Branding Your Clients: Understand Them Inside & Out

Branding yourself is different from branding your clients. 

You’re already in your own head. You know how you want to be represented. You know what you want to say and how you want to say it. You have a strong idea of what you do, who you are, and how you want your audience to perceive you.

When it comes to your clients or prospective clients, you have to speak to them, their values, and get in their head.

How do you do this? Research and ask the right questions.

Let’s break it down.

We like to think of branding differently. We like to think of the companies we work with as a living, breathing entity. Yes, sometimes we’re working with an individual, but for those who have a business (product or service-based), we take the same approach.

Now that they’re thought of as “tangible,” we can start to imagine how they’d show up online. 

• Who are they? 

• What makes them stand out from the crowd? 

• What do they have to offer of value?

But it isn’t enough to answer these questions alone. A good branding strategy includes the research to back it up. Every industry has a different standard for a reason. And that’s where you should start. Figure out what’s working for that field, for that niche, and start to craft a strategy that not only mirrors the industry, but resonates with the client and their company.

Once you know the client and the industry, it’s time to go a bit deeper.

Now it’s time to look at the specific needs and wants of the client’s customers and audience. What do they value? Time saving measures? Cost-effective products? Clean and cruelty-free options? Whatever it is, dial that in to the overall strategy.

To succeed with branding (either yourself or a client) you MUST understand your clients and your audience.

Once you have a brand strategy in place for your client, it’s time to put it into action. And that means engagement. Just because you’re posting regularly does not mean that your audience is resonating with you.

• If you get a comment, like it and respond to it.

• If you get a share, comment on the shared post.

• If you get a follower, thank them for the follow (and follow back if their account interests you or could benefit you.)

At the end of the day, a brand should live in the hearts and minds of its audience, customers, prospects, and clients. Connect with them, engage with them on both a superficial and emotional level, and that will help you solidify your brand in this ever-changing online landscape.