Over the past few years, I’ve not been shy about sharing the amazing wins that my incredible branding clients have experienced as a result of our work together. As a Type 2 on the Enneagram, it’s a true honor to be able to see how my clients flourish after we work together. And as a brand designer and strategist, it’s incredible to see the kind of growth my most successful clients experience when they choose to invest in themselves and their businesses through an intentional brand and a heartfelt strategy.
I’ve gotten several questions off and on over the years about how my clients—especially the ones with the biggest success stories—have experienced success and I thought I would sit down and do a little digging for you and really look at what makes my most successful branding clients different.
As I started looking into the kind of work we did together and the way we worked together, I discovered that my most successful branding clients have four secrets in common.
These secrets enable them to not only engage with my branding process differently, but also long after we wrapped up our work together, it enabled them to continue to maintain the level of growth and level of transformation that they were able to see.
And I believe you can do the same, friend.
So join me as I peel back the curtain on the four secrets that my most successful branding clients have in common.
DEFINE WHAT SUCCESS LOOKS LIKE TO YOU
Before I dive too deep into this, I want to let you know how we’re defining success here.
For many of my clients, they are able to hit big financial sales goals after we launch their new brand and strategy. In some cases, they are able to celebrate booking ideal clients 24-hours after launching, book ideal projects to the tune of $50k per month, and so much more. But more than the flashy numbers and the fun stats, they are able to experience a deeper sense of fulfillment in the work they do because they’re able to live and move forward with a brand that truly reflects the heart of their life’s work.
And because of that, they’re able to attract the kinds of clients who value their work, and who are willing to invest in their products, services, and experiences.
And friend, to me that is what success looks like.
Success is not about your figures after a launch or how many Instagram followers you have. It’s 100% about how you feel about the work you’re doing, the kinds of relationships you’re fostering with your clients, and the kind of business and legacy you’re building as a result.
That’s how I’m defining success for my most successful clients, friends.
And here’s how they did it.
They were not afraid to niche down.
When I look back over the years and I think about some of my most successful client launches—like Cori Cook Floral Design, Hannah Smith Photography and Sabia from Painted Primrose Co.—the thing that immediately jumps out at me is that these are women who were not afraid to boldly niche down in their services.
They did not try to be everything for everyone.
They did not try to take in all of the projects and work with all the clients.
Instead, they identified where they experience the most amount of passion and creativity in the work that they do. They identified the kinds of clients who meet them in that passion and they choose to exclusively offer those kinds of experiences and services. And because of that, they were able to gently repel the not so ideal clients, while welcoming with open arms the ideal clients who were tailor-made for them.
Because they were not afraid to niche down, they were able to position themselves as the go-to experts in their industries for their ideal experience.
They are not afraid to turn people away
Like I just mentioned in Secret #1, my most successful clients are happy to gently repel people who they know will not be a good fit for their services and approach.
By turning the wrong people away, they understand that they are creating space for more of their ideal clients. They are creating more mental, emotional, and creative energy to pour wholeheartedly into those select few ideal clients.
And by turning people away, they are also doing that person a service by sending them into a direction of a service provider or product that will help them hit their unique goals in a better way. It’s not a decision to wave goodbye to more money, but instead is an act of kindness that allows them to move toward working with their ideal service provider.
For my clients, that enables them to pour more wholly into their ideal clients and do the work that they love without compromise.
They are chasing their own definition of success.
Like I mentioned at the very beginning of this post, we aren’t defining success in the traditional terms. We aren’t getting caught up in the launch day numbers or the profit-and-loss statements. I definitely believe those numbers matter at some point in your business, but instead, I find that my most successful branding clients are choosing to build their brand around a definition of success that is greater than what the industry teaches us.
When I think back to working with one of my sweet clients, Cori, she was very clear with me that she wanted to book more clients at a higher price point because she wanted to be there for her growing family. She wanted to be able to stay home and spend more time with her kids and because of that, we were able to make honest choices that were designed to help her hit those goals on her own terms.
By starting with that first it propelled her towards her definition of success.
Now, coincidentally, Cori is one of my clients who booked a celebrity client within a week of launching her new brand and together, we celebrated some very dramatic months after that where she knocked her sales goal out of the park time and time. But more than that, we were focused on helping Cori build a brand that empowered her to live a life that she wanted and to do that on her own terms.
So friend if you want to build a brand that is successful, you first need to identify what success looks like to you.
And second, you have to be brave in your decision to honor that and stick to it.
My most successful clients are captivated with purpose.
When we think about this concept within their brands, I find that my clients are so focused on building a brand that operates from a clear place of purpose and why, which allows us to start with that approach before we even turn our attention to the more traditional aspects of visual branding like color palettes or Pinterest boards.
Knowing that my most successful clients are so focused on purpose is something that is such a perfect fit for me because my entire signature brand strategy approach centers on designing with purpose.
We start with strategy so we can design with intention and my sweet clients have been so excited to engage in that journey with me so we can honor their most heartfelt goals and bring that brand to life through truly informed design decisions.
4 Secrets My Most Successful Clients Have In Common
Friend, if you’ve been reading through these four secrets of what my most successful branding clients have in common and you’re getting excited about what it could look like to implement those same concepts and chase after your goals within your business, then I’d love to chat with you.
It would be such an honor to partner together to craft an elevated heartfelt brand that reflects the very core of your life’s work. One that allows you to book your ideal clients, to pursue your own definition of success, and do the work you love day in and day out.
I’m currently accepting just three more custom branding projects for all of 2019 and it would be such a true joy to have you be one of the remaining creatives that I work with this year.