The most important detail overlooked by pagan online businesses when building a brand

Building your brand is the most important thing to any business. Your brand is your opportunity to show transparency and offer a welcome mat. It is the hospitality of your business. Consumers want to feel like you know exactly what they’re looking for; they want to trust you. The most overlooked detail when building a brand is that the brand is commonly focused on the owner or operator’s vision. When you only focus on the vision of the owner or operator there is little room to grow your target audience and increase sales.

See most of us were taught that we need to focus on The 4P’s of Marketing which are:

Product or Service: What does the customer want from the product or service? What needs does it satisfy?

Place: Where do customers look for your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online?

Price: What is the value of the product or service to the customer?

Promotion: Where and when can you get across your marketing messages to your target market? How will you reach your audience will it be by advertising online, in the press, or on TV, or radio ads, or on billboards?

"Drink Coca-Cola 5¢", an 1890s advertising poster showing a woman in fancy clothes
“Drink Coca-Cola 5¢”, an 1890s advertising poster showing a woman in fancy clothes

It’s different now! now we must implement The 4 C’s of Marketing which are:

Customer: Product or service worth, competitive advantage and market positioning.

In order to use the 4Cs marketing concept, you must clearly identify your target audience/customer and keep in mind that you may be targeting more than one group.

Cost: Affordability, satisfaction and value using the 4 C’s you must look at cost from the consumer’s point of view, they are looking for a deal.

Communication: Customer Engagement “What’s in it for them? Social Media Engagement.

Convenience: Purchasing barriers and online sales. In the world of technology, convenience is valuable.

Now that we have a clear understanding of the 4 P’s and the 4 C’s of Marketing.

Now we can see that when selling our products and services we must keep the consumer in mind. In this day in age we have more competitors than ever and our brand must be universal. By Universal I mean expanding your target audience with emotional marketing. Emotional Marketing is when the consumer feels empowered by the message that you are sending through your Advertisements, Logo, Website and ALL of your Social Media Channels.

Let’s take Nike for instance. They truly do have a universal feel and it’s because the focus on the evolution of one’s personal growth and development. Now ask yourself how can you make your product or service have that same effect? It’s quite simply actually…..Implement emotional marketing in the core of your branding.

Image of marketing for Charissa's Cauldron
Image of marketing for Charissa’s Cauldron

You must paint the picture of what it could look or feel like to the consumer. The consumer must have a mental or visual experience that triggers emotions that prompts them to buy and encourage others to have this fabulous experience or product. Your brand must create a moment of magic for each potential customer.

Now that we have all of that out of the way, here comes the fun part. I want you to take time to re-evaluate your brand and make sure your core values still show. Then I want you to ask yourself what will it take to prompt your targeted customer purchase? Really think about it, what would be the best way to experience for you to experience your own product or service? And build from there.

Short Bio

Shalena is hands on with her Family, Friends and her Community, because they are what’s most important to her. She believes in helping other reach their full potential. Raised in the Christian faith as a child she always felt like something was missing, that there was more to life. As life went on she realized that she has a deep connection with nature and began to research religions that were nature based. It was then she found Wicca and now she has Pagan/Christian Roots and Beliefs.

She is the founder of SWINC Corporation, SWINC Marketing and The People’s Tax Company. She created SWINC Marketing in 2014 because she has a passion for help small businesses, entrepreneurs, and nonprofit organizations. She has been a freelance Marketer over the past 7 years. She has helped local schools, small businesses and entrepreneurs on paid and unpaid projects. She understands the need for affordable marketing solutions and genuinely wants to help the small business community.


Shalena Ward

Marketing Expert

Multi Business Owner

Pagan/Christian Roots and Beliefs

Wife and Mother

Nature Witch

Luna Dragonfly

(248) 733-3792

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