What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn how to get more clients who value brand strategy so you can
leave the logo shoppers behind and start working with clients who value their brand
now if you're new to the channel and you want to build brands that go beyond the visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the
pro brand strategy blueprint to free download and the link is in the description now when you
make the jump to offering brand strategy services you can expect to hit the ground running and for
everything to go smoothly chances are you're going to come across some challenges that you're going
to need to overcome as the old saying goes you cannot make an omelette without breaking some eggs
and you cannot grow without overcoming some challenges when it comes to brand strategy
one of the first challenges you'll come across is finding clients who value what you do so
how do you find high paying clients well as you begin to offer brand strategy services
and as you provide more and more services to your clients you'll build your reputation
as a brand strategist and that will lead to more opportunities the more strategies you provide for
your clients the more happy clients you build the more testimonials you get and that leads into more
happy clients and more testimonials and ultimately that leads to bigger clients and bigger brands
who value strategy and are prepared to pay for it as well now of course that's all well and good and
that might be way down the path but what about right now what if you're dealing with clients
who just don't get strategy and chances are that's who you're dealing with you're getting inquiries
for people looking for brand identity services and they just don't get the value of strategy and
they don't see why they should pay two three four times more for a brand including a strategy when
they can pay a lot less for a brand identity now the reality is it's your job now to shift their
value perspective so that they see the value in what you do now I got a question in the Facebook
group the other day and I went something like this I'm getting inquiries from people who don't
get brand strategy should I forget about them and try and find clients who do and look the reality
is there is a massive education gap out there in the market and 95 percent of clients that you come
across won't get strategy they simply won't get the value of what you offer and you are years and
years ahead of those entrepreneurs in terms of the education that you have and the understanding of
branding that you have now of course if you are getting high paying clients that understand the
value of strategy and they're prepared to pay for it then by all means go after those clients but
if you're getting inquiries from logo shoppers or brand identity design shoppers looking for those
types of services and they don't see the value of brand strategy then it is your job to shift
their value perspective so they understand what brand strategy is all about they see the value
in it and ultimately they understand why they should invest in your premium service and that's
exactly what I'm going to show you how to do in this video now before we dive in don't forget to
hit the like and subscribe and the notification bell will let you know when I release new videos
just like this step number one create a lead generation system now this step is all about
creating those leads because without leads you don't have any perspectives to shift so
you need to understand where you're going to create those leads from and develop a system
to do so now your strategy will really depend on your niche because every strategy is different
and this is a bit of a hint here if you don't have a niche if you haven't positioned yourself
then you need to do that so define exactly who your audience is and where they're congregating
are they hanging out on LinkedIn are they hanging out on Facebook or Youtube or are they searching
for information on google find out where they're congregating and then define the way that you're
going to use to get in front of them and when you do make sure you have a compelling offer for them
to take action now I'm not going to dive deep into lead generation funnels here but if you want to
learn more about generating leads then I'll leave a link in the description below to that video
step number two keep it about business now chances are if your inquiry is coming to you looking for a
logo they're probably going to jump straight into visuals but don't get sucked into that trap you
want to keep it all about the business you want to talk to your client to your prospect about their
business and ask business related questions so ask them about their business business model about
their industry about their audience and their competitors and their market landscape so make
sure you keep it about that business and don't get sucked into talking about visuals and if you do
that you will command a sense of authority simply by asking those questions your prospect will see
you in a different light they'll see you that you're all about business you're not about the
visuals and chances are there's more to you than just pixels step number three get them excited
about their vision so once you've taken the time to discuss their business now you want to shift
the conversation to get them excited get them excited about the business that they're building
and ask them about their vision now nobody starts a brand nobody starts a business with the idea of
failure they start a business with the idea of success and that's what you want to tap into you
want to tap in to their idea of success and the excitement and emotions that lie behind that so
ask them where they see this business going where they see their brand going in the next five to ten
years and what life will look like and that will really draw out their excitement and get them
really excited about the possibilities for their brand step number four ask more advanced questions
so you've got them opening up about their business you've got them opening up about the vision for
their business now you want to highlight their plan to get their business from a to b now chances
are there are going to be some gaps in that plan because that plan is also known as their
strategy and if they're coming to you looking for a logo design chances are they don't have
a strategy now you don't need to tell them that they need a strategy you don't need to tell them
that there are gaps in their thinking but asking them simple questions about the difference they're
going to make in the market their positioning strategy or their plan to get their brand from
a to b they'll see it themselves they'll see that there's gaps in their thinking and that will open
them up to the idea that maybe there's more to know step number five complement and pivot now the
first part of this step is very important you want to complement them you want to compliment them on
where they've gotten up to at this point because you're about to pivot you're about to pivot into
an area that they didn't expect to go now before you do that if you compliment them that will let
them know that you're on the same page you'll let let them know that you understand you understand
their business idea their business model and where they want to take that and even knowing
this information you're then going to tell them that you can help them so it's really important to
compliment them on where they've gotten their idea to up until this point and then pivot pivot into
the fact that you believe that you can help them but you need to know more you need to know exactly
who their audience is you need to know exactly who their competitors are in order to find gaps
in the market so you can define a plan on which to build their brand and number six provide a low
commitment offer now you've taken them through a journey up until this point and all of a sudden
you're in a conversation about brand strategy and previously chances are if you were getting
logo design inquiries you were not getting to this point where you were having this back and forth
about strategy but at this point just because you're having that conversation about strategy
doesn't mean all of a sudden your prospect is going to be prepared to go all in on a 30
brand strategy or even a ten thousand dollar brand strategy you need to provide them an
easy way to come on board and that comes in the form of a low commitment offer give them a simple
commitment that they can take to move towards becoming a customer and it will make the decision
far easier and an example of this might be a brand audit now you'll notice that throughout
all of those steps I didn't mention strategy at all the reason that I didn't mention strategy
is that it tends to scare off prospects the minute you mention strategy they get confused
and they also hear higher prices and if that's what you lead with then you're likely going to get
pushback you want to keep the language as simple as possible you want to empathize with their
situation show them that you understand show them that you understand where they want to go and to
show them that you know how to get them there if you do that in simple language and you have that
conversation to bring them along one step at a time then that is a seamless conversation of
turning a logo shopper into a strategy client now you'll remember the first step of this strategy
was to create that lead generation system but the first step before that is to understand exactly
who your customer is and the journey they're on if you want to learn how to map your customer journey
then this video will help you out until next time brand like a master I'll see you in the next video