Today is for you if you're Just starting your business.
And it's also for you if you've been in business a while, but just aren't seeing the results you'd hoped for from all your hard work.
If you're feeling overwhelmed and confused about where to focus your time, energy and money, I get it.
I know what it’s like to ...
Today, after 11 years in business and learning hundreds of lessons the hard way, I want to show you a path to the business you long for ...
... without hype,
... without marketing fads,
... and without tech overwhelm.
Instead, I'll walk you through my timeless, 5-step process that will take the guesswork out of where to focus when beginning your business.
(And even if you’re not a beginner - if you’ve been in business for a while, but just aren’t seeing the results you’d hoped for, don't click away just yet because this will shed light on the holes in your business that could be leaking clients and money!)
Ok, so to help you understand the 5 steps to focus on first (and in what order), we’re going to use a Tree metaphor to represent your business.
Before we dive in, this 5 step process assumes you’ve already decided the focus of your business. For example, you’re starting a Health Coaching business or a Marketing Consulting business. If you don’t know your focus yet, you’ll need to get clear on that first, before starting this process.
Alright, so on to the Branding Tree. We start with the soil ...
For a tree to truly THRIVE, it needs rich soil.
Your Brand Tree's Soil represents YOU: your … personality, point of view, values, mission, vision, etc.
The reason we start with You as the Soil, is because if you’re a coach, healer or online expert, YOU are the face of your business.
Your Potential Clients have a lot of choices when it comes to whom they follow or do business with, and when it comes down to it, they make their choices based on how they feel about you.
Do they resonate with your perspective? Do you share similar values? Do they love your crazy personality because it inspires them to break free of their shells?
Ultimately, you’re not selling a service, but rather, you’re selling a relationship with you!
And for potential clients to know if they want that relationship in the first place, they must know how they feel about you.
But if you’re not clear about who you are or what you stand for, how can you expect anyone else to have a feeling one way or the other?
That’s why your first step is getting crystal clear about your Soil which includes things like your brand personality, values, point of view, mission, vision, position in the market, brand intolerances and more.
But while your Soil is important for growing a strong Brand Tree, it’s not your entire brand.
You need to express your "Soil" to the right audience and this is where the Roots come in.
Step 2 on the beginner’s path to building a 6-figure business is growing strong Roots. Your Roots represent your ideal client and ensure that while your Brand Tree grows in rich Soil, it's also rooted in complete clarity about your ideal client.
Understanding the audience your brand aims to attract is KEY to ensuring that your brand's visuals, voice, offerings and marketing strategies (which we’ll get to in a moment) not only reflect your truth but also meet your ideal client where they're motivated (and more likely to buy).
Next we come to the Trunk. Your Trunk represents your brand experience and connects your Soil and Roots to your Branches (offerings) and Leaves (marketing strategies) with visuals and messaging that are an authentic reflection of YOU.
The Trunk sucks up all of the essence from your Soil and Roots and pulls it together into a feeling that's created through elements like:
Colors, Imagery, Textures, Patterns, Fonts, Words, Phrases, Symbols, Logos, Sounds and Smells.
These are the building blocks for professional-looking websites, booming FB groups, high-converting sales pages, IG captions, swoon-worthy workbooks for your courses and programs and more!
When you combine these elements carelessly, your brand can end up looking like it was designed by a 1st grader and sound like it has multiple personality disorder.
BUT, when these elements are a consistent, cohesive, and high quality representation of your Soil and Roots, you'll be able to attract clients who see your value and are eager to pay for it!
Your Branches represent your brand offerings: programs, products, courses and memberships.
This is where all the awesomeness of what you do reaches out into the world and gets to help the people who need it most.
Your potential clients can find similar brand offerings from your "competitors" all over the internet. But they choose YOU because they resonate with who you are and what you stand for, and they want your unique perspective on their business, life, health, relationship, or whatever you help your clients achieve.
This is why establishing your Soil, Roots and Trunk is super important to do before creating your offerings ... because instead of your offerings sounding and looking like everyone else's, you're able to position your programs, products, courses and memberships as ONE OF A KIND!
Your Leaves represent the PLACES where your business comes in contact with the world.
Your Brand Tree probably has many leaves. Some of them might be:
Your Leaves are an important part of your Brand Tree because they connect your business to potential clients.
BUT! What I see over and over again is that beginners try to go straight up to the Leaves and neglect their Soil, Roots, Trunk and Branches.
Not only does this confuse and repel the clients they want to attract, but even if a potential client did want to work with them, they don't have a solid offer to enroll them into!
You may be tempted to go straight up to the Leaves, and I get it, that’s where we’re taught the money is.
And it is ... but only after you’ve established rich Soil, solid Roots, a strong Trunk and strong Branches. Otherwise your Leaves will likely wither and die!
If you’re brand new in business, I hope these 5 steps will help you launch your dream with more confidence and less confusion, now that you know what to focus on and in what order.
If you’ve been in business a while and have tried some of the trendy marketing strategies that the gurus are saying “you can’t live without” ... but everything has fallen flat and you’re running out of ideas ...
... if this is you, hopefully this has helped you see that if you skipped growing your Brand Tree from the Soil up, and instead catapulted yourself up to the Leaves without FIRST having nutrient-rich Soil, deep Roots, a solid Trunk and strong Branches … it’s likely that your marketing efforts won’t give you the results you’re looking for.
Your Brand Tree’s Leaves are only as healthy as the Brand Tree that grows them!
Join me every Friday at 10 am Mountain Time, inside The Daring Fempreneur Facebook group, for a free brand-booming training. Bring your questions for on-the-spot coaching!
Watch the replay that goes with this blog post here.
Use the power of timeless archetypes to unleash your brand's core strengths.