If you read the last instalment of ‘Confessions of a Small Business Owner’ you’ll have completed (or thought about completing!) the 3 step easy planning process to get your business steered in the right direction next year.
All the planning in the world for where your business is going to head over the next 12 months is wasted unless you have a great brand strategy to go with it.
There are thousands and thousands of small businesses out there with more and more people ‘opening shop’ (be that virtual or otherwise) every single day. That means more competition (both direct and indirect), more ‘noise’ and more work than ever before to stand out.
So how do you make your business stand out from the rest?
The key is to build a brand and not just a business.
What do I mean by that? Well…the best way to explain this is imagine you’re shopping on Amazon, or Ebay or any other online digital marketplace (and to be honest the concept works just the same if you imagine a real life marketplace too!) – you put in your search term and hey presto 793 results pop up for dog beds, or selfie sticks or whatever other random item you’re looking for.
How do you choose?
Often the prices are very similar. Some might have free shipping. Some might arrive quicker than others. But by and large, the differences are not that great.
As the customer, what makes you choose one over the mass of others in the competing 20 pages of search results?
This is the essence of brand
- What do you stand for?
- What ‘special sauce’ do you have that will make a customer or client choose you over someone, or something else?
- What makes you different?
- How do you ‘speak’ to your audience and make them feel like you just ‘get them’?
The new year is a great time to revisit your brand strategy. Do you have a strong viewpoint? Is everything you do consistent? Is everything you do really speaking to your avatar? Are you standing out in the (theoretical or not) search results?
And if you’re wondering where to even start – why not give your business a gift this silly season – one that keeps on giving! Check out the Pepperpot Marketing 12 Week Brand Transformation Program and start off the new year the way that you aim to continue.
Love your work!
"Confessions of a Small Business Owner"
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Chief Brand Strategist
Kerry Dover (was Kerry Chick) is a stressed out business owner who, in her head runs a super streamlined, beautifully efficient, well-oiled machine of a business. The reality is a little different….here are her confessions!