3 Simple Steps to Build a Lasting Brand
Make 2021 the year you invest in building your brand.
These 3 simple steps will get you started.
The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We’ve all had to pivot in some way either personally, professionally, or both. This year is a fresh start and an opportunity to take a step back, reassess, and think strategically about your brand and business.
Whether your company is in pre-launch or up and running, take a few minutes with our Free PR Roadmap to determine what PR & marketing support is best for the current stage of your business.
No matter what stage your business is in, below are 3 simple steps that will help you build a foundation to grow a lasting brand. We cover these in much more detail in The PR Starter Kit Course.
1. Get to Know Your Target Audience:
The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it’s imperative to understand your target audience’s current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs. Having a deeper understanding of your target audience, how their lives have been impacted, what problems they are facing, and their lifestyle should inform your business decisions, from marketing to social media content and product development.
You likely have a general idea of who your target audience is – such as “working moms,” “teachers,” or “millennials” – but there is always an opportunity to get more specific. Outline details such as demographics, shopping habits, brands they like, where they live, what social media channels they are active on, etc. This exercise will get you into the mindset of your target audience and help you have a better understanding of their needs and how to communicate with them in a meaningful way.
2. Discover Your Differentiation:
As a small business owner, it's not uncommon to feel overwhelmed by the competition and to compare yourself to others. It's part of the journey. No matter how far ahead other companies may appear, there's one competitive advantage that no one else can touch, and that's you. Even if there are multiple companies like yours, you have a unique perspective that no one else has. You have a founding story and personal journey that is completely original, and your story can be the secret weapon that allows you to stand out.
Spend time reflecting on your founding story. Why did you start your business? What are your areas of expertise? What is your passion? Why are you distinctly qualified to service, inspire, or solve a pain point for your target audience? Once you have these details clearly outlined, do a deep dive into competitors or brands you admire – look at their social channels, websites, recent press articles, and determine what sets you and you brand apart. This exercise will reveal your key differentiators that you should highlight in your messaging and communications.
3. Refresh Your Messaging:
If your ideal customer were to visit your website for 30 seconds, what are the 3 most important things you would want them to walk away with? You would likely want them to know what you offer, what you stand for as a brand, why you're different, and what problem you're solving. Spend time crafting 3 to 5 concise message points stating these core details. You will be able to use these message points to refresh copy on your Instagram bio, homepage, About page, etc.
To learn more about how to implement these steps in much more detail, be sure to check out our course The PR Starter Kit. We built this course with you in mind and provide all the tools you need to build a lasting brand.
