{"id":1859,"date":"2016-12-05T14:57:10","date_gmt":"2016-12-05T14:57:10","guid":{"rendered":"https:\/\/www.setmore.com\/blog\/?p=1859"},"modified":"2022-06-30T18:03:39","modified_gmt":"2022-06-30T12:33:39","slug":"to-brand-or-not-to-brand","status":"publish","type":"post","link":"https:\/\/www.setmore.com\/blog\/to-brand-or-not-to-brand\/","title":{"rendered":"To Brand or Not To Brand"},"content":{"rendered":"

Is branding necessary for solo entrepreneurs and small businesses? Brand is the gut feeling your customers get when they think about or interact with your business. Here\u2019s another way of looking at it: your brand is just another word that describes your reputation. Do you have a reputation for consistency and quality, and if not, why not? Do you have a sense for how your customers feel about your business, as a baseline?<\/p>\r\n

We started this post asking, \u201cTo brand or not to brand?\u201d But in reality, it\u2019s a trick question. Your brand, and therefore your reputation, exists no matter what you do. You can control it, or you can be at its mercy. Customers will go on feeling things regardless of whether or not you do any advertising, regardless of whether you spend a little or a lot of effort on your website. The question then becomes, what are you going to do to ensure your brand is cast in a positive light?<\/p>\r\n

Fireballs, not flowers<\/span><\/h2>\r\n

Riddle me this: What does your business do? If you said something like, \u201cI provide consulting services,\u201d or \u201cWe do haircuts and styling,\u201d then you\u2019re still approaching the question from the perspective of a service provider. You need to put yourself in the customer\u2019s mindset.<\/p>\r\n

Economist Theodore Levitt said, \u201cPeople don\u2019t want to buy a quarter-inch drill, they want a quarter-inch hole.\u201d In other words, don\u2019t force customers to do the mental work of connecting your service to the effect it will have on their lives. Color in that picture for them.<\/p>\r\n

\"When<\/p>\r\n

Showcase the effect of receiving the service, not the service itself. (Source<\/a>)<\/em><\/p>\r\n

Here\u2019s another example: in any Super Mario videogame, the flower is a highly sought-after prize. But players don\u2019t go after the flower just because they like flowers. They do so because the flower turns them into a super-sized Mario that can throw fireballs. Your brand needs to do this for your business: it needs to bridge the mental gap between the flower (your service) and the fireballs (the effect of receiving your service).<\/p>\r\n

Making this mental shift is half the battle when it comes to your brand. A haircut isn\u2019t just a haircut, it\u2019s a feeling of confidence and style. Consulting isn\u2019t just consulting, it\u2019s empowering business leaders to make the right decisions.<\/p>\r\n

 <\/p>\r\n

Case Study: Drummer Town<\/span><\/h2>\r\n

Here\u2019s an example featuring an actual Setmore customer who provides drum lessons. In this case, \u201cappointment setting\u201d is what we do, but it\u2019s just a means to an ends. The experience at the root of the appointment is what matters. Drum lessons allow you to do this, and appointment setting allows you to give drum lessons.<\/p>\r\n

Your job is to paint a picture of how the experience will change your customers. There is a \u201cbefore\u201d and \u201cafter\u201d to consider. For example, before Setmore you might use a pen-and-paper appointment book. After Setmore, you\u2019re a highly efficient, cloud-based, appointment-setting machine.<\/p>\r\n

What\u2019s your story?<\/span><\/h2>\r\n

Your story is the sum of your experiences, your background, and the stylistic touches that you infuse in your day-to-day social interactions. In the context of a small business or startup, your personal story effectively becomes your company\u2019s story. You pin down your story by writing it out, and in practical terms this forms the basis for your website\u2019s \u201cAbout\u201d page.<\/p>\r\n

Story is the difference between \u201cBob the plumber,\u201d and \u201cBob the captain of a 40-year-old family plumbing business that delivers peace of mind when a broken water heater turns your garage into an indoor swimming pool.\u201d One is a blank slate, a mannequin with overalls and a monkey wrench. The other is a flesh-and-blood person that people actually want to do business with.<\/p>\r\n

This is where you have an advantage over the Coca-Cola\u2019s of the world. Fortune 500 companies will spend hundreds of thousands of dollars creating a fictional persona that embodies their brand. They\u2019ll define it like a character from a TV show and give it traits and personality quirks, and tell their public relations staff to speak and act as this character would. Which is why when you dial the company hotline you\u2019re greeted by somebody who speaks as \u201cWe, the company\u201d rather than \u201cMe, the person you\u2019re actually talking to.\u201d<\/p>\r\n

From Jello to concrete<\/span><\/h2>\r\n

As you write content for your website, your blog, and your email newsletter, remember these two things: 1) tell your story and not your features, and 2) show how your service will transform the customer. It\u2019s important to note that this is just the beginning. Your brand is something that takes time to mature. It starts out with the ideas we\u2019ve hashed out above, and over time you\u2019ll start to develop a more solid grasp of how all the pieces fit together and how the sum of the parts differentiates your business from the competitor next door.<\/p>\r\n

Thanks!
-The Setmore Team<\/p>\r\n

What are some of your branding challenges? Let us know in a comment below!<\/p>\r\n\r\n

\r\n
https:\/\/youtu.be\/l-DvWffaVdU<\/div>\r\n<\/figure>\r\n","protected":false},"excerpt":{"rendered":"Is branding necessary for solo entrepreneurs and small businesses? Brand is the gut feeling your customers get when they think about or interact with your business. Here\u2019s another way of looking at it: your brand is just another word that describes your reputation. 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