The Small Business Beacon

How Your Brand Attracts Your Audience

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How Your Brand Attracts Your Audience

Contributed by Idea Collective Member:

Abbey Harrison

Abbey Harrison

Founder & Chief Marketing Strategist at Assist for the Win

Like getting ready for a date – you’re not going to wear just any old thing! You’re going to wear something that you think will attract the person you’re interested in, right?! Your brand is no different. The visuals you use and the messaging you share should work like pheromones, attracting the right people and repelling the folks that aren’t a good fit for what you have to offer.

We urge you to take as much care in designing your brand as you would if you’re getting ready for a date after a year of quarantining. Oh wait, too soon? 

Feeling Emotional

We’ll keep saying it until it gets through to people: your brand is NOT your logo. Your brand is actually the feeling someone gets whenever they see or interact with you or your business. We are emotional buyers. While we use logic to help make a big decision, it’s the emotion behind the logic that causes us to pull the trigger. Not making this up. You can read about the subconscious emotions that influence our buying behaviors HERE

That means an effective branding strategy revolves around ONE question: how do you want people to FEEL?
Color Psychology

While your brand is SO MUCH MORE than your fonts, colors, and logo – this concept sticks (like old chewing gum) because the visuals we use in our brand are so powerful. However, did you know that colors hold emotions? YUP! The science of color is absolutely amazing. 

For example, yellow and red are colors that make us hungry. What brand colors does McDonald’s use? BOOM!

Instead of picking a color because you like it, or because it’s your favorite color, it’s important to do some digging into the emotions that are associated with the colors you choose. Do they match up with the feelings you want your audience to have? 

How Your Brand Attracts Your Audience
Creating a Personality

If branding is an emotional process, that really humanizes the whole experience. What if your brand was a person? 

  • What would your brand do when bored?
  • Where does your brand hang out?
  • What does your brand like to eat?
  • Where would your brand go on vacation?
  • Who is your brand's community or tribe?
  • IF your brand threw a party, what would be the vibe?

It may feel silly, but taking time to think about and answer these questions will flesh out your brand in a way that feels right to both you and your ideal audience. It will also help you when writing your brand messaging and creating marketing materials for your business.

If you have any questions about branding, you can find me in the Idea Collective!

abbey harrison

Contributed by

Abbey Harrison

Chief Marketing Strategist

I am the Owner and Chief Marketing Strategist of Assist for the Win, a digital marketing company, where we help small businesses elevate their brand, position their authority and drive results with our online marketing strategies and services. My mission is to partner with small business owners nationwide to elevate and manage their online marketing and social strategies so they can run their businesses without marketing worries

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