Frank Kern Intent Based Branding Explained
What Is Intent Based Branding And How Can It Help Your Business?
Intent Based Branding is a marketing concept introduced by Frank Kern with the one goal of accelerating the bond between brands and their target customer.
I am going to be explaining more about the concept and how it can help you improve your digital marketing campaigns for better results.
So without much being said, let’s get started.
Who Is Frank Kern?
Frank Kern is a direct response internet marketing expert who has consulted with many of the top brands in the world.
His copywriting skills and advertising genius has earned him so much respect and authority in the marketing community.
Kern is the creator of many marketing concepts like Intent Based Branding, 4 Day Cash Machine and Behavioral Dynamic Response which is an automated marketing method that speeds up your sales cycle by customizing your marketing messages based on your prospect’s behavior.
What Is Intent Based Branding?
According to Frank Kern’s Convert book, Intent Based Branding is all about building a brand while simultaneously selling stuff.
It is not brand building for the sake of brand building like we have become accustomed to in traditional ads.
Intent Based Branding is branding with the goal of selling. This one marketing concept will help you accelerate the sales process by building a bond and relationships between you and your prospects.
How Intent Based Branding Works
Here is a basic explanation of how Intent Based Branding Works:
You find out the exact type of content that’s going to provide the most value to your ideal prospect, and you present it to them in a way that is going to cause them to bond with you on an emotional and psychological level. So you’re actually helping them, and you’re also creating a bond with them so they like you.
Once you’ve done that then you start showing them ads that pitch things without breaking that bond.
This is bird’s eye view of Frank Kern’s strategy of getting more customers by demonstrating that you can help them by actually helping them.
Three Phases Of Intent Based Branding
There are three phases of Intent Based Branding:
Phase One: Pre-Framing
Pre-Framing is all about intentionally controlling how people perceive your brand before they actually consume your content.
If we know people are going to assign a label to you the second they see your stuff, then logically, it makes sense that we can actually influence in advance what label we want them to assign. In other words, we can help them decide in advance what something means.
This is a really important step that should not be ignored in marketing. People assign labels right after they are exposed to your brand and those labels influence their buying decision.
You have to be in control of the labels your target audience is going to assign to your brand or product.
Intent Based Branding starts with the knowledge that people form an opinion before they ever consume any content.
Phase Two: Indoctrination
The next step of Intent Based Branding is where you create a bond with the people who consume your content. This is known as the indoctrination phase.
Indoctrination is where you create a bond with the people who consume your stuff because you’ve helped them.
Phase Three: Conversion
This is where you pitch your product by leveraging the bond and relationships you have created with your target audience to close the sale.
Is Intent Based Branding Good For Your Business?
Online advertising is become very competitive because people can easily copy your ads and sales funnel with just a few button clicks.
Some of you might already be in the many funnel hacking groups spread across the internet and you know how it works.
So how can your business stand out in such a marketplace?
Well, the answer is Intent Based Branding.
Intent Based Branding is all about creating, building, maintaining, nurturing and strengthening the bond between you and your audience.
Plenty of people can copy the actual words in an ad, or the pictures, or even the strategy behind it. But nobody, can ever copy the relationship and bond that you have with your customer base and prospects.
The businesses that are intentionally building a relationship with the marketplace are the ones that will eventually win.
Big brands like Apple already do this and boy, is it working?
But these companies have a lot of money to spend on branding so how can small businesses replicate this strategy?
Intent Based Branding my friends.
This concept is how small businesses can win the internet marketing game.
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.
