 When you're thinking about your brand strategy and what I mean by that is the way that you're going to communicate your messages to Convert your customers there's one key element to think about and first of all it's about that conversion because in most cases But the understanding of the word conversion means conversion of a sale a stranger straight into a sale Would you know what things have changed? And here's the thing the thing that's really changed now is that because you have so many more competitors out there There's something you've got to do to make sure that you are the chosen expert in your field And that's by differentiating yourself because you are not talking now about converting from a stranger to a sale We're talking about now converting from a stranger into a friend Someone who is now starting the trust process Because when you think about brand it's all about building trust So what can you do to differentiate yourself from your competitors make yourself the Obvious choice expert in what that you do and why they should see yours as the most compelling reason to buy Because it's only then will they start to look into what you have to offer and start a process of becoming a friend first Before they even get to the point of looking to buy and invest in your services So think about your brand strategy in terms of how you can start converting your customers From the point of strangers to friends first My name's Miles. I'm from how to build a brand and I'll come back to you with another great tip very very soon