Many businesses that start out do it out of passion and vision. They are in the class of flying by the seat of their pants and don’t get past that stage.
Brilliant brands are built with passion, strategy, and a unique offer to the world. However, there are times where you may be unable to get past the stage of starting out due to roadblocks you may not realize. You could be the best damn baker in town, but no one is lining up for your bread if you don’t give them reason to. This disconnect frustrates and often cripples a lot of businesses… so I’m here to help you pinpoint why people may be ignoring your business.
you aren’t presenting your business right
Professionalism is always subjective and a very broad topic. It isn’t just showing up in a suit and tie or having a million-dollar facility on main street. Professionalism ties into the experience your brand provides customers from start to finish.
I wanted to encourage you to check off the following on your list to ensure you’re allowing your business to be taken as serious as it should be.
A professional logo that attracts customers. I talked about this here on Is It Time For a New Logo?, but it is crucial to understand your business needs to be visually appealing and engaging to your clients. Your logo is one of the first impressions you can give a possible customer 24/7 – be it on social media or your website. It may not seem like much, but your logo can make your business look unqualified or low-quality. Your brand is more than your logo, but it is a good starting point.
Be consistent. This is a very large undertaking if you do not strategize. By using the same fonts, colors, visuals, brand voice, and message… you become a consistent and polished brand that becomes a frequent source of information. Think about it: when was the last time Coca-Cola used anything but that beautiful red color? Some examples of being consistent are: posting 3x a week on social media with an assortment of brand-cohesive templates, representing your business every month at a Farmer’s Market, taking an ad out in every issue of a local publication.
Set yourself up online. No website? No social media? No Google Your Business? You’re already behind. You need to bring your business into the realm that possible customers are. This ties into #2 on this section: consistency. Having your business on the appropriate channels allows your business to leave a digital footprint and begin to be found without you pounding down doors or wasting money on ads. Check with a digital strategist or marketing agency on what would work best with your business!
Have customer-driven systems. Is your on-boarding in shambles? You may be losing clients. By ensuring your systems for your business are driven by your customer’s experience, you connect with them and make their experience better. On-boarding sheets and follow-up reminders for feedback are a few ways to get customers involved in how your business works.
your competition is beating you out every single time
One of the major reasons businesses have difficulty starting up is because of established competition. You’re going into THEIR pond now, so you need to know how to swim with them, right? Just because your competition is more established and has a larger clientele doesn’t mean you shouldn’t try to enter the realm of business.
Here’s 3 things you should look into for helping you keep your head above water.
Do a brand audit. Whether through myself or another strategist, a brand audit should allow someone truly do research on where your business is currently and where your main competition is currently. By understanding your weaknesses, you’re able to lift your business higher by working on your pain points. If you’d like to start a brand audit, click here.
Focus on your Unique Selling Proposition. You are bringing something new to the table. If your competition is already dug deep in the local market, finding your USP will help you clearly make waves. Your goal is to offer something of value and speak to audiences that your competitor may not. For example, if your pest control company has a 24 hour turn-around for appointments and your competition does not, emphasize the urgency of your team being able to rid pests FAST.
Take business to business relationships seriously. If your business is able to provide products or services to established businesses in your area, try to partner with them. When you do, they will be able to promote your business to their audience as well. Established businesses are more likely to have a strong web and in-person presence, but the small business community is supportive of newer and smaller businesses. Try reaching out to local businesses or Chamber of Commerce to see what partnership you could gain.
you’re not telling your story
You don’t need to tell the long-winded history of why you’ve always had a spark for your interests if you don’t want to. However, when you don’t tell your story… potential customers don’t believe you’re truly there to make a difference and help them.
“People don’t buy what you do, they buy why you do it.”
Simon Sinek did a highly acclaimed TedTalk called Start With Why: How Great Leaders Inspire Action and changed the perception of small business. The concept redefines starting businesses and tying in drive and passion beyond wanting to make quick cash.
The proof is there: businesses that tell their story unapologetically, clearly, and present solutions to problems because of their story are the ones garnering attention. How should you tell your story?
Present your brand story. Your customers want to work with people that solve their problems, but the best problem solvers are the ones who are passionate about their solutions. Your business is never “the best” because of affordability or quality. That’s vague and unappealing. Try telling your brand story in your marketing: why you woke up and decided to start this business, why you continue to find solutions no other business can, why you are devoted to your customers, and why you are changing the game. Start With Why.
Condense your story. Maybe your business has the complete opposite problem. If your business has been in the game for decades but new businesses are taking your shine… it’s time to revisit your story. There are things your business has done that has kept it going as long as it has, let’s highlight them. By condensing your story and pulling out key moments, the timeline becomes clean and the trust can be easier to reach.
Celebrate your accomplishments. Any accomplishments, awards, accolades, and acknowledgements should be screamed from the rooftops. This is marketing gold and the absolute proof in the pudding. Your business does a great job, so why not pivot your marketing into that? Even new businesses can celebrate! If you’ve acquired x new clients or sold x amount of products, be transparent and promote that. Genuine appreciation for your clients helping you build a business makes people want to root for you!
build your own damn table
A lot of businesses slow down and are afraid to invite themselves into the equation. Social media in the recent decade has made it presumably easier to fall into the mindset “if they see it, they will come”. There’s DOZENS of businesses starting in your area every single day — and it is your job to invite yourself to the business table OR build the damn table yourself.
I invite you to be loud, be unapologetic, and start shifting your business to reach the right audience for you.
If you’re ready to get started, feel free to contact me for a low-cost BRAND AUDIT or a FREE complimentary discovery call.
