How To Create A Compelling Brand – Module 7 – Part 2 – SEO Unlocked
– [Neil] Hey everyone, it's Neil Patel and today is another day of SEO Unlocked. Today we're going to be covering
branding and methodologies. So what is a brand? Well according to Elon Musk,
a brand is just a perception and perception will
match reality over time. Sometimes it'll be ahead,
other times it'll be behind but brand is simply a
collective perception some have about a product. Now I want you to think about
these brands on the screen. Coca Cola, Nike, Apple, McDonald's, what do you think about them? Well when you look at
McDonald's, family, happy, speed.
When I was a kid I
loved their happy meals. It definitely did make me happy. Nike, achievement, sport,
inspiration, just do it right. With Nike they really push you forward and when I think about
that brand, it's just like all right, that's a great
brand if you're into sports, anything athletic, running. People know that hey if you
want shoes for basketball or any sport, you just go with Nike. And Neil Patel, I may
be known for marketing also sharing, growth, advise,
SEO, the list goes on and on. It all comes down to your brand story. What are people going
to say about your brand? How do they see it? If they had to read about it
in a book what would they say? And you're probably wondering, well, how do I find what
my brand's story is? It really comes out to four main elements.
What does your brand say about itself? What your brand does in the world. What others believe and
say about your brand. And how others interact with your brand. A brand is built over time,
with consistency of message. The more you push across your message, the easier it is to get all
those four elements right. Branding is more than
just trying to figure out how you define your brand. It really comes down to how are you going to produce your brand, your story, your messaging? It all intertwines with each other because if it doesn't
intertwine with each other well you're going to have
unconsistent messaging, and then consumers or potential consumers are going to be confused. So I want to make sure that you go through the following exercises. That way you can set your brand up the right way from day one. You need to discover your
unique solution for your market and we have a sheet
that'll help you do this. Technically two sheets. You need to first start off with the Unique Selling Proposition and Unique Value Proposition worksheet. You can go to nielpatel.com/training,
click on SEO Unlocked and under this video,
you'll find that worksheet.
Fill it out and go
through it step by step. Another worksheet that
I want you to go through is your Bigger Contribution
and you'll see it in the same place. When you go through these two
things it'll help you set up your brand correctly from day one. Another important aspect is to see how your competition positions themselves. I want you to use tools
like Facebook's add library or WhatRunsWhere to see what
your competition's doing and what ads they're running.
Even go to their website sign
up with your email address or a dummy email if you want. Check out their landing
pages, read their emails, attend their sales calls, their webinars, their homelook marketing collateral. This will all give the
idea of what's working and what's not working. That way you can start changing the system because if you're seeing what
your competition is doing most people just copy them. I don't want you to do that. You need to buck the system. You need to start thinking of yourself on how you can stand out
from your competition. What can you do that's unique. How can you position
yourself in a different way. And when you do that
you're much more likely to have an effective
brand that people love. And that gets us into
deploying your brand. So with deploying your
brand the first step is to do the exercises.
If you do the exercises
and download the worksheets you'll have a whole list of insights and you can use those
insights throughout things like your SEO, your title
tags, your sales copy, your website design
even your product design or your sales calls. It's important to do it in areas that are not just marketing related the reason being is your
brand changes from everything from customer support to
sales to emails to videos that all needs to align. The moment it doesn't align, that's where you're going
to see things break. Think of every interaction. Everything in your
business as an experience for the customer or client. Opening up a box a package
that was shipped to them, opening up a sales
letter, watching a video even seeing an ad on TV or
speaking to someone on the phone.
This is all how people
interact with your brand and it affects their perception of it. The reason the experience
is really important is because it affects pricing. And most people want to
charge premium prices and the way you do that is by
creating amazing experience and relationship but
not just your customers but how your customers interact and engage with your products or services, that's how you can be
the premium price brand and have the most amount of profit. Because by higher prices and
the same amount of customers it helps increase your profit margins. And it'll also help increase the demand. It'll also help decrease
the price resistance of people being like, you're too expensive because when people love your brand like they do with Apple products you don't really hear
them say Apple iPhones are too expensive. Well even if they think
that for some reason they're still buying Apple iPhones. Why? Because of how their experiences with Apple products and the brand. So at this point I want you to
go to neilpatel.comm/training and click on SEO Unlocked
and underneath this video you'll find these three worksheets from filling out the Bigger
Contribution worksheet to Crafting your Unique
Selling Proposition and Value Proposition to filling
out your Offer worksheet.
So make sure you do that so that way you're going to be prepared for the last lesson in SEO Unlocked. I look forward to helping
you get loved by Google..
