An effective brand can give you the much needed edge to excel in increasingly competitive markets. A recognisable and loved brand image is one of the most valuable aspects a business can own. This month is about building scaling-up here at Master Fixer HQ, but sometimes there are days where we all really just need a break.
So let me tell you my top four tips on how you can build brand that does the talking while you take a bit of you-time!
Determine Your Target Audience:
This is indescribably important. Your target audience are the foundation to your brand, without a clear idea of your ideal customer you’re likely to find yourself joining the pile with the other failed startups. You may come to realise that the competitive advantage when branding your business is to narrow your audience focus. This will help ensure that your messaging comes across crystal clear!
Research your ideal client; where do they spend their free time? What sort of clothes do they wear? How much disposable income do they have? How well-educated are they? This will take time and it will cost money, but I can assure you it will generate and help sustain your income in the long-run! By solidifying a picture of your consumers, you are creating a brand identity that they can relate to and understand. You want the right person consuming your content, clicking on your ads, opting into your email list; otherwise your wasting your marketing budget!
Know Your Competitors:
Don’t make the mistake many beginners make- don’t imitate the big guys in your industry; economies of scale mean they will always be able to undercut you. Do, however, look at them to identify what works well and what not so well. Look to the smaller businesses too, it’s important that you have a strong understanding of what is already on offer to your ideal customer. Once you have established this, you can start to differentiate yourself from the competition. You want to create a USP, and you need it to be valuable enough that it persuades consumers to switch to you! Do not, I repeat, do not skip this step out in the brand building process!
Create a Brand Logo:
When you think about branding, this is probably the first thing that pops into your head. This is the exciting part, you get to unleash your creative side! For some of us however, creativity doesn’t come naturally. If you’re a regular reader of my blogs you will know how much of an advocate I am for outsourcing work (my inner monologue is currently repeating the phrase “do what you do best and outsource the rest!”). This is one of the times where I see outsourcing as more of a necessity than an option. Your logo will appear on everything that relates to your business, so hiring a professional designer or creative agency with the expertise to ensure you get a unique and timeless mark for your business seems like a solid investment to me.
Create an Elevator Pitch:
An elevator pitch is a persuasive sales pitch that tells potential clients about your organisation and why what you’re selling has value. It should last between 30-60 seconds (the amount of time spent in an elevator…).
If someone asks you what you do and you can’t give them a straight, quick answer it is safe to assume that they won’t become a customer of yours any time soon. This is particularly true for those of us in the service sector, or when what you’re selling is a little more complicated than the norm.
Your message needs to convey who you are, what you offer and why this is important to them. Make it simple and clear. Use language your ideal customer will understand. This is an opportunity for you to connect with you clients on a human level, don’t pass it up!
I don’t want to fool you into thinking this is it. This really is just the beginning, there are so many other important aspects that go into creating a solid and reputable brand. Take the time to do the research, speak to professionals, and don’t rush into anything! If you think you could do with a little more advice from me, then please book your Free Strategy Session now! Alternatively, for more free business advice or to simply join a group of like-minded business women head over to my Facebook Page now!