Branding your business (and you):
3 tips for attracting more clients
When it comes to branding your business, many of my clients and connections are baffled and confused. We tend to make it much more complicated that it really is…and the truth is, most of what we read about branding is just that, confusing.
Simply put, your brand is your promise to your clients. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who others perceive you to be.
Let’s face it: If there is nothing unique about you and your services, you fall into the category of a “commodity” which means you are competing for business based solely on price. This is not a happy place to be if increasing your client base and profits are top priorities!
So just how do you go about branding your business (and yourself) to attract more clients? Here are 3 tips to get you started.
1. Get clear about your mission, your big WHY. Why did you start this business? Who are you here to help? Answering these questions, which is key to developing your brand, is a journey in self discovery. When I realized late last year that my old web site was no longer in alignment with my business of serving authors writing a book as a strategic marketing and positioning tool, I embarked on a major re-brand project. This site is the outcome of months of effort, all starting with defining why I love working with authors and exactly which ones I am here to help. During the discovery stage, I learned a lot about myself as well as my ideal clients…and you will too as you delve into answering these questions:
- What is the mission of your business?
- What are the key benefits of what you offer? What outcomes can clients rely on you to deliver?
- What is the top challenge you solve for your clients? Clients engage and pay you to help them solve a big problem., What is that big problem?
- What perception do you want your community, connections, and clients to have of you and your business?
2. Provide real value when you are networking. In order to attract clients and grow your business, you must invest time in networking. If you are just starting your business, networking in person in the places where your ideal clients and potential referral partners are is a key strategy. As you stabilize your monthly income and continue to expand your business and client base, networking online on the platforms where your ideal clients and referral partners are is a way to expand your brand recognition. Practicing your introduction and networking skills in person (and learning what works and doesn’t work) will make connecting online easier, as you now know how to effectively communicate your message and connect in person.
3. Be consistent. If you are true to your mission, the people you are here to serve, and your message consistently, you will see great progress and results. One of my mentors teaches this: If you are not consistent, you are non-existent. Ouch..that hurts….but it is true. If you’ve committed to your community (even if you are just starting out and you have 10 people on your list) that they will receive a brief newsletter or email from you every other week or once a month, send something! It does not need to be a long piece….a short tip that they can use right now, sharing of an article of value, or sending a link to an inspirational video keeps you in front of them and reminds them you are here, when they need what you have to offer.
Branding your business with integrity and authenticity differentiates what you offer from that of your competitors. Your brand is derived from the essence of who you are and speaks profoundly to those you are called to serve. Skeptical? Check out what the NY Times has to say about consumers’ thirst for “authentic brands”.
Remember you are not here to serve everybody…..and many are waiting to hear your message. They can only hear it from you!
