Brand Discovery
On this page you’ll find out why brand discovery is one of the most important and lasting business investments you will ever make. You’ll also learn why it’s an essential first step for effective websites, copywriting, and graphic design.

What's brand discovery?
Branding is a way for you to show people your unique approach to business. It helps people see the advantage of working with you and separates you from other companies who offer similar solutions.

What’s in it for you?
The benefit to this is that you attract the sort of clients you really want to work with. By identifying and emphasizing specific aspects of your business, you attract people who value what you do.

That means you’ll be working with people who already see how you can help them and are eager to work with you.

Your sales cycle shortens because you lower resistance and you get more word of mouth referrals because it’s easy to see how you can help others.

Will it work for your business?
Sometimes people think branding is for big companies and that it only works with massive advertising campaigns. The truth is that branding a small company and especially a solo professional is one of the most powerful ways to build trust and attract clients. Branding is simply a way to present what you do so people understand it’s value. Any business can benefit from branding.

How long does it take?
Depending on how much work you’ve done to understand your business, it may not take too long to discover your unique advantage. Sometimes, knowing the right questions and having a good coach can help you establish your brand statement in a single meeting.

My specialty is coaching you through the brand discovery process so that it’s fun, enlightening, and leads to an accurate expression of your business in the marketplace.

What’s the process?
Usually we meet over the phone and talk about your business. This may take a few meetings. We’ll talk about your vision and discuss ways to reach your potential clients online.

If you’re just getting started in business I’ll teach you some important basics about marketing and help you find ways to connect what you enjoy about your business to an ideal market.

Together, we’ll work to discover a brand statement that presents you and your business in an authentic way that resonates with your audience.

How does it fit in with websites?
The best way to get and keep someone’s attention on a website is to know what to say. When you’re clear about what you do, how you do it, and why that matters, you’re ahead of your competition.

People come to commercial websites like yours to solve a problem or fulfill a desire. Having a clear brand statement to guide the content on your site makes it much easier to write. When you answer all the questions your potential clients have about your business you build trust. People feel good about you when you help them make a smart buying decision.

How does it fit in with website copywriting?
People often mistake branding for visual identity. This is an easy mistake. Visual identity (logos, the colors you use, and so on) is based on a brand statement. But the statement comes first. Sometimes a graphic designer can help you discover your brand statement, but only if they specialize in brand discovery.

It actually makes more sense for a copywriter to help you establish a brand statement. Effective website copywriting begins with a clear understanding about your business, your market, and how you compare to other companies. Without that information your website content will be vague and boring.

What do you do now?
If you’re ready to find out more about brand discovery and how it can help your website content attract ideal clients, email me and we’ll set up a time to meet.

Your brand discovery will…

NEXT: Find out why Keyword Research is the second vital step in effective website copywriting, or return to the Services page to read about other ways website copywriting can keep your business thriving.