Hello, dear reader,
or as we say in my family, "Huh huh" (pronounced who who, an endearing way of saying hello).
How has your week been? What wonderful moments made you break into a spontaneous happy dance?
Last time, I shared how intergenerational beliefs influence our personal worldviews and behaviours (Click HERE to be directed to it). This time, we're delving into the stories our brands tell, specifically, how they are perceived by potential clients.
Imagine this scenario: You meet an incredible business owner at a networking event, someone who truly impresses you with what they offer, who they are, and their potential impact in the world. You're buzzing with excitement, eager to connect with them and potentially make a purchase.
But then, you decide to explore their online presence. What do you find?
1. You visit their LinkedIn profile, and your enthusiasm starts to wane. The profile picture is unclear, the banner image looks overloaded and salesy, and you start doubting if you've got the right person. Your initial buzz diminishes.
2. You click on their website. It's either under maintenance, or it's a confusing mess with pop-ups, content that doesn't align with the person you met, and a discrepancy in language usage (using "we" when they are clearly a solopreneur!). The site feels outdated and lacks essential legal documents.
3. Fast forward to scheduling a 121 meeting. You provided your details and were told you'd receive the meeting link. Yet, two emails later and three minutes before the meeting, you find yourself asking, "Are we still having the meeting? Can you send me the link, please?" The response comes one minute after the meeting's scheduled starting time, and the meeting begins late, with a somewhat apologetic but not entirely satisfactory explanation.
As you read this scenario, you probably felt various emotions and likely nodded along, as we've all encountered experiences like this, albeit with variations (except for the policy issue, that’s my professional thing). But what's crucial is the impact it has on the brand.
What story is this business owner telling you, as a potential client?
It's tempting to make excuses for such situations, to rationalize why they haven't updated their LinkedIn, why their website looks dated, or why they struggle to organize a meeting. However, let's put on our CEO hats:
- It's your responsibility to maintain up-to-date information when you're in business.
- You should ensure that your legal obligations are met and understood.
- You need to be organized enough to provide potential clients with the attention and care they deserve.
The brand story being told here is quite clear: "I do not care. I do not invest. I don't know what I do. I don't know who I am. I am all over the place."
While our conscious minds may make excuses, our subconscious has already made a judgment. It's unlikely that this person will be someone you want to work with or trust. A brand goes beyond colours and logos. When you show up online as someone different from the person you met, it can feel inauthentic and raise suspicions.
When your website fails to meet legal requirements, trust becomes an issue. How can you be trusted with data and money if you can't meet basic legal standards? And when your customer service is lacking, potential clients question how they'll be treated if they become customers.
As a business owner, everything you do reflects on your brand. Now, with my consumer hat on, I'd never buy from someone I can't trust (subconsciously). But from a branding perspective, this presents an opportunity:
1. Update your photo. Opt for a professional headshot or at least a high-quality, non-selfie selfie. Show the amazing you you are today.
2. Revamp your banner. Simplicity is key; ensure it's readable on mobile devices and includes your brand's colours, logo, tagline, and a visual element that conveys your brand's message.
3. Utilize your profile space to communicate your value to your ideal client. Your LinkedIn profile isn't about you; it's about what you can do for them.
4. Update your website. Even if it makes you uncomfortable or you claim not to have the resources, your website is a vital asset. It's practically yours, and it offers a level of control that social media platforms can't. Showcase your incredible self.
5. Address legal requirements. Policies, registration with the ICO, image usage, GDPR compliance, and more. Covering the legal basics is essential.
6. Build a top-notch customer service. Provide the same level of care and support to your clients as you'd expect for yourself. Automated processes can help but should be used strategically. A mix of automation and personal touches creates a balanced and caring brand image.
In conclusion, the message here is that your brand extends way beyond colours and logos. It encompasses every aspect of your (online) presence and interactions. Remember that people research and read reviews before making buying decisions. Be authentic, approachable, and trustworthy, whether online or in person. This consistency will enhance your brand's reputation and attract loyal clients.
And, if you want to take a deeper dive into your mindset and brand journey, consider booking a "The Kraken Audit," a one-hour session that can help you make valuable tweaks, implement changes, and shift your thinking on various topics, as discussed above.
Book your audit here: https://www.heikeschimanski.com/the-kraken-audit
That's all for today, my dear reader. Until next time,
Yours truly, Heike 🤘🌊🐙🌊🤘
Comments