When I first noticed businesses struggling with their marketing and their messaging, I wanted to help. Often a small business would come to me looking for answers on what to do and where to do it but none of these were true fixes to their problem.
Because they had never branded their business.
Not everyone is a marketing expert or a salesperson. Many of my clients are small business owners who are just getting started with pursuing their purpose and are passionate about what they do... but that doesn't mean they know the first thing about branding or marketing or sales.
I've found that many of them are confused about the difference between those three business tasks.
That's fair. Why should they be an expert in something outside of their talents, skillsets, and experience? However, as a business owner, understanding the difference is necessary to put together a solid business and marketing strategy.
Let me break it down for you so that you'll never be confused about branding, marketing, and sales again.
The first place I start with any small business looking to grow is to cover what branding means. Branding can be a confusing concept. I run across small business owners often who are either 1) unsure what branding actually is or 2) think they have a handle on branding but are on the wrong path.
It’s not their fault. It’s not as if branding has always been a mainstream concept. Also, there is a ton of misleading (and downright incorrect) information out there.
When I ask my students what business are you really in I get blank stares or descriptions of their product, service or offer. That's okay. It's a trick question.
When I'm consulting clients on their brand foundation, this is the place we start.
The feedback that I get afterward suggests that it's one of the most impactful aspects of my branding workshop. Why?
The answer is rarely what you think.