Creating a brand for your small business is more important than ever before. A brand will separate you from your competitors and give you an edge, attract customers, and give people a compelling reason to buy from you. In short, a brand will make you money. In this episode, Gerry Fosters shares tenets 1 to 4 of his 12 tenets of a big brand. Tune in because this is going to help you regardless of what you sell.
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TENETS 1-4: 12 Tenets Of A Big Brand
This is my Twelve Tenets of a Big Brand for Customers, Cash and Continued Growth. Before we get into the program and start sharing my tenets with you, let me first set this up by stating this basic fact. Creating a brand for your small business is more important than ever before. A brand will separate you from your competitors and give you an edge. A brand will attract customers. A brand will give people a compelling reason to buy from you. A brand will make you money. Make no mistake about it. Branding is the key for any company, any organization and any of those who are looking to grow. Let’s get into it. Here are my twelve tenets that are going to help you regardless of what you sell big brand for customers, cash and continued growth.
The first tenet is purpose. Many of the most successful companies on the planet, large or small, first discover their purpose, their reason for being and then focus on fulfilling it. They connect their brands to something bigger than themselves so they can more positively impact the lives of the customers they serve and make more money as a result. Jeff Bezos, the founder of Amazon.com put it best when he said, “A brand for a company is like a reputation for a person, your own reputation, by trying to do a hard thing well.”
Tenet 2: Be Progressive With Your Brand
This flows into tenet number two, which is to be progressive with your brand. What I mean by progressive is to innovate, not imitate. It’s creating your brand to do, be or offer something different or even unusual so that you can create an insanely great customer experience.
Look at it this way. You’re adventurous, creative and forward thinking. Think of Apple, Google and Dr. Phil, these brands all started out small, but they became big household name brands because they prided themselves in staying ahead of the curve. They have delighted millions of customers and they have found lasting phenomenal success. You can do the same by being progressive with your branding so people are more inspired to buy your product or use your services. That’s why branding in the overcrowded marketplaces requires a lot more than a nice logo, a brand name and a website.
Big Brand Tenets: In this highly competitive global market we live in, you have to outsmart, outmaneuver, and outdistance your competition.
Tenet 3: Embrace Possibility
Possibility, tenet number three, is what has to lie at the core of your branding. I have found that when you embrace possibility, amazing things can open up for you. Embracing possibility is one of my favorite big branding principles because rapid sales growth can occur when you’re willing to abandon any kind of business as usual or “This is the way everybody else does it.” Instead, operate outside of what most customers expect in your industry to receive from you what have they come to expect, accept and experienced. Step away from that and do something that is so unusual and unpredictable to them that they don’t see you as just another whatever or whoever that’s in the market that you’re in. It’s asking yourself this question, “I wonder if I did A, B and C instead of D, E and F, which is what Facebook, Starbucks, FedEx and other brands like them initially did?” You’re asking yourself, “I wonder if I too could have $1 million or even $1 billion brand. I wonder what’s possible if I step outside the box.”
Tenet 4: Solve A Problem That No One Else Is Addressing
Let’s face it, in this highly competitive global market we live in, you have to outsmart, outmaneuver and outdistance your competition. You cannot be looked upon as being similar or the same as others who you are competing with. Let me put it this way. You must outbrand your competition. The question always becomes, “How do you do that?” One of the surest and quickest ways to have branding success is to solve a problem, which is tenet number four. If you can solve a problem that others are missing, avoiding or completely ignoring, if you can spot something that no one else in your industry, your category, your field of expertise seems to be willing to take on. If you can make it a point to solve that, you are going to have yourself an incredible high-performance beloved brand.
I believe that if you want to have a game-changing brand, a mega brand, a brand that can truly go out there and impact the marketplace like no one else, learn from Sara Blakely, mega entrepreneur, billionaire. She’s the creator of Spanx. Do you want to know how she was able to come up with this incredible brand that has delighted millions of people? She simply did one thing. She solved a chronic and reoccurring problem that no one else seem to be addressing.