This article is part 2 of a 3 part series.
It Starts With Three Simple Questions
And the three questions to start your small business branding with are:
Why Are You in Business?
Think big picture. I know you need money to pay your bills, but can’t you do that with a job?
People who start businesses tend to think they have a solution to a problem.
The bigger the problem and the simpler the solution, the better.
Put a little thought into this.
What big problem do you solve, and in what simple way do you solve it?
Don’t worry that a killer answer doesn’t emerge after only a few minutes. Let the question roll around a bit in the back of your mind. Your unconscious will continue to chew on it and you’ll be surprised what ideas bubble up.
What Do You Sell?
Of course you sell some tangible products or services. That’s not what you’re after with this question.
Why do people buy your stuff? If you’re not sure, ask some.
What do they do with your products or services?
What does it allow them to be or do?
That is what you sell.
I’ll use myself as an example, while it’s true Inbound Marketing University sells Inbound Marketing training and coaching, what we really sell is a way for small businesses to generate a steady stream of quality leads which allows Main St to compete better against Wall St mega businesses.
Who Do You Sell To?
For this question, get more specific (chunk down).
No one sells to “everyone” or to “every [fill in the blank]”. You may think you do, but you don’t.
To help answer this question ask yourself who gets the most value out of what you sell, and what value they get from it.
Then ask yourself of those people who are most likely to pay.
Those are the people you sell to.
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