Welcome to
Build the Brand then the CommunityGetting your community to know, like and trust you
Revisit Your Brand Identity
Your community needs to reflect your existing branding so that it’s consistent with your other business activities. Therefore, your branding needs to be appropriate.
For most people, the introduction of a new project like this provides an opportunity to revisit, and perhaps revise, their branding.
Start by asking yourself how relevant your current branding is to the type of community you want to create. Look back at the motivating factors you identified in the last lesson, so you know what you’re aiming for.
Here’s an example:
Suppose that up to now, you’ve run a hard-sell operation represented by bold and bright colors and harsh images. You now want to create a community about support and encouragement. It’s likely that the old branding won’t fit. You’d want to choose softer colors and less aggressive visuals to convey the message that you’re here to help.
Your personality, along with your promise of value and quality, is what brands you. That personality will shine through in your community where you’ll be building a deeper connection than usual. It needs to be reflected in your brand. Are you a fun, laid back organization? Are you a serious, professional outfit? Is yours a technical, geeky business?
Your branding needs to be consistent with the service you’re providing through your new community. Look at it critically to see if there’s any mismatch and make any refinements you need before you proceed with building your community.
Community Values
One of the key intentions of most communities is to provide a space where like-minded people can communicate. It’s where those who share the same values hang out.
Remember, a community is a two-way conversation. You want people to interact and to share. You want to build a tribe of loyal followers.
The key to doing this is to attract people who share your values. Take some time to focus on the values you wish to promote as part of your brand message. These can be things like integrity, authenticity, honesty, tolerance, and so on.
When you clearly communicate your values, people can decide to opt-in or not, but those who do will be on the same wavelength and already on the road to becoming brand ambassadors.
Promote a Clear Brand Message
Your brand message is a combination of all aspects of your branding. It’s the synthesis of what you and your business is all about. It’s what you write on your web pages and convey through your sales copy. It’s crucial to your brand community.
Your brand message also promotes your unique value, which is the promise you make to your customers. It’s your chance to position yourself in the marketplace and set yourself apart from the competition.
Get clear on what your unique value is before you go any further.
Your brand message also conveys the benefits of your offering in a deeper sense. For example, a restaurant provides food, but it may brand itself as a fun place that brings the family together. An online platform provider which is technically advanced may emphasize how it puts its users in touch with a global audience. A hair salon may cut your hair well, but might claim to make you feel the best you’ve ever felt.
Write the brand message for your community to include your:
- Personality
- Values
- Unique Value
- Benefits
Key Takeaways:
- Keep your branding consistent with the service you’re providing through your new community
- Get clear about your values to attract people who share them
Action Steps:
- Review your branding. In what ways is it consistent with the brand you want to convey in your community? If it isn’t consistent, then what revisions do you need to make?
- Revisit your values (brand and community). Choose the values you want your community to exhibit.
- Write a summary description of your brand and its values which you will use as your brand message for your community.
Cracking the Rich Code
"Whether you’ve been stuck on the sidelines waiting for the “right time” to launch your business or struggling to “generate” the life changing results from your business- This is your time to start saying “YES” to opportunity and “NO” to the noise. 100% of us entrepreneurs need answers and solutions. Join me to get updated on what it takes to prepare yourself and stay ahead of this changing business world."
