140 - Branding for High Dollar Sales with Johanna White Part 2

Johanna White is back for a part 2 by popular demand! If you haven’t already listened to episode 134, you’ll want to at some point to learn about Johanna’s powerful backstory which is the most inspiring interview I’ve ever done on the podcast. In that episode we talk about the power of belief but our original intention was to talk about branding. So Johanna has graciously come back for that conversation today. We aren’t talking about just any old branding. We are talking about branding for high dollar sales, high ticket sales, luxury products and services, whatever you like to call it. It’s what you deserve, but how can you brand and position yourself to attract your ideal client? Johanna’s zone of genius is all things branding and marketing and we are so fortunate to have her expertise. Through her sense of humor, down to earth realism, and storytelling skills, she will have you hooked on her every word. Show Notes: [3:31] - Johanna’s expertise is branding for high dollar sales. If you want to attract the best, you have to look like the best. [4:34] - What does Johanna mean by Best Kept Business Secrets? [5:46] - When the experience matches the scale of the brand, the price is not surprising. [7:50] - Johanna demonstrates the power of branding and what happens without it. [10:55] - If you want to look like the best, look at competitor’s inside and outside of your industry to find an image of luxury. [12:06] - You want your brand positioned in the mind of your consumers next to something that they already perceive as high value. [15:20] - Johanna explains brand positioning. [17:12] - Using the coaching industry as an example, Johanna gives tips on how to position your brand as high end. [18:42] - Consistency is perceived as high value. [19:57] - Branding is either done by you intentionally or it is being done to you anyway. [22:57] - You have to show authenticity and mix it with brand positioning. [24:39] - At the very least, stop undercharging. Premium and luxury are relative. [25:35] - First, you must know your value then you show it. [29:08] - Branding doesn’t stop with just your website or your service. [30:40] - What do you do better than anyone else for your ideal client? [32:19] - Why should you always look for ways to provide more value? [33:49] - Johanna actually does not use automated emails to clients. [35:42] - Expand your vision of what is possible. [37:14] - Johanna doesn’t need a lot of clients and that is on purpose. [38:46] - Always look for ways to get personal with your customers. [41:15] - Johanna offers a brand analysis where she does a deep dive into your brand and finds your opportunities. Connect with Johanna: Website | Facebook | Instagram Links and Resources: Instagram | LinkedIn | YouTube She Sells with Elyse Archer Home Page