Effective brand strategy for digital product sellers
Here at WCO, we believe that creating a consistent, cohesive, enjoyable and ease-filled brand starts with strategy. A clear plan for how your brand will be experienced. But knowing your strategy and actually putting it to use can be two very different endeavors. Because there are some key ideas to consider if you’re a service provider that aren’t necessarily relevant if you’re a personal brand. So, throughout the month of May, we’ll be walking through the four main audiences we serve as well as the considerations to take when it comes to creating a brand that truly supports your next level in business. In case you missed it: brand for service providers and brand for personal brands.
DIGITAL PRODUCT BRANDS
This category is often a mixture of the personal brand and service provider because selling digital products generally evolves from one or the other. The idea is that you offer digital products and serve your audience in a one to many format. The information is generally your IP but you are not the brand – you could step away and the business could still move forward without you.
- Course creators
- Group program facilitators
- Membership owners
- Digital product sellers (ebooks, templates)
In my experience, the biggest brand opportunity as a digital product creator is, similar to the service provider, to determine what makes your product different from similar products or programs out there. And, as you may already have read, my favorite way to differentiate is based on who, what, why and how.
Who is your product/program specifically created for?
Because it’s not for everyone. Even as much as you’d like to think so, I promise you, it’s not. The narrower you can get in terms of who the product or program is a great fit for, the easier it will be to market and share. For example, let’s say you’re selling an ebook for learning digital photography. One is for bloggers and the other is for new moms. Same product but the content inside will be completely different – and this is why it’s so important to know who you’re creating for. Ideally, this is done before you actually make said product or put together said program.
What is the transformation that they’ll experience because of your product/ program?
This is the result, the transformation, that your ideal client experiences because of purchasing your program/product. When you lead with the result, you’re helping to draw that line in the sand on how your program/product is different from someone else’s program/product – because yes, you both may be selling a course on Pinterest marketing but the result could be completely different.
Why does that work matter in the first place?
I just love the quote from Simon Sinek so much: “People don’t buy what you do, they buy why you do it.” When you clarify your why, you’re able to build an even stronger connection with your audience and further differentiate your brand from others. Why does your course, program, membership, product, whatever-it-is matter in the first place? Why should someone care about purchasing a membership to your digital yoga academy? It’s worth thinking through the deeper truth behind the product – yes, they’ll get access to weekly yoga classes but regularly practicing yoga has helped you to curb your anger problem and now you want to help others reach the same level of peace that you have. It’s all about connecting your product/program to something deeper in order to create that emotional connection.
How do you want people to feel when they experience your brand?
The how is where you can really differentiate your program/product from others in your space. And, it’s usually the most fun part because you get to actually see it all come to life through visuals. Everything from your words and phrases to colors and typography can help to align with your right brand experience. There’s no right or wrong way to go with your brand’s personality, just different. But again, that’s the point. 🙂
And with that, happy branding!