“Put your customers first. Set your personal preferences aside for the branding and marketing process.”

Difference Between Good Brands & Bad Brands

• How much thought and effort you put into it

What makes a good brand?

• Good brands know who they serve and how to serve them
• Brand Values
• i.e. Honesty, Integrity, How you conduct business
• Mission / Vision
• Why are you in business?
• How do you hope to serve your customers?
• Brand Characteristics: Personality of your brand
• i.e. Bold, Friendly, Laid Back
• Whatever you are doing, whether that be writing an email or answering the phone, be these things.
• Think about how the person you are serving will feel

Tips for Putting Yourself In Customer’s Shoes

• Get as many details as possible about the customer you are serving
• What do they do on the weekends?
• How many kids do they have?
• Where do they live?
• Figure out how to to serve them in ways your competitors aren’t
• Ask for continuous feedback
• Get laser focused - Define your ideal customer
• Design your brand, values, characteristics, marketing materials, etc. with your ideal customer in mind
• Do your research
• Pick colors to evoke certain emotions
• Make different versions of the product, take it back to them, and ask for feedback
• When asking for general feedback, ask your target market, not the general public
• Manage expectations

How to Create a Trusting Relationship with Clients

• Transparency
• Collaborative process with client
• Projected Timelines
• Welcome & Entertain Questions
• Touchpoints - Let clients see the progress
• Effective & Regular Communication

Connect with Katie Dooley

LinkedIn @katiedooley

Learn More About Paperline Creative

Paperlime.ca

Instagram @paperlimecreative

Facebook @paperlimecreative

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• JMH Media: Building Brand Loyalty and Trust
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