MYTH 5: “I let my work do the selling for me, if it’s good, they’ll buy. So branding doesn’t matter.”
I can imagine you put your whole heart into your work. It’s your pride and joy, after all, your offering to the world and it makes you genuinely happy. Let me paint the picture for you: You had that crazy, burning idea - a way to create a better life for yourself, for your family. Freedom, flexibility. Something different. You have a skill, a product, something you can sell and something you can say that will impact others. So you take the plunge, you work evenings and weekends on this idea. You are exhausted after a long week but you know if you can just get this business and blog up and running, everything will change. You won’t be exhausted anymore.
You quickly realise that you need to invest more than just your time. You are happy to do this, remember, this business and blog is a game changer for you. You produce your product, you list your services and you spend hours slaving over your blog posts to make sure that it’s the exact info your people need. You have invested so much money and time and more than anything, you have invested a piece of yourself.
Here’s the thing, without a brand identity that connects with your people, the product, service or blog you put your heart into, it will not sell. And here’s why: Branding connects your brand with your ideal customers and readers. It establishes relationships and builds trust. Without it, your brand is essentially a stranger to the people you so desperately want to serve!
THE FIX: Like Myth 2, this fix is all about mindset. Realising that for all the effort you put into creating your product, services or blog content; equal effort should be invested into your branding. Why? Because you have already invested so much time, money and soul into what you are selling, so your brand really deserves a little attention too!
Think about brands and bloggers you really love. What is it about them that you connect with? And more importantly, would you feel so connected with them if they didn’t have the branding that they do?
My guess is that their branding plays a huge role in how you feel about them and there is one very good reason for this: good branding makes us feel more like ourselves, more authentic and more powerful than you would without it. Essentially, when we look at a brand, we are measure the degree to which we feel it reflects our ideal self. The YOU that you want to be. If a brand can’t establish that connection with their customers, then it’s likely they won’t even get to the point of browsing your products and services, and reading your blog.