You’ve heard “my 2 cents” a thousand times, but today I’m giving you an extra penny’s worth because brand building deserves it.
Here’s the thing—marketing isn’t magic. It’s not about pretty logos or clever taglines (though those don’t hurt). Marketing is brand building, pure and simple. And brand building boils down to three fundamental questions every business needs to answer clearly:
1. What makes you different? Not better—different. Your competitor might have excellent customer service (who doesn’t, right?!), too, but what’s your angle? Maybe you’re the fastest, the most personal, or the only one who really gets small businesses. Own it.
2. What problem are you actually solving? And I mean really solving, not what you think you’re solving. Your customers don’t care about your features—they care about their Friday afternoon headaches going away. Speak to the pain, not the product.
3. Who’s your buyer? “Everyone” is not an answer. The more specific you get, the more powerful your message becomes. For example, are you marketing to VPs or “overwhelmed manufacturing VPs trying to hit Q4 targets” — now this is marketable!
But here’s my bonus cent: Your story matters as much as your strategy.
People don’t just buy products—they buy into people and the businesses behind them. Your “why” started this company story isn’t just marketing fluff; it’s what makes people choose you over the guy down the street with similar services.
I’ve worked with businesses at every stage, and the ones that get personal, that let their personality show through their brand, are the ones that stick. Because at the end of the day, business is personal. People buy from people they trust, like, and believe in.
Your brand isn’t just what you do—it’s who you are and why it matters to the people you serve.
What’s your story?