Define Your Ideal Customer: Demographic and Psychographic Segmentation
The more you can define your ideal customer, the easier it is to attract your ideal customer. Why narrow your ideal customer base? It feels counter-intuitive, but the more you focused you are, the greater your chance of business success. It can feel scary to limit our pool of prospects, but the problem is that… Continue reading »
13 Definitions of Brand and Branding
One of the reasons that learning about branding is so confusing is because people use the words “brand” and “branding” to mean so many different things. Below I’ve listed 13 different definitions of either brand or branding and I think they are all valid definitions. I sincerely believe the best way to learn about anything… Continue reading »
The Connection Between Pricing and Branding
Pricing your products and services can be one of the most challenging aspects of running a business. Price too low and you may leave money on the table, or eventually put yourself out of business. Price too high and you fear that you will lose customers. Most business owners think of pricing as it relates… Continue reading »
Who are your competitors? Aspirational vs Realistic Competitors
When you launch a business, it’s a good idea to study who your competitors will be. You’ll want to make sure you differentiate yourself in the type of products or services you sell, the way you sell them, and how you brand your business. If there is no clear difference, customers will generally choose the… Continue reading »
Startup Branding Strategy
Developing your startup branding strategy is something that will happen whether you work on it intentionally, or you just let it happen. It is far better to create a brand strategically and proactively rather than proceeding without a plan. Choose your startup name carefully Nothing is more critical to your startup brand than your name.… Continue reading »
Brand Positioning: Be Your Category and Market Leader
If you’re a new business, it’s hard to imagine yourself as the market leader. This is especially true of people starting businesses in well-known, traditional fields such as restaurants, accountants, fitness coaches, and the list goes on. While some startups are launching completely new products or services, most people are starting new businesses in well-understood, mature sectors.… Continue reading »
Why You Need a Unique Value Proposition (UVP)
A Unique Value Proposition is a clear statement that describes the benefit of what you offer and how it helps your ideal customer. A Unique Value Proposition (UVP) can also be called a Unique Selling Proposition (USP) or a Customer Value Proposition (CVP). In some complicated markets, these three statements may vary slightly, but in… Continue reading »
Sectors, Verticals, Niches: Specialization Improves Branding
As you try to figure out your brand position, focusing on specific sectors or industry verticals, or narrowing your niche can help. What do these terms mean, and how can they help you define your business and your brand? Sector or Industry The terms sector or industry are often used interchangeably. They generally mean one… Continue reading »
How Your Personal Brand Influences Your Business Brand
The idea of personal branding is new and confusing to many people. Some people can more clearly understand the term reputation or personality. These are two important parts of your personal brand. If you are a one-person business owner such as a solopreneur or consultant, it’s likely that your personal brand and business brand are… Continue reading »
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