3 Ways Understanding Your Brand Will Lead to Small Business Success

Small business owners establish their business based on a number of different reasons. It could be a desire for independence and control over their career and earnings, to pursue a passion or purpose, after an unexpected job loss, or any variety of other reasons. And while many small businesses understand the importance of branding, they don’t fully understand what it entails. 

So first of all, what is branding? 

Well, ​​branding is the process of creating a unique identity for the product or services that your company offers that sets you apart from your competitors. Yes, it does involve things like establishing a name, logo, brand colors and design. But more than that, it’s putting your finger on those qualities that really set you apart. Think of it this way—what’s your secret sauce or super power? 

As a boutique PR firm, at Guide My Brand, we’re all about amplifying your brand and your thought leadership to the world. Afterall, if you And you’d be surprised by how many potential clients come to us who don’t quite know what their brand is, or how to figure it out. 

But here’s the thing. Nailing your brand down is one of the important things you can do for your business. Not only will it help you when it comes time to give an elevator pitch for your business, but it clarifies your mission, your purpose and your expertise. It’s hard to have a cohesive marketing or publicity campaign without being very clear on your brand. 

Here’s why: 

• Understanding your brand sets you apart from your competitors

As small business owners, we all have people we view as our competitors. But when you truly understand what your brand is, it gives you the freedom to know why your company is different from those that offer a similar product or service. Knowing what sets you apart is freeing!

For example, let’s say you coach small business entrepreneurs on how to start up. Your personal experience was starting up on a shoestring budget as a side hustle first, before expanding your business into a full-time gig. 

Another coach who services similar clients might have gone a more traditional route – writing a business plan and securing a formal loan. Are you seeing how just with this information the two services now look vastly different? Your clients will appreciate your story because it’s likely more like the place they are coming from. Your expertise is specific to them.

• Understanding your brand helps you better understand who your ideal client or customer is. 

Now you not only have a great story to share with potential clients, but you can also better identify who your ideal client is, and in turn, market to that client.

So now we understand that your ideal client is someone who doesn’t have a huge budget, or a ton of time. With this information, where is the best place going to be to advertise to them or to do a PR interview? You won’t want to go on a show that has a corporate audience for example. You’ll want to secure an interview with podcasts who talk about building a side hustle, and creative ways to market. 

This information will also help you make advertising decisions. You’ll want to find opportunities that will reach your specific audience. 

• Understanding your brand helps you further build your thought leadership around your brand.

This is where we come in. We work with clients to pinpoint exactly what their expertise is, and help to build messaging and pitch angles around those topics. Oftentimes, when we start with a client, we have to work with them to pull the angles and their top areas of expertise out of them. When a client’s brand is crystal clear, we can identify where they shine and help amplify the knowledge they have to offer to the world. 

Are you interested in amplifying your brand? We’d love to help! Schedule a free discovery call with us here.