How long does it normally take to create a small business? If we're talking about the paper-work to be filed then in today's online world you might be a small business with just a few hours of work. You have got an idea of what service you wish to perform, there's a sketch of a business plan finished, you have an idea of how much revenue you might make, and you are looking forward to a wonderful future where you can leverage the flexible lifestyle of being a small business owner. Congratulations!
Wait a second! You are not planning to be in the 50%+ group of small businesses that fail, right? Then put on the breaks for a moment because there's something that you absolutely must consider - how are you going to stick out from the competition? If your profession is a real estate agent, then you need real estate branding. If you're an auto repair shop, you need auto repair branding. If you are a catering service, your catering service needs branding. The point is - branding is what makes you remarkable, it's what separates you from the competition, it's what makes you stick out.
What's a brand? A brand consists of a look, a feel, a design, a consistent image, and something impactful to the customer. A brand visually shows what your small business is about to potential clients who know little about you and the look of your brand provdes a narrative about your business style.
Let me give you an example; you either love or hate Donald Trump, but as an example of someone who gets branding, he's someone who truly knows what he's doing. From day one he associated a certain image with the Trump name and he spent the subsequent twenty-five years building it up. When you hear the name, immediately you think of NY property, skyscrapers and business ventures.
On an entirely different level, what instantly suggests itself when you hear the name Starbucks? Immediately, you can just about smell the dark coffee, hear the jazz music and see university students with their tablets studying for finals. Whether you are in Seattle, Atlanta or Los Angeles, you know exactly what to expect when you walk in the door. Starbucks is another fine example of branding.
For many small businesses, the most typical fear of building a brand is that they're limiting their market. The reality is entirely the opposite. When you build a brand, you open your market in new ways you haven't seen yet, in ways that will benefit you in the future.
Early on, Trump decided he was going to pay no heed to a certain portion of the market - flat out NOT SELL to them. Did this hurt him? No, it brought more business because the people who wanted precisely what he sold - expensive luxury business space - flocked to him because of it. Likewise, Starbucks ignored the "donut-and-cup-of-joe" crowd, leaving them to Dunkin ' Donuts and Krispy Kreme. By doing so, the customers they wanted - executives and academics with eclectic tastes - ran to them.
Think about you and the people you'd like to help. It's more than hanging out a fancy sign that says, "I'm the best!" The best what? What is your speciality? Stockholders? Retirees? Think about it. You can get more business than you ever thought by building a brand that ignores certain segments of the market. The surest way to do so is with a solid marketing campaign that targets your best prospects with the right branded message, one that makes you stand above your competitors.
Wait a second! You are not planning to be in the 50%+ group of small businesses that fail, right? Then put on the breaks for a moment because there's something that you absolutely must consider - how are you going to stick out from the competition? If your profession is a real estate agent, then you need real estate branding. If you're an auto repair shop, you need auto repair branding. If you are a catering service, your catering service needs branding. The point is - branding is what makes you remarkable, it's what separates you from the competition, it's what makes you stick out.
What's a brand? A brand consists of a look, a feel, a design, a consistent image, and something impactful to the customer. A brand visually shows what your small business is about to potential clients who know little about you and the look of your brand provdes a narrative about your business style.
Let me give you an example; you either love or hate Donald Trump, but as an example of someone who gets branding, he's someone who truly knows what he's doing. From day one he associated a certain image with the Trump name and he spent the subsequent twenty-five years building it up. When you hear the name, immediately you think of NY property, skyscrapers and business ventures.
On an entirely different level, what instantly suggests itself when you hear the name Starbucks? Immediately, you can just about smell the dark coffee, hear the jazz music and see university students with their tablets studying for finals. Whether you are in Seattle, Atlanta or Los Angeles, you know exactly what to expect when you walk in the door. Starbucks is another fine example of branding.
For many small businesses, the most typical fear of building a brand is that they're limiting their market. The reality is entirely the opposite. When you build a brand, you open your market in new ways you haven't seen yet, in ways that will benefit you in the future.
Early on, Trump decided he was going to pay no heed to a certain portion of the market - flat out NOT SELL to them. Did this hurt him? No, it brought more business because the people who wanted precisely what he sold - expensive luxury business space - flocked to him because of it. Likewise, Starbucks ignored the "donut-and-cup-of-joe" crowd, leaving them to Dunkin ' Donuts and Krispy Kreme. By doing so, the customers they wanted - executives and academics with eclectic tastes - ran to them.
Think about you and the people you'd like to help. It's more than hanging out a fancy sign that says, "I'm the best!" The best what? What is your speciality? Stockholders? Retirees? Think about it. You can get more business than you ever thought by building a brand that ignores certain segments of the market. The surest way to do so is with a solid marketing campaign that targets your best prospects with the right branded message, one that makes you stand above your competitors.
About the Author:
The founding partner of The Lones Group, Denise Lones brings over 20 years of experience in the real estate industry. With expertise in strategic marketing, business analysis, real estate branding development and real estate coaching, Denise is nationally recognized as the go-to for all things "real estate."
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