Episode 501: Desired Brand Effect – 3-Year Book Anniversary + New Workbook
I published the Desired Brand Effect 3 years ago this week, and thanks to you it not only became a bestseller – but helped many jewelry brands finally find their brand voice and raise themselves above the competition.
(Haven’t read it yet? Buy it here)
One common request I get is for a workbook that goes along with the book and makes it easier to implement all the life-changing advice.
So today I’m happy to announce the Desired Sharing Proposition Brand Guidelines.
Strong brands have great messaging, visual branding, and personality.
You can use the Desired Sharing Proposition Brand Guidelines to create your visual voice, tone, and messaging and as a jumping-off point for your business building and marketing.
Today’s podcast episode is all about what you need to know to create your Desired Brand Effect, fill out your Brand Guidelines, and start making those sales!
Today’s podcast episode starts with me celebrating 3 years since writing the first iteration of my life’s work – the Desired Brand Effect. I reveal the details surrounding its publication and celebrate the successes of the many Jewelry Businesses whose founders took its ideas and put them to work.
The first key principle I cover is your Desired Sharing Proposition. It’s basically your USP on fire. Traditional USPs no longer work because the Jewelry market has become quite saturated, so I talk about what you need to separate your Jewelry Brand from your competitors and turn your customers into raving fans.
Then I talk about Core Crossover Values. Your business’s core values should align with what your ideal customers find most important. However, it is important that you don’t go overboard and create too many. I go over how many core values your business should express and how to communicate them (because it’s not just the what, but also the way you express them that matters)
I take a moment to talk about accountability. Taking responsibility for your success is critical – as everything I’m giving you here won’t do you any good if you don’t go out and actually put in the work. We all have excuses and life that gets in the way – so taking personal responsibility for your business is the first step towards reaching the success you want in your life and career.
Then I talk about your Brand Story.This is what is usually featured in Author Bios and About Pages – and is usually told wrong. Your brand’s story should not put you as the focus, but rather your customer – her dreams and values. I give you examples of some awesome brand stories told by friends and students of mine.
Let’s face it – Jewelry is not a necessity but an emotional purchase. So if you want to sell more Jewelry to more customers, you MUST create an emotional connection with them. This is not optional. I give you ways to create an emotional resonance with your ideal customers through your visual identity and brand voice.
Your brand’s visual identity is hugely important – so I spend some time talking about specific things you should do and look out for when choosing how your brand will look.
Then I give two examples of companies targeting different types of markets and what they do to attract their (very different) ideal customers. The key factor is alignment – and I explain how they put together all the pieces I’ve talked about in this episode to create a Brand Effect that works.If your brand has all the pieces, but they do not align with each other, you will not achieve the Desired Brand Effect you’re looking for.
Then I talk about how to dive deeper to really get to know and understand your ideal customers.I follow up with common branding mistakes that other people make and that you will want to take care to avoid.
I finish up with some quick wins you can do now to polish up your brand and start attracting more of your ideal clients.
In this episode, you’ll learn:
- [01:04] 3-Year Bestselling Book Anniversary + Desired Sharing Proposition Brand Guidelines
- [03:00] Why I wrote the Desired Brand Effect
- [04:08] Stand out and create raving fans with your Desired Sharing Proposition – Your USP on 🔥
- [07:57] Core Crossover Values – Communicate how your business’s core values align with your customers’
- [10:11] Accountability – Eliminate excuses and take responsibility for your business’s success
- [12:50] Your Brand Story – Making your customers the focus of your story
- [14:54] Emotional connection – what makes jewelry customers buy more
- [16:07] Visual Identity – how your band creates an experience for your customer
- [18:20] Brand Alignment – what separates the brands that work from the brands that don’t
- [24:52] Dive Deeper – ways to really get to know your customers and what they are looking for
- [28:51] Common branding mistakes to avoid
- [29:41] Quick wins you can implement today
xo, Tracy
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Links:
Buy the Desired Sharing Proposition Brand Guidelines.
Subscribe to my ‘Sales on Repeat' Private Podcast
Buy My Bestselling Book: The Desired Brand Effect (3-Year Anniversary!)