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We're heading to March, the focus inside the Regional Business Women's membership. And right here on the she's in business podcast is Marketing. Today I'm diving deep with you on brand marketing, one of my favorite topics because when you get this right, you can triple the impact of your marketing, attract your ideal customers and increase your income. This is the she's in business podcast, where every week I'll explore topics and have real conversations around what it's like to run a regional business, the advantages and the unique challenges. I'm Donna Han, a seasoned regional business owner, and certified high performance business coach. I'm here to make training and professional development easily accessible for regional business women everywhere. So join me and guest experts as we share tools and insights to elevate your business, boost your mindset, and ensure that you never feel alone on this journey. No matter where you live. I'm fired up. And I'm here to educate you on what it truly takes to grow your business and your mindset beyond what you thought possible. Welcome back to the season business podcast. It's Dan's here for a solo episode talking all about brand marketing for your regional business. If you know you're that marketing is a key ingredient for your business, but you're feeling a bit stuck, you're feeling a bit stagnant, maybe even frustrated, then it's time to stop guessing times to start learning and break free from those frustrations. We're going to talk about building a magnetizing brand that stands out and has the power to triple the impact of your marketing efforts. attract your ideal customers to you and increase your income. And what I'm specifically talking about here is brand marketing today. So what is brand marketing? Well, my definition of brand marketing is promoting your services in a way that elevates the brand as a whole. It's a misconception to think that your brand is just your colors, your logo, your business name, your uniform, if you were one, like that's just your visual brand, your brand as a whole is a lot more involved. Developing true brand marketing gives the substance that anchors under the visual visual representation that you then put out into the world. So there's lots of different elements to it. But you know, there's the internal brand. So your business purpose, your values, your mission, brand positioning, how you stand out how you attract customers, to you, your core messaging, your offers. It's also like attracting and maintaining brand to consumer relationships. So you might have a b2c business, which is business to customer or business to consumer. Or you might have a b2b business, which is business to business. And the relationships that you create, the way that you interact with those people is part of your brand as well. So we need to be creating and maintaining also brand attributes. So what I'm saying there is growing your brand strength, meaning the traits that people think of you when they picture your brand, when they talk about you, when they recommend you that what we're talking about here is brand strength, having a high brand recall, that is what makes you the go to in your regional area or online if you play in that space as well. So it's a real misconception to think that your visual brand, what you put on socials, for example, alone is enough to build the level of connection in order for people to actually buy from you. It takes a more rounded approach. And it is essentially what elevates your brand as a whole. So this may now have you wondering, well, what's the secret formula donor? What am I missing? How do other people get such great results? Is it my offer? Am I just terrible at marketing, and truth bomb? The problem? The problem isn't you it isn't your service, it probably isn't even your offer. The real issue here is that you're probably missing one of the three core elements, or the three core action steps that I'm going to be sharing with you. Not having those things is probably what's leaving you feeling stuck and lacking confidence to grow your business. So let me help you to fix that. I'm gonna go through the three core elements or the three core action steps here with you now and the first one is crystal clear messaging and clarity on your brand marketing framework. In other words, having the right roadmap with the right content that speaks to the right people, you need to have a highly effective brand marketing framework. You need to learn how to create your own powerful marketing strategy. delivers crystal clear messaging to your potential customers. And that is what will help you to stand out from your competition. The second thing is brand positioning and presence. In other words, creating or building your credibility and your confidence to start showing up, and to become known as the go to in your regional area. I won't unpack the principles of brand positioning and presence here today, however, because it's just so much to it, but it is a very important very, very important piece of the puzzle that will magnetize your ideal customers to you without you feeling salesy. It's about how you can build the trust and credibility and really start showing up with confidence. And the third part of this is brand strength. So building a highly recognizable brand that resonates and attracts your ideal customers, and has them talking about you for all of the right reasons. And this thing quickly leads into more sales. So what you want to do is create a highly recognizable brand that attracts customers to you, and has them referring other people to you as well. So they're talking about you for all the right reasons, you're building that beautiful customer loyalty that has them coming back to you time and time again. And they're also your walking talking billboard. So they essentially do marketing for you, in your community, if you have treated them well. Now, wherever you are on your business journey, this is something that you can work on and improve. And when you get these things, right, all of it creates emotions and feelings within our customers that then they associate those positive emotions and feelings with your business and the service that you offer. Now I could talk about this stuff all day long, I really, really could, which is why
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I'm going to share a bit of it here today with you in the podcast. But I've also decided what I've decided to do is because this is such an important area to work on inside of your business, I've decided I'm going to run free training on the three core things that I've just shared with you. So over three days, one hour a day, we're going to go live on Zoom together. And I'm gonna show you how to break free from the struggle and lay the foundation for building that magnetizing brand strategy that will triple your marketing impact, it will attract your ideal customers to you. And the end result of that is more income rolling through your business. And we all want that right. And it's just three simple core action steps. So day one will get crystal clear messaging happening, we'll talk about clarity and your brand marketing framework. So the right roadmap, the right content that speaks to the right people, day two is all going to be about brand positioning and presence. So building your credibility and your confidence to really start showing up as the go to person in your regional area. And Day Three is around brand strength. So this is building highly recognizable brand, your brand that then resonates and attracts customers to and has them talking about you for all the right reasons. And that leads to reoccurring sales, referrals, customer loyalty. Now, you can register for this free today, it's happening on the 12th 12th 13th and 14th of March at 1pm Brisbane time, it's one hour each day, you'll get a workbook, I'll provide you with the training. And I'll also offer some coaching directly to you in those sessions. So if you want direct feedback on how to apply it to your business, then you'll have me there to pick my brains. So go to Donna hand.com, forward slash biz growth, I'm calling it the biz growth accelerated three day challenge because essentially, that's what it is, we're spending three days together well, three hours together, not three full days. Because if I'm going to expect you to be doing that, three hours over three days where I'm going to help you to really grow your business. It's a biz growth accelerator. It's totally free donor hand.com forward slash biz growth, you'd be mad not to join me and do it. And I'll make sure that it's linked in the show notes as well if you want to grab it from there. But the reason that this method works so well is the three easy action steps really encapsulate the framework that ensures that you are creating consistency and Integrity with your brand that delivers an incredible customer experience. So we want the emotions and the feelings to be really positive with our marketing and the customer experience so that your customers continue to buy from you so that they become so that they recommend you and that they become your walking talking build Bored. And often new customers, they need to see and understand the experience from the buyers perspective, they need to see the results that other people have experienced from buying from you. And then they take action. Once they understand what those things are, they take the action to buy from you themselves. So important things to consider making sure that you are collecting testimonials, for your business and that you are using them throughout your marketing. But also, you know, getting those recommendations have you got a referrals system set up in place that you can start to reward your clients and customers for spreading the word about what you do to thank them. And it doesn't need to be, you know, anything of monetary value, if you're new in your business, and you don't have that kind of cash flow, it doesn't have to be that it can be as simple as picking up the phone call, fix, picking up the phone, and thanking someone you know, that can be part of your referral rewards, as an internal system for your business is just reaching out to people in genuinely thanking them, that goes a long way in small communities. And also, don't underestimate the power of a conversation between friends at a barbecue, the power of a conversation at the school gate waiting to pick up the kids from school, you know, people will talk about you amongst their group of friends. And that my friend, right there is gold when it comes to marketing your business. And you know what regional communities are awesome at this. So if you or your business is not the subject of conversation, obviously, for all the right reasons, then you need to be asking yourself, How do I become the subject of conversation, those things at those opportunities, we want you to be the solution to the problem that people are talking about. So how can you make sure that you are part of that conversation? And I don't mean like that you are physically there having the conversation with those people. But you're just the topic of the conversation, right? When they're talking about the problems that they're experiencing? Someone in that circle goes, Ah, I've heard about such and such, who does such and such, why don't you go and speak to them, I've heard they're fantastic. So be the best, you know, the best, most powerful advantage that you have, as a regional business owner, is the community in which you live. You know, this is one of the great things about being a regional business owner is the genuine, tell it how it is, you know, what you see is what you get kind of ethos that often leaves in regional community areas. And people if they've had a great experience, they will tell people about it. Likewise, if they've had a bad experience, they'll also do the same. But you know, you need to be really clear on your messaging, you need to be clear on what you do, and how you do it. You also need to make sure that there's that strong brand recall, meaning if someone thinks of a problem, the first thing that pops into their head is you as the solution to that problem. So that is what we call strong brand recall, get your brand out there be visible and be consistent. So get clear on who you serve the problem you solve, how you solve it, and the call to action. Now people can buy the solution. And make it easy, for goodness sake, remove all of the friction points and make it easy. You know, I talk about this sort of stuff all the time, stay consistent, you might get bored with what you're saying. And it feels like you're saying the same thing over and over and over, you know, in your socials on your website, you know, in your email content that you're sending out, you know, you can feel like you're saying the same thing all the time, and you'll get bored by it, you will, but your customers won't, because they're following you for a reason. They are looking for the ideal solution to the problem. And if you are that solution, show up for them and show up for them consistently. Be that neon sign that names and claims that people you serve, be the neon sign that clearly spells out how you can help them and be the neon sign that makes it easy for them to understand how you can help. I really love the visual of a neon sign. I'm a bit of a visual person, right? And maybe you are too. But you know, think about like when you're driving down the highway and there's that hotel vacancy sign right? Or if you're on an app on your phone and you're looking I know for us like when we're traveling in our caravan. Sometimes they're like, Okay, where are we going to stay next? And I will look on the apps and I'll be like, does it have the features that we need? Is there a vacancy? You know what Is your neon sign that as a potential customer, they will appreciate the time saving convenience of you naming and claiming who you're for, what your features are like as in what you offer, how you do what you do make it easy for people to recognize what it is that you do, and then match your brand marketing to brand experience. So this is huge, and this has to be consistent, it has to be aligned to your marketing message, and the service or the product that you promise, aka the solution. So you as the business owner, as the marketer, you must ensure that these things match these two things have to match, you will burn your business to the ground. If you are promising the equivalent of French champagne, and you serve up passion pop. For context, if you don't know, it's it, because I think I don't know whether passion pot is an Australian thing. So we do have international listeners to the podcast. So better explain this passion pop, is the very, very cheap version of champagne. In fact, I don't even know if you put it in the category of champagne, maybe it might just fall into sparkling wine. I think that's probably more realistic. But and by the way, no judgement here. If you drink passion pop, I have so many memories as a kid of my mom drinking passion pub with your friends, sorry, mum and outing you. But I have so many really fond memories of the fun that they had. And also, I've got some great memories of my own of drinking passion pop with a straw with a straw heading out to the clubs in my uni days. So you get the picture. It's cheap as chips. And I'm sure you've probably got your own memories too with the passion prop or the equivalent of passion pop. I know you're nodding along, I know you are at least you know, I'm thinking that you are so I don't feel so alone in that.
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But back to my example, if you served up passion pop, to me at an event that I had, the expectation was going to be a black tie event. And the marketing suggested that you'll be serving fine wines and I'd paid accordingly, then I'd be pissed. I'd be pissed that that was my experience and my testimonial. It whether it be direct feedback to the business or indirect feedback at a catch up with friends when they asked me like, Oh, what was that? Like? How long was it? I'm not gonna give a glowing review. You know, I wouldn't, I wouldn't recommend that experience. Again, I wouldn't buy a ticket again, the following year, if it was like an annual event or something, because the experience didn't live up to the expectation, which starts with you. It's actually the way that you market your business, the way that you market, your brand sets the expectation of your clients. So if you have negative feedback that comes back through your business, if people are kind enough to actually let you know directly and say, Hey, I've got this feedback about XYZ, and maybe it wasn't great feedback. take that on board and go okay, what where's my responsibility in this because I bet for majority of the feedback when we go back and we look over how we marketed maybe we misled people, maybe we promised something like champagne, and we under delivered with something like passion pop. It's not always the case. But it is it is worthwhile thinking of it that way and using it as a as a lesson and an opportunity to learn and grow and improve your business. On the other hand, just saying, if I purchased tickets to a 90s throwback party or like a fundraiser, which advertised like a walk down memory lane, where it was 90s fashion and 90s music, and it was West Coast coolers, and there was like cheese on cocktail sticks and passion pop for old times sake. Well, that's a completely different experience. Which by the way, I'd probably buy a ticket to that sounds like a lot of fun. So this is where if you get the expectation, as in your marketing, to match the experience as in what you deliver. If you get these two things aligned, your clients and customers will do the marketing for you. They will build the know like and trust factor for you with new clients and customers. You may not have to have any contact with them at all. You know, cutting through the noise cutting through the competition standing out. Yes, it's visual brand. It's about being visible and showing up. But it's also about creating the know like and trust factor. It's marketing 101 It was one of the first things that I learned 12 plus years ago when I studied marketing, and it's still the same, the basic fundamentals of Marketing 101 are the same even in the world of technology in which we live, people will not buy from you, if they don't know, like and trust you. And so the quickest way that you can cut through the time that it takes to know like and trust you, is by focusing on delivering the experience that will then drive your brand strength, the brand recall in your regional area and will drive more business, to your more sales to your business. Because nothing sells better than word of mouth. And nothing drives word of mouth, then positive experience. Mic drop, like keep that one in your skyrocket, put that one on your whiteboard, make it a screensaver, if that was a 90s party, you know, if I was at the 90s Party right now, I'd be doing the running man. Nothing sells better than word of mouth, nothing drives word of mouth better than positive customer experience. And back that up with a really simple, easy call to action, remove the friction points, make it easy for them to buy from you simplify the process for the consumer, the less steps the better. Unless, of course, you need to vet them first. So an example might be a mastermind program, you want to make sure that the right fit to join that program, because you'll be working with them so much, you know, you may need to have some extra steps in place for that. But ultimately, we are problem seekers and solution makers for our customers, we need to be the beacon, we need to build the brand marketing in such a way that it is crystal clear on what you do. How you do it, the results people will get and how they can buy. So I've got a business health check question for you, that I want you to ponder on. Are you marketing your business in such a way that you are elevating your entire brand? When was the last time you took a deep dive into brand marketing for your business? And is it time you did we can get kind of complacent, we can be doing the same thing. The same way for so long? kind of expecting different results, wondering how other people are doing it going internally and going oh, is it me? Is it my message? Maybe I'm just not good at this marketing staff? Well hold on a minute. When was the last time you actually took a deep dive into brand marketing. When was the last time you really looked at your business as a whole and looked for ways that you could elevate your brand is as an entirety. I believe that you can triple the impact of your brand marketing with three simple steps. And I'd like to teach you how I'd like to teach you for free. Because it's part of my brand marketing strategy. You see, I want you to either join the Regional Business Women's membership, or perhaps apply to be a private client of mine. But I don't expect you to join either of those things without first sampling what it's like to work with me to attend a training session, a masterclass. And although some people have decided to jump in and work with me just from listening to this podcast, most people like to try before they buy. And I reckon that's fair enough. So this is how it'll go. I'm going to wow you with my amazing 3d challenge, the best growth accelerator, you'll think to yourself, whoa, this is amazing. If this is what she offers for free, imagine what she does for her paying clients. And by the way, I do deliver max level value to my clients. Because the expectation must must match the experience. So yeah, I'm creating this segue to you becoming a client of mine, but it's a great example. Right? I'll make it easy for you to join. I'll probably give you some exclusive bonuses. In fact, I'm going to I know that that's true. And you'll join and you'll say like hell yes, I'm so glad I did this, right. At least that's what I'm hoping you're going to do. But it's a segue to show you that sometimes we need to build from the experience first and worry about the sales later. They will naturally happen if you can create an experience that people enjoy and get value from. So please come along to the three day challenge. There's nothing to lose and everything to gain, triple the impact of your marketing, make more sales. I'm going to show it to you in three simple actions. Get people talking about you When your brand for all the right reasons become the go to in your regional area. It's a three growth at three days. Oh my goodness and muddled that up, didn't I? It's the best growth accelerator three day challenge. It's totally free and you can go to Donna hand.com forward slash biz growth bi Zed growth biz growth. I'll put it in the show notes too. And next week on the podcast, we have the awesome Marie Santino from the social secret. She's a Instagram growth specialist. She's on the podcast next week for you and she's also facilitating a 60 minute masterclass inside the Regional Business Women's membership next week to also in March on the podcast. I've got Erica McInerney, who is a regional marketing specialist. She's based in Gippsland in Victoria, and she's got a decade of knowledge that she's sharing here on the podcast. She's also delivering a 60 minute masterclass inside the Regional Business Women's membership in March two. So make sure you follow or subscribe to the podcast so you don't miss those episodes. Thank you again for listening today. I hope you got stacks of value from it. And it really has got your business brain thinking about ways that you can really optimize your brand marketing and take advantage of the regional business community that you have found yourself in and that you love so much. And I can't wait to help you to really grow your business even more by tripling your marketing efforts if you come along and join me for the three day challenge.
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All right, that's me. Have a great day. Bye. Thank you so much for tuning into this episode of the shoes in business podcast. Make sure you hit follow so that you are the first to know as soon as a new episode drops. And if you really want to deliver me smiles send me a DM find me on Instagram at Donna Han underscore coach and tell me what you loved most about this episode. Also, feel free to let me know what topics you need to learn more about if you are regional businesswoman ready to rise and soar towards success. I'll see you back here next week for another episode.
Transcribed by https://otter.ai
