6 Ways To Make Your Female Small Business Stand Out
We know how it is, you have an amazing business idea but you haven’t the foggiest when it comes to making it stand out in a busy marketplace.
The chances are your business idea isn’t 100% original, and that’s fine; we live in a world where we are inundated with the same product or service. That part doesn’t matter and shouldn’t stop you, what does matter is that you build a brand around your product/service that is unique, so that when it comes to selling your product or service, you immediately stand out from the crowd, establishing trust early on.
We are small business marketers - there are millions of marketing agencies and we sell the same service (marketing) as thousands of others, but this doesn’t matter because we have created something special and distinctive.
“Our brand cannot be compared to another agency now because even though we sell the same thing, the way we have positioned ourselves is completely unique.”
How have we created a unique brand in a crowded marketplace?
We only work with female purpose-led small businesses that want to inspire a positive change.
We have built a community, not just an agency.
We are a resource for small business owners, not a sales pitch.
And, we share our personal story and journey.
The way we have branded ourselves and the way we teach every lovely client is always the same. Before we dive into anything like Instagram Marketing, Pinterest Marketing or Email Marketing, we use discovery to see where she wants to be and what is currently holding her back from achieving this. We then use strategy to create a solid marketing plan for her small business.
Finding Your Dream Customer?
Here you need to look at your “dream customer”, discover who she is and then speak directly to her. Your dream customer is a specific group of consumers that your business will target with its product/service, e.g. “25-35 year-old female purpose-led small business owners”.
2. Sell The Benefits
How you can improve your dream customers’ life from your product/service is going to be the thing that ensures you sell successfully.
You should divide this into two sections: The emotional benefits and the functional benefits. People buy with their heart first and their head second. By determining your business's functional and emotional benefits you can appeal to your dream customers on an emotional level and then further back it up with functional benefits.
EXAMPLE:
Emotional: “I really love that scarf, I want it!…”
Functional: “…Well it is coming to the end of summer and I do need something warm for winter”.
3. Find Your Competition
Always keep an eye on what your competition is doing. There’s a saying we love and it’s goes “work until your idols become your rivals”.
“The only way you’re going to stand out amongst your competition is if you offer something special that they don’t.”
Follow what they do, what they don’t do, what people say about them, what your friends think about them. Write it all down and keep it to hand, always be thinking of how you can offer something that they don’t, this will give your business an edge.
4. Find Your Key Message
Do you want your small business to be perceived in a certain way? Do you want your customers to remember you and describe you or your business using certain words? Then you need key messages. Key messages are the main points you want your target audience to hear and remember. They create meaning and headline the issues you want to discuss.
They allow you to control communications and enhance relationships with your target audience. To ensure you get your point across it is essential to establish your key messages before any communication across your business.
EXAMPLE: Instead of saying “Betsy & Francis is the best in digital marketing” we would say, “Betsy & Francis has drastically improved traffic, sales & conversions for female purpose-led small business owners, creating a positive impact for their lives and the environment.” Key messages should be fluid, persuasive and should motivate your audience to action
5. Your Values
To create a truly unforgettable brand, it’s not enough to create a great product or service and end it there, if you want your brand to have any sort of longevity, you need to build strong relationships with people and that requires something more: transparency. People want to see your brand as a whole entity. They want to know not only what you do but what your brand truly values and believes in.
Purpose: Why do you exist? (MAKE PEOPLE CARE ABOUT YOU)
Vision: What future do you want to help create?
Mission: How do you create that future?
Values: Who are you? How do you work?
6. Create A Brand Persona
If your brand was a person, what person would it be? This is a fun and very effective way of developing your brand’s voice and personality. How do you want to be perceived by your audience? Are you fun and quirky, or conservative and formal? Creating your brand’s personality will determine how you communicate to your audience and the tone of voice that you use - by creating a brand persona, you are ensuring your brand stays consistent throughout all aspects of your business.
let’s round it up
“If you were going to build a house, you wouldn’t jump straight in and start laying bricks, you would need to build foundations. This is exactly what a brand strategy is, it lays the foundations on which to build a solid brand.”
NOTES TO TAKEAWAY
To make your brand unforgettable, you need to know who you’re targeting. 🎯
You don’t need a unique product/service to build a unique brand. 🤩
Build a strong connection by having your values upfront and center within your business. 🌱
Know who your competitors are and find out what makes you different. 🤗
Let people see the personal side of your business. 🧡
Create a Brand Persona. 🤓
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Founders of Betsy & Francis, Nicole & James are creating a conscious small business movement by teaching purpose-led small business owners in the conscious, ethical, or sustainable industry how to stand out in a crowded marketplace, increase their sales and grow a profitable small business using Conscious Marketing, Instagram Marketing, Pinterest Marketing, Email Marketing, and Facebook ads.
