Wednesday, March 29, 2017
Before customers buy your idea over (or in addition to) another company’s, you must show them why your product or service is different and/or better. If you can show why you’re unique, you’ll attract just the right customers who are perfect for your business. They are the clients who will buy from you time and again, and continually refer you to their friends.
This point of difference between you and your competition is called a USP, short for “Unique Sales Proposition.” Here are five examples of how to stand out with a Unique Sales Position:
Friday, March 10, 2017
When I started my etiquette business 20 years ago, I hired a college student named Ed to design my logo and website. It was a quick, easy and inexpensive way to get my name out into the world. However, when it came time to update my materials, Ed was nowhere to be found. He left town and did not provide me with his new contact information. I ended up hiring a more expensive and reputable company to design all of my marketing materials and it made all the difference in the world. Even today, my website is my number one marketing tool. It establishes me as "The Etiquette Expert." It's my brand.
Your brand is equally important. It is the first symbol people see, it is the last thing they remember, and it is the theme that runs throughout your entire marketing strategy. Big corporations like Coca-Cola, Google, and Apple spend large sums of money and time determining and establishing their brand. So why shouldn’t it be that important to a smaller, more entrepreneurial company? It should be.
If you are just starting out on a shoestring budget or if you have created a business in random chunks, without a formal brand strategy determination, it’s never too late to put a brand in place.
But before you do, you must first be aware of the most common branding mistakes many entrepreneurs make.