Make Your Brand Attractive

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The Law of Attraction marketing focuses on feelings,
emotions and attracting positive customer reactions. One of
the best ways to attract customers to your business is
through branding. In fact, when you understand what
branding is all about it’s possible to think that branding
was developed from the Law of Attraction! What’s branding?
Think Disney! Think FedEx! Think !

A brand is an image and that image helps to differentiate
your business or even you personally in the marketplace.
You can have a positive or a negative image.What’s a
negative brand? Well think Wall Street in the middle of the
recession or Lehman Brothers. A poor brand image is one
that crates a negative reaction when people think about a
business or business activity. You might be thinking that
you are just one lone marketer trying to make a living. But
even a sole proprietor or home based entrepreneur wants to
create a strong positive brand to attract positive
responses. Brands evoke emotional responses and mental
images. They make people feel something about what’s behind
the brand. People trust a brand they become familiar with.

What’s behind a strong positive brand?

• Excellent customer service
• Quality products or services
• Skills that make you unique among a crowd of retailers or
service providers
• Experiences that make it possible to relate to customers
on their level
• Honesty and truthfulness
• Name repetition and exposure

The last category is where so many internet businesses
destroy their brand image. The make-a-million-in-a-month
crowd is not being honest. Customers who fall for the hype
and end up with broken promises and disappointment to show
for their money forever more have bad memories they will
call up when the business name or huckster is mentioned.

Law of Attraction marketing dictates that you create a
truly authentic brand that is consistent when used in any
marketing material. With a positive brand image you know
that customers reading your copy or listening to what you
have to say are receptive and willing to accept information
from you from a vantage point of trust.

Think about how much easier it is to sell to someone who
trusts you than it is to sell to someone doubting your
veracity. A positive brand reflects a positive self-image
and authenticity. Remember that the Law of Attraction says
that positive thoughts create a positive reality. Recognize
this knitted image? What do you think when you see it? Do
you think reliable personal computer? Stunning
graphics?Reliable customer service?Trend setting products?
If you don’t have a positive image then ask yourself, why?
Was it due to a faulty product you had trouble exchanging?
A rude customer service representative?

There are multiple tools you can use to brand yourself even
when a one-person business.

• Use words that reflect your passion for what you sell or do

• Include personal information relative to your business in
your marketing material such as your passion for good
health or technology, an explanation of your special skills
and expertise, or a description of why customer service is
so important to you

• Be authentic and don’t try to be Billy Mays when you are
really low key like Bill Gates of Microsoft fame, people
are attracted to those who are comfortable in their own skin

• Elaborate on how your particular talents, skills and
creativity can bring value to a customer’s life

• Maintain brand consistency whether you are printing
flyers, posting a blog or developing a website

If you have a website or a blog then you want to develop a
branding story.

Several years ago, I had an assignment to write about an
environmentally friendly laundry detergent. The product was
pretty good. It was concentrated so it used significantly
less packaging than other brands. The formula was made with
more natural ingredients than the typical brand. And it was
cheaper, per use. Unfortunately, it had one major
draw-back—it made whites look dingy. Sometimes it left blue
spots on whites. Many customers who used it also kept a box
of Tide in the laundry room to use when they had to wash
their whites.

Shortly after I submitted my copy, which, if I remember
right, focused on the environment, I found myself sitting
in the CEO’s office. He was livid. I hadn’t told the right
story, he said. His product matches the best products in performance.
I replied that the research showed that it didn’t. His
response was, “Sometimes you need to tell the glossy side of
the truth. That’s what I want you to do.” Ah, the glossy
side of the truth.

That would be the part of the truth that isn’t true. It
needs a little (sometimes a lot) of extra polishing to make
it sound better than it is. The made up side of the truth is
a good story, It will attract new customers. And if it’s a
really good story, it will attract lots of new customers.
But what happens the moment customers learn that the story
isn’t exactly true? What happens when customers realize
that the detergent you said was as good as the best, leaves
blue spots on your favorite shirt?

They stop being customers. You’ve just sold your brand’s
most precious asset—trust—for a single purchase. Plus,
you’ve lost the purchases of anyone the customer tells
about their experience. At some point you run out of
potential new customers, then what? The brand story you
share has to be good enough to get the customer to try your
product. And it has to be true. If the brand experience
isn’t as good as the story you sold the customer on, you
have wasted your only opportunity to turn a trial into a
customer.

Once your customer tries your product, their experience is
the brand story. If you can’t tell the truth, fix the
experience.

Till next time

R

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Recent Comments

4

I totally concur, Richard!

Jeff

Great and true! Thank you for sharing!

Great read thank you.

I agree!

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