Resources

Naming Your Ideal Client

August 7, 2019 by Nicole Ellis

Today we’re breaking down your dream client’s demographics, psychographics, and consumption behavior (those words aren’t as complicated as they sound, we promise!)

While it’s essential to understand your brand, you must also understand the people you are trying to reach with it. When naming your ideal client, you’re going to get specific – so specific that you have to alienate people who aren’t a fit for your business.

I know that alienate is a scary word, but it’s better to weed out the people who aren’t “your people” now, rather than spending time, effort, and resources trying to reach people who aren’t interested.

Think of it as “quality over quantity.” We are going to zero in on quality prospects who have a higher chance of being converted into long-term clients. In order to name your ideal client, we will be examining demographics, psychographics and consumption behavior. To do this, you’ll answer some questions in each category to define your ideal client.

As you are answering the questions in each area, think about someone you previously worked with—that dream customer, the person you would work with again a million times. We want to identify what made them so special and try to find other people like that.

Now that you know why you need to name your ideal client, let’s get started with our questionnaire!

Demographics

Demographics examine measurable data about your audience—such as age, education, nationality, religion, and ethnicity. Now, for some questions. Picture your ideal client…

What is their age group?
Are they male or female?
What is their race/ethnicity?
Where do they live? Does that affect their access to you?
What is their marital/family status?
What is their education level?
What do they do for a living? How do they spend their money?
Do their religious beliefs affect the way they view your business? How so?

Psychographics

Psychographics explore behavior, beliefs, feelings and values—such as personality traits, hobbies, style, likes/dislikes.

What does your ideal client enjoy?
What do they do with their spare time?
What are their favorite TV shows, books, songs, podcasts, or websites?
What is their political involvement? Do politics affect the way they view your business? How so?
What do they consider when making a purchase?
What do they value?
What are they afraid of? What are they planning for the future?

Consumption Behavior

Consumption Behavior delves into how people consume brands and content. Once you understand this, you can predict how your ideal client will interact with your content and strategize accordingly.

Where do they spend their time online?
What is their favorite social media platform?
Do they follow any bloggers/influencers? If so, which ones?
Where do they shop?
What type of marketing content will they best connect with?
Who do they take recommendations from? (aka, who do they trust?)

We hope that going through these questions gives you clarity on your ideal client. Once you’ve defined them, the next step is to tackle how you’ll attract them – and if you’re struggling, you know who to call! We’d be happy to help you customize your content to appeal to your ideal client.

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Branding by Nicole will use the information you provide on this form to be in touch with you and to provide updates and marketing. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at nicole@brandingbynicole.com. We will treat your information with respect. For more information about our privacy practices please see the privacy policy page at the bottom of the page. By entering your information, you agree that we may process your information in accordance with these terms.

How To: Conquer Color Psychology

July 10, 2019 by Nicole Ellis

When it comes to color, there’s much more than meets the eye. Colors are more than just hex codes and hues – they actually elicit an emotional and psychological response from viewers.

You may have an interesting business concept or a good lookin’ logo, but your colors are the key to brand recognition. In fact, research shows that close to 85% of consumers believe color to be the biggest purchasing motivator. The colors you choose for your brand have hidden messages, so let’s make sure your choices match up with the vibe you want to portray.

Red

Bright and bold, red stops you in your tracks. It’s an attention-grabbing color, which can be a good and a bad thing. Red represents love, passion, power, and energy. It’s great when you need a small pop of color. Orange

Orange you glad? Orange has a more approachable appeal than other bright colors, making it a good choice for kid-friendly or family brands. It radiates enthusiasm, warmth, confidence, and playfulness.

Yellow

It’s all sunshine here! Yellow is the universal color of cheer. It’s an eye-catching, bright, and welcoming hue. Choose yellow to exude joy and energy.

Green

The color of money and trees, green is often used to represent brands dealing with finance and nature. It’s organic, earthly, fresh, and versatile.

Blue

A calming blue creates a sense of security and trust, so it’s a great choice for health and financial institutions. Blue represents peace and reliability. If your business serves a diverse client base, it’s also helpful that blue is universally liked by both men and women!

Purple

Hail to the king! Purple represents royalty, luxury, and mystery. It is often used by health and beauty brands for a sophisticated reputation.

Pink

Our favorite color here at BBN! Pink embodies beauty, compassion, and femininity. It is often associated with female brands because of it’s soft, sweet tone.

Black

Black evokes a sense of timelessness and high-end luxury – think the AMEX black card. Black exhibits power, elegance, and formality. It is also popular in editorial style brands.

Gray

Gray is modern, calm, and neutral. Less harsh than black, it’s a great alternative for conveying luxury. Sleek and sophisticated, gray is popular with tech and automotive brands.

White

At its best, white is complete and pure – the color of perfection. Careful though, too much white can be isolating and cold. Use white to evoke feelings of creativity, encouragement, purity, and possibility.

So, there you have it! We’ve worked our way through the rainbow and now you’re ready to select your brand colors. Ask yourself – how do you want your clients to feel when the see your brand? Are you going for the calming effect of an ocean blue, or would you rather grab their attention with a radiant red? Decide the effect you want your colors to have and go from there. It’s both an art and a science, so give yourself a few tries to get it right. You can also consult Pinterest for some inspiration.

Before you get too carried away, we’d suggest you start with one central color and two accent colors. We swear by the 60/30/10 rule – choose a palette of three colors using a ratio of 60%, 30%, and 10% for distribution. Once your palette is complete, double check that your colors align with the emotional response you want from clients.

You’re well on your way to conquering color psychology!

Pinterest: The New Google

July 3, 2019 by Nicole Ellis

Where should you be looking for branding inspiration? Stop making life harder than it has to be and introduce Pinterest into your brand discovery process.

You’ve decided your brand needs a new look, and you’ve contacted a designer for help…now what? What happens when you know your brand needs transformation, but you’re lacking inspiration?

Enter: Pinterest. For those of you who aren’t familiar, Pinterest is a social network that allows users to search for various themes and discover new images for all sorts of inspiration. Since 2010, Pinterest has given users an online place to “pin,” or save, these pictures for later. From event planning to interior design and everything in between, Pinterest has a place in every industry – including ours!
We love Pinterest because it’s collaborative, user-friendly, and, of course, inspirational. You should love Pinterest because it simplifies your branding process and guides you through the discovery of what you love.

Here at BBN, we encourage our clients to use Pinterest in the early stages of their branding process to gain direction. Rather than scouring Google for an overwhelming array of unrelated images, we point people to Pinterest for a more carefully curated selection.

Pinterest also has the upper hand for brand inspiration because of its “more like this” feature. Once you pin one image that you connect with, you can scroll down to access a seemingly never-ending supply of similar images. Say goodbye to Google’s distractions and hello to the limitless (p)inspiration available on another platform.

Our clients search Pinterest for color palettes, logos, fonts, patterns, interiors – any image that reflects their desired brand aesthetic. As the images are collected on a Pinterest “board,” we begin looking for repeating themes. We narrow your selections into a cohesive direction by placing them into a mood board (you can search for these on Pinterest too!).

Wherever you’re at in your branding process, Pinterest is here to help. We hope Pinterest is the tool that gets you out of your branding rut and ready to unlock the best version of your business!

Follow us on Pinterest here!

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5 Ways To Optimize WordPress Now

June 20, 2017 by Nicole Ellis

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Web Design | Resources

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5 Ways to Optimize WordPress Now

Are you maintaining your WordPress site?

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You have a shiny new WordPress website, so how do you maintain it? There are a handful of things you should be doing on a regular basis that will help keep your site running in tip top condition.

Note: Even though this is focusing on how to keep your WordPress site up-to-date, many of these tips are applicable to all platforms (Squarespace, Shopify, etc.)

1. Keep Your File Sizes Small

If you are blogging on the reg or you have a portfolio, you are probably uploading a ton of images to your site. Keep in mind, when you load a webpage, your browser will try to load all of these images at one time. The larger the image file size, the longer it will take to load the page in its entirety. The smaller the image file size, the quicker.

Take a look at two things as you prepare to upload images. If your image is more than 1080px wide, it’s probably too large. Most websites are not any wider than this, so your image doesn’t need to be. Try reducing the overall size of your image to help reduce file size. If you still find that your image file size is large, then take a look at the resolution of your image. If your image is larger than 72 DPI, then you can reduce it down. 72 DPI is the standard resolution for screens, so website images do not need to be any larger.

Also, be sure you have an image compression plugin installed. I personally use the Ewww Image Optimizer, it allows you to reduce your image size in bulk and will compress the image as you upload it.

2. Backup, Backup, Backup

If you are not routinely backing up your website, stop what you are doing and go do it! Frankly, there are a million different things that can go wrong with websites, most of which are out of our control. A client of mine who has hosting through a mom & pop hosting company almost lost her entire site because the host upgraded their servers improperly. This left the client’s website damaged. I was able to do a quick restore and had her site back to normal within a couple of hours.

For WordPress, I use the UpDraftPlus, you can set how often you want your site to backup and save backups directly Dropbox or Google Drive for safe keeping. Bonus points for the fact that they have a super easy restore function within WordPress!

3. Secure Your Site

Because of WordPress’ popularity, it is major target for hackers. To combat this, make sure you 1) use strong passwords (not your dog’s name or your first born…something with random numbers, letters and characters, uppercase, lowercase…etc.) and 2) have a security plugin in place. You don’t want to go to your site one day to find it replaced with some fun, NSFW pics…that always seems to be a hackers go-to. Smh…

I have used iThemes Security and WordFence for security. Both work great and even if you don’t really understand all of the security terms, they have basic settings that take care of most things you need to be concerned with.

4. Check for Updates

The WordPress updates page will show you if there is an update available for WordPress itself and for all of the plugins that your site uses. Going back to #3 for a second, keeping your site updated helps to eliminate vulnerabilities that hackers look for. CAUTION: Make sure you run a site backup before you run the updates, just in case of a glitch!

5. Check for Broken Links

Want a sure fire way to get people to leave your site? BROKEN LINKS! Who wants to stay on a site that doesn’t work properly? This is one that I often neglect on my own site and need to check on ASAP! This is especially pertinent if you have external links to other websites in your blog posts. Keep in mind that you can accidentally type or copy an address in wrong or the site you are linking to may move or delete a page/post, so it’s always good to double check each one.

The Broken Link Checker plugin quickly checks and helps you remove or edit any broken links it finds.

wrapup

Your website is like a living breathing thing, you have to maintain it to keep it running. I hope the tips above will help you to keep your site in tip top shape.

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Five Tools I Use In My Business

August 9, 2016 by Nicole Ellis

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Elevate your client experience with these biz tools & apps

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I talk a lot about branding from a visual perspective, but your client experience should receive as much attention as the other elements of your branding.

your visuals + your voice + your experience = your branding

How you handle everything from the first inquiry to the last payment, and everything in between, should be as smooth as a Bruno Mars song.

via GIPHY

I take a lot of pride in creating an experience for my clients, one that lives up the values of my business and enhances the brand I am building. One of the most consistent things that client’s comment on is the ease of my process.

Over the last few years, I have literally spent HUNDREDS of hours listening to podcasts, reading blogs, and scanning social media posts to find the right tools for my business. While there is no one size fits all solution for everyone, I encourage you to get out there, subscribe to free trials and try each app, program or web plugin—find what works for you and your clients. Here’s what I’m currently using:

1. Dubsado

I have been through THREE project management/CRM systems and Dubsado is finally the one that I plan to stick with. Not that the others out there are bad…they just weren’t a great fit for my business. Dubsado offers a trial period (your first three customers) and fantastic customer support. They are constantly adding new features which is one thing I felt was lacking in the others I’ve tried.

Pros: Client Portals (the top reason I made the switch), Automated Workflows, Easy Proposal Selection (it generates invoices based on the client’s selection)

Cons: No app (yet), but the mobile browser version works well enough.

Others I’ve Tried: 17Hats, Honeybook

2. Asana

Asana is where I store all of my business to-dos. I know a lot of people are die-hard Trello users, I tried it for almost a year, but Asana’s checklist format speaks to my list-loving heart. When I complete a task, I just hit that little checkmark and boom there goes a flying unicorn telling me how awesome I am for completing said task. Who doesn’t want a unicorn flying across their screen?

I start my week by looking at what deliverables are due for each client in their Dubsado timelines and I add it to an Asana list. While I also keep a calendar, the checklist format is visually easier for me to follow and helps keep my projects straight. This way I ensure things are done on time.

Pros: Browser and phone app, can be used with an internal team and external clients, easy-to-use, UNICORNS!, NEW! a board-mode for the people who like Trello

Cons: Haven’t found any yet

Others I’ve Tried: Trello

3. Acuity Scheduling

Don’t you hate going back and forth with people trying to schedule a meeting?

One of the easiest ways to make yourself available to clients is by using a calendar scheduling program. You set the days and times you want to make yourself available, sync it with your calendar of choice (Google Calendar is mine, but it syncs with others) and then provide clients/vendors/friends with the link to your Acuity calendar. Once a date and time is selected, they receive an email confirmation (which you can customize) and it’s added to your calendar. They will also receive a reminder before the appointment.

I put the link to my calendar in my email signature, so even if I’m out of pocket, a client can easily access the link and make an appointment. I also add this link to my client portals in Dubsado.

Pros: Syncs with Zoom Video Conferencing (see below), easy interface for clients, reminder emails, custom CSS to add my own branding

Cons: Setup is a little tedious

Others I’ve Tried: Calendly

4. Zoom

There is something to be said for face-to-face interactions, but as a pre-dominantly online entrepreneur, meeting with clients isn’t usually possible. Thanks to video conferencing, we get the next best thing. From initial client consultations to website tutorials, I use Zoom Video for all of my conferencing needs. Zoom syncs up with my Acuity Scheduling account, so the link to my private conference room is attached to all communications with clients. The best thing is that this service is free for one-on-one use, and up to 40 minutes with a group. You can also record your meetings, which I do for my website trainings. Clients then get a link to the video that I upload to my Vimeo account and it stays there indefinitely for them to reference.

Pros: Recorded meetings, one meeting link that you can send to clients

Cons: Free version has a time limit for groups

Others I’ve Tried: Skype

5. Canva or Over

Consistency in your graphics is key to maintaining your business branding. The best way to do that is to have templates built out. For those who are not savvy with design, programs can still create beautiful graphics with the help of programs and apps like Canva or Over. Use your templates to standardize colors and type, but get creative with text size, hierarchy, and patterns to make each template a little unique, but still consistent.

Pros: Both have great templates to start from if you’re not creatively inclined. Pro versions allow you to upload your own fonts. You can create all kinds of graphics (social, business cards, flyer, etc.)

Cons: Canva’s app isn’t as robust as Over, however, Over doesn’t have a browser version—so there’s a trade-off.

Wrapup

Client experience is a big piece of your branding puzzle! If you go back and read through these again, you will notice that each one of these programs works with the other to create a seamless process from start to finish.

Take the time to cultivate an experience that turns clients into raving fans. If you do that, referrals and testimonials will pour in, making your job that much easier and your brand that much stronger!

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