Growth Club
1851 Growth Club
How to Take Your Brand to the Next Level
There are many elements to consider when hunting down success. Consider these ten strategies to take your brand to the next level.
Just like we all need that strong cup of coffee to break through the inevitable morning brain fog, every new business owner is in need of a jolt to get things rolling. You know—those sometimes-elusive and oftentimes-intangible elements that we’re told can spark a young company’s growth and position it on the right track for years to come.
Of course, there are many potential avenues to consider when hunting down the kind of success every business hopes for—some are easy and some take a little more time, money and expertise. Not sure where to start? Consider these ten strategies to take your brand to the next level.
Increase visibility through branding.
When you start a company, make sure you have a clear idea of what you want the project to be. Your branding needs to reflect the soul of the company, and it can’t be overly complicated—think simple messages that reflect the integrity of the product you’re selling. According to Steve Beagleman, the president and CEO of SMB Franchising, it’s also crucial to make sure your brand is consistent—ensure that your company’s franchisees maintain and exude the vision you worked so hard to perfect.
Build up your online presence.
Building brand awareness is paramount to success, and the best way to get your name out there is through the World Wide Web.
“The first thing anyone will do when researching your brand is visit your website—it’s like inviting someone into your house,” Beagleman said. “Ask yourself if your website is too archaic or unprofessional. Would you invite someone into your house if it were a mess?”
A consistent social media presence matters, too. A single Tweet or Facebook post probably won’t get you 100 leads lining up outside your office, but it will give your brand recognition and legitimacy. When a potential franchisee researches your brand and sees that you have a robust, engaged fan base, he or she will be more inclined to view your brand as successful and relevant.
Hire the right people.
If you want to grow your franchise, then you need people on your team who know how to play the game. Fill your corporate line-up with people with franchise branding and development experience. Find a PR expert, a sales and development expert, an accounting guru and a marketing expert to round out the team. And last but certainly not least, hire the best franchisees you can find. Beagleman believes business owners should be selective. The first franchisees you hire will become your brand ambassadors. Make sure you can trust them.
Nurture your employees.
You spent a lot of time researching, interviewing and hiring the perfect franchisee—hang on to them! Establish a good rapport with your employees by letting them know you’re there to help, Beagleman said. Mentor the rising stars, and make sure they’re proud to work for you.
Find your target market and stick to it.
To prepare for growth, you need to know your target market. If you sell your product or service to the right place, you’ll have an easier time expanding than if you try to sell to every demographic out there.
Eat, breathe and sleep PR.
Having a strong PR game is crucial. Take advantage of every press opportunity that comes your way—none are too small. Make friends with the press. Be available for interviews. Get involved in the community. Better yet, partner with an agency that knows PR and franchising—they can help you get opportunities that you couldn’t otherwise get on your own, both on a national and local level. “PR is the best way to make your business seem bigger than it actually is. That really matters when you’re just starting out,” Beagleman said.
Start networking.
At its core, franchising is a relationship business. Who you know and who you connect with is just as important as having a standout product or service. To become a franchise with a solid amount of units, you need a strong professional network to help you do it. Attend franchise conventions, be active with the IFA and get to know people in your potential markets. Beagleman also encourages young business owners to find a mentor—a master business veteran who knows a thing or two about the franchising world.
Nail down the follow-up.
As an emerging business owner, leads can be pretty hard to get. Don’t sabotage yourself by not following-up with interested parties or take too long getting back to them.
“You work incredibly hard trying to get those leads through relentless social media outreach, public relations efforts and simple word of mouth. So stay on top of it,” Beagleman said.
Know that Rome wasn’t built in a day.
Celebrate the small wins, but don’t try to climb the mountain with one step. Oftentimes entrepreneurs put a business plan together and it’s sometimes easy to forget that you’re probably not going to be a global sensation overnight. Take baby steps and realize that at times you may not see the progress, but even if you have the smallest win, it’s worth celebrating.
Keep evolving.
Complacency can be one of the biggest threats to a growing business.Assuming that you will continue to be successful simply because you have been in the past probably won’t work out long-term. Regardless of your industry, the marketplace changes all the time—whether its new technology, new regulations, or new competition—and you can’t afford to stick to the same plan from which your business grew. Embrace flexibility and change—your business plan should be a living document that evolves with time to ensure that you can keep up with, or stay ahead of, the rest of the pack.
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