Entrepreneurship is not easy, and being a small business owner can be intimidating. Especially, when the goal is to stand out among a saturated market. Despite your industry, the mission is the same: brand recognition.
There's no doubting the importance of developing your brand. The more awareness or recognition your brand receives correlates with its potential for profits. After all, If no one knows you exist how are you running a business, again?
The bright side: Despite the large corporations and saturated markets, it's been proven small businesses are the back bone of our economy. You are vital, don't let the numbers stop you from creating your profitable business.
I believe there is enough room for everyone and developing your brand does not have to seem like doing the impossible.
Here, I have complied a list of helpful tips to keep in mind while establishing your brand and finding your unique voice within your particular industry.
1. It Will Not Happen Instantly
It takes time. Patience is definitely something our society is lacking. With the rapid growth of technology and the ability to have everything within a click of a button the value of Patience has taken a seat on the back burner. What happened to: Patience is a virtue or nothing worth having comes easy.
One of the biggest mistakes I see business owners make is trying to reach their idea of success too soon. I'm all for a good productivity app, but nothing beats putting in the work needed to sustain the level of success desired. If you're not at the level you wish be consistent until your audience is aware.
2. Create Amazing Valuable Content
This goes for any industry. I'm sure you've heard the saying, "Content is king." There's a reason for this, it's true. When you're giving your audience value, they notice, they pay, and they stay! Think about it. People pay based of their perceived value for a product or service. Luxry retailers are able to charge top dollar, why? The value being offered. We see examples of this everywhere: Ritz Carlton vs. Super 8 or Audi vs. Kia.
And we have yet to mention the jackpot: Brand loyalty. Brand loyalty causes a member of your audience to opt for you among the competition, every time. This occurs when your audience has consistently been given amazing valuable content.
3. Know Your Target Audience
This is crucial. There's nothing worse than wasting time, energy, and funds marketing to the wrong audience. You don't see many Disney commercials on the Hunting & Shooting Channel. Why? Because Disney knows their target audience is not there. One of the biggest mistakes I see business owners make is either:
1. Marketing to the wrong audience.
2. Their audience is too broad.
Many people assume the broader the audience the more people I can potentially capture for sales. When in reality only twenty percent of their intended market is opting in for whatever product or service they're selling. Yikes!
For more help identifying and developing your target audience. Download my workbook, here.
4. Identify Your Audience's Pain Points
It's study time! What are the top three problems facing your audience? + How are you going to solve those areas? Humans are emotional shoppers, we buy based on the feeling a product provides or the one it claims to solve. As an entrepreneur, it's your job to create solutions for your audience's pain points. For more details, check out the full interview with Skylar Marshai and how she's solving her audience's pain points through her brand, here.
5. Tell Your Story
Your brand is a reflection of you. What's going to separate your business from others in your industry? Your story. And everyone has a unique one. People love to feel connected. Let your audience know your journey towards your business. Express your WHY to your audience, and you'll be surprised how many people will resonate + support you.
6. Be Consistent!
In order to build a brand, consistency is key! Everything from the message you share, product you provide, even to the brand's logo and colors. Think of your favorite brands, I'm certain one of the reasons you are a fan is because they never disappoint. They are probably consistently providing you with valuable content, right? Aim for this, and there's no way you can't create an amazing brand!
I want you to leave this post knowing you have a unique brand. It can be easy to look at the competition and become frightened. It's easy to see what someone else is producing and what to do the same. Remember, inspiration not duplication. Use your 'WHY' to guide you on your journey.
What are some lessons you've learned from developing your brand?
If you need help establishing your brand, I'd love to work with you.
Or if you just have a quick question. Let's chat!
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