205: Branding: Strategically Focus Your Pricing, Content, Client Acquisition, Company Culture, Business Model, Customer Experience, and Identity with Natasha Davis

Natasha Davis is a branding expert and consultant who helps companies develop strategic visual, auditory, and emotional branding. She is the author of the book "Be Unleashed: Unleashing Millionaire Mindset and Build Your Brand," which she co-wrote with six other entrepreneurs. Natasha runs Impact Branding Consulting and has been in business for 11 years, specializing in working with healthcare, agencies, and service professionals. Her expertise focuses on helping micro and small businesses understand the critical differences between marketing and branding.

Natasha Davis from Impact Branding Consulting says that many business owners confuse marketing (psychological minutiae that let people know your business is present, i.e. t-shirts) with actual branding (pricing, content, client acquisition, culture, business model, expertise you have, identity).

Don't do so many things that you can't differentiate yourself in a unique way! Branding is the difference between being seen as a "Target" business or a "Dollar Store" business. Decide what type of client you want, and then develop a profile of what that ideal client looks like.

Identify that ideal client's commonalities and observable behaviors (business size, industry, where they hang out, social networks, how to get in touch, follow-up) and characteristics (what you can only identify by talking to them -- if they're ready to get started and how accountable and coachable they are).

Quotes:

“Branding transforms a company from merely being recognized to establishing true brand equity. Only by developing brand equity can a business scale effectively and be acknowledged as a well-suited company.” – Natasha Davis

“The foundation of any business is its clients. If your clients aren't happy, your business won't thrive, and your finances will struggle.” – Natasha Davis

“An ideal client is one who values your work and recognizes that they are investing in the solutions you have developed.” – Natasha Davis

Takeaways:

02:28 Branding goes far beyond logos and websites - it's a strategic approach to defining your business's core identity and value.

12:07 Pricing should be a strategic decision based on the type of clients you want to serve, not just matching competitors' rates.

15:23 Identifying your ideal client requires understanding both observable behaviors and hidden characteristics that make them a perfect match for your services.

17:49 Different industries require unique communication approaches, and understanding your target market's communication style is crucial for successful client acquisition.

21:25 Investing time in research and preparation before implementation can save significant money and increase business success.