Numbers are important, profits are important, and cash flow is important, but often people will be drawn to you initially because of your brand. As a leader, you need to turn your vision into a business and your business into a brand.
1. Clarify your offer
Think about what you do. Be clear about your product or service because you first need to turn your business into a brand, and then maybe even make the brand eclipse the business. A simple message works best – can you sum up your product or service in three or four short words? Most of the world’s best brands can.
2. Stand out from the crowd
Remember, people have short attention spans. You need to stand out, grab their attention, and get above the noise in your sector.
How do you rise above the noise? Think about a name, a look, a colour, but make sure it reflects and represents who you are and what you’re trying to achieve. If you are lucky, you might stumble upon inspiration one night while watching TV, or you might have to invest in working with a brand consultancy firm to help squeeze it out of you. Either way, you will need something unique and attention grabbing to make yourself visible in the short term, and memorable in the long term.
3. Emphasise your USP
Look at the competition, and consider how crowded the market is. Identify the aspect of your business that uniquely identifies you, that distinguishes you from the rest of the market.
The formula, after all, is pretty simple – when starting a business, find the aspect of your business that uniquely identifies you and then broadcast that element consistently until your brand is known. A strong brand should convey to existing and potential customers that your product or service is quicker, cheaper, better, more stylish, smarter or whatever other key benefit makes you stand out from the competition.
4. Create your unique ‘look’
Create a logo, a look, a tone of voice and a feel that will make you stand out above the noise. You need people to identify with the brand, to see it in their mind’s eye, to recognise it in less than a second. If you can do that, you’ve added tremendous value to your business and set yourself up to grow rapidly.
Think of impressive brands you know. Take Coke, Ford, Microsoft, and Apple. You picture the brand, the logo, before you see anything else. In today’s digital age, attention spans are shorter than ever so you need to stand out quickly – just like those household names. And you need to be able to do that in whatever country or sector you’re in.
A brand can – and should – lead the business; it can even loom larger than the business itself. And when it’s time to exit the market, it’s that brand, as much as anything else, that buyers will be purchasing.
5. Broadcast your brand consistently
Once you have figured out your brand, build on it. Build that brand into everything you do, from email signatures to internal communications to marketing campaigns. Broadcast it on a consistent basis until you build recognition in the market. Whether you are doing it digitally or making calls and putting up posters, building any brand takes time, and you need to be consistent with your messaging.
Hire an agency that can get the word out. You don’t need to know how to do that – remember, you’re the guy with the vision. You need to make sure others communicate your vision in the best way possible.
I’m a seasoned start-up entrepreneur and property financier who built built businesses worth over $200 million. Since 1992, I helped start a bank credit department, founded a mortgage company, and built the largest single-branded real estate company across five countries in Central Europe. I also developed a portfolio of shopping centers and hypermarkets in Eastern Europe, constructing over two million square feet of retail space.
Today I am involved in the entrepreneur community, trying to share what I’ve learned and I serve as a mentor for startups.
I have authored a new business startup report called “How To Start A Business”. This shows you how to find, enter and profit immediately from a high demand market with virtually no competition… what I call a Blue-Sky Market!
This is how I could turn £400 into £50,000 in just 8 weeks.
Blue-Sky Markets are all around us. You just have to know where to look and have the courage to do things a little different.
To grab your free copy just click the link below: