Tag Archive for: brand strategy

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How to Write A Powerful Brand Story

“Why do I need a brand story? Can’t I just talk about my company?” I work often with tech and B2B leaders and hear this from time to time. Given that many of my clients are analytical and logic-oriented thinkers, I get that the concept of a “brand story” seems squishy. Unnecessary. They much prefer to lean into facts and numbers as opposed to storytelling.

But as I counsel them, a brand story is far more effective than numbers and charts. Done right, a brand story will cause your audience to remember you, develop empathy for you, and ultimately care about you.

What’s A Brand Story, Anyway?

A brand story is a communications mechanism that conveys the crux of your brand strategy in a compelling way. It’s a byproduct of your brand strategy, which zeroes in on and defines your company’s inception, what you do and for whom, your mission today and vision for the future. Your brand story is all these elements, but told in a narrative that’s easy to understand and draws people in. 

Neuroscience proves that storytelling is best way to capture people’s attention, bake information into their memories, and forge personal bonds, so brand strategists use a brand story to crystallize your messaging for the people who matter most to you. A brand story has all the essential elements of a traditional story: a protagonist (your customer) who struggles to overcome a challenge (problem) that your product / service solves (solution) so they can go on to do great things (resolution). 

At this point you might be thinking: Wait.
Did she write that correctly? My brand story and I’m not the protagonist?

Hot Tip: It’s Not About You

Your brand story is about your company and your journey but it’s not actually about you. 

It’s understandable that, in developing your brand strategy, you want to convey what your business is all about. But hold that for a minute because your brand story is actually about your customers. It’s about their journey and struggle, and how your products and services help them meet their goals. It’s for business prospects, partners and future employees. And if your brand story is compelling, your audience will not only remember you, but will like you and develop a preference for you, and ultimately be persuaded by you.

Let’s Get Started On Your Narrative

So perhaps you’re considering writing your brand story and using it to effectively tell your company’s story. What are the elements you should work in? You’ll want to use the basic elements of storytelling: context, protagonist, conflict, resolution, denouement. 

Context – the environment in which your business operates. What trends are happening in your sector that you need to be aware of? What competitors are emerging or growing? How are they communicating, what are they saying, how are they capturing attention? Also think about your customers: what trends are they facing that are impacting them? What’s happening culturally that is relevant to your business? Answering these questions help build the context for your story to take hold. 

Protagonist – let’s shift the focus to your customer. What do they need or want? And what does success look like for them, and what is standing in the way of them achieving it? What will happen if they don’t achieve success? Why have they turned to your company – what do you offer them that they need in order to achieve their wants? 

You’ll want to go deeper into these questions and get at the customer mindset to address that mindset in your brand communications. What do they believe about your category? What beliefs do they hold about themselves in relation to your category? How do they approach your category: with joy or hesitation? Why do they hesitate (if they do)? What are they currently using (competitor or substitute offering) if they aren’t using your product? Why is this attractive for them? 

In designing your Protagonist section, you will want to be able to frame their mindset, articulate why they turn to you, what they deeply value that you offer. These are important feeds for the next section.

Conflict is Crucial to Your Brand Story

I always tell clients, “there is no story without conflict.” It’s crucial to every story, and especially to understanding what your clients value about your offering. You’ll want to examine what truly vexes your customer. Where is there palpable tension in their journey to reach success? What do they struggle with? 

Many times, the Context section of your brand story can provide insights into the Conflict – it could be a cultural trend shaping the industry, or a challenge they are grappling with as a result of new market trends. Or it becomes apparent when exploring the protagonist and understanding their mindset, or their hesitation towards the category. 

It’s important to highlight the conflict in your brand story, so your brand can address how it tackles this tension for the protagonist, and how it helps your protagonist win.

Some examples:

  • A timely example for Tax Season: TurboTax’s campaign “All People Are Tax People” focuses on the conflict that ordinary people face in doing their taxes. It seems ordinary people are able to achieve all manner of great things in their lives, but these same people suddenly feel hopelessly confused and incompetent when it comes to doing taxes. As a result, they hesitate and avoid doing their taxes, or overpay someone to do their taxes for them. The conflict in this story is feeling incompetent. The fix is that TurboTax software overcomes that.
  • A client we recently worked with is in the criminal justice research space. In writing their brand story, we realized the context of their story – the increasing polarization of America and the politicization of our judicial system  – was central to how their products and offerings would be received by their target audience. The problem is polarization and politicization. The fix is unbiased, nonpartisan and high caliber criminal justice research.
  • Hello Fresh!, a food service and delivery company, realized its target customer desperately wants to cook but lacks the time for grocery shopping, prep work (like chopping), or creativity in coming up with new meal ideas. The conflict is prep time, shopping time, and research (coming up with creative meal ideas). The fix is to provide everything needed except the cooking so their customers can feel like a creative chef at home.

Resolution: The Focus Shifts to Your Role

Once the Context, Protagonist and Conflict have been mapped out, your story shifts to focus on how your brand addresses these issues. In the resolution section, the basic brand aspects are addressed, such as:

  • brand features and attributes (what your offering delivers);
  • functional benefits (what your customers get when they partner with you);
  • emotional benefits (what they feel as a result of working with you); 
  • your key differentiator – that which sets you apart from the competition that your customers deeply value that few can emulate;
  • your values – what behavior informs you and your team and allows you to live into your brand promise;
  • what you promise your customers with every interaction;
  • proof points – important reasons for your customers to believe in your brand promise and trust your brand;
  • your brand mission and your brand vision;
  • your brand archetype (for more on this, you can read this post), and
  • the Big Idea behind your brand – what you ultimately stand for.

How Your Brand Story Comes Together

The Denouement section pulls it all together. It shows how the resolution section is conveyed in your tagline, your brand colors, font selection and logo design. It showcases how your brand attributes and differentiator comes together on your website with suggested copy that explains how you do what you do better than anyone else (and why it matters to your target). There might be a particular methodology to help explain your approach in a way that highlights how your approach is unique. Or there might be a creative mechanism to better bring your brand archetype and brand personality to life. 

The idea in the denouement section is to show you how your brand articulation – the resolution section of your story – addresses the protagonist’s struggle and the conflict they are wrestling with, and demonstrates how to “solve” that conflict in various communications touch points.

If you’re designing your own brand story, you can definitely do a lot of this heavy lifting on your own! This article might be helpful in getting at your protagonist’s mindset. And this article might be helpful in understanding the nuances of functional versus emotional benefits. This article might also be helpful in articulating your proof points – what they are, and why you need them spelled out succinctly.

Finally, if you’re stuck and need help, or want to bypass the DIY and hire a bonafide professional strategist, we’re here to help. We’ve got over two decades of branding experience helping make brands magnetic to success. We can do that for your company, as well.

Magnetic Brand Strategy is located in Northern Virginia and serves a global market seeking a methodical approach to branding. Learn more about us.

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Marketing Strategy: How to Grow Your Brand

You’ve done the work and landed on a shiny new brand strategy. Congratulations! But let’s not shove all that great thinking in some folder, never to be looked at again. You need to activate your brand so you can start growing your business with intention. Which means: you need a marketing strategy. You need to attract the right customers. You need to know what to say to attract them. And you need to know what marketing tactics will work. In other words: you need a marketing strategy. 

Marketing Strategy: How to Tell Your Brand Story

What’s a Marketing Strategy? It’s the blueprint for what to convey and the tactics you’ll use to engage your audience and fulfill your brand strategy. Consider that you’ve suddenly got all these brand elements to talk about: attributes, benefits, values, and more. If you randomly shout these out to the Universe, your message will be muddy, your audience confused, and as I like to say: a confused shopper never buys. 

Importantly, there’s a sequence to bringing up various parts of your brand at the right time — just like telling a joke, where timing & the punchline is everything. If you do your marketing right, your prospect will quickly go from skeptical to persuaded. So what’s the right sequence? And what approaches are the right ones for your audience? 

A Review: the Customer Journey

Before we begin, it’s helpful to review the journey that your customer takes as s/he becomes familiar with your brand. This article details the Customer Journey and the various stages your customers travel as they come to love your brand (unaware > aware > consideration > purchase > loyal). It also highlights what to convey at those particular journey points. It’s a great primer to get your customers to fall in like with you, and I would re-include it here, but since this post can’t be 15 pages long, I *highly* recommend you read it. 

Build Your Marketing Strategy

There are steps to take in building out a Marketing Strategy, or communications strategy. They are as follows: 

  1. Identify your business problem. Depending on your business – and the problem(s) that you want your marketing to solve – your communications strategy will vary. If you have great repeat business but want to grow and need more customers, focus on customer acquisition. If you have brand awareness but aren’t closing customers, you’ll need a stronger consideration-to-purchase strategy. Or for those of you who need help with re-engagement: you’ll need to strengthen your retention game. You get the idea. Your plan depends on what you’re trying to solve, so make sure you problem-find correctly the first time. 
  2. Understand your key audience. Whether you want to farm existing customers for additional business or bring in new customers, you need to understand their needs and mindset. This article can help you define your customer profile and get clear about who you are targeting.  Missing some information? This article on customer insights can help as well. 
  3. Determine your media channels and marketing tactics. There are numerous marketing tools you can use to reach your audience, as you’ll read about in a minute. Determine what’s right for your customers and your team and choose tactics that work for you both.
  4. Create a communications schedule. This is super-effective in keeping you on track and making sure you’re consistent with your brand messaging. Your brand is what you do and say consistently, so have a system in place to deliver your brand consistently to your audience.
  5. Monitor, evaluate and tweak. Constantly monitor your results to understand what’s landing and if you’re moving closer to achieving your goals. If something didn’t work, make a note and better it or swap it out for another tactic.

Once you’ve determined your business problem and your audience, explore media channels and marketing tactics to help reach those customers. As an example, let’s take a look at how you might deploy a marketing strategy to mine existing customers for additional business.

A Marketing Strategy to Mine Existing Customers

If your business problem is new revenue growth, the easiest route to growth is through your existing customer base. Moving a prospect from unaware to purchase is waaaaaaaaaayyyyyy more time and resource-intensive than reaching out to an existing customer who already knows you, has done business with you, appreciates the value you provide, and might not know about another service you provide that could benefit them greatly. 

There are many different tactics to use in engaging existing customers. Some effective ones I can recommend include: 

  • Blog / video posts – Create content that informs, educates or inspires your customers about the other services you additionally provide (“XYZ Services”) that they might not know about. Once you have this content, you can repurpose it effortlessly across other channels, like newsletters, social and the like;
  • Newsletters & e-blasts – Your chance to tell your customers about YXZ services in a format that comes directly to their inbox;
  • Customer case studies – If you’re known for ABC services, share a customer case study about XYZ services that you also offer so you can show (not tell) how XYZ services can help them succeed (this read can help you do that);
  • Testimonials – In their words, how your customers benefit from XYZ services, and what they deeply and disproportionately value about XYZ services;
  • SEO / keyword analysis – Get your business ranked on Google and appear in search results for ABC services and XYZ services that you provide;
  • Customer feedback – learn directly from the source what your customers need / want and how you can help them;
  • Speaking opportunities (including podcasts) – Great opportunities to showcase your expertise and discuss XYZ services while reaching new and existing audiences;
  • Social (e.g., LinkedIn or Instagram) – Meet your customers where they are, and share information about XYZ services that you offer in a way that informs, educates and inspires;
  • Networking – Meet your customers where they are and build rapport;
  • Promotions – Creative ways to help them over the finish line and re-engage you with XYZ services. 

There are other tactics, but for most B2B companies looking to drive retention, this is a strong, great start. Revisit what your target audience will be most receptive to and build your plan. Make sure to be realistic about what you and your team can accomplish, since this list is extensive. 

A Marketing Strategy to Build Brand Awareness

Let’s look at another comms plan: how to create brand awareness. What marketing tactics can you employ to generate brand awareness?  This approach is much harder (and more expensive), because you’re going after new customers who aren’t familiar with your brand. Some options for you to consider include: 

  • SEO / keyword analysis – Prospects will do a Google search to find out what companies offer services in your sector. You want to make sure your business ranks high on Google so appear prominently in search results for the services you provide;
  • Blog / video posts – Once prospects learn about your company, they’ll come to your site. You’ll want to offer them content that informs, educates or inspires them to take action. Particularly in B2B, folks are persuaded by content that showcases expertise and approach;
  • Paid Media – Advertising tactics such as Google ad words, ads on social and other means to build awareness of your brand with your target audience;
  • Newsletters and e-blasts – Create a separate newsletter for prospects, and then share content that informs & inspires them to learn more about your services in a format that comes directly to their inbox;
  • Customer case studies – These are fantastic prospect conversion tools. Case studies are your chance to show, not tell, how your services help solve a customer’s challenge (this read can help you write powerful case studies);
  • Testimonials – These are powerful in helping prospects see how satisfied other customers are with your services. They are particularly effective because it’s in a customer’s own words how they benefited from your offering;
  • Customer feedback – Reach out to learn from your best customers what they value, so you can communicate those benefits to prospects who value those aspects as well;
  • Social (e.g., LinkedIn or Instagram) – Meet your prospects where they are, and share content that informs, educates and inspires – here, you can repurpose many parts of your blog posts;
  • Networking – Meet your prospects where they are and build rapport;
  • Speaking opportunities (including podcasts) – Great opportunities to showcase your expertise and reach new audiences;
  • Conferences & events – Meet your prospects where they are and build rapport;
  • Promotions – Creative ways to help them over the finish line and sign up to purchase. 

You’ll realize that many of the tools used for retention can also work for acquisition. What’s different is what to convey. You’ll want to change your messaging to be relevant to a prospect. Help them understand your approach and services and the value you provide, and perhaps why you are different from the competition. This content is different from your existing customers who might already be familiar with the value you provide, but they’re not aware of other services you also offer.

Know Yourself… And Your Audience

This >>almost<< goes without saying, but… 

You need to be clear what you’re going to upsell your customers and if there’s a clear desire for your additional offering. Spend the time to ensure you can offer what they need and want without overtaxing your resources. Avoid setting your business up for catastrophic success. 

(Not sure what they need & want? Skip down to the “Customer Feedback” section of this post) 

And study what marketing tactics are right for your audience. Are your customers on LinkedIn? Are they regular attendees at networking events? Do they respond well to newsletters? Then you need to be meeting them where they’re at. If you don’t know what tactics are right for your customers: visit the “Customer Feedback” section. 

Finally, doing these marketing initiatives is a sizable task, so determine what’s right for your business and what you / your team can readily deploy. Then build a schedule so you generate content regularly. I’ve said this earlier, but it bears repeating: your brand is what you say and do consistently. Sending out a newsletter 1x / month is better than hitting three tactics in one month and then peace-ing out for the year. Don’t be that brand.

Customer Feedback

‘Well this all sounds easy,’ you say, ‘but I don’t know what my customers like or need, or if they read newsletters or if they’re on LinkedIn or not! How do I figure that out?’

Easy. Ask them. 

I ask my clients to schedule quarterly / semi-annually check-in chats to see how their customers are doing. This is to understand how they’re liking your services, and what you can do to make their lives better / easier / more fabulous. Not only does this garner goodwill for your business; it makes your customers feel seen, engendering loyalty. And in your quick 20-minute chat, you’ll have the opportunity to learn about other issues they might have (that you can possibly help them out with) while asking them how they prefer to learn about your other services. 

I’m channeling Yoda for all of you when I tell you: just do it. Don’t argue or half-attempt this. Just do the work.

Channeling Yoda.

I can’t count the number of clients I cajole into this who always come around and thank me later. Please reach out and talk to your customers. Trust me. If you’re not regularly talking to your customers, I promise you: you’re leaving the door open for your competitors, who will.

Customize Your Marketing Strategy

I hope this article has helped you realize there are lots of available tools to accomplish your marketing goals, but first and foremost, you need to have a plan to meet your objectives. You should have some good ideas for how to start drafting your plan. If you need help, we’re pleased to announce that Magnetic Brand Strategy is now also offering communications & marketing services in addition to brand strategy. Reach out and let us help make your brand magnetic to success. 

Magnetic Brand Strategy, located in Northern Virginia, serves a global market seeking a methodical approach to branding. Learn more about us.

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Brand Consistency: How to Catapult Your Business for Growth

When business leaders start considering branding for their business, there’s a desire to focus on visual design factors: naming, colors, fonts, logo and so on. ​​These are important, but there’s much more to branding than visual assets. Your brand is what you do and say consistently. It doesn’t matter how great your brand strategy is; if you haven’t got brand consistency, you haven’t got a brand or an effective strategy.

If you want to grow your business intentionally – as opposed to accidentally – you need to:

  • Define what your brand stands for, 
  • The value your brand brings, and 
  • Who will most benefit from it

and then convey that consistently at every touchpoint. It’s not just enough to refresh your website; you need to relay this message over and again until your message sinks in. When your prospects can clearly identify you with distinction, that’s the moment they recognize your brand, trust your brand, feel connected to it and want to engage with your brand. 

Is consistency responsible for growing your business? In short: absolutely. But before we explain the benefits of brand consistency and how you can build it for your business, let’s define it so we’re on the same page. 

What is Brand Consistency?

When developing a sharp brand strategy, a critical component is brand consistency. Your marketing and communications messaging has got to match with the experience of your customer at every touchpoint. Brand consistency is when your marketing and communications reflect what your brand is all about: the benefits you deliver, the values your brand embodies and the promise your business makes to every customer. Brand consistency is when you’re walking the walk and talking the talk, and everything is aligned.

This also extends to your brand look and feel (your visual identity elements, including brand tone and voice) so every aspect of your brand is in sync with what you put out there. Brand consistency is what you do and what you say about your business, day in and day out, with every touchpoint and for every customer.

Why be consistent?

Let’s take an example: a personal interaction. When you start getting to know a person, you begin to develop opinions, ideas and assumptions about them based on your interactions. If they are dressed in a business suit one day, Bermuda shorts and a shredded t-shirt the next, and then they show up in a Spiderman suit another time, it may be hard to nail down exactly who they are and what they are all about.

Hilarious. But reliable? Dependable? An extension of your brand? 

Now imagine this person is someone you’re considering hiring. Wouldn’t you be concerned about their consistency in their work based on their inconsistent appearance? You might think twice before bringing them into your business because while they’re hilarious, they’re also unpredictable, and you never quite know who’s going to show up at work.

Your customers can feel the same about your brand if you aren’t consistent. If your social media voice is whimsical and silly but your product packaging is sterile and plain, you’re sending mixed signals that will confuse and leave them feeling like your brand is incoherent and can’t be trusted.

The Benefits of Brand Consistency

The truth is people trust brands they recognize. But brand consistency goes beyond recognition; it’s about helping your customers get to know you on a deeper level. When a customer feels like they know your brand and can trust you, they are more likely to connect with your brand and engage with your business. 

Consistency Builds Recognition

One of the many reasons you should build a brand is so customers can recognize and remember your business. When people recognize your brand on their social media feeds, at a conference or in their inbox, they are more likely to think of your brand at purchase time.

Note: This can take a while!

On average, a prospect needs to see a brand message many, many times before taking action. And while constantly putting your brand out there might feel repetitive for you, remember that your customer isn’t only thinking about your brand. She has a zillion different things on her mind and your brand is just one voice of many. But know that if you are consistent with your messaging and it’s compelling, over time, your message will sink in.

For this reason, you should brand your business, and your brand should be consistent, not just in look and feel, but in messaging across all marketing channels and most especially in the customer experience. Customers should see your brand values in action, and they should be able to recall those values when they see your logo. When you and your team create “on-brand” experiences that positively resonate with your customers, you are building recognition, differentiation and loyalty over your competition. For more on this, see the section below on customer experience.

Consistency Builds Trust

Brand consistency also builds a dependable experience and people crave dependability. As the past year and a half can attest, uncertainty is unsettling. There’s great comfort in knowing you can get exactly what you expect from a known brand. A big reason we frequent Dunkin’ Donuts or McDonald’s is that we know the experience we’re going to have, and there’s comfort in that consistency, even if we aren’t getting the world’s best donuts or burger.

Consistency makes customers have more positive feelings toward your brand. Customers should know what to expect and what the outcome will be. When it comes to brand consistency, dependability is critical because it builds trust. If your message is clear and consistent and your content matches the customer experience, you will be seen as dependable and your prospects will develop a deep trust in your business. If they feel like your brand is constantly changing, they will be confused and assume that they can’t trust your business. They will start thinking that your business and its values could change at any moment.

Consistency Builds Connection

When your customers know your brand, it is easier for them to identify with your mission and values. That connection will increase the chances of them purchasing one of your products or services, or recommending your business to others. In fact, 64% of consumers say that having shared values is one of the top reasons they trust a brand.

You want your business to trigger certain positive emotions in your customer. Those emotions can then be evoked when the consumer sees your brand’s logo or hears your brand’s name. Consumers that feel connected to you and your mission are more likely to be loyal to your business.

How to Develop a Consistent Brand

How do we build a consistent brand? Two simple steps: 

1) it requires you getting your brand and story straight; and 

2) you need to put it out there on high repeat. 

To do this, you need to get clear about your branding: what your brand stands for, the value you provide, and who you’re targeting (this blog post can help and this one is good as well). Then you’ll want to design all aspects of your brand (the customer experience, your content, your team and customer interactions, your site and also design elements like your colors, font, logo, etc.) to mirror your brand. This way, your customers and prospects start to see you consistently, from every angle. Below are a few additional pointers to develop brand consistency. 

Nail Your Core Brand Elements, First

Many people feel they need to focus on visual brand cues, but brand values, your brand promise, and even your brand voice and tone are much more important to the impact your brand will leave on your customers. What do you promise your customers, with every interaction? How does your brand treat people? What do you promise your customers, with every interaction? How does your brand treat people? What do you want people to think of when they imagine your business? Answer those questions before getting caught up on the visual assets. Your outward appearance might change, but your core identity should remain.

Once you have these core elements down, take them to a trusted graphic designer who can bring them to life visually and stylistically, so your appearance matches your brand essence.

Build an extraordinary customer experience

Your brand is nothing without an extraordinary customer experience. For all the branding elements I talk about regularly on this blog and in my business, brand strategy is just hype if the customer experience doesn’t live up. It’s critical to make sure your customer experiences the version of your brand you have always sought to deliver. You need to map out what you envision the customer experience to be, and how you and your team can bring that to reality. Then seek out KPIs and other measurements to ensure these are being met.

Not sure about the experience your customers are getting? Ask them. I can’t stress enough how important it is to check in regularly with your customers and ask them for honest feedback. We all have blind spots. Many leaders are often so driven on certain aspects of our business that we overlook other important aspects to the detriment of our long-term brand health and business growth. This blog post on reaching out to customers for their insights can be a good read. 

Develop a Communications Strategy

Once you’ve got your brand developed, you need to get it out there. A consistent communications strategy and schedule can help identify your target audience, the right messaging and where to intercept them, and can help you time your marketing communications, so your brand appears regularly in front of your target customers. This article can help you design your communications strategy and put it into action. 

Above all, remember that your brand is what you do and say consistently, so lean into that. Be realistic about what you and your team can deliver from a marketing and communications standpoint. If you need help in bringing a robust, consistent brand to life, reach out to us; we’re here to help and ready to make your business magnetic to success. 

 

Magnetic Brand Strategy, located in Northern Virginia, serves a global market seeking a methodical approach to branding. Learn more about us.

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Priority: Branding or Marketing?

Branding and marketing are essential to helping drive growth, and it doesn’t matter if you’re a startup or if you’ve been around for decades. But what’s the difference between the two, and what do you need right now: branding or marketing? Let’s do some quick definitions and help determine what you need.

What is Branding?

A brand is what you stand for and it’s what you say about your business. As Simon Sinek likes to say: It’s your WHY. Brand creates an expectation in the mind of your customer – and brand lives up to that expectation. It defines your customer’s pain points and addresses how you’re their solution, and it highlights how you’re different from the competition. It underscores your unique value proposition for winning. Brand captures your company’s heritage and your reason for being; it embodies your business vision and where you want to go. It is a North Star for you and your team.

What is Marketing?

Marketing is the tools you use to deliver your brand message. It’s how you convey your WHY. Swag, newsletters, website, social media strategy: these are the means to deliver your brand message. Marketing covers a vast area of business, including website + SEO; social; content; newsletters; collateral; design (logo, font, colors, etc); Go-to-market; influencer; retention strategies…and more.

Branding precedes marketing. It’s essential to define what your business stands for before you begin your marketing efforts. What should your new logo convey? Who is your ideal target customer? What should your newsletter be all about? If you’re doing marketing first, answering these questions can be frustrating and confusing. Brand avoids all the confusion. Brand is your roadmap, your North Star that tells you everything you need to know.

What is your Priority?

Branding or Marketing: what should you focus on? Here are a few statements to assess your business needs:

  • I know my company’s core principles and values, and can articulate what we stand for. We know our WHY.
  • We know our brand’s purpose for being, and what gap we fill in the marketplace.
  • I am clear about my Unique Value Proposition and what differentiates me from my competition.
  • We know who our target customers are and understand their psychological drivers and mindset.
  • I know what messages will best resonate with my target customers.
  • I know where to find my target customers and how to engage them in a genuine, compelling way.
  • Our communication materials – my website, collateral, business cards and logo – convey my brand and what it stands for in a way that captures my target customers’ attention.
  • My brand tells a story; it talks about customer pain points, how we solve those pain points, and how my customers are better for working with us.  Our brand story is compelling to those I’m trying to reach.

If you can answer these statements easily, you need marketing and we’re happy to recommend some great leaders in this space. If, however, you’re not quite sure what you stand for and how to attract your ideal customers, then you might need some branding. That’s where we come in.

At Magnetic Current we firmly believe you are your brand’s best storyteller and help a lot of companies DIY branding themselves (read this post for more on this). That said: we’re also skilled brand builders and storytellers. If you need help with your brand, connect with us and let’s make you magnetic to growth.