Make Your Business Brand Known
Every business has competitors, and the challenge for any successful business is to give potential clients a reason to believe your business is the ideal fit for them. It could be because you’re local, you specialize in something that matters to them, you’ve provided valuable content online that sets you apart, or they simply like the tone and style of your marketing content. What do all those things have in common?
Every one of them is a part of your brand. A brand isn’t just a buzzword marketing companies use to convince companies to hire them (although a lot of companies do talk about it without understanding what it really means). A brand is your company’s “personality.” It’s not just what you do (your products or services), but the reason you do what you do, what sets you apart, how you interact with your clients, and your company’s overall vision and goals. All those elements combine to show your potential clients who you are and why they should work with you rather than any other business that seems to do the same thing.
Branding is the first, and sometimes only way, to set your business apart, and most business owners don’t actually know how to do it. It’s not your fault. Business owners are experts in their field, not in branding and marketing. However, since it’s a necessity for consistent growth and finding new clients, you need to know what you can do to make your business brand known.
How to Get Clients to Find Your Business
Having a business brand does you no good if potential clients can’t find it. That’s why you need to be everywhere they look. And if that sounds expensive, don’t worry —you can prioritize strategically so it feels like you’re everywhere they look. Primarily, that means you need to be seen online. That means a great website driven by effective SEO, targeted online ads that find your ideal clients and serve them the right ads to get them to reach out, and a social media strategy that connects with potential clients.
Finding your potential clients is only the first half of the battle, however. Once you have their attention, you have to make sure they understand what your business does and how it helps them. That may sound simple or obvious, but you would be surprised how many business owners miss this foundational need.
Are you calling out the specific people you can help with your service or product? Are you appealing to “busy new parents” or “active retirees” or “Miami homeowners” or any other category that allows your ideal potential client to feel seen and represented by your marketing? When your branding or marketing content is too general, people don’t feel seen, and so they don’t engage or pay attention. When you market to everyone, you’re really marketing to no one.
What about the true benefits of your product or service? Business owners often focus on what they provide, but most clients actually want to know how their lives will be better because of what you provide. Stop telling them what you’ll do, and make sure they understand what they’ll get.
How Do You Get Clients to Trust Your Business?
Potential clients don’t choose a business based on information. They choose based on emotion. When they choose based on price, it’s because they’re scared of overpaying or losing their investment. When they choose based on convenience, it’s because they don’t want to complicate their lives to get what you offer.
A successful business can’t afford to change policies and style to suit every client. That’s why the best option for any business is simply to be liked and trusted by potential clients. When someone likes and trusts your company, they’re willing to pay more and work harder for a better experience. Those are the clients you want calling you.
Your brand should have a personality and be relatable. If every breakfast cereal had the same box, color, consistency, and flavor, consumers could choose randomly and get the same thing every time. If they can’t tell you apart, they can’t set you apart. When there are many other businesses doing the same job you do, brand elements are the things that remind potential clients why you’re the one worth choosing out of the crowd.
You also need to provide real value to potential clients before they ever hire you. It’s easy to promise great results or product satisfaction after the client hires or pays you; everyone does that. The question is, can you provide them value before they’ve paid you anything? You can set yourself apart from competitors by demonstrating your value. Proving expertise to potential clients shows them that you’re an expert who wants to help. When a potential client needs to hire someone, you’re the first one they will call.
Remember that your ads and content should display expertise, but remain approachable. Many business owners make the mistake of using industry jargon or business lingo to give the impression of intelligence and professionalism. While it is understandable, what truly appeals to clients is feeling like they understand. We can help you find the balance that builds trust and builds your business.
How Can You Get Your Business to the Next Level of Growth and Profit?
There are some key steps you can take today to start your path to consistent growth and profit, beginning with real consideration of your clients. Step one is to spend time clearly identifying your ideal potential clients. Many business owners, often out of desperation, consider everyone a potential customer. However, the most effective way to build a brand is to dig deep and identify the key demographics and groups that make up your ideal client. That way, you don’t spend time, effort, and money showing your brand to unlikely candidates. Concentrating your efforts on a smaller, highly targeted group of potential clients always delivers better results.
Secondly, you need a clear, distinct brand, as discussed at length here. Remember, you’re not the only one targeting and marketing to your potential clients. All of your competitors are trying to do the same thing. A client will never know about your excellent customer service or how great your product or service is if they see no reason to reach out to you in the first place.
Next, (and in our humble opinion—most importantly) you should be working with an experienced marketing team. As a business owner, you can’t devote your time to being a part-time marketer learning on the job. When you spend so much time focused on marketing, you miss out on keeping clients happy, delivering excellent results, and being the visionary for your company’s future. Putting the marketing tasks in the hands of a trained and knowledgeable team like We Are Your Neon, LLC, is a way to bring in more clients and revenue, free up more of your time to focus on your company, and build a business that works for you instead of the other way around.
Finally, we always encourage working with a business & branding coach who understands what’s missing in your business. Most business owners roll their eyes at the idea of a business coach. We get it. We did too. And still do sometimes. It’s understandable, given how many self-proclaimed coaches and experts are out there, selling their books and courses without a track record of experience or success. Here’s the truth about a really strong business & branding coach: they’ve worked with enough other companies to see the hidden problems, overlooked mistakes, and disasters waiting to happen. Coaches aren’t magical. They’ve just spent a lot of time identifying and addressing business problems. If you know your business has the potential for greater growth and more clients, and you don’t know what’s stopping you, it’s time to talk to our team.
Your Business Brand Deserves Better
The biggest mistake business owners make is in not believing their business is worth the investment in expertise and quality. They hire interns to handle responsibilities that should be run by technical experts and skilled artists and technicians. They keep too much work on their own plate because they think they can’t afford to pay a team to handle it, when the truth is that growth only comes when you free yourself from the day-to-day tasks.
Your business brand deserves better, and the only person who can make that happen is you, the business owner. We can help you identify your ideal client. We can help you build a clear, distinct brand. We can provide the expert marketing team you need. And our team has the business & branding coaching experience to streamline and innovate your business so it performs the way you know it deserves, but haven’t been able to achieve.
Now is the time you implement this advice and start your success journey. Is it worth waiting for some other inspiration? If you’re ready to give your business the chance it deserves to grow, reach out to us through the form below.