Why Your Brand Is Your Greatest Business Asset
Owner of HighKey Enterprises. We grow and make ELITE personal brands.
In my view, it doesn’t matter what your business sells. It doesn’t matter how well the company is doing on a stock exchange. It also doesn’t matter how much profit you make every quarter.
All of these things can change in a heartbeat, and your business will still have one thing: its name. Your brand is the only asset that no one can take from you. Yes, that name can be dragged through the mud if you aren’t careful, but it will still be yours. Today, that brand is mainly represented in one space, namely, the internet.
In my view, it seems that the average businessperson has no idea how to capitalize on social media. This is a hard skill that takes effort and patience to master, which is why so many people fail at it. They often think that because everything online is so fast-paced, their results and ROI have to be immediate too.
However, that’s a toxic mentality to have, and it can kill your brand before it has a chance to start growing properly. In my experience, truly successful brands take time, extensive networking and a proper strategy to grow.
Furthermore, I think that a personal brand is the most influential and underutilized technique in business. You can create relationships with thousands and thousands of people and then refer them over to your business, which I think replicates the best sales process imaginable.
Building Your Brand
When using social media to build your personal or business brand, I recommend establishing a content team to answer the most commonly asked questions in your industry and from your potential customers. Social media is so competitive now that every video needs to be edited natively to each social media platform with the right editing dimensions and audience in mind.
Consider having your social media pages act like a landing page for your business. Potential clients are using social media as a search engine to check the legitimacy of your business and brand before locking in a deal. Make sure your social media feeds look as good as possible at all times. Also, showcase what you do in a matter of a few seconds, so people can quickly understand what your business is about.
My number one strategy for growth is connecting with others in the industry that have a significant presence and collaborating with them — to cross promote. As this can be tricky, another strategy I suggest is to pay for celebrity promotions. Celebrity endorsements can add a lot of authority and can be used in perpetuity.
I think the biggest challenge every business owner will face is needing patience. You will not become famous overnight. Just like your business took ample time to grow, so does your brand. The next big challenge is consistency. When you start something, you need to be consistent with it to see growth.
The Impact Of Branding
So why is all of this so important, and why should you care? Because branding improves recognition, which in turn can build brand loyalty.
Eventually, after you’ve put in the time to pursue brand growth through a consistent and strategy-driven approach, you’ll reach the point where you don’t have to chase leads anymore because they’ll come to you. My company’s sales process is based 100% on referrals and word of mouth, and that’s because we’ve made sure to prioritize healthy and steady brand growth over immediate gains.
Any good marketer will tell you that word of mouth is the most powerful form of marketing, and it’s precisely what you want to be able to achieve with your own brand, regardless of the industry you’re in. Provide an amazing and elite service, and your clients will want to talk about it with others.
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