Over the years, we’ve seen it happen time and again. Clients were choosing a design first, then setting up the back end of their website then….waiting. They wondered what they were doing wrong. Why everyone else that looked like them seemed to be flourishing. So they looked around to see what other people are selling, checked out who they were following, decided that whatever they were saying must’ve been right because people were listening.And then they wait. Wait for the sales to roll in. But they don’t. So they spend money on marketing efforts. Efforts sure to fail because they’re spending loads of cash to get in front of loads of people, only a few of whom are their niche. And even their niche isnt all that compelled because they dont know who they are. Because a brand is more than a business concept with a pretty face.
Your brand is you. If you’ve found your comfort zone nestled safely between the cracks of the herd, then you shall get what you’ve settled for. But, if somewhere deep inside you have a business that you know is going to be great, something everyone wants to have or needs to hear about, then you need to tell us why its different, unique and worthy. Do they know your story? Do you?
Branding isnt expensive.
Not branding is expensive.
As small business owners ourselves, we know that every dollar counts. Mistakes are often painful. If youre spending dollar after dollar on advertising and marketing before you know your brand story, you’re throwing those precious dollars out the window. Your money is being diluted trying to fight for the same slice of market share everyone else is after.
“Either you’ll want to spend your time and effort betting on mass and status quo – and trying to earn your spot in this crowded mob – or you’ll abandon that quest and realize that there are better opportunities and more growth if you market to and lead the weird.” -Seth Godin
‘The weird’ is the authentic niche you carve with laser precision when you have brand clarity. Fellow authentiques seeking someone to relate to and be influenced by. Discovery of your genuine self is how you arrive at brand clarity. Do it right and the niche comes to you. BUT, if you leave your brand clarity to chance and you’re opening yourself up for people to make assumptions, and that’s not always a good thing. Know the who, what, where, why when and how of your brand and you’ll do more than make sales, you’ll create meaningful relationships that keep them coming back time and again. Best of all? Brand clarity begets brand awareness.
Will you still need to market? Definitely. Will your marketing be far more efficient and cost effective? Absolutely.
Branding is a one shot deal. Spend it once, spend it right and your genuine identity is defined, your niche is carved and you journey becomes clear as your wallet becomes fatter. And that, my friend, is success.
I love this. It makes a lot of sense and I’ve seen it time and time again!!