Would you like to build a brand that reaches millions of people?
Whether your brand is about you, your company, or both, you can draw the attention of millions of people. Depending on how you have positioned your brand, you can have a deep impact on society, help a ton of people, and earn a fortune.
However, I'm often surprised by the vast majority of companies that focus on establishing their brands before finding their strategy. These people set up their social media channels, websites, books, photos, and everything else, but they fail to pull in a dollar, while losing thousands in the process.
This behavior is synonymous to asking for taste without supplying the salt. If you want customers, you need to concoct a flavor that builds trust in the marketplace, while simultaneously giving your prospects something to satiate their appetites. Your marketing message is the salt that adds flavor to your branding efforts.
The better your marketing message is, the hungrier people will be for your products and services. Even as you add flavor to your brand, you will still need to attract those who are salivating for your services. You also need to pay attention to those who do not know that they will be hungry in the future. Therefore, your brand is always supplying a feast, regardless of who is ready to eat.
Whether people know you exist or not, you need to have the right approach when creating a branding strategy. If your goal is to reach the masses with your products and services, here are the seven ways to attract millions of people to your brand:
1. Leverage social media.
Most social media platforms are free, yet most people fail to use it correctly for branding purposes. The problem is that they are too busy consuming articles, videos, quotes, and stories, instead of producing it themselves. Of course, you want to be a diligent learner, but at some point you will want to create your own content for the world. Your social media platforms should build massive excitement for your targeted audience.
You should be fluent in at least three of your social media accounts. Personally, I advocate Facebook, Twitter, YouTube, and LinkedIn since they have helped me reach the most clients. However, I have seen people who have made a massive impact on Instagram, Periscope, Pinterest, and others. Only share content on the social media channels that work best for your business.
Content is King. – Sumner Redstone
2. Develop strong websites.
Every legitimate business has a website, but not every website out there is good. There are many crucial parts of your website that must be master: email capture, contact information, layout, copywriting, visual aids, etc. Overall, good websites require substance more than anything else.
Substance is basically content that appeals to your audience. Your website must inform, inspire, and engage. If people do not find what they want in a website, they leave immediately. At my company, Dignify Designs, we build websites that draw traffic and get people to engage, giving you the ability to convert your leads into sales, which is the purpose of a business website.
3. Learn copywriting.
In order to reach the masses, I highly suggest you learn the secret skill of copywriting. Copywriting is a form of writing that publicists and advertisers use to reach billions of consumers every day. If you do not have time to learn the million-dollar skill of writing copy, you can delegate it to someone who does. This is the single-most missing element in the majority of brands.
There are many books on the subject of copywriting: Joe Sugarman, Robert Bly, David Oglivy, and Victor Schwab have all written fascinating books that could change the entire course of your brand. By cultivating the skill of writing copy, you will have the ability to reach millions of people. Either way, writing excellent copy allows you to strategically fashion your words to optimize your reach.
Either write something worth reading or do something worth writing. – Benjamin Franklin
4. Implant visual aids.
Have you ever seen websites without photos or videos? Webpages with videos and photos stand out far more than those that do not have. It also allows your reader to focus their attention on your brand by capturing their eyes. Since most people have photographic memories, the right visual aids dramatically enhance your brand.
Your websites and social media should be tattooed with visual aids of yourself, events, products, and other goods. Photos and videos add proof of what you are doing in your business. In many industries, many people are not able to secure opportunities simply because they do not have visual aids to build trust. Who is going to believe you without any visual evidence?
5. Be memorable.
What do you want to be remembered for? If you want to have a favorable reputation in the marketplace, you have to create your own reputation. You also want to make sure your name is easy to spell and pronounce. It is perfectly fine to cherish your name, but if it is difficult to spell or pronounce to your client, you would not be remembered.
The biggest names and easiest names have two syllables: Gates, Branson, Buffet, Trump, Clinton, Oprah, etc. Then there are easy business names: Apple, Twitter, Facebook, Wal-Mart. Also, if your name is very common, like John Smith, you might want to have a nickname or add a middle initial. Your name is a big part of business and you want to be searchable for your audience.
Your reputation is your best advertisement.
6. Write a book.
When people like you, they will always buy your book. In my business, my book allows me to get me through amazing doors of opportunity. My chances also increase dramatically when people read my book. Once they discover the great ideas that I share, I automatically have a new life-long fan. Plus, you never know who could be reading your book!
After selling thousands of books, I can tell you that publishing a book is a potent credential. In some cases, it can be comparable to an MBA or PhD. Either way, your book will expose you to other opportunities, which can lead you to bigger audiences to serve. If you are interested in publishing a book, but do not know where to start, send me an email and I will give you more information.
Writing is the beginning of all wealth. – Benjamin Franklin
7. Create your back story.
Since the beginning of human civilization, we have learned our greatest lessons through the art of storytelling. A back story is a narrative that gives your audience enough information about you to make an informed decision. Back stories give your audience the transparency to know who you are and what you represent. It also gives your brand an emotional tone and deeper meaning to your marketing message.
Your back story should be congruent and favorable to everything you have marketed about. This includes biographies, testimonials, and credentials. Oftentimes, you will see people with back stories that are either confusing, contradicting, or boring. The brands with the best back story will always set you up for your front-story, which is the moment you deliver your product or service.
Establishing your brand is about planting as many seeds as you can with your marketing. Before you take any of these suggestions, make sure you have a plan for execution. If you invest in a first-class brand without a strategy, it is the same as having a restaurant without chefs. However, once you find a branding strategy and add taste to your menu, everyone will be able to have a feast!
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This article originally appeared on Entrepreneur.com. Minor edits have been done by the Entrepreneur.com.ph editors.
Photos from Thinkstock and Flickr /Annie Hall