Episode 281: 3 ways to build brand love
Humanizing your brand is such an important part of growing a business to grow that brand loyalty. In today's quick tip episode, Fiona shares three ways that you can get people to love your brand. Tune in!
Topics discussed in this episode:
Introduction
How does your product/service improve people's life?
Understanding problems and frustrations
Build that human connection
Conclusion
Get in touch with My Daily Business Coach
Resources and Recommendations mentioned in this episode:
Welcome to episode 281 of the My Daily Business Coach podcast. If you're listening to this in real-time, it is February 14, Valentine's Day, or just an average Tuesday regardless of where you are in your relationship status. But today we're talking about all things love and in particular brand love. Today, it is a quick tip episode and I'm going to share with you some important things if you are trying to build that love in your business with your audience. Before we get stuck into that, two quick things. One is if you are trying to love marketing, then you want to check out Marketing for Your Small Business. It's our online course. We've had hundreds of people do that and go through and learn to love marketing, which is something that a lot of people don't love. If you haven't had a background in that and you find it all very confusing, then check out Marketing for Your Small Business.
You can choose to just do the online course that's available anytime, anywhere. If you would also like to upgrade at the moment, we are going to run a nine-week live coaching program. That is there to help you finish the course and not become part of the 90% of people who buy a course and never do anything with it. You don't want to be that. You want to be in the other 10% who are learning and executing and implementing that education. If you want to check out the live coaching that is running from the end of February through to April, and you do one module in the course, you can do that in your own time and then you come for an hour of live coaching with me and anyone else who is enrolled.
Now, we've had people from all over the world do the live coaching. Sometimes they'll come to live, other times they'll watch the replays and then send through any questions. That's one of the great things about it. Even if you can't come to every one of those nine sessions, you can send through your questions about that module and I'll answer them live on the call. It's a great way to get coaching from me for nine weeks. At the end of it, you can also opt-in to share your entire marketing plan and strategy with the rest of the team and get feedback from me and other people. I just love doing this. It's one of my favourite things in my business and as I said, if you wanted to get onto the course now and get through most of it before we start or get through a chunk of it, you can find that at marketingforyoursmallbusiness.com.
If you just want to start with the rest of us, you can find all of that out again at marketingforyoursmallbusiness.com. We will kick this off at the end of February, so get in soon. The other thing I wanted to mention is of course, to acknowledge the traditional owners and custodians of this land on which I record this podcast, and that is the Wurrung and Wurundjeri people of the Kulin Nation. And I pay my respects to their elders, past, present, and emerging, and acknowledge that sovereignty has never been ceded. Let's get into today's episode.
Today I thought I would point out three ways that you can get people to fall in love with your business given February 14. Now, there are countless ways to do this and I work with people all day long on their brand and building a brand, not just a business. There are so many things, but I'm going to go through three of them. If you're not already doing these, I would think about how are you going to incorporate these things more into your business. In no particular order, number one sounds very common sense, but sometimes common sense is not that common. The first is to consider how is your business, and how is your product or service improving someone's life. Now, I know that can seem like such a big question and especially I have a lot of times with product owners where they'll be like, "well, it's a product."
I sell books or I sell gifts or I sell this or that. But those things have a massive impact on people's lives. If they feel like, you understand me and you help me pick the perfect gift for my mother's 70th, and they just remember that joy and they're building those memories around that gift that's improving their life. I used to work in a big accessories company and I remember talking to people about this and then saying, "but it's a handbag." Like, really? Does a handbag help someone's life? And I'm like, "yes, it does". It does. If that person feels that that handbag for whatever reason helps them feel more confident in a particular situation or is a signifier to them that they have made it financially to get that bag if that is how they feel that is improving their life.
We've got to notch project our stuff onto other people. In my own business, I work with business owners all day long and I love feeling that I've made a difference. Whether that is them understand their cash flow for the first time, whether it's carving out more time to be with their partner, whether it is them just realizing they don't like a section of their business and they're just doing it for the sake of it and they want to cut that part out. I love it. I have seen people time and time again come through a challenging mindset to one where there's more freedom, there's more flexibility, they are more aware of themselves and their business and how the two interact and it is just such a wonderful thing. The first is to consider how is my business, how is and how I'm providing improving somebody's life.
Am I sticking to that? Am I looking at the way that I work and thinking about that person and how I'm improving their life and tailoring my business to help them? That is the first one, sitting down and figuring out how we do this. And then are we making sure that our systems and processes are there to support us in doing this again and again? And are we taking the time to celebrate what we're doing as a business? The second important one is to understand their problems, understand their frustrations. Now, this is something again when you go through Marketing for Your Small Business or if you work with me, you'll hear a lot of me talking about answering people's frustrations in your marketing before they get in touch with you. You're qualifying people. This is not something that you instantly learn sometimes over time you can start seeing commonalities and frustrations that people have in your particular industry or with your product or service and you can talk about that.
But think about your customer, client, or whatever name you want to call them guest, and think about what are they going through right now and how am I helping to alleviate frustrations or problems. Now, one perfect example recently, and I want to shout them out because it was incredible. I spent part of my summer at Phillip Island. I have been spending part of my summer at Phillip Island in Victoria for three decades at least. We used to have a place down there and I was there and we decided to go out for breakfast as a family. I have a three-year-old and a 10-year-old and it was me and my husband and we were looking at different places. We went to one to have a look at the menu and it was all bit fancy, especially for a three-year-old.
We went to another one and it was just standard eggs and bacon, pancakes, things that kids will eat. We went in, we ordered, and the woman was lovely behind the counter, it's called Cafe Di-leCtable in Cowes Thompson. My kids could not decide what they wanted. They wanted pancakes, but they also wanted eggs and bacon. We decided, why don't you each get one, like one person gets pancakes, one person gets eggs and bacon and we'll just divide it between the two of you. We were thinking the pancakes come with ice cream and maple syrup and then the eggs and bacon. You don't necessarily want ice cream and eggs mixing. I was like, "we'll just have to have to bite it."
Kids and toddlers especially are like, "I want my part, I don't want to have to share." We were thinking about that when it came out. I had said to the woman, "the kids are going to share" and I hadn't thought anything, I just said it when I ordered, the kids are going to share. She came out, and the wonderful woman from Cafe Di-leCtable in Phillip Island came out with the pancakes, two pancakes, one on each plate, two little cups of ice cream, and two little things of maple syrup. And I was like, "you have just alleviated the anxiety that parents have about these kids going to fight, we are going to fight in public." I'm going to have to try and chop it all up and not get things it's going to be a mess. She had alleviated that just by putting two separate plates.
When she came out with the eggs and bacon, she brought a separate plate so that we could divide it up. I was blown away, to be honest. I was like, this doesn't happen in cafes. Even though it takes an extra second to do that, it had such an impact on us, it just made us enjoy the whole thing. The kids felt excited because they felt like they got two separate meals and they felt like they didn't have to share, even though technically they were sharing. It was just such a beautiful moment and such an example of understanding the problems and frustrations that people have when people are coming out for breakfast with young kids. They want to also enjoy breakfast and it's a coastal town. People are on holiday and I think she had said in conversation when I was ordering at the counter something about the holiday and I was like, "yeah, we're finishing up a week here."
She had said, "I know that those kids might argue if they have to share and if we have to equally divide up the pancakes." And just coming out with those two separate plates was such an example of, I understand the problems and frustrations that that woman is going through with her young children and her partner. I'm going to help alleviate that. Again shout out to Cafe Di-leCtable, we will be coming back. It was delicious. The third thing to get people to fall in love with your brand, just as I've fallen in love with Cafe Di-leCtable, is to treat them as humans to build a connection. Now, I talk a lot about humanizing your brand. It's something I talk about a lot in a masterclass in people's masterminds and at different trade shows.
But humanizing your brand is such an important part of growing a business to grow that brand loyalty, to grow that love, and humanizing your brand can look like all sorts of things. It can look like making sure that you've got a note system at your point of sale. If people are coming into your store or coming into your hairdresser or wherever it is that you've got a note on what happened the last time they came in. Maybe in a hairdresser, they came in to get their hair styled for their cousin's wedding and they were so excited because she's been with this guy for 17 years and they're finally getting married. Just a couple of notes there. Nothing that's going into too many privacy issues, but just a couple of notes so that when you come back people are like, "how did the cousin's wedding go?"
Or if somebody's coming into a bookshop, they bought this particular book because they love this author and they've just discovered them on Audible and now they're going to buy the physical book. Putting that stuff in helps people feel that you remember them, that they are counted as a valuable part of your business, and that you appreciate the business, you appreciate that they are coming in and supporting your business. Humanizing your brand can also look like talking more honestly and showing behind the scenes in your business. It can be things like as much as people may not like it, putting your face on camera and showing people who you are putting a photo in your About Us page, putting an actual name in your About Us page so it's not all third party and showing that human connection that can build brand loyalty over time.
I've had so many people that have said to me, "I love your approachable manner", or I remember once I did an Instagram story ages ago when the Instagram story first came about and somebody said to me, "I love that you're just you” like, “I know you and you're just you on camera." Who I meet is just the same as who I'll meet in real life. That is all building connection, it's building trust and that whole no trust principle when you show your humanity. It doesn't have to be in some way that you're not comfortable with, but it could be behind the scenes when you're going on a holiday, it could be behind the scenes of, I love getting my coffee from this place.
You're also doing a little local area marketing there by shouting out the cafe, the cafe that you get your coffee from. All of that can help people feel that there's a genuine connection there and humanize your brand. That is the third point, treat people as people, not just as customers or numbers or data, and connect with them on a human level. That is really about humanizing your brand and showing that in your marketing and your communications. Those are three ways that you can get people to love your brand. Number one make sure that it improves their life, whatever it is that you're selling. Number two, understand problems and frustrations and speak to those. And number three, treat people as people, not as numbers, and build that human connection. That is it for today's quick tip episode, not so quick.
I am gearing up for 13 minutes. I better finish this one up. Thank you so much for listening. If you found this useful, I would love it so much if you might show a little love to me and leave a review of this on Apple or Spotify or wherever you listen to this, it just helps us get found by other small business owners. I'm sending love to everyone out there today, whether you are in a relationship, not in a relationship, in a couple whatever, or you are just loving the solo life. I hope you have a wonderful year ahead and I hope today is a good one. Thanks so much for listening. See you next time. Bye.
Thanks for listening to the My Daily Business Coach podcast. If you want to get in touch, you can do that at mydailybusinesscoach.com or hit me up on Instagram @mydailybusinesscoach.
