How to Attract Your Dream Clients Through Emotional Branding

What if the missing piece in your brand isn’t your strategy… but how you make people feel?

Because when your brand connects on an emotional level, it doesn’t just attract dream clients, it moves them to action.

In a world overloaded with content and cookie-cutter marketing, emotion is your most powerful differentiator.

If your posts aren’t landing, your offers aren’t converting, or your audience isn’t engaging, it might be time to stop tweaking tactics and start building an emotional connection.

Let’s talk about emotional branding: why it works, how to harness it, and the simple steps to weave it into your brand today.

WHY IS EMOTIONAL BRANDING SO IMPORTANT?

People buy based on emotion. In fact, a Harvard study reported that, “Emotion is what really drives the purchasing behaviors, and also, decision making in general.”

Emotion is the #1 decision-maker when it comes to making a purchase decision, so if you’re solely focused on the logistics of your offer and aren’t going a level deeper to connect with your audience, you’ll miss out every single time.

If your social media posts are falling flat, look at emotion.

If your offers aren’t selling, look at emotion.

If your sales calls aren’t ending in a sale, look at emotion.

It plays a role in everything you create, so the first thing you need to do is identify which emotions you want to portray through your brand.

Because by having a strong emotional component to your marketing and selling efforts (i.e., your brand overall), you’ll be able to attract the right people and repel the wrong ones, leading to better conversions and brand loyalty overall.

So, how do you attract your dream client through emotional branding?

With these steps, of course!

LEAD WITH EMOTION

In a recent YouTube video (which you can watch here), I shared how to sell in your business without being salesy and how an important key to sales is based on trust and connections with your community. One of the top ways to do that is to always lead with emotion.

Think about the last time you cried, you were happy, or you were sad. We are drawn to emotions. So we want to play on this and pull people to our brand by making them feel something.

Now maybe you're like, "Okay, how's my brand supposed to make people feel something?" I get that question a lot. But it's really easy. And what's really fun is that most of the time it comes from the aesthetics.

Your aesthetics are like the sprinkles on top of a solid foundation (aka the branding cake)! This is what instantly pulls your audience to you, stops them mid-scroll, and hooks them in a sea of information.

You have 15 seconds to do just this, and that’s why emotional branding is so important.

**If you want some help setting a strong brand foundation, you need to watch my free training where I’ll teach you my signature Build a Better Brand Method! I’m sharing the exact steps needed to build a strong foundation for your revenue-generating business.

IDENTIFY THE EMOTIONS

I love to pull emotion through the aesthetics.. It's probably my number one place; through the type of font that you choose, through your colors, through the type of messaging that you have on your website, through the type of videos that you create.

There are all kinds of different ways that you can really get this emotion across in your branding. But before you can get there, you have to first identify what those emotions are. 

Start with your story. You always have to look inward when you're creating your brand.

After you've really looked inward at your story, start to think about your audience.

How do you want to connect your story to your audience?
What do you want to make your audience feel when they see or hear your brand?

This is really important. How do you want to make them feel?

ACTION STEP: Choose at least five words that can be used as your brand emotions. These brand emotions can help you again create your entire brand, all of the aesthetics, the colors, even the fonts.

When you start focusing on what your audience fells, everything inside your business changes!

WHY THIS IS SO IMPORTANT

Every day, we're scrolling and scrolling and scrolling online. The average time someone spends on a website is 15 seconds. So imagine, if you don't grab their attention within 15 seconds, they're gone.

Potential clients, money, right? Gone in what could be 15 seconds. Probably even faster, if we're scrolling through our phones, so you really want to capture them by making them feel something. Great photos capture them, but copy is what converts!

So I love to carry those emotional feelings over into my copy. When I write a piece of copy, I want my audience to say, "Oh, man. That made me really think."

Or, "Oh, that really inspires me."

Or, "I want that too."

Start identifying how you want your audience to feel. Not necessarily just the action you want them to take, although important, but getting down to the root of how you want them to feel.

Something we're all really good at is saying, "Hey, buy this program. This is doing this. Sign up here. Join me here." But what we miss out on is why your audience should care, why your audience should join you. How will that make them feel? Why should your audience tap to learn more? What will they learn? How will that better them? How will that make them feel?

Start really thinking of your people as people and start carrying that over into your branding. I promise you that when you start incorporating the emotional aspect to your branding, you are going to start seeing consistent clients coming in.

You become irresistible to your audience. I like to say bold and captivating.

A bold, captivating, and money-making brand sounds really good to me.

And it all starts with the emotional side of your business.

NEXT STEPS

Another layer of Emotional Branding is the use of story in every single piece of your business. From your brand mission to brand aesthetics to the content you create and the programs you offer, story is the key.

Story allows you to continuously connect with your audience, making them feel seen, heard, and understood, which is so important.

And to top it all off, posts with a story are 22x more memorable than ones without.

If you’re ready to take the next steps in building a brand that stands out on social media, creates high-value content for your audience, and builds a community that leads to a revenue-generating business…

…I’ve got a free class just for you!

Inside this free class, you’ll learn the Build a Better Brand Method.

Pin this for later!

P.S. Have you tuned into The Brandmerry Podcast? Every week, I’m releasing new episodes with my top tips for branding and marketing your business. You can find it now on Apple Podcasts and Spotify.

If you prefer to watch this content, you can do so below!

Watch a more detailed explanation on Emotional Branding and how to use it in your business

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How to Connect Your Brand to Your Audience

HOW TO CONNECT YOUR BRAND TO YOUR AUDIENCE

Something I'm really good at is identifying the brand story in female entrepreneurs, and what I've been hearing a lot from my community is, "Okay, well, once I identify that brand story, how do I then connect my brand to my audience?" So today I wanted to talk to you about two simple steps that need to happen in order to do that. I love simple, so let's break this down, shall we.

#1 FEEL ROOTED IN YOUR STORY

Number one, is you've really gotta feel rooted and grounded in your story, and I love to actually give my brand story kind of a persona, and for a lot of us, it's us. We are our brand. But if for someone reason you don't have a personal brand, then go ahead and give your brand a personality.

I encourage you to identify the purpose, mission and value of your brand. For example, my brand values freedom, authenticity, honesty and transparency. Those are some of the core values of myself and of my brand, and I love to get that through in everything that I do in my business.

Now, the purpose of my brand is to really empower women to share their story through authentic branding, to show up as they are, and share their voice, their message with those that need to hear it most. Then we could say that my mission is really, again, to not only empower women to uncover their story but also own their story so that we can create a ripple effect of women just owning their shit and getting shit done.

So, that's really my brand, and you can see that when you give those pieces, the values, the purpose, the mission; then your brand becomes so much more. That's what I really want you to take away from anything I talk about in regards to branding. Your brand should be so much more than just what we typically think about when we think about branding, right, logo, color, font.

So, number one is to really identify the values, your purpose, the mission, any other key pieces that you want to throw in there as well, so you feel really solid in who your brand is. Not just what, but who your brand is.

#2 Know Your Audience

Now, the second piece of the puzzle, because we're talking about how do we connect our brand to our audience, is knowing your audience. You can't begin to connect with your audience if you don't actually know what your audience values, what your audience is struggling with, what your audience is really looking for and what inspires your audience. These are all really important pieces, and honestly allow you to not only connect your brand, but to come up with amazing content effortlessly, as well.

So, you want to start thinking about your audience at this point and time. Once you feel rooted in your brand and you've looked inward, then it's time to kind of look outward and do the market research. But after you've done that, it's about really identifying what your audience needs in this moment.

So, what are they struggling with?

What pieces of your story will connect with your audience?

And it's not always everything in that moment. When I started my business, I shared very little about the birth of my son. I talked a lot about struggling with my 9:00 to 5:00. I talked about my son being present, but I didn't necessarily go into all the details of the vulnerability and the mindset and all that stuff because it just didn't resonate with my audience at the time. As my audience has grown and my mission has grown, now I openly talk about vulnerability and dealing with perfectionism, and how that resulted in an 80-hour labor. Yes, an 80 hour labor.

So, you can see that this is going to change. It's not saying that you can't share every piece of your story, but it's identifying which pieces to share in that moment, how best to connect with your audience, how best to inspire them to take action, because no matter what it is that you have a business around, whether it's health and wellness, life coaching, business coaching, branding, maybe you're an accountant, maybe you're into marketing, you're a virtual assistant, it doesn't matter. You really want to be able to connect with your audience, and ultimately you want your audience to take action.

Don't be afraid to ask. You will be surprised how much amazing content you can get from your audience, which will only allow you to better connect your brand to what they really need most, and as a result, they will take action.

If you want to watch the entire video WITH SOME BONUS TIPS WORKED IN YOU CAN DO SO BELOW!

Connect Your Brand to Your Audience Watch my FREE 3-Part Video Training on creating a Bold, Captivating and Money-Making Brand: http://bit.ly/3parttraining-Youtube In this video I am sharing my top tips for connecting your personal brand to your audience in a way that not only builds trust, increases your community size, but also leads to consistent sales in your business.

Head over to Youtube and be sure to like and comment on the video while you are over on Youtube to help more people see this information ↠ https://www.youtube.com/watch?v=1iFcZX2BqDY&t=3s

And as always please share and comment on this blog post, I love connecting with you!

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Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>

Selling Your Programs: How to Sell Without Feeling Salesy

SELLING YOUR PROGRAMS: HOW TO SELL WITHOUT FEELING SALESY

BY MICHELLE KNIGHT

If you prefer to watch this content scroll down to watch the video training.

Since starting my business in 2016, I have learned a trick when it comes to selling my services and products in a way that doesn’t feel gross or salesy!

And I know this is a big concern for you because I receive questions and comments weekly in my business from clients and community members who say, "Michelle, I want to promote my services but I don't want to do it in a way that pisses people off."

"Michelle, I really need to promote my programs and my services and my offers but I feel like people are constantly bombarded with offers every single day."

And if you are hanging out basically anywhere on social media you know this to be 100% true.

Your audience is tired of getting stale messages and regurgitated sales strategies hurled at them. As humans we are looking for a human-to-human connection - read more about how this plays a role in marketing here.

So, since you’re here it already tells me you’re wanting to show up authentically and have no interest in following those stale templates and strategies so this blog will support you in feeling confident to sell your programs and services without feeling sleazy.

Online Selling Tip #1: Make Connections

Your goal as a business owner should be to make connections all the time. And taking it a step further and focusing on building relationships rooted in trust.

If you have your own community that you’re building via your email list, which I highly recommend, by the way, you want to invite them into a conversation, give them permission to message you and ask questions. This makes you accessible and approachable which is great leverage as you’re just starting out.  

If you’re into video marketing, you can do a live stream where you’re offering some valuable piece of information and then opening up the opportunity for them to ask you questions.

Make it a goal to make your audience feel like they are welcome to reach out to you because this helps build the trust factor that is essential will asking for the sale.

Zig Ziglar said, “If people like you they’ll listen to you. If they trust you they’ll do business with you.” It’s one of my favorite quotes for business and one we should carry with us when we’re thinking of ways to build that trust with our audiences.  

Remember, we are asking people we’ve never met before to invest in our product or service, often sight unseen. And the reality is there are a lot of people offering the same thing, so not only are you asking them to do this but to also make the decision to choose you.

This is where your marketing comes in; more specifically relationships and human marketing.

When it comes to marketing your business you’re actually selling.

I often say selling is happening long before the pitch or sales conversation actually happens. 

All of the branding, content and interactions that are part of your marketing strategy are meant to lead people closer to buying your product or service.

The foundation of every sale you make comes from the customer trusting your marketing, messaging and branding over another brand, and that trust happens long before you make an offer, have a phone call or they pull out their credit card.
 

Online Selling Tip #2: It’s Not Really About Selling

I love to tell my clients and my community that when you switch your mindset around selling to offering everything changes. 

Because in reality, it’s about saying, “Hey look, I know this is what you're struggling with and I know that this is what you really, really want in the year to come.”

And you know this because you’ve already started making a connection with them - see how that works!

This shift in thinking changes everything because with it you are coming from a genuine place, rather than a pushy place.

Rather than just coming out of the blue with an offer, you’re helping them see how your offer will support them solve their problem. You’re focused on messaging that centers around how it will benefit them, so they can truly see why investing in your offer is their best next move.

When you’re focused on connection, rather than selling, you’re focused on your audience.

When you’re focused on selling, you’re focused on the product or the service. 

If in your mind you're like, I'm going to sell this person.
I'm going to get this person into my program because then I'll hit my number. Or then I'll hit my monthly goal.

You're just focused on the product and the service.

This simple change in your approach to “selling” will have a big impact on your conversion rate and the success that you experience from selling your products and your services. 

You're coming from a truly authentic place with your marketing and connecting with where they are, where they want to be and basically offering up your offer, your sale, your promotion, whatever it is, in a way that not only feels good to you but is received openly by your audience.

I can't tell you how many times I have had the privilege of making connections with my audience, reaching out to them through messenger or email and them coming on board with one on one coaching or with a program - it's because they trust me!

CONCLUSION

Here's the thing, selling isn't salesy unless you make it salesy.

So don't make it salesy. 

Make it a natural extension of who you are.

Make it a natural extension of the conversation that you've had through your content and communications with your community.

Start to think of it as an offering to solve the problem for your ideal customer. If they’re ready amazing, if they’re not you’ll be here when they are.

Watch the full video below!

P.S. Have you tuned in to The Beautiful Climb podcast? I release new episodes every other Friday on topics around productivity, motherhood, habits, goals and going after the life of your dreams! Check out past episodes and be sure to subscribe at thebeautifulclimb.com

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

Brandmerry Blog: The Best of 2017

BRANDMERRY BLOG: THE BEST OF 2017

It has been such an exciting year at Brandmerry! I love this time of year because of the chance to reflect on growth, changes, failures (yes those too) and prepare our minds for the year ahead.

As I prepare for 2018, I know you are also gearing up for what is going to be a complete game-changing year for you as well. This blog post is full of my top video, blogs and amazing community love over the past year.

Top Videos

Working Full Time New Mom to 6-figure Business Owner in Under 2 Years!

Oh my heart - everything that has happened within the 2 years of my business all wrapped up into one single video. I shared it all in this one, the struggles, the triumphs, successes and failures and so much fun reminiscing on the early days of my business. This was definietely my most impactful video of 2017, as I received multiple comments and messages from women who were touched by my transparency and inspiration to keep going. Watch the full video in Authentic Brand Builders.

TAPPING INTO YOUR DESIRES

Still one of my favorite videos to date because of the openness and vulnerability of my own story. I shared my own journey with allowing myself to TRULY believe that I was worthy of everything I desired and to finally grant myself permission to want more. It's one of my favorite #realtalk videos that you need to see before 2018.

RECONNECT WITH YOUR STORY {Day 1 of 5 Day Challenge}

I freaking loved this challenge so much, in fact I'm bringing it back in the New Year so don't forget to sign up. This was the first time I felt truly in my zone of genius while hosting a challenge. So many business, brands and lives were transformed during this 5-day challenge where female entrepreneurs learned to tap into their story to create a truly authentic brand. 

Top Blog Posts

What To Include in the About Me Section of Your Website

Writing your About Me section for your website doesn't have to be overly complicated, it's just storytelling right? I'm sharing with you the three key pieces to uncovering your story and six ways to make your About Me section become a top converting page.

7 Tips for a well-branded photoshoot

Having a well-branded photoshoot is so important to have a cohesive representation of your business across all platforms. It's all about consistency when you create an online brand and your photos are an excellent way to make that happen - not to mention photos are the single best way to convey emotion!

4 Steps to Improve Your Brand Consistency Online

Brand recognition is important because it build trust among your community and trust results in more business for you and your brand. Learn 4 steps you can take RIGHT NOW to improve your brand consistency online.

How to Get Your Ideal Clients to Stay on Your website

It's so freaking important to give people a REASON to stay on your website and to explore more about you and what you have to offer. Click to watch the video where I share tips on how to get your ideal client to stay on your website! 

How To Uncover Your Story for an Authentic Brand

One of my very first Youtube videos in 2017 still remains the top visited blog on the Brandmerry Blog and most viewed on my Youtube channel. This video outlines everything I believe to be true about branding and how to make sure you are set up for a money-making brand from the very beginning.

Amazing Community Love

I'm constantly in awe of the amazing connections I've been privileged to make through my business and the Brandmerry community. I set out to create a business that not only felt good inside and out, but made a lasting impact in the lives of others; to empower more women to step into their worth and own their story. 2017 was a transformational year. This year I've made amazing friends, worked with amazing clients and have grown my community full of women who are truly going to make a difference. Thanks for being part of this journey!

a final note...

As I look ahead it's crazy to think that just last January I was still struggling to sign consistent clients. I was making money in my biz, but in order to hit my goals for 2017 I knew something had to change.

Turns out I needed to step it up.
Take major risks in investments.
Follow my gut when new opportunities arose.
Test to see what worked and didn't. 

I LEARNED TO...
Embrace help from others.
Embrace slowing down.
Embrace deep emotional work.
Embrace that I no longer needed the label of perfectionism.
Embrace sleeping till 8:30 and morning snuggles.
Embrace time to listen

IN 2017 I CELEBRATED...
Multiple $25k sale months,
Consistent $10k cash months for 3/4 of 2017.
Traveling for work and masterminding with incredible women.
Serving thousands of women through my group, programs, courses and my blog.

At the beginning of 2017 I set out to create a 6-figure business that not only made an impact, but didn't cause my to lose my sh*t in the process; and in 2017 I surpassed my cash goal by making over $100k in my business.

It was the year I took some of the biggest risks of my life and I'm excited to see what unfolds in 2018 ❤️

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Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>

Why I made the switch from Buffer to SmarterQueue

WHY I MADE THE SWITCH FROM BUFFER TO SMARTERQUEUE

I've been called a content machine by multiple people and it is something I'm damn proud of, but I have to be honest I have a secret weapon that helps me get everything I create out into the world and not just one single time.

I mean if you are going to take the time to create a blog post, record a Youtube video or write a super amazing post for social media, that does REALLY well, doesn't it make sense to keep that content visible to your audience?

I was spending time writing blogs for my website and after posting them on multiple platforms on Friday, the post would go and die unless by chance my SEO at the time kicked in and someone saw it (this was before my eyes were opened to the power of Pinterest btw).

Now I let my content run on automate thanks to SmarterQueue who makes it easier than ever and for a fraction of the price of Meet Edgar.

Below I'm sharing the top features I love about SmarterQueue and how you can use them for your biz.

**Disclaimer: The links in this post are affiliate links meaning I will receive a little bonus if you decide to sign up for the service. As a thank you by clicking the link you will receive an extended 30 day trial to test it out for yourself!

#1 Categories are my JAM!

I love the category feature in SmarterQueue. It allows you to create a calendar which features categories (this is drag and drop by the way - my fav) so you can have different types of content recycling on your page at any given time. Here's a video from SmarterQueue where they explain this time-saving feature.

#2 Add images, video and gifs to your posts

This was huge for me because I love to add personality to everything I'm posting online, especially when it comes to Facebook where an image can grab the attention of your audience. SmarterQueue makes it super easy to add an image, search of gifs or even add a video to your prescheduled post. 

#3 Recycle your content

This is hands down my favorite feature of SmarterQueue because it allows me to increase the lifespan of my content. With SmarterQueue you can create a category like videos or blog posts and then add an RSS feed to that category. For instance, the Brandmerry Blog category includes all my blog posts which are then recycled in the queue based on my schedule and are shown month after month to my growing audience.

How I use SmarterQueue in my business:

• Schedule my blog posts and recurring posts to my Facebook business page
• Schedule recurring prompts to my private community Authentic Brand Builders
• Scheduling one time posts to my Fb business page, private community and Instagram

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Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>