3 Steps to Better Branding with Jessica Pantermuehl

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Today on the show we have Jessica Pantermuehl. Jessica is an expert in branding and design and helps hundreds of health coaches and health experts get clear on their branding and be consistent in their messaging and visuals across all of their platforms.

Today on the podcast we are going to discuss 3 of the simplest most basic steps that you need to really start improving and enhancing your brand. This is going to go a lot deeper than just choosing a couple of colors. Of course, we want to choose colors and a logo but we are going to go deep into how do we actually make those choices, what information do we need to develop and design a brand that is going to help us be successful and attract the right kinds of customers. Lots of great stuff to cover today.

We discuss:

[01:35] A brand can be performing well in terms of how it was designed but sometimes your business can outgrow the type of customers that your brand is attracting.
[02:43] Jessica shares her defining moment when she was trying to figure out how to build her business.
[04:55] One big misconception is that health and wellness professionals often feel that they are not cut out for marketing.
[06:21] Health and wellness professionals or anyone that wants to start a business for the spirit and sake of helping others truly has what it takes to be the best at marketing.
[08:00] Creating a brand intentionally connects your business to that target audience.
[09:16] Your target market lies at the intersection of what you are passionate about, overlapping the skills and training that you have, then the urgent problems that other people have that you can help them with, and the kinds of people that you are passionate about helping.
[10:06] Ultimately people are going to hire us for our services if we can really understand and speak to the challenges, fears, frustrations, and desires that they have.
[10:24] Jessica shares the questions she asks her clients when they are honing in on their target market.
[13:23] Think about the type of person you would most like to work with on a daily basis.
[16:41] Where do you ultimately want this business to be as it relates to your life? What does an ideal day in your life look like?
[18:55] After you know who it is that you want to work with now we want to get really deep into this and get familiar with them. What are the exact struggles that they are experiencing and then translate those into solutions that you can provide?
[20:27] We want to look at the challenges they are facing, the emotions that come up from those challenges, and what would appeal to them. What are you successfully bringing to the table as a business and a brand to help fulfill the needs that they have currently?
[21:23] Then we look at how we want to describe our brand. We think of a list of adjectives that we would like to have our brand embody and communicate.
[22:07] The concept here is to create a clear connection with what it is our ideal target market and our ideal clients want and the feelings, emotions, and vibes that are brand is portraying to create the right fit for that.
[25:47] We can use all of this preparation to help us be informed in making the best decisions with our visual branding.
[26:22] Marketing is simply a form of communication.
[28:54] Are there any brands that you have interacted with that evoke these types of feelings? Look at what they are doing.
[30:36] Branding also ties into messaging. That is a hugely important and powerful piece to nail.
[33:14] A huge asset for any business is a brand board.
[35:39] Really having that defined clear personality and then clearly communicating it within each of the various marketing touch points that you have within your business is key.
[37:49] An audit of your touch points can be so helpful. Look at each touchpoint and see how you can infuse your brand adjectives.
[39:03] Being intentional about infusing those brand adjectives at each touchpoint is really what will create that consistent feel and consistent experience with your brand.
[41:19] You don’t have to get it perfect. You just have to get it going. Embrace progress over perfection.