You're a first-time entrepreneur. A new small business owner. Or a communications agency that works with them. You know that you need to capture your customers' attention. To do that, you need to scream loud and get to the point.
There's a problem. You're bogged down with day-to-day details. You can't see what's important to your customers and what they want and need to hear first. You start by telling them all about how you make your product, when you opened up your first store, what your detailed process of vetting vendors is, and a hundred other details.
No one cares.
There's another problem.
You know how to run a business. You know how to take care of business. You know your operations inside and out. The problem? Customers won't give you their attention. You know what you need to sell them and why they need to have it, but you don't know how to present it attractively to them so they stop and look at it long enough to consider buying it - what you consider attractive and what your customers consider attractive are two different things.
One more problem.
Nobody wants to spend the time to listen to your message. Even if it caught their eye, they're not convinced it's worth it.
What needs to happen
Your message needs to be clearly defined and attractively presented to your audience. You must know what you have to offer and quickly communicate to your target audience how you will meet their needs and wants in a memorable way.
Determine the core of your business
Look at all of the day-to-day details of your business operations. Sift through them and find out which ones are most important to your business and the reasons behind performing those operations. This is the "why" behind your business and it affects everything, from what you sell, to who you sell to, and how you sell it.
Define and refine it
Get rid of what's not important so that what's important can be clearly understood by your customers. This involves making a lot of conscious and deliberate decisions about what is most important to your business and what is not.
Zero in on your target audience
Find out who it makes the most sense to sell to and learn about what they really want. Or imagine it, if you don't have the budget to do a study. Match up what you have to offer with what they want. Learn how to speak your message in their language so they understand that what you provide is worth their time and money.
Clearly communicate it
Create a series of powerful branding statements that will clearly define what's already at the core of your business. These will be the fundamental concepts for all your marketing and advertising messages. Translate this into written communication and audio/visual communication with text, images, and videos.
1. Your day-to-day actions will generate quicker results, because you will know what you need to focus on.
2. Your marketing efforts will generate more conversions into sales, because you will know what you have to offer that your competitors don't, who you need to sell to, and how to speak to them so they quickly understand the unique value you have to offer.
3. Your marketing efforts will generate more conversions into sales, because your brand will be more easily remembered because of the simplicity, clarity, and consistency of your messaging.
Are you Qualified?
I am qualified to help you. If you are a new small-business owner or an entrepreneur starting a first venture who has very limited capital, is not afraid to be different, and have no idea at all how to get into the world of brand identity creation and advertising, then I am the ideal choice to help you define, refine, and clearly communicate the core of your business. I am the ideal choice because I have experience in both the arts and communication and with startup businesses and because I am affordable.
If you already have a successful business, and/or have a comfortable amount of capital, and want to closely imitate an already working business model, then I am not qualified to help you. Instead, you should hire a firm or consultant with more education and experience.
Why can't I do this on my own? Why do I need you?
You can do this on your own. You can take the time and effort to learn how to do this. You can spend time and effort becoming a "jack-of-all-trades", or you can focus on becoming a master at what you love to do.
You need me because instead of spending time and effort learning and doing what you already do, I spend it learning and practicing brand messaging and communication through artistic mediums.
Since I am not involved with your business on a day-to-day operation, I will have a clearer understanding of how your business looks from the outside and how to best present it to customers who do not know what you know. Branding a business from only your inside perspective can be a dangerous enterprise, because you may be blind to elements of your business that customers can see very easily, and thus only incorporate half your business into your brand.
What can I expect to get out of this?
You can expect to get a greater return on marketing, advertising, and sales efforts because you will know clearer and more effective ways to communicate the value of your products and services. Your communication efforts will be clearer and more effective because during this process you will have examined your business from several viewpoints that you may not have considered before. You will also understand what the group of people you choose to focus on selling to want out of your product and services. You can expect to have a better idea of what you have to offer, how that is different from what your competitors have to offer, what your targeted group of customers wants, and how to communicate with all three in mind, increasing the chances of generating a greater return on your marketing, advertising, and sales efforts.