The Complete Strategy Steps Checklist
Continue reading17 Strategy Steps to Build Your Brand
How a Single Mom Turned Solopreneur
"Excuse me while I succeed."
"Excuse me while I succeed."
"Excuse me while I succeed."
Dr. Somar was a professional working woman and mother of two young children. She had always aspired to become an entrepreneur and start her own business but never found the courage to break away from the stability of her 9-5 job. She knew that she could sustain the cost of living for up to one year without a paycheck. Yet, her fear of the unknown and lack of experience with startups, branding and marketing held her back. But she knew there was a market for her aspiring business and this was the conviction that kept her awake at night. Besides, the new venture would benefit from her entire skill set.
“Follow your passion — and if you don’t know what it is, realize that one reason for your existence on earth is to find it.” —Oprah Winfrey
Not sure who to turn to for advice, she reached out to a friend who referred her to Marvelous MeeMee. It was a Wednesday morning when she called to consult with Michelle. Dr. Somar was a bit reluctant to divulge any details of her business idea, so Michelle offered to sign a Non-Disclosure Agreement. Then, she offered the Doctor a lot of advice on how she could start a new business without leaving her day job. During their talks, Michelle detected another fear that she did not talk about which was the stability of her two young children.
However, Michelle was able to quickly assess Dr. Somar’s knowledge, wisdom and ambition and knew that with the right professional guidance and determination, her new venture could turn into a success. She suggested further consulting to lay out a marketing strategy that would help Dr. Somar envision the upcoming steps of starting her new venture. This gentle and positive approach worked well with the Doctor, and she invested in two hours of further talks and the marketing strategy. Thus, a trust relationship was born.
In the consultations that followed, Michelle offered Dr. Somar actionable insights on how she could get the business started while remaining at her current job. This guidance empowered the professional mother and her enthusiasm increased. By the beginning of their third consultation, Dr. Somar had the confidence to launch the business.
During the upcoming weeks, Michelle did not hear from Dr. Somar. Little did she know that the Doctor was spending every minute of her extra time pouring over and over the marketing strategy that Michelle had developed for her. You see, the strategy was flush with insights and Dr. Somar was a perfectionist. She wanted to have every detail down before she got back with Michelle. But then, she received Michelle’s message – were there any questions she could answer?
That was the turning point when Dr. Somar realized just how much she needed Michelle’s professional alliance with branding and marketing. She had confidence now and suddenly things could not happen fast enough. Dr. Somar could see that she needed to build a solid customer base and a good reputation for the business. But what was the next step?
Thus, they went on to the next phase of their branding and marketing journey. Now quite familiar with the person behind the business, her values, goals and pain points, Michelle developed a brand strategy for Dr. Somar, along with all design assets.
"Build your business success around something that you love — something that is inherently and endlessly interesting to you.” —Martha Stewart
She built out their existing marketing strategy to target more detailed goals and a rigorous action plan to keep Dr. Somar on point. They spent time together profiling the new business’s customer types. Based upon their findings, Michelle created a dynamic website design optimized to target a national clientele. At that point, Michelle and her client consulted again to review the current strategies, address questions, and make any necessary modifications.
Next came the content marketing phase. The robust content marketing plan included a detailed variety of content that Dr. Somar’s new customers could relate to (i.e., copywriting, storytelling, blogging and vlogging). Michelle also created a comprehensive social media strategy that the Doctor could manage on her own. Nonetheless, Michelle guided Dr. Somar on best social practices.
With a new brand identity, marketing and social media strategies in action, brand awareness of the new business began to gain traction. Dr. Somar followed the action plan religiously, because she had a vision that she could now see clearly. She followed a daily social media structure and posted to her blog regularly. She also commissioned Michelle to originate blog content for her to supplement her efforts.
The sum of all their efforts fueled the brand until not long after launching, Dr. Somar gained her first customer. And then another. And another.
Six months later, Dr. Somar resigned from her day job to devote full time as a solopreneur and entrepreneur dedicated to growing her new business. This was a huge accomplishment for the new business owner. She had liberated herself from the 9-5 job life of an employee that held her back for so many years. No longer did she fear the notion that with independence came potential failure. To the contrary; she felt like an independent business owner in control of her destiny supported by a strong belief that she could realize her dream – if she was dedicated and worked hard enough.
Michelle checked in with Dr. Somar every few weeks. Occasionally, Dr. Somar called with questions that Michelle was happy to answer. After her first year in business, the Doctor spoke to Michelle about an advanced branding strategy to take her business to higher level which also included taking on her first employee. Michelle was quite pleased with the Doctor’s progress but even more pleased that she could play a part in the success of the Doctor’s new professional life.
Dr. Somar continues to consult with Michelle about new and innovative ways to grow her business.
Building Trust
a Brand Love Story
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
American memoirist, popular poet, and civil rights activist
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
American memoirist, popular poet, and civil rights activist
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
American memoirist, popular poet, and civil rights activist
Emotion is the biggest influencer when deciding on a purchase. Consumers will consider previous and related experiences that may alter how they make their choices. Therefore, your brand should align with the values of your customers in order to win their business.
Love and happiness are what sell a brand
Among the top well-known love brands is Coca-Cola. From the beginning, the brand positioned itself as a path to happiness with these slogans: Ice-Cold Sunshine; The Pause That Refreshes; Things Go Better With Coke; Open Happiness. Coke makes consumers trust in the product because it encourages happiness. In turn, trust is built which is one of the biggest factors in establishing customer loyalty.
Brand love is caring
When a consumer feels care, they experience joy which leads to trust. Consider the Swedish furniture store, Ikea. The brand is loyal to the needs of its customers. Before entering a new market or country, Ikea conducts research by talking to potential customers about their wants, needs, lifestyles and shopping methods. Through this process, Ikea discovers little nuances that make big differences. This is why American Ikea lovers will find deeper drawers in their furniture than those in Italy. In India, furniture made of untreated pinewood is offered to protect the items from the country’s humidity.
A love brand is more than a brand that people want; it is one that they trust as a friend
It transcends the scope of its product or service because it represents emotions, values, and beliefs with which consumers identify. When a consumer loves a brand, an emotional bond is created. When a brand’s products embody customer needs, love shines through making their lives easier in some important way.
When a brand becomes a personality that also reflects a certain lifestyle of its customers, it holds the power to become a love brand.
Make Your love mark
Love means happiness and your brand should convey that. After all, don’t we have enough negative news in the world these days? By shrouding your brand with good vibes, you will position it in a positive light. Since a love brand connects emotionally with consumers, choose feeling over product as a part of your overall marketing strategy without discounting the quality of your product, of course.
Keep the Spark
Making the long haul in any relationship requires effort beyond the initial spark. So, in the case of a love brand, sweating the small stuff is essential. Love drives action and is just as much about recognizing the subtle nuances as it is about delivering the seemingly larger product or service. This is why smart brands go beyond conducting good business. A love brand nurtures its relationship with consumers so that it continues to realize the value for life. This is where marketing comes into the picture – strategies that focus on creating bonds and value bring a brand and consumers closer together. When a brand leverages the balance between the smaller nuances and the larger deliverables, it stands to become one that consumers love.
Love builds loyalty
Oh yes! Love is the tie that binds. When a consumer builds an emotional relationship with a brand, it is not so easy for the competition to break that bond. When the consumer is regularly informed about the brand’s news (e.g., through social media and other communication strategies) they can even forgive a mistake or two in the name of the relationship. If the brand then expresses transparency and humility in recognizing and in some way apologizing for these mistakes, the situation can turn into a positive one by further reinforcing the customer relationship. This is trust at its finest!
The love for a brand causes consumers to disregard price since the relationship takes precedence. Therefore, love brands can practice higher pricing than their competitors while keeping the consumer relationship. But to maintain customer loyalty, a love brand must couple numbers with emotions and consistency by considering what consumers think and feel and focus on both. Winning the affection of customers will increase customer engagement.
Let there be love
From the get-go, establish in your brand a core set of principles and values
✶ Build features and a unique tone of voice
✶ Help it grow and build relationships
✶ Guide your brand into developing its own special style
✶ With love and nurturing, your brand will become magnetic!
✶ Give your brand a face
✶ What solutions does your brand provide?
✶ Identify your target market and thoroughly understand its lifestyle
✶ Become a part of your target market’s culture
✶ Give your brand personality
✶ Shape its purpose (branding)
✶ Give it purpose and drive (planning)
✶ Establish a position and direction (strategy)
✶ Give your brand a signature look
✶ Pick your colors (max 3)
✶ Design your logo (the face of the brand soul you’ve created)
✶ Ensure the tone and energy of your logo matches your brand’s personality
✶ Ensure that your logo connects with the culture of your target market
✶ Give your brand a voice
✶ How your brand ‘speaks’ depends on the personality and principles you put into it
✶ What is it – intelligent, curious, compassionate, bold, ambitious?
✶ Pick your messaging platforms (social media, static content, video marketing, print, etc.).
✶ Give your brand a purpose
✶ Come up with a byline (boil it all down and keep it bitesize)
✶ What will your brand do with the personality you have given it?
✶ Keep its tone consistent with its personality
✶ Give your brand action
✶ A good brand picks its friends wisely!
✶ Carefully craft your brand’s actions according to its unique identity
✶ Practice consistency in brand activity to strengthen relationships
✶ A healthy brand believes in its own value!
✶ A brand with soul integrates into the community
✶ A good brand stands behind its truth
Spotlighting Customer Service Strategies
“You've got to start with the customer experience and work backwards.”
Steve Jobs
Founder, Apple Inc.
“You've got to start with the customer experience and work backwards.”
Steve Jobs
Founder, Apple Inc.
Think of a customer service strategy as a subset of your brand strategy. Every touchpoint of your brand should spotlight patterns and emotions of your target audience. Therefore, every point of contact between your business and consumers is about creating an outstanding customer service experience. This emphasis will make the difference between getting and keeping a customer.
DEFINING BEHAVIORS OF GREAT CUSTOMER SERVICE
Apply these policies and practices into a variety of customer service strategies
- Focus – the rule of quantum physics says that if you are looking for a blue car, you will see a blue car. In short, you get what you are looking for. If you look at every aspect of customer service as an opportunity to gain a customer, you will create a customer service experience they cannot resist.
- Claim – clearly state a promise by asking these three powerful questions:
- Are my products/services accessible?
- Am I committed to giving my customers time to do other things?
- Can my customers count on me to deliver in a specific time frame?
- Choose – if you try to target everyone, you are sure to end up with unhappy customers. Since your product or service is not for everyone, identify and profile your ideal customer.
- Discover – rather than implementing tools or policies that your customers don’t care about, learn what they do care about. Once you know what matters to your customer, put all your effort into those elements and your business will thrive. A simple way to do this is to run an online survey posted on your website.
- Simplify – no matter how easy you think you have made the buying process it can be even easier. Consumers do not have time to figure out how to buy from you. Make the process easy and your customer will love you.
- Contact details – phone numbers, addresses, emails, chat services, etc. Should go on every page of your website and all printed materials. You can never have too much contact detail.
- Purchase buttons – think of Amazon. Buy buttons are everywhere, making the process convenient with minimal clicks. But if your customer must search to make a purchase, they are likely to go somewhere else.
Apply these policies and practices into a variety of customer service strategies
- Focus – the rule of quantum physics says that if you are looking for a blue car, you will see a blue car. In short, you get what you are looking for. If you look at every aspect of customer service as an opportunity to gain a customer, you will create a customer service experience they cannot resist.
- Claim – clearly state a promise by asking these three powerful questions:
- Are my products/services accessible?
- Am I committed to giving my customers time to do other things?
- Can my customers count on me to deliver in a specific time frame?
- Choose – if you try to target everyone, you are sure to end up with unhappy customers. Since your product or service is not for everyone, identify and profile your ideal customer.
- Discover – rather than implementing tools or policies that your customers don’t care about, learn what they do care about. Once you know what matters to your customer, put all your effort into those elements and your business will thrive. A simple way to do this is to run an online survey posted on your website.
- Simplify – no matter how easy you think you have made the buying process it can be even easier. Consumers do not have time to figure out how to buy from you. Make the process easy and your customer will love you.
- Contact details – phone numbers, addresses, emails, chat services, etc. Should go on every page of your website and all printed materials. You can never have too much contact detail.
- Purchase buttons – think of Amazon. Buy buttons are everywhere, making the process convenient with minimal clicks. But if your customer must search to make a purchase, they are likely to go somewhere else.
Ayurvedic Shirodhara
The most divine of ancient Ayurvedic rituals, Shirodhara calms the mind and awakens the body’s intuitive knowledge
The most divine of ancient Ayurvedic rituals, Shirodhara calms the mind and awakens the body’s intuitive knowledge
It is profoundly relaxing and nourishing while improving mental clarity and comprehension. A continuous flow of warm, herbal oil is poured in a slow, steady stream onto the forehead awakening the third eye and crown chakras. Vata Dosha* is balanced. Shirodhara works on the cerebral system thereby relaxing the nervous system while balancing Praan Vaayu (life force energy) around the head. The entire face is rejuvenated as worry lines are softened. Shirodhara can reduce and relieve migraine headaches, wash away negative emotions and thought patterns, anxiety, restlessness, irritability and nervousness.
Time slows as your soul and scalp are nourished
Be prepared to lie on your back and position your head beneath an oil ‘fountain’ which is a slow-flowing spout. You will be shrouded in warm towels as a mild massage begins, slowly replaced by the gentle flow of warm oil. You may gradually drift off into a deep sleep only to awaken as though you have rested an entire night. The benefits of Shirodhara are enhanced with immediate following of traditional massage.
Everlasting Moment
From the moment they met, her presence stopped his universe
He looked into her eyes and saw a union dancing with possibilities. That first kiss sealed the rest of their lives together. Now, he wishes to capture those moments with a token of his affection adorned around her finger, a brilliant diamond ring to celebrate their eternal love.
5 Copywriting Tips for Startups
How many times have you read online copywriting about a product or service only to be left with a feeling of uncertainty that the business might not deliver?
How many times have you read online copywriting about a product or service only to be left with a feeling of uncertainty that the business might not deliver?
Perhaps you email the business with your question or chat online with customer service. Or like some of us, continue surfing online until you find a website that answers your questions with well-written content. Copywriting for start-ups represents the backbone of any successful business. Since viewers may find various pages of your website via organic search and social media, every single page holds just as much purpose as the home page and should shine with precision content.
Bill Gates coined the phrase “Content is King”
In his article of 1996, one year after billionaire Sumner Redstone said it first. Your website content is one of the most important investments next to the business itself. I am talking about convincing content that intrigues the reader about your product or service, converting them into a customer. Strategically written copywriting will lead your prospect through the purchasing funnel, thereby converting them into a customer.
But what if you are not a professional writer or simply uncomfortable writing? As an entrepreneur starting a new business, there is no doubt that you have worked arduously to get your new venture on the map. The following tips will set you squarely on the path to writing effective content that benefits your bottom line:
- Trust – honest copywriting written in a style that is fair and reliable will instill confidence in your reader. When talking about your product or service, avoid using gimmicky words that could mislead. Rather, focus on straightforward sentences that describe how your product or service is a boon for your prospect.
- Authority – if you have not already, analyze how the competition writes their content. It is essential to maintain awareness of product industry practices – on a regular basis. For example, the manner of style in which an organic skin care company writes their content differs from that of a mainstream skin care business; the content of a law firm differs from that of a real estate agency. Let us also remember that plagiarizing is copyright infringement and is punishable in court of law. Your words should reverberate with expertise no matter how new you are to your business. Confidence in words favorably influences client conversion.
- Behavior – have you targeted your audiences? It is essential to become familiar with the psychology of your customers. Do your research and learn as much as possible about to whom your products or services appeal. Once you have defined your customer profiles, speak with language that appeals to each. Think of your reader as a friend and make them feel special with your content. Write your words in a selfless manner, addressing your customer’s needs and how your business provides an invaluable solution to their needs. Your prospect will feel appreciated and recognize your efforts, thereby leading them down the purchasing funnel, closer to becoming a customer.
- Interest – what is the value in your business? What makes your small enterprise rise above the competition? Whether your venture is an art gallery, finance company or cosmetic line, every word should resonate with the human element. Use simple, descriptive words that paint a clear picture in the mind of the reader about your business and what it can do for them.
- Clarity – Reduce, reduce, reduce! Tighten your messaging until it is clear and concise. Today’s world operates on speed and has no tolerance for redundancy. Thus, avoid hyperbole. Allow your content to rest for a few days. Review and edit with a critical eye. If your content is anything near cryptic, it needs a revision.
Apply these five tips when reviewing and editing your content, never forgetting to spell check. If grammar is not your hotspot, ask a friend to review your content for structure, clarity, and accuracy. If writing your own content threatens your sanity, you can always turn to a professional copywriter.
Michelle Woolley
Founder, Brand Curator
Reach Out Today
If you would like to discuss various aspects of your brand, reach out to Marvelous MeeMee today for a complimentary consultation. We would love to hear from you!
Michelle Woolley
Founder, Brand Curator
Reach Out Today
If you would like to discuss various aspects of your brand, reach out to Marvelous MeeMee today for a complimentary consultation. We would love to hear from you!
Way of Tea
Discovering the sacred in the ordinary, tea ceremony began more than two decades ago when I gave up coffee
Discovering the sacred in the ordinary, tea ceremony began more than two decades ago when I gave up coffee
Beyond the first two sips, I didn’t like the way coffee wired me, plugged my ears and left me with a mild jitter. Since I wasn’t privy to Swiss or German coffees (what I drink when traveling to those countries) on a regular basis, I no longer desired the beverage. Thus, tea ceremony filled its place.
Still and Quiet
Between the hours of 4 and 5 am a faint stir of anticipation awakens within. It lures me from any stage of sleep, a renewal of sorts in the subtlest of gestures, a purifying rite that promises an hour of precious solitude. Thus rises a new day blessed by tea ceremony, a personal custom of modern day tradition wherein the faculties of taste and touch are engaged.
It begins with the tranquil sound of silence. Almost nothing pierces the air as I move about invisibly: the rustling of bedding; barely audible commotion of clothing; crackle of waking joints after a night’s sleep and trickling of water are all kept to a minimum.
Scent and glow
Fire is nature’s way of illuminating a passageway into the new day. Thus, three organic candles are resurrected and placed around the kitchen to radiate their flickering aura and emit their cleansing aroma. The burning of aromatherapy oils welcomes serenity and resonates throughout; perhaps lavender, orange, peony or bergamont, depending upon my mood.
Ritual and Ceremony
Straight from the tea fields of Kyoto, Japan, organic Matcha in all its purity is the only tea that agrees with my palate. The kettle is filled with purified water while the next three minutes are spent placing the porcelain tea bowl and bamboo chasen on a thin, white cloth. As the kettle quickly comes to a near-boil, a delicate scoop of Matcha sprinkles the bottom of the tea bowl like a fine powder. One hand slowly pours the steamy water into the bowl while the other vigorously whisks with precision held all in the wrist. Soon, the frothy goodness is ready for consumption as my mouth longs for the subtle taste of this powerful antioxidant. Modern times would have it that I enjoy my tea while checking email on my computer – a far cry from the more traditional Way of Tea in the Japanese culture. But it works for me, each and every ceremony more treasured than the last.
Harmony and Ambience
Finally, the curtains are drawn to welcome the dawn and praise the sunrise. My blessed tea ceremony typifies a sacred passageway into a new day that imparts peace and balance.
Hollywood Hills’ Best Kept Secret
Mid-century modern meets gorgeous city, ocean and canyon views in a secluded retreat centrally located to all
A private, gated entrance leads to an oasis of calm, lush greenery nestled in the hills below the Hollywood sign. Relax around the poolside and view spectacular sunsets perfect for romance, a soiree or meditation at sunrise on the wrap-around deck. An open floor plan invites family fun or a couple’s solitude around the fireplace. Glass pane double doors that open to the deck, hardwood floors and a spa tub enhance the charm of this calming sanctuary. Central air and heating is perfect during summer months while three bedrooms and two bathrooms can accommodate family, friends or relatives. The master suite boasts custom walk-in closets and views to die for. Partake in all that the city has to offer – Burbank Studios at one end, Hollywood at the other while Santa Monica beaches are but a short jaunt away. When it comes to location and ambiance, this home is a slice of heaven.
