A writer recently wanted me to give him feedback on his copy.  It was an email campaign to generate leads for a watch.

 

The target: Bodybuilders.

 

I read the copy, which had an “upbeat and cheerful” tone to it.  Hey, wait a minute ...

 

I wasn’t familiar with the brand. But “upbeat and cheerful” wasn’t something I would expect from a product targeted to bodybuilders.

 

When it involves brands, I have a finely tuned radar. It comes from years developing brand extension programs for MTV, Nickelodeon, The Sharper Image, and many other well-known properties.

 

My curiosity kicked in.

 

So I took a look at the company website. It definitely had a distinctive feel to it, but it wasn’t upbeat and cheerful.  What I saw was all about strength, determination, and resolve… in a word, grit.

 

This was very different from the tone of the emails – and it would be a costly disconnect.

 

But that’s just the symptom.

 

There’s a much deeper problem here… one that small business owners often make. The problem is not understanding and using brand power to build their business.

 

This is one of the main reasons small businesses fail to grow.  And once you understand them, you'll know what you need to do to position your business to scale faster.

 

Here are the 4 common mistakes at the root of this problem:

 

Mistake #1: Not realizing that you are ALWAYS sending out a brand message, whether it’s by default or by design.

It can be explicit, as in the words you use, or implicit, as in the feeling a customer gets when they engage with your company or product.

 

As a business owner, it's your job to both influence and manage your customer's experience with your brand.   

 

Mistake #2: Not getting clear on your brand’s "emotional identity"

How do you want your customer to feel when they engage with you? What do you want their experience to be?

 

This is based on your brand’s emotional identity.  And it takes some important soul searching to define it.

 

You need to be able to answer questions like these:

• What does your brand stand for ... and against?
• What’s your brand promise?
• What are your brand's core values ?
• If your brand were a person, how would you describe its personality?
• What kind of tone and voice best capture your brand?

Let’s take a look at a brand I used to work with as an example: The Sharper Image.

 

Remember those stores with the James Bond-like gadgets? People loved to go in and browse because there was always something fun and unexpected.

 

The Sharper Image was about making innovative products that went beyond objects… they were experiences. They were both functional and aspirational. The true test of a Sharper Image product wasn’t about what it did, but how it made you feel.  

 

Notice the emotion in that? Emotion is key because...

 

Emotion Creates Connection

And while getting clear on your brand’s emotional identity is critical, you must do this keeping your customer’s emotions front and center.  And that brings us to the next mistake ...

 

Mistake #3: Not knowing your ideal customer on an emotional level

Your business may offer something very functional to your customers. But their decision to buy is first made on an emotional level, whether or not they’re aware of it.

 

That’s why magic happens when your brand’s emotional identity resonates with your customer’s core emotions.

 

When you understand the emotions that drive your customers' buying decisions,  you'll know how to connect your product to them at a much deeper level.

 

Can you answer these questions?

• What kind of person is attracted to your product and why?
• How does your product or service change their life?
• How does it make them feel?

 

Mistake #4: Not managing how your brand comes across in your communications

Every consumer touchpoint is an opportunity to express your brand message and engrain it in your customer's mind.

 

A consistent and relevant message is what builds your brand.

 

The best way to do this is to document your brand’s emotional identity, personality and voice in some kind of brand guide.  Share it internally and with relevant external partners (especially your writers).

 

What other things should you think about when defining your brand?  Grab a copy of Brand Magnetism - 3 simple steps to attracting customers… and keep them coming back for more.  It will show you exactly what to do. Grab your free copy here.