This week I've been working on the brand of a health & nutrition coach who’s a delight to work with. She’s not only lovely and easy to deal with, but I also believe and admire the work she’s doing.
As I reflected on how lucky we’ve been to find each other, I noticed that it’s not only her. Every client I'm currently working with is a great fit for Amora Creative. It’s not luck, it’s the result of intentional branding and heart-centred marketing.
How can you make this happen for your business?
You hone in on your brand positioning before you get to marketing or design. This means identifying your market niche, and focusing on what you want to become known for.
Working on a clear brand position means you are shaping a message that intentionally attracts dream clients for your business, while staying faithful to your heart's work.
What is a dream client?
One of my favourite definitions of a “dream client” says that in order to be considered dreamy, a client needs to fulfill three criteria:
1) You heart them (only work with people you like)
The genius graphic designer Milton Glaser – creator of the iconic I heart NY logo – said:
“I discovered that all the work I had done that was meaningful and significant came out of an affectionate relationship with a client. And I am not talking about professionalism; I am talking about affection. I am talking about a client and you sharing some common ground.”
I couldn’t agree more. Professionalism is a given. Liking the people you work with will not only make your everyday more enjoyable and fun, but will show in the quality of your work. Creativity and inspiration flourish in a positive environment where you and the client have a genuine connection.
2) They pay you well (because heart doesn't mean profit)
For a client to be dreamy they must appreciate and value your work, which means paying your price without hesitation.
One of the hardest thing to do as a service-based business is to price your expertise because there are so many factors to consider: your experience; the industry you’re in; supply and demand; your personal desires and financial goals.
Being realistic and self-motivated is key, and once you’ve set the financial value of your work, don’t hesitate to ask for it. Your dream client will pay your full price.
3) The win-win rule (you help them grow and they help you grow too)
In my view, for a project to be really dreamy it has to be somewhat challenging for your level of expertise. I wish to learn something new in every job I take on – either something simple like a new tech skill, or a deeper learning that will help you grow personally and professionally.
Obviously the same goes the other way: your expertise should not only solve your client’s problem. The service and overall experience you provide should give them more than they expect. My clients want branding they love, but also gain valuable insight that help them unveil the best nuances of their work. So beyond branding, it’s about communicating with clarity the gifts and beliefs that drive them to what they do.
So how does your client list stack up? Dreamy? Or are you facing some hurdles attracting just the right clients? What do you think is holding you back?
Let me know in the comments below.