This is a guest post by Giulietta Nardone of Fearless Design
Small business owners tend to get all confused about branding. They think it’s something only large businesses need. They think it’s an unnecessary business expense. Not in today’s competitive world. Every business that wants to succeed needs a brand. Without a brand, you have no way of differentiating yourself from the competition. You have no perceived value, especially to yourself. Finding your brand will make you feel better about your own business. That’s the real beauty of it.
Brand = differentiation.
Differentiation = demand.
Demand = money.
Without differentiation, you have to compete on price. This is the quickest way to go out of business. It’s hard to make a livable wage when clients associate your services or products with “cheapness.” You work harder and longer to make less.
The solution? Hit the reset button with your new company web site. Before you design and write copy for this new Internet baby, figure out how you’re different and what you want to do for your client. Then write your web copy like you’re speaking to the kind of client who wants this difference and needs this transformation. The kind of client you love to work with, the kind of client that makes owning your business the best decision you ever made, the kind of client you can help the most.
Remember, your web site is always live. You may leave the office at 5 pm but your web site continues to work 24/7. It’s important that everything potential clients come in contact with on your web site works to reinforce your brand. If your brand appeals to them, they’ll return for more information. If it doesn’t, they’ll move on.
That’s o.k. You want your web site to pre-screen clients. You want it to weed out tire kickers looking for the lowest price. You want it to appeal to clients who’ll value your difference.
When you try to appeal to everyone, you appeal to no one.
Think narrow. Think difference. Think brand.
Giulietta Nardone of Fearless Design helps small business owners like you brand yourself from the inside out. She believes it’s key to attracting clients who’ll value your bold and unique difference and pay you for it.
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