How to Nail the Branding for Your Group Program or Course
Sitting down to write your course is an amazing experience. But what if you get to the end of it and you discover that, well, your course doesn’t quite resonate with your Ideal Client Avatar? Sales are low, and it’s just not… well… something’s a bit… off.
You survey your clients and people who are your Ideal Clients and they let you know that your branding – logo, colours, and even positioning are just not quite right for them. And suddenly you have to go back and rebrand. Everything. From your worksheets to your slide decks, even your whole customer experience. I decided to do a rebrand after creating all the course materials, and, I can tell you from experience, it’s a massive pain.
This is why nailing your branding is Stage 2 in my 7 Stages of Course Creation. Because your brand is much more than just a logo, and it’s really foundational to your group course or program.
Brand is so much more than a logo
Branding is like gift-wrapping. You want the wrapping to reflect the contents of your course. You want it all to be in alignment so your Ideal Client Avatar knows what to expect when they buy your course or program.
Brand involves 3 things:
- Your Passion and Purpose (refer to Stage 1).
- Your Customer’s Experience with you and your business.
- Your Brand Elements, which includes things like your logo, fonts, colours, personality traits, brand essence, key messages and tagline.
Branding shouldn’t be a long winded affair, and less is usually more. But it should be an elegant representation of you and what you bring to the world. So, let’s dive into what you need to consider when branding your course.
1. Passion and Purpose
You need to position yourself so that clients look at you and relate. However, it is important that your branding is authentic to you and your ‘Why? Who? What?’
Why, Who and What are things you should know intimately before you brand. For me, these questions are in Stage 1, and I wrote about them in my previous Smallville article.
2. Customer Experience
Next, you’ll want to look at your Customer’s Experience with you. Your Customer’s Experience with you is a collection of interactions—moments of connection. Every social media post, email, phone call, group call and face-to-face interaction.
It is in these moments of connection that you can make a difference. Map out the moments of connection or touch points your clients have with you and your business, and determine how you want them to feel in each of these interactions. Then plan how you aim to make it happen.
Once you have completed your “map”, look back on the whole experience. Is anything missing? What else can you do to make their experience remarkable? How will you show them the love? This is your tribe. Your people. From your heart, demonstrate that you truly care about them.
3. Brand Elements
And finally, we look at brand elements. The brand elements are what most people think of when they think “branding” but it’s a small part of the branding that reflects the bigger values behind your business. And the brand elements are underpinned by your Passion and Purpose and your Customer Experience.
If the visual side of branding is not in your zone of genius, I highly recommend you get leveraged. Delegate it to someone who is a branding genius. And I don’t mean getting some random dude on Fiverr to design you a logo. You get what you pay for and your brand is too important. Get someone who’s going to help you with all aspects of your brand. This section will help you zero in on what kinds of things you’ll want to chat to your branding person about.
You want the following elements to be in alignment with your Passion and Purpose and your Customer Experience:
- Personality Traits
- Brand Essence
- Key Messages
Then, create a Brand Guidelines document detailing your Brand Elements.
Can you see why this should precede the creation of your course materials? Branding is so much more than a logo and colours you swap around. It really sets the tone and expectations for your Ideal Client Avatar.
And there you have my tips for nailing your course branding. Would you add anything to this list? Let me know in the comments.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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