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Sep 19, 2019
Michele Markey, CEO of SkillPath
Why do you buy certain products? Perhaps you buy Lexus® because you value safety and reliability. Or purchase Nike® products because they’re synonymous with fitness and health. Most of us buy from brands that connect with us and make us feel good about our purchases.
Building a strong brand and communicating that brand consistently in all the right places, should be top considerations for a new business owner. Brand matters!
Smart entrepreneurs have a laser-like focus on the “message and feel” they want to create to best get the attention of their customers. They actively build a reputation and a story about their brands.
Here are two examples of female entrepreneurs who are doing it right:
Hyman started this high-end dress and accessory rental Web-site after watching her sister Becky’s “wardrobe crisis” while searching her closet for something special to wear to a wedding. Hyman’s business puts designer dresses within reach of budget-conscious women. Communicating her brand includes speaking at national conferences, serving on panels, appearing on female-viewer-heavy morning talk shows and staying active on social media.
From her early days as the lead singer for Destiny’s Child to a solo recording career, several television and movie appearances, brand endorsements, the launching of two fragrance lines and a fashion line, Beyoncé has had undeniable success in building an incredible brand. She has furthered her brand by supporting numerous charities and social causes.
Every entrepreneur—superstar to solopreneur—needs to consider branding as a key part of their marketing strategy.
Start by identifying who you believe will buy your product. Even if your product has wide appeal, it is smart to narrow your target to a specific audience. Consider your ideal customer rather than everyone who might be interested in your product. Here are a few questions to help you:
Next consider how you will communicate your brand. Creating buzz around your business takes work. But even with the most novel business idea, if people have never heard of your product, your business won’t succeed. Getting the word out takes targeted effort.
The most effective brands use a strategy I call brand layering; using multiple methods of brand communication, including:
Developing and creating a brand can be fun! Think big and let your imagination flow as you consider the name of your business, who your ideal customer is and where and how you’ll best be able to reach him or her.
This article is the seventh in a series written to help women entrepreneurs like you take a closer look at what’s keeping you from moving forward, overcome doubts and understand the fundamentals and the mindset needed to help make you successful. They are not designed to help you build your financials or create your marketing plan, but rather to prod you to think bigger … and begin thinking with the mindset of an entrepreneur. They will appear on our blog: https://insightsnationalseminarstraining.com/ and in our free monthly professional women’s newsletter which you can subscribe to: http://www.nationalseminarstraining.com/womenslink/index.cfm
If you missed our first four articles, read them here:
Michele Markey
CEO of SkillPath
Michele Markey is the CEO of SkillPath. A leader in the learning and development industry since 1989, SkillPath delivers more than 16,000 training sessions each year and has enriched the professional and personal lives of more than 10 million individuals worldwide.
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