Building a brand is no small feat. From messaging, color, images, experiences, channels and more – it takes a lot of effort to create a cohesive, clear and powerful brand. There is one element that is frequently overlooked, however, and that’s confidence. How do we convey confidence in our brand? This is far from an easy task, but there are seven women who are nailing it with uber confident brands.
The following tips come straight from female entrepreneurs who mastered the art of exuding confidence on all fronts, from their personal brands to the brands of their businesses.
Transform Your Communication
Sheryl Sandberg, Founder, LeanIn.Org
In an interview with Marketing Week, the esteemed Sheryl Sandberg said, “The way you work on your brand and the way you communicate who you are has never been more important. For brands to grow in this digital world they must focus on three areas. The first is focusing on your brand mission, the second building communities and the third is engaging that community for the long-term.”
Provide Value. Don’t Lead With The Sale.
Krista Lettko, Founder, Authentic Audience
Marketing means investing in reaching the people you want to invest in you. Warm up your audience with an opt in, free offer, or online training / webinar. There is nothing worse than being sold a software online and then the user experience is complicated, which is perplexing because the sales page was incredible. It’s misleading, and though it can get initial sales, it will fail in the long run and is not a sustainable way to sell anything. Don’t lead with the sale. Provide prospective customers with value. Earn their trust. Build awareness. And then and only then, present them with the offer.
Care about the people you want to care about you. If you earn your customers trust with a valuable product and honest marketing, it will give them more confidence in your brand, and they will stay loyal forever.
Be More Relatable By Telling Stories
Julia Mann, Founder/CEO, Lash Tribe Academy
A logo, the fonts and color schemes are only a part of visual impact and branding. The most important part is how a company makes a potential customer feel. People buy from people and your personal story and how the customer relates to it can set your brand apart from the rest. Telling a story is much more effective than listing all the features of a product or service.
Potential customers will feel drawn and relate to certain points in the story, and then link them to their own life to feel more connected. This gives brands the perfect opportunity to plant little seeds along the way to introduce the product or service as a helping factor, which often becomes the deciding factor as to whether they make the purchase.
Own The Message Behind The Messaging
Kristin Thomas, CEO, Confident Marketing Code
As a woman in business, one of the best ways to build your brand is to let your message shine with confidence. Your unique brand message and voice is a massive differentiator in your market and can help you stand out from all other competition. When done right, it can even catapult you beyond your competition. Think about what it is that makes your brand unique, why your brand cares about its customers, and how you do things differently. Weave that into every message you share in your marketing to make it clear to your customers how incredible you truly are.
Master The Art Of Connection
Ingrid Arna, CEO of The Ingrid Arna Company
The service you provide needs to speak to your audience in a powerful way that immediately captivates them. You’ve got seconds to make your prospects pay attention. The key is to ensure your message demonstrates that you care, that you have the solution to their problem, and that you’re the one to buy from above all others. Connection sits at the heart of all conversion. The secret to wild profits and rapid growth always starts with your ability to reach and connect with your audience with authenticity and clarity.
Be clear about who you’re speaking to and use language that powerfully engages them, so they stop and listen—and then invite them to buy. When a buyer finds a brand they trust they will inevitably buy from it.
Speak With Conviction
Dr. Roseann Capanna-Hodge, Integrative & Pediatric Mental Health Expert
It is only by speaking with conviction that one can be most persuasive. It is also what helps prospects develop a form of connection with you and/or your brand. You can tap into this ability by delving into your passion, and what it is that keeps you moving forward. The big picture is that hook that can lock prospects in, so long as it is communicated with fierce enthusiasm.
Demonstrate How You’re Helping Others Help Themselves
Lilize Maree, cofounder of the Organisation for Financial Inclusivity
Consumers love companies that are clearly doing so well, that they are helping others also achieve greatness. For instance, in collaboration with various central banks, regulators, and financial institutions, OFI is empowering mostly female entrepreneurs without access to financial services to have access to various safe and affordable financial services. Then there are also companies that have become household names for the way in which they give back, such as Warby Parker, Toms Shoes, and Lemonade Insurance.
There are many ways companies can give back to others, from money, to time, to product, to services, and more. Get creative on how you can give back (while remaining on brand) and communicate that wherever your brand mission and values are outlined.
Fold some of these tactics into your branding efforts and you’ll exude confidence!