If you’re the owner of a start-up, you might be feeling like a small fish in a big pond…swimming around with some pretty large and scary predators.
It seems like they have everything bigger and better than you do—capital, contact lists, reputation, loyal customers, awareness, reputation and reach.
I know how you feel. I’ve been there. I know how hopeless it can seem and how strong the temptation to give up can be.
And I also know this: If start-ups weren’t able to break into the market, then we’d still have the same old brands that we had back at the start of the 20th Century. The truth is that start-ups are ‘making it’ every day. Smart business owners are competing, quite valiantly, with big conglomerates…and they’re winning.
Stick with me to find out how they’re doing it, how I did it, and how you can do it too.
My Tips for Start-Up Success
In this digital age of global connectivity, size doesn’t matter. As a small business, you can compete in a global market—and this is the first decade in history a branding consultant has been able to [honestly] make that statement.
That may mean that there’s more competition. It also means that you’ll have more resources, a larger audience and more opportunities available to you.
Here’s what I suggest you do to establish your market territory and equip yourself to compete with the big fish:
- Find a Gap. Most brand builders have a tendency to find the ways in which the competition is making its customers happy, and then emulate that. I have found that it’s far more effective to find out what those customers are unhappy with and provide something to them that remedies that dissatisfaction. You may hear things like “I wish they had…” This is your cue to enter and give it to them. They won’t care how big your company is. All they’ll care about is that their needs are being met.
- Draw Upon your Lack of Red Tape. Something you’ll quickly learn about big corporations is that there’s a protocol and a [lengthy] procedure for just about everything. This increases response times, lead times and delivery times. Take advantage of this fact by out-servicing your big-time competition.
- Provide More Personal Service. Big companies have difficulty keeping their interactions highly personal, mostly due to the sheer volume of people they employee. Customers are unlikely to get the same person on the phone two times in a row, and those team members talk to so many people every day that making communications tailored and personal can be challenging. Your start-up, on the other hand, is fully equipped to deliver the level of customer service that many businesses have been missing.
- Take Pride in being Small. More and more, consumers are turning to small businesses because they want to know who’s getting their money, and that the people behind the business share their values and love what they’re doing. Corporate greed has left a bad taste in a lot of consumers’ mouths…and there you are with your start-up, ready to serve.
- Consider the Global Possibilities. You’re a start-up. So what? Does that mean you can’t find your ideal customers in Germany? In Canada? In New York City? Or Siberia? The world is at your fingertips, and your start-up might the brand world’s been waiting for.
Every company was, at one point, a start-up. To write off your ability to compete in the market would be disrespectful of history. Find what makes your brand unique, create a message that communicates that uniqueness, take it to the people who need it the most and voila! It won’t be long before start-ups are competing with you.
Need more support for your start-up? And hoping to learn more about branding so you can build a strong business, from the foundation up? Then the B.R.A.N.D. Building Bootcamp is just what you need. It’s a full day of branding advice, including the three strategies I used to take my business from £0 to £18,000 in just 12 months. Click here to learn more about it and to see when it’s coming to your area.