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Negative Communication

Lesson 4 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Negative Communication

Lesson 4 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

4. Negative Communication

Lesson Info

Negative Communication

negative communication in this lesson, I will teach you guys about unintentional branding, Everything you put out into the world is a reflection of your brand and you must learn to communicate correctly to your target audience through their subconscious because the brain is always taking in information on a subconscious level. We must pay attention to the things that we may be doing with our brands that are not intentional. Everything needs to be concise and intentional. Believe me, I know that there's a lot of work, but we will take some time in class to break it all down for you. Most business owners are putting everything they have into their business and branding endeavors. They just lack some simple education. Bad branding is unintentional, but that doesn't stop it from driving your customers away. Everything is branded, whether it's been intentionally branded or not. Your customer will always walk away with a perception and a gut feeling about who you are, even if you haven't got...

ten around to picking out that perfect color palette or communicating your brand strategy to them. Branding works like first impressions, we brand and categorize people by their shoes, the band t shirts, they're wearing the way they talk, their hairstyles or tattoos, even what they order at the bar. It is the same with brands as the consumer. We create a story in our subconscious about a company, even if they haven't told us what the story is. We do this by picking up on visual elements, their tone of voice, their customer service and their product. Our minds when unguided can create a story about the brand in our subconscious through visual and emotional cues. This is a technique our brains used to categorize and package things in order to understand them better. Perhaps you are selling professional business coaching services, I may go to your website and see a pixelated logo, cheesy stock images and unclear messaging on the website. What kind of gut feeling do you think your customer is getting when they are on this website? Do you think they will feel confident hiring someone who is selling their business services but doesn't quite look like they can afford a proper headshot? The problem with this scenario is that it's all too common. This business coaches creating a brand, even if they haven't taken the time to think through each piece, even though they have not intentionally sat down to determine what their brand should be, they are branded and their current brand is communicating to our subconscious in a very bad way. Even if this coach is highly qualified, we cannot feel it immediately, which results in us passing them by the brand is giving the potential customer the gut feeling of unprofessionalism and carelessness through their touch points. Remember a touch point is any point of contact between a buyer and a seller. Everything you do through your brand needs to be concise and intentional in order to create a positive gut feeling, I will give you guys a brand checklist in the next lesson to complete as we continue on, so let's get started.

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

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