In today's world of rapid startup growth, branding your company is essential to stand out from your competitors and find success.

Competition in business today is tough, yet more and more businesses are entering the arena than ever before. While many companies never make it through their first five years, some hit it big overnight. There's a treasure trove of wealth to be made for those of us who know how to unlock it, but times have changed, and these are unprecedented business waters.

With more avenues to reach consumers than ever before and more businesses starting up every day, all brands know they have competitors out there, but they can still take steps to stand out.

To rise above the rest, a clearly articulated and targeted brand identity is key. Here's how to do it right:

1. Brand everything

Remember that just as important as branding your particular product or service is branding everything that goes along with it. Think about how your brand can define every aspect of your company's identity. On your website, make sure your call to action is appropriately branded. Make sure your blog posts or social media branding all flows in line with the same branding inspiration. Especially when you put money into your company, make sure that every investment is going to be worth it for your brand identity in the long run.

A cohesive brand that represents a company's mission, vision and values shows a level of professionalism people trust and gets companies noticed. Find creative ways to get your brand out there, including how you brand yourself. Focus on personal branding and shine a spotlight on your company by promoting your own expertise at the helm of it. Publish your insights as an industry thought leader or, for the really ambitious with a lot to say, publish your own book. The more ways you can infuse your efforts into creating a memorable brand, the more people you reach that will start to think of your company before your competitors.

2. Define your customer

To decide how you want to brand your company, narrow down your audience to the people you actually intend for your product or service to reach. Trying to be the brand for "everyone" would be wildly expensive. Targeting a niche market instead is a more affordable, efficient and effective way to reach new customers and grow. You can tailor your spending to a specific brand message more likely to attract the right people away from the competition and generate more business. When you focus on reaching "your consumers," you can more effectively compete for their attention, and win it.

Ask yourself: Who is my customer? Really dive in and figure out who you imagine will be best suited for the product or service you offer. If that offering is geared toward senior citizens, then the aspects of branding you need to consider will be totally different than an audience of Millenials. You can still explore other markets with sub-brands, but don't try to make your brand one-size-fits-all. The better you can match your brand with what your consumer wants to see, the better your chances of standing out to them in a crowd.

3. Don't be cheap

Instead of bearing the responsibility yourself and potentially wasting your valuable time and effort coming up with a flop, hire a professional that can brand your logo, website or slogan in alignment with your company's mission and inspiration. Within our infinity logo is a symbol – small, nothing fancy – but unique and representative of our company because a professional designer knew well enough to include such a memorable detail.

When it comes to branding, don't be cheap, especially in protecting your brand identity. After spending all the necessary money on developing your logo, slogan, and company name in general, pay what it takes to trademark it. It might take about $1000 to get it all done, minimum, but even if it costs a little more, with all the competition out there, I still say it's worth it. Every advantage counts these days, so put your money where your brand is.

4. Utilize your competitors

Having just recommended that you protect your own brand identity, this is not to say anyone should go out and rip off other brands, but rather look at what your competitors are doing and redesign their approach in a unique way that aligns with your branding strategy. For our company, we came up with a take on Budweiser's "King of Beers" using the tagline, "King of Boards," and had similar shirts made but with altered details to match our industry. Piggyback off of the success of a competitor, not to clone their ideas, but use them as inspiration for new ones.

The slogan, "Just Do It," was one of the brand elements that skyrocketed Nike from a small startup to global fame and now, they get free advertising daily every time someone uses the phrase. I'm not saying take the Nike slogan, but find inspiration from the Nike experience.

Think of some common phrase in your industry that people might use and reframe it around a memorable line you associate with a popular brand. Benefit from the preexisting success of others, like Subway's "Eat fresh," or Staples' "That was easy," by finagling it into something more specific to your product or service so that common phrase now makes people think of your company.

Even a new company can unlock success with the right brand identity. Many of our competitors have been in the industry much longer than us, but we're being talked about more because we successfully made ourselves stand out.

Your brand should echo throughout the company and flow through the organization around an identifiable inspiration — loud enough for consumers to hear — which makes design, marketing and public relations critical. Prioritizing these elements in today's competitive world is the edge your company needs.



Source: https://www.entrepreneur.com/
Image credit: image from Pixabay.com

Historically, traditional women’s roles were limited to the kitchen and raising children, while men worked and provided for the family. However, this position has shifted as women now hold significant offices—for example, in governments and business enterprises. Many women have become more entrepreneurially minded, running profitable ventures.

As women make their presence in every economic sector, they leave their mark on business innovation. A recent case study indicates that in 2021, the number of women-owned businesses in the United States had risen to 31%, up from 27% in the previous year, even with the Covid-19 pandemic hitting. Despite these strides in entrepreneurship and corporate leadership, there are fewer women taking up roles in science, technology, engineering and math (STEM) fields.

These differences affect how women entrepreneurs use digital marketing and may reflect clients' perceptions of women in the field. The implication here is that for women to compete in a male-dominated industry, they must take measures that give them an edge.

Luckily, there are a few key ways women leaders and entrepreneurs can use their strengths to create a competitive advantage in digital marketing.

1. Understand the digital landscape and how it's changing.

While the number of women venturing into entrepreneurship is increasing, there is still a stark contrast in how many embrace technological resources.

By learning about new technologies and how they can benefit their business, women will be able to capitalize on opportunities they might otherwise have missed.

There's no doubt that the digital landscape is rapidly evolving, but women leaders and entrepreneurs shouldn't shy away from these changes—instead, they should embrace them.

So what can they do to stay ahead of the curve? First, make sure they keep up with industry news and developments. Spotting trends early on gives a better understanding of how to use these innovations to their advantage or how they may impact the business. One such example of change in the digital world right now is the metaverse and its implications for business.

As a female entrepreneur in digital marketing, my latest networking opportunities with tech gurus have shed light on how much potential exists in exploring those areas of the industry unknown to us.

2. Focus on customer service and creating a great user experience.

Women can achieve a competitive advantage in digital marketing by understanding the consumer better.

​One way to do this is by leveraging empathy to create better user experiences. Some women are naturally in tune with the emotions of others, which can help in understanding how users are responding to their product or service.

Additionally, getting detailed and creative with communication can be beneficial in crafting targeted marketing messages and designing user-friendly interfaces. Ultimately, by tapping into their unique skill sets and perspectives, women can create more effective and successful digital marketing campaigns.

3. Create women-friendly e-commerce shops or websites.

Not as a gender bias but as a way to use their "insider knowledge," female business leaders can and should take advantage of their understanding of the female gender. Women who start businesses often venture into "female-themed" businesses, with hair/nail salons and pet care businesses as popular choices, but they may not understand or may fail to utilize their innate knowledge when marketing their products online. Those selling female-oriented products should design user-friendly websites and, even more importantly, women-friendly websites. They can make their websites women-friendly by avoiding generic or generalized content that does not connect at a personal level with women.

4. Leverage social media to grow business.

A female entrepreneur needs to envision herself as a leader even when building a business from scratch as a one-woman initiative. Thinking like a leader will empower them to utilize the numerous online tools to lead their targeted audience.

Women have to speak out, build brands and position themselves as leadership authorities of this era. I am a big fan of constant experimentation and improvement. One of the patterns I have observed in social media marketing is how gender often plays a role in the number of followers.
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As women typically have larger social media followings than their male counterparts, this is an opportunity to grow their brands. Female entrepreneurs who leverage social media stand to accomplish more with their ventures. Moreover, social sites such as LinkedIn can help business leaders and entrepreneurs gain more confidence in their professional endeavors.

5. Connect with other business leaders and entrepreneurs online.

The value of networking in the digital business world cannot be overstated. By connecting with other entrepreneurs and business leaders online, business leaders can access a wealth of knowledge, resources and connections to take their business to the next level. For instance, mastermind groups are an ideal resource for support and advice to navigate business challenges.

Networking is another invaluable way for women to learn about digital marketing from tech communities and conventions.

One way to build a network is to find and actively participate in professional and business forums.

Other opportunities to connect involve actively seeking chances to contribute to industry-related and established publications and websites or to speak at highly impactful events.

Conclusion

The internet is flooded with content marketing materials daily. Female business leaders need to craft better digital marketing approaches to highlight their business and outshine the competition. The key takeaway is that despite the size of their companies, female entrepreneurs must optimize internet marketing strategies to amplify communication and ensure consistent growth. They can remain competitive when they fully utilize the existing potential in digital marketing and incorporate their strengths when implementing digital marketing plans that focus on the relevant aspects of their businesses.



Source: https://www.forbes.com/
Image credit: Getty

With technologies, knowledge and events constantly advancing, consumer values and behaviors naturally shift over time as well. In order to keep pace, businesses small and large must evolve alongside their audiences if they want to ensure they don’t become irrelevant in the market.
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But how can business leaders predict or discern what their customers will do or think next? Below, a panel of Young Entrepreneur Council experts offer their advice on what entrepreneurs can do to keep up with customer behaviors and opinions and ensure their brands are shifting to meet changing needs.

1. Listen To Customer Feedback
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In order to get and stay ahead, we must always learn about our audience and shift our way of thinking and our way of doing business to fit those changes. I strongly believe that we are only as good as the way we are able to adapt to the ever-changing world around us. We value customer feedback and take what our customers have to say to heart. This is a direct insight into how customers are thinking, which, in turn, is a pointer in the direction we should be shifting. Companies that are adapting to changes can oftentimes leverage their innovative solutions to stay ahead of the curve. - Roman Smolevskiy, A+ Construction Pro 

2. Stay Updated On The Latest Social Research

Value-based media is more important than ever, and polling data indicates that this is especially true among Gen Zers. I recommend staying abreast of polling data and social research from companies such as Gallup, The Harris Poll and Pew, to find out what your core demographic audience believes in—not in order to pander to them, but to make sure they're heard. Find the values that your organization has in common with your core demographic and amplify those values in your messaging. Let it be known, unapologetically, what your company stands for. You're more likely to leave a positive and memorable impression with your audience this way. Those who you alienate will likely pale in comparison to those you attract. - Amine Rahal, IronMonk Solutions

3. Aim For Transparency

Transparency in brands is heavily respected and appreciated. We all know that a company that starts on day one will evolve as it goes through years of business. The company will receive feedback, gain knowledge of what's working, be more aware of its customer base and consumer needs and make changes to cater to that. Transparency allows the brand to show that it is changing and evolving and invites the consumer to be a part of the process instead of the company showing up one day with a rebrand and confusing everyone. Modern-day consumers respect brands that are transparent by allowing the consumer to take the journey with them. - Mary Harcourt, CosmoGlo 

4. Get Involved On Social Media

It’s tougher and tougher these days to stay on top of the shifting social trends that can impact both the public perception and ultimately bottom lines of companies. The speed of information is nearly instant now, which means the decision-making processes of public-facing companies must be equally speedy in their willingness to adapt to what’s trending. Building brand stories that resonate with the target audience comes down to listening to what the conversations are all about in their social circles. Getting involved in groups on social platforms like Facebook can make a major difference in the understanding of what your customers really want (not just what you think they want), so these tools are invaluable for any business. - Richard Fong, Bliss Drive

5. Pay Attention To Trends

Look at what the platforms are promoting and doubling down in, and then re-create your story for that form of media. Right now, for example, TikTok and Instagram Reels are huge! If the platforms are doubling down, then you know you need that style of content. By simply following the trends of what you see from platforms and consumers, you can evolve your brand story to be most relevant for that end user, even if the overarching message is the same. - Ethan Kramer, EK Creative 

6. Focus On Timelessness

It all starts with having a timeless brand from the beginning. If you can, during the early days of your company, you should really reflect on where you want your brand to be five, 10 and even 20 years down the road. This type of planning isn't just good for figuring out your brand identity, but it's a compass for the direction you want to take the company in the future. A truly timeless brand will be as relevant 10 years from now as it is today, so don't get too stuck on what's trendy today when you're developing your brand. - Andy Karuza, Base64.ai

7. Perform Frequent Brand Messaging Audits

From the home page of your website, to your social media content, audit your messaging to keep users engaged and keep your content authentic. As entrepreneurs, we design our messaging once at the outset, but many of us do not craft a dynamic story with our brand values, so it needs to be audited frequently. If you are just starting out, consider drafting a dynamic brand storyline that can be easily adjusted, so you can avoid potentially embarrassing insensitivity in your messaging. Current events play a major role in buyer decisions and perceptions. If your messaging is not responding to these, you are missing out on building brand loyalty and connecting with your audience in meaningful ways. - Matthew Capala, Alphametic

8. Ask Customers Directly

For your brand to evolve with its customers, you must stay informed about what they're into currently. You can stay in tune with the latest trends to keep up with your audience's needs and interests so you can give them exactly what they want every time. You can send customer surveys, run a poll or simply ask customers on social media how to keep up with what they need. There are a lot of ways to collect this information so you can continue catering to your audience and giving them what they need. - Stephanie Wells, Formidable Forms 



Source: Forbes.com
​Image Credit: ravirocks010 from Pixabay 

When marketing your business, you need an innovative approach to be successful. Whether you choose to focus on social media, email or public relations as your primary marketing strategy, you may find yourself struggling to find creative and effective marketing campaigns. Here are four nonconventional yet effective ways to spruce up your marketing strategy.

Influencer Marketing

More entrepreneurs are focusing on this marketing strategy because of the potentially lucrative success influencer marketing offers for brands. Before messaging any influencers, entrepreneurs should plan their strategy and establish clear terms and timelines. TikTok, Instagram and even Twitter are great platforms to work with influencers on. More prominent influencers may not be willing to work with smaller brands, so entrepreneurs should first consider focusing on smaller influencers, a.k.a. micro-influencers, to raise brand awareness.

Your brand’s first impression is essential for successfully securing a partnership with an influencer. Many experts recommend finding a personal connection to influencers you reach out to instead of using a generic introduction. These personal touches can be the difference between influencers agreeing to work together or not. Consequently, advertisers can focus on more well-known influencers once they successfully connect with several smaller influencers or celebrities. When reaching out to these high-profile potential clients, lead with how you can help them, not just how they can help you.

Market Your Skills To Reach A Niche Market

In my experience, referrals are one of the best sources of quality leads. However, solid referrals require strategy. Knowing your niche market through and through, solving their problem and intently listening to customer feedback ensures that you have a steady stream of excited fans and not just transactional customers. Enthusiastic fans will always tell their friends about you! It is the best compliment in the world to know someone liked your services enough to put their reputation on the line to tell others about you. Whether you get a referral from a customer to one of their contacts in the same field or a referral from a customer to one of their friends, referrals are some of the most valuable leads you can get.

Advertise Where People Already Look

Mobile billboard advertising is a marketing strategy in which entrepreneurs place an advertisement on a mode of transportation and drive it around a specific location to raise brand awareness. Cars, buses and semi-trucks are some of the most common methods of transportation used during this type of advertising. Vinyl wrappings, car signs, car toppers and digital screens attached to cars, trailers and semi-trucks are the most popular mediums advertisers use.

Innovators in this industry include AdLoad Technologies, which puts state-of-the-art LED displays linked to programming software on the back of semi-trucks, and Rolling Adz, which offers mobile billboard fleets for local, multi-state and nationwide campaigns. Millions of vehicles hit the road every day in the United States, and drivers frequently see these mobile marketing vehicles on the road. So regardless of whether potential consumers are actively seeking out your business, they will come into contact with another vehicle and see your ad.

Another excellent example of innovation in marketing where people already look is FreeWater, which allows advertisers to place ads on sustainable water containers and then distribute them for free to potential customers at festivals, concerts and events. Talk about intelligent use of ad space!

Highlight Why Your Company Is Different

Conducting competitor research and client surveys can help entrepreneurs understand the specific needs of their community and client preferences. Consumers have a myriad of options to choose from when seeking a particular service or product, and the sheer number of options available can be overwhelming. Therefore, highlighting exactly why your business is different from the others can increase your bottom line.

Marketing your business can seem daunting and complicated. Looking for unique but effective ways to market your company can help grow your business beyond the limits of other traditional marketing strategies.



Source: https://www.forbes.com/
Image credit: Getty