{"id":11422,"date":"2021-11-14T09:33:00","date_gmt":"2021-11-14T09:33:00","guid":{"rendered":"https:\/\/kingprmarketing.com\/?p=11422"},"modified":"2022-02-01T19:34:47","modified_gmt":"2022-02-02T01:34:47","slug":"episode-3-key-1-assessment-part-2","status":"publish","type":"post","link":"https:\/\/kingprmarketing.com\/podcast\/episode-3-key-1-assessment-part-2\/","title":{"rendered":"Episode 3 \u2013 Key 1: Assessment (Part 2)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11422\" class=\"elementor elementor-11422\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-2ddf2838 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ddf2838\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-42280e50\" data-id=\"42280e50\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-453d124 elementor-widget elementor-widget-text-editor\" data-id=\"453d124\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>In Assessment Part 2, Elizabeth King shares tools to guide you through the first key in the branding process.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfbabf2 elementor-widget elementor-widget-html\" data-id=\"bfbabf2\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div id=\"buzzsprout-player-1536976\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/452722\/1536976-key-1-assessment-part-2.js?container_id=buzzsprout-player-1536976&player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-733835c elementor-widget elementor-widget-text-editor\" data-id=\"733835c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3><strong style=\"color: inherit; font-family: var( --e-global-typography-a244484-font-family ), Sans-serif; font-size: var( --e-global-typography-a244484-font-size ); letter-spacing: var( --e-global-typography-a244484-letter-spacing ); background-color: var( --e-global-color-f84b1de );\">Transcript:<\/strong><\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Welcome to The Five Keys: Unlocking The Power Of Your Brand. This podcast is designed to give you the tools that you need to create a successful and dynamic brand. I\u2019m Elizabeth King and I\u2019m going to be your guide on this journey.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Welcome back to The Five Keys: Unlocking The Power Of Your Brand. I am Elizabeth King and I\u2019m so happy that you\u2019re here with us today. Last week, I talked a little bit about assessment, why it\u2019s so important for you and why you really need to create a company identity and target your audience before you jump into actually doing the fun stuff, like creating a logo and website so you really understand who you are and who your customers are. But I also promised that I would give you some of the tools that you need to actually do it. So I want to start by talking about two mistakes that every company seems to make or that that I find entrepreneurs often make when it comes to branding. The first one is they just start by jumping into creating a logo and a website and collateral materials before they even think about who they are as a company, what their identity is.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>And the second is that they\u2019ll just start marketing without understanding who their customers are. It\u2019s kind of like spaghetti thrown at a wall. They\u2019ll try anything without really being smart about how they spend their marketing dollars to really target their audience. So think about brands like Nike and southwest or Harley Davidson, they spend a lot of money understanding who they are as a company and who their target audiences. But when you think about those brands, they\u2019re iconic, but you know their story and you know who they are and you can just picture their customers. And that\u2019s what I want for you too, when you\u2019re creating your brand. I want you to have those same things, but you\u2019re thinking, Elizabeth, I don\u2019t have that kind of money. I totally get it. None of us have that money when we\u2019re starting out. And so here\u2019s where I want to give you some tools when you\u2019re thinking about company identity. Let\u2019s break assessment into two parts.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Let\u2019s start with company identity. So what do you need? Well, first you need to figure out why you do what you do. Think about why, why you\u2019ve started your company. Because even if you do the same thing as your competitors, your why is going to set you apart from them. And it\u2019s really the core of your story and it\u2019s going to attract people to you. So try to write in a sentence why you do what you do. And don\u2019t say it\u2019s to make money because we\u2019re all in this to make money. That\u2019s the first thing. Every single client I have said this to me. They say, I want to make money. I\u2019m like, yes, I know, but why are you doing what you do? What wakes you up in the morning? Why are you so excited about this? What do you want? Polish your why.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>The next is identifying your core values. So what\u2019s important to you? You know, what are the values do you want your employees to have? What are the values that are important to making your company succeed? For me, authenticity is one of my core values. And I just want to do everything that I can to be authentic in representing who I am and conduct business with honesty and integrity. Because there are so many companies that don\u2019t. And so that authenticity is important to me. So what\u2019s important to you? Defining your company\u2019s unique selling points. You\u2019re going to have three to five things. Think of three to five things that set you apart from everybody else. Even if you\u2019re doing the same thing as your competitors, you are going to have things that make you unique. Kind of like your why, your why is unique.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Your unique selling points, the reasons that that make you different will be unique. The second part of this is really identifying your ideal customers. I talk about ideal customers. These are your people that will take action to buy, use and promote your business. And more important than anything else. They promote your business. When you find your ideal customers, they\u2019re the ones that are shouting from the rooftop. I love this company. You need to love this company. Those are the people that you want to attract to your business. And so one of the most important tools that I use, is I start by identifying the benefits of each product and service that somebody offers. And when you think about who needs those benefits, the most, those people that you identify are your ideal customers.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>And so after you\u2019ve got that list, it\u2019s developing a customer profile for each one of them. And I will tell you that\u2019s the hard part. That\u2019s when you start thinking about who are these people, their demographics, what do they look like, what\u2019s their income level, what their race, their age, what are they involved in? Are you targeting single moms? Are you targeting business owners? It\u2019s going to be unique for everybody. And so think about all of those characteristics because once you understand who they are and where they are, then you can identify the communication outlets where they get their information. Is it referrals? Is it on Facebook? Do they need to see reviews? Do you need to be in the newspaper? Do you need to be on billboards?<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Everything is different for each company based on where your target audience gets their information. And so that\u2019s why it\u2019s so important to really create personas and customer profiles for each of your ideal customers because that\u2019s such a huge component of creating a strategy later on. So that\u2019s what I wanted to share with you today about assessment. Creating your company identity and identifying your target audience. Once you\u2019ve established those two things, it\u2019s very easy to then go to your designers and start creating that logo, creating your collateral materials and your website because you know what you want to say and you know who you need to target. And so I hope that this information has helped you with those core components of your branding efforts. And I look forward to talking to you next time. I\u2019m going to talk about goal setting because that is the second key in The Five Key process and how you align your business goals and your communication goals. So until then, I hope that you have a great week and I look forward to talking to you soon. Thanks.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Thank you for listening to The Five Keys: Unlocking The Power Of Your Brand.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In Assessment Part 2, Elizabeth King shares tools to guide you through the first key in the branding process. Transcript: Welcome to The Five Keys: Unlocking The Power Of Your Brand. This podcast is designed to give you the tools that you need to create a successful and dynamic brand. I\u2019m Elizabeth King and I\u2019m [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":11599,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/posts\/11422"}],"collection":[{"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/comments?post=11422"}],"version-history":[{"count":1,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/posts\/11422\/revisions"}],"predecessor-version":[{"id":12087,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/posts\/11422\/revisions\/12087"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/media\/11599"}],"wp:attachment":[{"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/media?parent=11422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/categories?post=11422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kingprmarketing.com\/wp-json\/wp\/v2\/tags?post=11422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}