205: Branding: Strategically Focus Your Pricing, Content, Client Acquisition, Company Culture, Business Model, Customer Experience, and Identity with Natasha Davis

Published: Dec. 19, 2016, 2 p.m.

Natasha Davis from Impact Branding Consulting says that many business owners confuse marketing (psychological minutiae that let people know your business is present, i.e. t-shirts) with actual branding (pricing, content, client acquisition, culture, business model, expertise you have, identity).\n\n\n\nDon't do so many things that you can't differentiate yourself in a unique way! Branding is the difference between being seen as a "Target" business or a "Dollar Store" business. Decide what type of client you want, and then develop a profile of what that ideal client looks like.\n\nIdentify that ideal client's commonalities and observable behaviors (business size, industry, where they hang out, social networks, how to get in touch, follow-up) and characteristics (what you can only identify by talking to them -- if they're ready to get started and how accountable and coachable they are).\nResources\n\n \tImpact Branding Consulting (Website)\n \tBe Unleashed (Book)\n \tThe Difference Between Marketing and Branding (Blog Post)