve got a strong brand that is really pumping, you are going to be thrilled to hand out your business card. You’re going to want to actually be really public.
The following is an excerpt from the book Get Paid For Who You Are.
Your business name should meet as many of the following criteria as possible, bearing in mind that it’s rarely possible to satisfy all of them:
- You are excited to tell people about it
- It gives a sense of who you help and/or what problem you help them with
- It’s simple, short and memorable
- It contains at least one word that your potential customers would be searching for on the internet (known as keywords). For example, if you sell baskets, then having baskets in the name is important.
- The domain name is available. This means no-one has already taken this name for their website. You can check this at www.Godaddy.com.
For example, let’s say Paul chooses the name “My Second Life” for his divorce-consulting business. This name meets the first few criteria: he loves it, it’s easy to remember, it describes his service of offering a new life to women going through divorce, and it’s simple, short and easy to remember. It misses out on one criteria as it doesn’t include words people are likely to be searching for such as “survive divorce”. But that’s fine — it’s hard to satisfy all the criteria.
