Perhaps have heard this saying before:
‘You are the company you keep’.
Well this doesn’t just apply to the people you spend most of your time with. It also applies to the people you are spending money with and also the people you are modelling for your marketing and business growth strategy.
For example, a client we worked with earlier this year came to us for help because their website wasn’t delivering any customers, let alone their ideal customers! When we looked into it, they had a really high bounce rate. This means they were getting prospects to their website, but these prospects were bouncing straight off again and going to their competitors website instead. As you can imagine, this was devastating news to our client because they had only had their website created a year before. However, it wasn’t delivering what they wanted so a new brand growth strategy needed to be applied.
Where did they go wrong?
The most common mistake we come across when we work with small businesses who have started on a shoe string budget is this…
They went to a website designer who had a small business, had never achieved the success this client wanted to achieve and had never helped anyone else to achieve it either.
To put it simply, the company they were keeping in choosing this particular person to design their website was way below what they needed, creating a complete mismatch between where they were and where they wanted to be.
The lesson here is to always choose a provider who is either running a business you aspire to be like or they have a proven track record of working with companies they have helped to do so. This same principle applies to your marketing strategy, your customer acquisition strategy and your lifestyle strategy. When you want to achieve a certain level of success in any area of your life and business, you must look to people who have already achieved it or have a track record in helping others to achieve it.
One of the things that annoys us the most is when we speak to small business owners who are struggling to attract customers because one of the major elements of their brand is wrong – their logo and brand identity. The problem is that many people choose the wrong company to create their brand – again usually down to a complete mismatch in choosing a provider who doesn’t have experience in developing and building a brand to the size you want your business to be. It’s great that they have created loads of attractive brands, but did the brands they create go on to build a business of the size YOU want to be?
The problem with choosing a provider who creates pretty designs that don’t attract your ideal long-term customers is that you are going to end up creating a brand that works for you now, but doesn’t work for you long-term. You’ll end up spending more time and money to update it as you grow, so trying to save money by using the thought process of “I’ll get something now and update it later” will actually hold you back long term. It will also cost you a hell of a lot more (in terms of time, money and reputation), than if you just spend time now to get it right in the first place.
This is incredibly frustrating for us because we believe a brand should be built to expand from the very moment it is conceptualised. One of the exercises we do with our students on our B.R.A.N.D. Accelerator course massively reduces the chances of having to rebrand by focusing on the future, rather than just what you need now. We step them out of where they are now and place them five years in the future. We do visualisation exercises and success modelling with them so they can very quickly model the greatest successes of people they consider to be a competitor in the future. This enables our students to cut out a lot of the bad stuff they don’t need to experience – bringing them the success they want in 6 months rather than 6 years!
So think about some of the following questions that our students answer for a moment…
- Who do you want to compete with in five years time?
- Why do you want to compete with them?
- What do they have now that you don’t have yet?
- Where is the gap between what you deliver and what they provide?
These are just some of the questions we ask that will help you to clarify your strategy for both online and offline success. If you know who you want to model and what they are already doing to achieve their success, you can short cut YOUR way to success!
If you have a brand that is not targeting and attracting the right target audience at the beginning, it’s not going to change just by changing what you say, changing where you see it, it’s going to have to come back to getting the **** [0:02:49.6] you write and getting the branding itself absolutely nailed, and that comes to its colors, its font face, its size, its shape, all these things make a massive difference to the audience who have the problem that you have a solution for. That doesn’t matter if you’re in business or it’s for personal. It doesn’t matter if your clients are consumers or they are other businesses, they all are people and they all have a need and that is to trust in the brand that they see, trust in the brand that they hear, touch, and read about. It’s so important that you get your branding absolutely right from the beginning.
When it comes to your company that you keep, whether it’s branding or anything that you’re trying to use, find a service provider, anything like that to get your business up there where it should be as the market leader, you’ve got to go find the best. It doesn’t always mean you got to pay the premium. You’ve got to pay the price that’s right for the service quality that you need to help build your brand.
My advice to you is, if you are wanting more sales, a more sufficient and efficient and building business, more productive, a better staff, better outsourced contractors, whatever it might be for your business, upgrade the company you keep around your business. Seek advice from coaches and mentors who have been there and done it, not just say they’ve done it. Find those people around that provide the services who have got proof that they’re the best at what they do, price it accordingly, and invest in your business so that you get the best out of your brand.
That’s today’s advice for How to Build a Brand and you can come back to this wonderful Branding Advice Centre anytime to find lots of fantastic tips that will help you build your brand. You can also find our daily tips on Facebook.com/BrandExpertTips and go to YouTube, where we’ve got tons and tons of videos on all sorts of aspects on branding advice, website advice, how you can do market research, all sorts of brilliant things that can really build your strategy and build your brand and that’s on YouTube.com/HowToBuildABrand.
I hope you enjoyed today’s bit of advice, I’ll be back with more very, very soon.
Also, get yourself up to speed with the latest marketing techniques at www.BrandBrainMagazine.com. When you buy Issue 3 you will get Issues 1 and 2 absolutely FREE!