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3 steps for branding your signature offering

3 Steps for Branding Your Signature Offering - www.amandagenther.com

Last week we talked about WHY you should brand your new offering and this week we’re going to talk about HOW.

Much of this is the same if you are still in the phase of branding your main business, so feel free to use it for that, as well. Just keep in mind that branding your main business is a lot more bigger picture than just branding one small piece of your business model. There are so many other components for your main brand that you have to consider.

Today, though, we are going to talk about how to brand your signature offering.

Branding your signature offering involves 3 main components:

  1. Your dream customers
  2. The results or benefits for your dream customers
  3. How you position your offering in the market

Before you do anything, you have to be super clear on the one before it.

You won’t know the results until  you know who you’re creating it for, just like you won’t know to price the offering unless you know how you want to position it.

I help my clients through this process by sending them my Brand Discovery (for offers) Workbook when we decide to work together. This workbook breaks down the sections above (plus more) to help them get really clear on their offering overall, because it’s essential that you know this stuff before you move on to the visual part of your offering.

Let’s get started with the first and most important piece – your dream customers.

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1. Your Dream Customers

We’re all pretty familiar with this term by now, right?! I’ve mentioned dream customers in the past a few times. Mainly here, here and here.

They’re a pretty big deal.

They’re as much important to understand and know like the back of your hand for your main brand as they are for your new signature offering, especially if you want this new offer to take on a life of it’s own right alongside your main brand.

What’s important to understand here is who they are, what motivates them to act and what their biggest struggle or problem is at the moment, the struggle that you can help relieve or solve.

Besides the basic gender, age, marital status and demographic questions, I want to help you get more clear on the psychographics of your dream customers.

What are my habits?
What do I believe in?
What inspires and informs me?
What motivates me to act?
What do I value more than anything else when working with businesses like yours?

And then, we can go deeper into their biggest problem related to how you can help.

What do I struggle with?
How have I tried to solve this problem in the past?
Why haven’t any of these other solutions worked for me?

In my workbook, I go a bit deeper into the solution-side of their problem, but this will get you started on getting a clearer picture of who you’re creating for.

Take action: Answer those questions above until you feel really clear about who your dream customers are. Don’t worry – they can be slightly different or more specific than the dream customers for your main brand, because this offering should be a very specific solution built to solve only a fraction of your community’s biggest problem.

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2. The Results or Benefits

Once we know who we are creating for, we can start to figure out how our offering benefits our dream customers.

Perfect stated by an article on Entrepreneur.com, they says that “a benefit answers the question “What’s in it for me?”.

In other words: why would your dream customers need your offering? How is it going to help them?

My favorite way to figure out the benefits of your offering is to start with the features.

Once you know the features, you can determine the results of that feature, and then lastly the benefits of your offering.

A customer’s perception of each feature’s results is what attracts them to your offering, so that’s what will give you the true benefits of what you’re offering.

Features > Results > Benefits

Here’s one example of how to determine the benefits of what you’re offering.

Let’s look at a DIY copywriting course.

Feature: 8 self-study lessons

Result: I’m able to learn what you need, when you need it.

Benefit: Gives you complete control over your business and brand communication.

Take action: Write down 2-3 of your offerings features and then work through the results until you get to the big benefit!

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3. The Positioning

The positioning is going to include who the offering is for, how it helps them, why they would need it and how you price it.

Your positioning can be broken down into four pieces:

  1. Your marketing message – how are you appealing to your dream customers and what are you telling them?
  2. Your price – is it on the high or low end of the market?
  3. The visual quality of your program – is your offering/brand DIY or professionally designed?
  4. Your unique packaging – what are the features and benefits of what you’ve created and how is this offering different/better than similar offerings already out there?

An example of positioning a general design package could look like either of these two ways:

  1. You offer theme customization design services to creative entrepreneurs who are just starting their businesses. They need your services, because they have a shoestring budget and have only worked with a few clients so far. These clients are more willing to DIY a lot of their business tasks. Your pricing will be on the low-end, because that’s what your ideal customers will be able to afford.
  2. You offer high-end customized digital solutions for entrepreneurs who have been in business for 3+ years. Your packages are all inclusive, because your clients need everything done for them, that way they can focus on their zone of genius. Your clients are making over $70K per year, so they are able to afford a higher-priced package.

Your positioning allows you to reach those dream customers with the right message, charge what you’re worth and position yourself as the expert you are!

Resource: If you’re struggling with differentiating your offering, I highly recommend reading The Blue Ocean Strategy. There’s an exercise in this book that will help you make your offering better/different than what’s currently available.

Take action: Work through the four different pieces of positioning to get clear on how you are going to position this new offering.

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What questions do you have about branding your signature offer? Any questions about your signature offer in general? Want me to dive deeper into one of the pieces above? I’d love to hear! Leave a comment below and I’ll be able to answer your questions.