You meet a potential lead an elevator and they ask, “What do you do?” Do you have your elevator pitch ready? Is it impactful?
It’s important to know your brand and niche like the palm of your hand. Branding is more than just a savvy marketing buzzword.
What exactly is a brand?
Both Walmart and Tiffany’s sell .03 carat diamonds. Which is going to be more expensive, and why? Branding is who you are as a company. It’s all of the visuals, emotions, history, marketing and perceived fabulousness behind an entity. Branding matters and it will directly affect your value and revenue.
Clients will pay more for what they perceive to be “the best”. As a designer, you are selling feelings and an experience as much as a finished “product”.
Questions you should be asking:
- Who is my target audience?
- Where does my target audience shop and why?
- Who are my competitors?
- What sets me apart?
- Does my in-print and online presence match who I want to be?
Dress for the job you want.
Much like dressing up for an interview, your in-print and online presence need to make a great impression and leave a positive impact on prospective clients. Once you’ve answered the questions above, you’ll have an idea of how you want to “dress up” your brand for potential leads.
Find your niche.
You can’t be everything to everyone. From a marketing standpoint, taking on anything and everything can not only be debilitating to your brand, but it can make your reach too wide-spread. The trick is to be versatile while finding that “special something” that sets you apart from other designers in your area.
Once you know who you are, you can begin getting the clients you need to become the designer you want to be.
The C&J Team