Once you’ve set the foundation for your brand awareness and put your name out into the world, it’s time to start thinking about how to increase your impact and create lasting power. This is how you build a relationship with your target audience and create a connection that drives influence, loyalty, and long-term success.
#1 Develop an Emotional Connection
The most successful personal brands are the ones that develop an emotional connection with their customers. This is because people don’t make decisions based on logic alone. In fact, according to a study by Harvard Business School, as much as 95% of decisions are driven by emotions.
So, how do you create an emotional connection with your target audience? The first step is to really get to know them. Understand their needs, wants, pain points, and aspirations. What motivates them? What do they fear? What gets them excited?
Once you have a clear understanding of your target audience, you can craft a brand story and messaging that resonates with them on an emotional level. This is the first step to creating a lasting connection.
#2 Be Consistent
Generally speaking, people are creatures of habit. We like routine and we like familiarity. That’s why it’s so important to be consistent with your brand identity and messaging.
Every time someone interacts with you, they should have the same experience. This means using the same voice, tone, verbiage, and overall aesthetic across all touchpoints, from your website and social media accounts to marketing collateral.
Consistency breeds trust. And when your target audience trusts you, they’re far more likely to view you as an authority.
#3 Tell Compelling Stories
People love stories. In fact, we’re hardwired for them. The human brain is designed to process information in the form of stories. And when you tell one that resonates with someone on an emotional level, it stays with them for a long time.
This is why narrative-based marketing is so powerful. When done right, it can be an incredibly effective way to deepen your impact and create a lasting connection with your target audience.
The key to telling a compelling story is to focus on feelings. What are the universal emotions your target audience experiences? How can you tap into those emotions with your story?
Remember, people don’t make decisions based on logic alone. So, focus on creating an emotional connection with your target audience through your brand story and you’ll be well on your way to increasing your brand impact.
In the end, brand awareness and brand impact are two sides of the same coin. They both play an important role in taking you from an expendable employee to an indispensable resource.