When creating your brand, it’s imperative that you think about everything from your logo to colour scheme to the tag line. You also have to have a memorable brand name, strong message, support system, and all of the necessary legalities, like getting trademarked in place.
But, that’s only the beginning of your branding process. To help you complete creating your awesome brand, I’ve put together 7 top points you need to consider. Take time on each, research your favourite competitors, look at how they position themselves, think what you like, what you don’t like. This is the time that you can cherry pick the best of the best to ensure that you are at the top of your game. Branding is everything, its the first thing a potential customer will see and as such, it needs to say as much about you and your personality and style as it can. After all your personality is your business. You are your business card and you are your best business asset.
So get out your pen and paper, grab a coffee and start musing.
- How do people see you? (Line Down) This is such an open thought process and can be from how will they see you as a person or how they will see your business offering. People buy people, so its important that you shine through, your personality and integrity is key. You are your number one sales asset, be sure to maximise your time and efficiency to generate the best rewards for your efforts.
- Build an online platform that you own then amplify your content and engage with your audience on social networks. Use the likes of LinkedIn, Facebook or Twitter or even Instagram. You have various different options. Find what social network resonates with you. – It is more important than ever in this over engaged social media world that your company puts out a message to engage the public and get as much interaction as you can. Reposting is a great way to generate conversations and engagements on social media, working across platforms is almost a given. Start with what works for you, and then mirror that on all platforms. You are your brand and business, make sure you respond to questions, start topic conversations and only ever keep your business pages about business.
- Brand everything you do. – You are your business card, you approach clients, you take on new clients. When you are not with them you need to make sure they remember who you are. Branding is key to this part of your sales process and in turn your business success.
- Be consistent with everything you do. – There is nothing worse that inconstancy as far as clients are concerned. It only takes one lapse to lose a clients trust and once that is gone, its near on impossible to get back. Keep consistent, follow through with your promises and always always keep clients informed.
- Don’t be afraid to be yourself – even if that means saying the things that no one else will. You’re in business to grow a business, not please everyone. There is an ever growing rise of no BS PT’s and Fitness professionals who are no longer afraid to say what everyone has been thinking for years. This has been a breath of fresh air to the client who is constantly bombarded with false promises and poor results. Say the things people won’t. Not everyone will like it but you will find there are more that do than don’t. Plus its a great hotbed of conversation starting that will drive social engagement both online and offline.
- You should be producing value with whatever you do and say. You don’t have to be Apple to have an amazing product. Even lower-end products like Ikea produce lots of value to their consumers. – Engage with clients, show interest, add them to your social media, do a monthly newsletter, keep them informed and show them they are more than just a wage. The content you create adds value to your service and offering. They will be sure to pass on their positive experiences and this, in turn, acts as free marketing for you.
- Build brand awareness, you can do this by Setting up a referral program, Creating an infographic, Offering freemium content, Partnering with other local businesses, branding your vehicle, Giving away free promo items or merchandise, Running a social media contest and various campaigns, Hosting a podcast or Setting up PPC ads and a re-marketing campaign. – When your first starting off marketing your service can seem like a minefield. There are many platforms and companies that will offer you the world for a nominal fee of course. Be aware of how these fees impact your outgoings and always keep a tight grip on the purse strings. One £20 a month cost is manageable when you have 10 you are then having to work harder before you even see a return for your efforts. While your initial thoughts will be that’s ok, I can manage it, after 3 months it will take its toll and you will start to resent the loss of earnings and lack of return. Always have a way to monitor your activities and be ruthless in cutting the channels that do not provide a return on investment for a reasonable cost per acquisition. Think smart. At the same time don’t be afraid to spend. At the end of the day without the sales coming in all of the rest is meaningless as you will soon find yourself not being able to pay the bills and this, in turn, could lead to greater debt and eventual failure. But it’s not all doom and gloom. The stress and grief you go through in your early days lay the foundation for business success.
So go out there, build your brand, put a firm action plan in place and with hard work and determination you will succeed over time. After all, Rome was not built in a day.
Credit: Tom Ree’s & Myles Davies