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Building a brand as an entrepreneur is a fickle business. Even I, a self-professed expert on brand explosion, have a hard time understanding my value proposition. A superb friend told me that building a brand is like being a pickle in a pickle jar. When you’re in the pickle jar, it’s hard to see the label outside.
Clarity is key to understanding a brand. This complex dance of name evolution is best led by those with extensive experience. I have had the opportunity to sit at the feet of experts like Gary Vaynerchuk, David Meltzer, Evan Carmichael, and others who have led the way in brand exploration. The common thread in their teachings is that we must understand our stories and use our expertise to change the way people think.
Lesson #1: Understanding Your USP
Before you’ll be able to share your brand story, you would like to understand what makes you different from every other brand in the universe. Understanding your unique selling proposition is crucial to the health of your small business.
To understand your USP (Unique Selling Proposition), ask yourself the following questions:
- What gift do you have that no one else in the universe has?
- What product or service does everyone need?
Many entrepreneurs fail prematurely because they don’t have the words to express their relevance and credibility. If you’re in the technology industry, explain why you’re different from others. If you’re a coach, understand your specialization.
A brand must articulate and hold space for its relevance. If you sell transistor radios, your relevance might be stifled by the modern conveniences of innovators like YouTube. Without relevance, your position in the market shall be usurped by newer, shinier objects.
Then ask yourself:
What dynamic advantage do you offer to the customer group that needs it today?
Take a moment to think about one thing you do in a different way than every other entrepreneur. Once you understand your USP, you would like to communicate that message with clarity. Don’t overthink your USP or drown it in word salad. Simplicity is king. You can take your house in a crowded marketplace when you understand your value proposition.
For example, “Melts in your mouth, not in your hand.” The genius behind this brand understood the value of easy-to-eat chocolates that satisfy your sweet tooth wherever and every time you would like. M&M’s are the drugstore candy that everybody can relate to, and they’re super delicious.
Lesson #2: (*3*) is every little thing
Understand that storytelling is the foundation of all content marketing. Without our stories, we don’t connect with anyone. Even in the world of technology or IT, you would like to have a fastidiously crafted story to connect with your audience.
(*3*) creates connection and can transform your brand into a human experience. Creating a voice for your brand makes you memorable. For example, I have a law degree. Yet I own a public relations firm. So many people don’t understand the transition between these two skilled worlds. My story centers around elevating my voice in a way that my legal profession didn’t. My whole life, I wanted to help others live their best life on earth. My legal profession silenced my voice, forcing a change in my profession. I discovered joy in elevating the platforms of entrepreneurial voices. Ultimately, I facilitate the dreams of others — end of story.
This is a condensed version of my brand story. But all of us have stories like that. Discovering your brand story takes a little digging and a lot of creativity. When you speak to the heart and soul of your audience, you tap into their deepest needs.
Our stories as brand builders illustrate what we stand for as entrepreneurs. Adding a layer of vulnerability opens you up to a wider audience. A touch of vulnerability in your brand story sets the stage for the value system you would like to spread.
Lesson #3: The Power of Feedback
Once we understand our worth proposition and story for our customer base, it is essential to assess trends, analyze competitors and encourage feedback. Trend awareness is the impetus that may add dimension to our established brands.
Your brand needs to shine and sparkle. That’s why you would like proof that it shines and sparkles. You also need a solid foundation and an understanding of why other brands offer these features.
There is no higher way to ensure brand positioning than through reviews or testimonials. Your customer base wants to know why you are the best. When they understand that your organization is the best from legitimate sources, potential customers will easily trust your brand.
Start with Google Business. If you don’t have Google Business, you would like to stop reading and join. This is a great space for your small business to shine and get noticed by the search engine giant. You can share chosen photos and ask customers for testimonials.
Your brand matters. Your value matters. It’s necessary to start adding value to your brand through USP, storytelling and feedback. It’s a complex web of evaluating products and services and understanding how to position yourself, which is key to explosive growth.