I’ve heard this question in my group and in other groups for so many times. So, how to brand my business to stand out from the competition? Here is what I think. You probably have heard already that you just need to be yourself and follow your passion. Maybe, somebody has told you that you need to define your “Why”, your “Core Message”, know your “Values”. But the truth is that without a system or roadmap all these are pieces of the giant puzzle. And if you have no idea what you build or how to create it, it’s challenging to achieve success.
When I started my current online business, I already had 17+ years of experience in branding and advertising. I’ve opened and closed several online and offline businesses before and knew what to do. But even then it was a tough job to stand out from the competition. Here are three things that you need to start with, to create a brand for your business that stands out from the competition if you are a coach or online entrepreneur.
First things first, define your audience.
Who do you want to work with? If you are a coach and your business only moves around personal communication, it’s important to work with people who are a good match. You will add more passion to your calls, and they will get better results.
Second, once you know who your clients are, start looking for signs of a problem.
Research in groups, forums, check blog comments, any places where people share their struggles. Interview people from your audience and existing clients. Find out how they formulate the problem. It’s easier to sell when you have a solution to the issue that already exists. (It may sound easy, but it require some time and attention)
The third part is to create your offer.
The easiest way to stand out from the competition is to develop a very simple freebie that addresses the issue that you found and propose a discovery call or breakthrough session after your prospects downloaded it. (There are plenty of other ways, but this one is good to start). This freebie will give you a validation that you are on the right track. Post your freebie in free groups on Facebook or LinkedIn or on other social media outlets to get feedback. You may also create several freebies on the same topic (video, presentation, checklist, e-book) that lead to a discovery call. Once you see which one converts the best you can start advertising it.
A brand is an image in customer’s mind, created by a customer based on the experience of product/service, data from various information channels and the feedback of other users/customers. That means to stand out from the competition you need to create a very consistent customer journey between your promo posts and ads to the look and feel of the landing page and a freebie itself. People may not know the difference between a good design and bad design but if they ever downloaded anything from established brands they can compare. And they will compare a few things. The value and ease of information, the uniqueness of it, how passionate and experienced you are and look and feel. If you can create a holistic picture in customers mind and they felt good about your freebie and communication, they would like to get more from you, and once they work with you and GET RESULTS, they will recommend you all the time.
Make a consistent communication around a problem that your prospects are experiencing right now. Do not think that people in your mailing list or group are just numbers, they are individuals and have to be treated accordingly. Talk to them, build a connection, ask questions. Give them the reason to back and promote your business.
If you want to create a consistent communication, freebies, and check 9 steps branding roadmap that I use to work with my VIP clients become a member of Brand + Photo School.