Brand Personality Sells – So What’s Your Company’s?
When Design Powers started back in the age of dial-up, a website wasn’t necessary. Besides I had two young kids, a fixer-upper that needed fixin’, and a full-time graphic design business. I wasn’t thinking about a website.
But as a web presence became more important to conveying legitimacy and professionalism, I found it to be a struggle. I redesigned my website again and again and again…
But nothing clicked.
A sampling of websites and concept. Trust me, there’s a lot more!
Design Powers website in 2007…
then in 2012…
concept in 2016…
concept in 2018.
I knew my execution was perfect. I knew how to design. So, what was the problem?
My problem was my messaging. It was unclear.
I didn’t know who my audience was and I wasn’t showing them how I could solve their problems.
I found it all so convoluted, I took down my murky website and had my domain address go to a Facebook business page. Raise your hand if that’s where your business resides online right now. 😳
I had a revelation, and as much as it hurts me to say it, I realized that content was more important than the design of a website.
I was building my website for me, not my clients.
I wanted it to be pixel perfect, “designery” and for visitors to go “WOW!” when they saw it. But this isn’t what I should have been focusing on.
My website isn’t about what I want—it’s about what I can do for my audience.
“If you want your business to grow, you should position your services as the resolution to an external, internal and philosophical problem and frame the Buy Now button as the action the client must take to create closure.”
Your website isn’t about you, it’s about your potential client and how you can make their problems go away.
“How does this help with branding my business?”.
Alongside every great hero, there is a guide that helps them overcome their problem.
That’s the hero's journey.
Your client is the hero of their story which means that they’re going to have a problem.
This leaves you with only one option. To become their oh-so-knowledgeable guide that is there to answer all their questions and solve all their problems.
How do you make your clients’ lives better?
Ok, you know you’re awesome. You know how you’ve helped your current client list achieve their goals and live the lives they want.
Now you need to let everyone know that.
Demonstrate authority
Wow them with kickass testimonials and logos of happy, impressive companies you work with before
Stun them with statistics and graphs showcasing your intense results
Amaze them with an array of awards you have conveniently placed on your home page
Showing them all the things you’ve achieved will make them want to work with you and providing them with proof such as testimonials and statistics will help secure a sense of trust between you.
Demonstrate empathy
Be honest with your clients at all times to build trust between you
Tell them your origin story and show them how you got to where you are. You can read about mine in more detail here.
Show you’re human. Nobody’s perfect.
When you’re empathetic with your clients it’ll build trust between you and make it easier for them to work with you.
What’s a hero without a plan?
You’ve defined your client’s problems, shown your expertise and expressed sincere empathy towards them.
But they’re still not biting! Why?
Because they need a plan so they know what they need to do next. They need specific instructions.
A plan supplies your client with clarity and helps them understand your business’s process.
At Design Powers we have a 3 step plan in place for our clients:
Get in touch with us
Get clarity with the Power Plan
Get legit with the Power Launch
Take note! Naming your plans increases the perceived value of the service you’re giving.
After introducing your plan to your potential clients be sure to direct their immediate attention to a CTA (call to action).
By focusing their attention on a clear CTA you’ll reduce the chance of your clients becoming confused about what actions they need to take to begin their journey with you.
Show them how only you can make them succeed
We have our failure statement right “above the fold” because this is exactly how I felt for years!
Now you need to show your potential client what could happen if they don’t buy your services. It’s called the failure statement.
I’m not talking about a hostage situation. I mean showing your potential client what they would miss out on if they didn’t decide to work with you.
Don’t assume that your potential client will know that you can change their lives. Show them.
We ask our clients to give us Google reviews and before Covid-19, we would get video testimonials too.
Tell them that once they’ve engaged with you:
They’ll gain status
Reach their goals
Be successful in their industry
Clients want to hear this because they want to be able to transform their business into something amazing. Everybody longs to be different and to change.
Show your clients that by engaging and working with you they can transform into what they want to be. Do this by clarifying your message. Focus on the client’s journey. And be their guide.
It’s taken us a long time to get here. We want to make sure you don’t have to endure that learning curve!
Our process is proven to provide you with a distinctive brand, fantastic content and a professional website that is sure to spark joy, ✨ increase sales 💵 and give you an overwhelming sense of pride. 😀
If you want to check out our Power Plan for yourself and let us solve your problems then get in touch today.
Download Our 7 Power Tools Brand Guide
Download our guide on how to brand your business personality using your logo, voice, color, typography, imagery, design, and brand positioning.
