What was I Thinking....Should I Just Keep my Day Job?

When I decided to pursue being an entrepreneur I think the first thing I had to ask myself was if I could do it. I had to plan and map out what I was going to do and put before me the challenge in full scope so I could see how I was going to overcome it.  (that was easy to write..that last line). It was and still is tough.

Here is what I can tell you from being just a little more than a year in (and that is a drop in the bucket).  If you think starting a business is hard work it is and more than you might imagine.  You have to put the time in and you have to have a tenacity to stay focused. Stay determined.

Once you determine this is your passion, your dream to become real then you need to work harder then you have ever for it. You can’t treat your business like a hobby or side hustle (at least not as the end result).  If you do then everyone else will, trust me.  It will also feel as if the big picture is so out of reach but that is okay….this takes baby steps, stepping stones.  I find the key is to approach your business as if it were your only sense of livelihood (at least the nights and weekends you will be putting towards it).

I do not claim to have any fail proof advice other than this but I can tell you from my own experience of falling on my face and getting back up, here is what I find is essential.

Ask yourself the hard questions and answer them honestly.  

• Can you work a regular job and run a business at the same time? 
• How do you plan to put in the hours (figure an 8 hour day for now) in addition to your current job?
• Yes sometimes another full 8 hours after your day job..WOW.
• Can you be certain this additional time will not affect your current job?
• Will you be able to shake the tiredness?
• Green tea and energy bars will be your new friends!
• Will you have to forgo overtime on your job?
• Remember when we lived and loved overtime!
• Will you be on call as often if you are salary?
• Is this a SIDE business or a full startup?
• If you are just trying to payoff debt or make more money, you are headed down the wrong path.  It can not be for the money.
• Do you have an idea when you would like to leave your job?
• Have you really thought about life without your day job?
• Remember Healthcare and Vacation- there is a new perspective and expense to consider!
•   Do you know the financial needs to start your business?  Do you have it and if not where will you get it?
•   Financial planning is essential…seek help to answer these questions.

In addition to assessing these questions I implore you to NETWORK with others like yourself.  “Fellow Dream Catchers Unite” is my motto.  There is nothing more encouraging then being able to work through these challenges with others that are going through the same circumstance. At the same time, I recommend to keep your business private from your day job. If you really want your coworkers to know that you own a company, let them find out once you have made that decision that you are going to leave it behind.  You don’t want your lifeline cut short before its time. (even though…sometimes, just sometimes…you need to have that cord cut when you least expect it!)

TIME MANAGEMENT is key.  I am a mother on top of all of this and so for me to have the time to split 3 ways is incredibly challenging.   I work to a calendar and I am constantly scheduling time between all 3 hats.  But I stick to a schedule!  I schedule time just for my daughter (Monie and Mommy time) and I set time apart for my dream business every night.   In fact I will share this with you.   I dedicate a day to one aspect of my business and I focus just on that.   This way I feel as if I am managing what needs to be done in a week.

HELP!  I can’t stress enough that you have to ask for help.   There is just no way to do it otherwise.  And I can tell you it is hard, particularly if you do not have any funds to pay someone.   But you know what my mom says, what are friends for???  I have some great friends that help me whenever I need them and I make a point to do the same for them.

Take a break!  So after talking about how much time you have to put in and then here I am telling you to take a break?  Life is very short and time is limited but if you don’t take a moment to take a breath you will burn yourself out.  And as important as it is to be focused you have to focus on your health. Take a moment to MEDITATE or YOGA as a release for mental health.   Since you are scheduling to keep organized, throw in a class or an early morning hour for reflection.  Your mind will thank you for it I can guarantee you.

My final outlet is to write.  Share your experiences as other are going thru similar issues I can assure you and we all can encourage each other to become that which we long to become!

Have to go….back to work!!!!!!!! I Leave you with Kevin Hart......

The Costs of Networking

When I decided to go into building my own business I knew that connections were going to be important. I need not say all of reasons but to name a few, for partnerships/strategic alliances, for collaborations, for keeping abreast of changes and updates within your industry and those outside that impact how you do business, for monitoring and assessing competition, etc.  It is all very important of course as to not do so can be a detriment to your business.  No one can be successful at a business with your head in sand. You have to look around and assess what is going on.  And while online social media is an excellent avenue to make new connections, there is nothing like face to face conversation to gain trust and build bonds going forward.

But this article is not about why it is important, we know that.  To be frank, networking costs.  Particularly for me, someone working a corporate job while building a business in addition time is so valuable and limited. There has to be time for networking.  Most times I can only do so after normal 9-5 working hours or weekends and this is the primary time I spend trying to work other aspects of my business.  I might have a few hours a night and sometime during the weekend if I am lucky.

It also costs me money.  While some events are free to the public, let’s face it, most have some nominal charge for attendance.  It is certainly understandable of course, someone has to pay for the venue and amenities being made available.  And of course they realize how valuable this networking is so of course we do not hesitate to pay the entry fee.   However the fees add up.  Some events are as little as 5-10 to on average 25-40.00.  When you add up how many there can be scheduled in a given month, it is very easy to spend up to $100.00 on just networking and meeting people.

So here is the thing.  I realize networking is necessary but it is important to strategic and logical with how you are spending you time and money.  IF you are going to put out this valuable amount of resource then you should at least be certain that the events you are going to are going to give the most feedback and resource for your company. 

Below are some tips on how you measure if a networking event is beneficial to your company’s root calling.

1.       Is the networking event in your field of business?  It is good to circulate an event within your industry, this is an opportunity to learn about new topics and updates that can help your business as well as survey your competition.  What are others like you doing?

2.       Is the event a paid for or free event?  And what about that cost.  An event is always worth its weight in costs.  There are free events that are more valuable than some with the large entrance fees.  The key again is to assess who is going to be there and will they be able to help you.  Seek out testimonials.  What did other say about this event the last time it was provided?  For those recurring events too you don’t have to go every time they have one.  Go to one every now and then and work it like you won’t be back!

3.       Where is it located and where or how far will participants be traveling? This is important if you are going to be building alliances and partnerships.  IF you are not prepared then no need in attending an event with out of town guests you may never make connection with or even too far local that to collaborate is not going to be logistically possible.

4.       Is it in your budget and does the size meet the cost?  Let’s face it you have to budget.  I started a monthly budget for networking.  I have to be very selective on which events I attend because I have to stretch my funds accordingly.  Ask yourself seriously, is the event worth the money I am spending.  Even if you are unsure too, contact the organizer and ask her the layout of the event.  How many participants, will there be time to mingle or is there a set program.

After you have made these assessments you should carefully evaluate of the events you are going to attend how will I ensure I get the most value?

What to do before and after the event.

1.       If you are able to secure names of participants beforehand, start your research now. Look into the list of attendees and see what you can find out about their business.  Would they be a strategic partner? Think now about the conversation you wish to have with them. And just like a job interview…know a little about them.  People love to know that you are interested in what they are doing and have taken the time to check them out.

2.       Know your business.  Sounds strange but it is true. You have to know why you are there. What are your business goals and how are you going to refer to them to get substance out of your meeting.

3.       When you secure business cards, make notes on the cards.  What did you talk about –what topic and what in particular struck your interest for further conversation. 

4.       If you are able schedule a time to talk more if time permits.  You want to make connection with as many people as you can so given the time and number of participants you may have be conscious of your time.

5.       FOLLOW UP…just like with anything, once you make a connection you need to follow up with the connection. Ascertain next steps or continue your conversation to how you can work collectively to help one another.

There is much more I can lend but these tips should be a good jumping off point for you and give you room to expand upon.  I encourage you to be strategic in networking. Don’t just go because you heard there is one.  Ask yourself the hard questions.  If you are like me, working a regular job and building dream job you want to make the most of your time and goodness knows your money.

Good luck!   Please share your tips that have worked for you here as well.  EACH ONE TEACH ONE!!!!

Leslie Crudup writes for The Business Liaisons – Business Coaching and Consulting

www.thebusinessliaisons.com

The Unspeakable.

When you are just tired. I think entrepreneurs fear the word.  Tired? WHO’s TIRED?  Anyone that is tired is just not ready for this…anyone who is tired is already defeated.  Anyone who is tired is not trying hard enough…or maybe they don’t need it bad enough. 

The truth of the matter is you can be tired! It is okay to be tired.  Tired is a part of life really, think about it.  EVERYBODY SLEEPS.  Your body and your mind need time out to recuperate from the stresses of the day.  Any wonder why folks are looking into yoga and meditation.  Your body tells you what it needs.  Sometimes your body tells you that you need to take a break.

Proud Mary like many folks wears so many hats that during the day I can become easily frustrated from the constant. The constant worrying and battling.   Yes I said it…it is a battle and you are always worrying.  I personally think that when you just sit back and realize that while this can be stressful on your body and mind, it is part of life’s journey and so with that then you can find ways to ACCEPT IT (for lack of a better term), acknowledge and address it.

How do you address being tired short of just falling flat on your face when you come in the door from a 14 hour day?  I mentioned early about meditation or yoga and sometimes just a time out doing absolutely nothing.   Sometimes it could be doing something fun either by yourself, with your significant or a group of friends. I don’t think I need to tell you how to unwind, we all know how.  The problem is we don’t allow ourselves the time to do so.  We hinge every day on accomplishing so much that at the end of the day we won’t even reward ourselves with what was done, but what was NOT DONE.  I do it often, I am guilty.  I make a list and check it off and when I do not accomplish everything on the list I sometimes feel defeated.  It is natural..natural for me and natural for you.

When you are working a day job and coming home to work on your dream job you can easily come at war with yourself. I know I do.  So the question is…. what do I do….and what works for me?

Well, for one I write now.   I write about my experiences and I share them now because it is therapeutic for me. I know some friends that do too!  If you haven’t considered it I do encourage you.  Write in a journal or a blog or just write letters to yourself.  To be able to bring out your feelings on paper is a form of release.  And how do I know…from my other process…reading.

I always enjoy reading, fiction, nonfiction, biographies…etc.  Recently I have been reading about people that I admire, wish to learn from and feel empowered by.  Some readings I have recently enjoyed are below.This is my list..doesn’t have to be yours but I will tell you that is it amazing to hear from other perspectives how they deal with life’s challenges. How they deal with day to day tiredness.  What do they do for release?  Do they write as well? 

BALANCE IS THE KEY TO LIFE

When I am not writing or reading I am spending time with my family.  How simple a concept, right.  But how often do you say it..”the only time I see you is when we are at a funeral.”  And we promise our family that we will make a point to spend more time with each other….until the next funeral.   That is why my family is so big on birthdays.  With there being at least someone’s birthday almost every month of the year we make a point to do something…even if we just have cake and ice cream, collectively go to the movies or bowling.  We find some moment out of our lives to live with each other.  PRICELESS.

My family doesn’t know what I do every day. They don’t know my struggles and ½ of them don’t even know that I am pursuing this dream job as hard as I am.  I will tell you though, they are my refuge, my release and my support system.

I want you to do a couple of things if you can.

Tell yourself when you are tired.  I mean say it out loud!!!    Give your body and your mind a break. 

Set your daily goals but don’t over task yourself.  If you posted your SMART GOALS on your wall under your VISION BOARD then just look to them and use to focus.

Balance is the key to overcoming being tired too.  Don’t negate your sleep. If you need a nap take one.  The body can do so much on just a 5 minute siesta, trust me.

Schedule..schedule..schedule. You don’t have to micromanage yourself but you should set up some reasonable goals and set the timelines achievable.  Pick 5 goals for the week and tell yourself I only need to reach 3.  Anything after is a bonus! 

Celebrate how far you have come too.  I try to never beat myself up on what I didn’t do. I look at what I accomplished and well, the rest goes to next week’s list. I have to remind myself this…I am not perfect.

The unspeakable is acknowledging that as strong and resilient as we appear or want to appear, we are only human, we need our rest, we need our breaks.  Meditation, yoga, aromatherapy, family time, doing nothing….these are all components to being a successful entrepreneur.  And if you are like me, swinging both doors and challenged by the day then find someone like yourself and go have coffee.  Sure do a little networking but then go to the movies!!!!!!!!!

Leslie Crudup writes for The Business Liaisons – Business Coaching and Consulting

 

www.thebusinessliaisons.com

It Starts with a Seed!

So here we go!  I mentioned I was going to go down the funding trail. I am going to build a crowdfunding project and just watch and see where this is going.  The intention is that as go or grow we all are in the know!  I am going down a trail that could fall or fail but I am hopeful with the research I have put in and still putting in this can be an exercise that all of us will grow from.

I was of course happy to read that the 1^st thing is to do my homework.  Plan ahead, research and know going in what you want to do.  I decided that I want to have my children’s book published but I know that I will need the money to secure the publishing costs for hiring an illustrator, publishing and distribution.  In researching some companies in regards to costs for the sake of this blog I will tell you it is going range from 1100 to 2000 dollars.  So I am in the process of putting together my financial layout of cost and variables.  Every investor is going to want to know what the project costs so they can then assess their profit margin.  And it give a gauge to entice investors.   But more on that later.

Research.   There are sites that have different requirements and some are more restrictive than others.  However everyone is familiar with Kick starter, Indiegogo and GoFundme.   I will focus on Kickstarter primarily and where need be I can point out references to the other two popular sites.

Putting up a site is easy, getting people to come there and be interested and want to invest their money is another!  The book I am reading states the key is to research and plan accordingly.   We know this in business as usual of course.  The key however is in doing this research you will continually need to build a foundation and a case as to why someone should, could and would want to invest in a project that you have in mind.  It is not enough to have someone that just likes you.  You can be the most likeable person in world.  If someone is going to invest they are looking for a return none the less.   That return can be anything from a form of paraphernalia to monetary returns.

Follow along with me if you like….do you have a project of business venture that you would like to engage in but you know there are start funds needed

STEPS!

·         Visit the 3 sites and look for projects similar to yours.

·         Assess what you liked about their site

·         What di d you NOT like about their site

·         How well are they doing

·         How long have they been around

·         Is there a common amount pledged?

·         Are there reward levels (what are they giving investors for donations)?

While doing this research you also want to map out the following.  I purchased a book for reference as there are many but this one spoke to me.  The book is entitled Get Funded, by Nicole Delger.   I love this book because it is an easy read and it provides you with a worksheet and week by week details on building and soliciting your campaign. You can access easily online as well.   I am excited to see how this works for me.   If you follow along with your project we can see how we both fair with the book’s insightfulness.

The worksheet included asked some very poignant questions as well that are crucial to funding success.   Have a clear vision, mission and mindset as to what you want to obtain will ensure you stay on focus and will assure your investors that you are about business with a clear strategy.

TAKE THE TIME TO WRITE AND DOCUMENT!

·         Why are you making this project?

·         Why does it benefit the world?

·         What are your blood, sweat and tears of resourcing are you putting into this project?

·         Why do you need this money?

·         Who is your target audience?

·         Why should they take interest and what is the incentive for them?

Take assessment with the question below and meet back here for next steps!   This should be fun!!!

I will post my results in one week…visit back and I will share with you!

______________________________________________________________________

Leslie Crudup for the Business Liaisons – Business Coaching and Consulting

www.thebusinessliaisons.com

 It's CROWDED in Here!

So as I mentioned in my last blog, I want to take us on a journey that I think many business owners may find themselves venturing, crowdfunding.   Crowdfunding is basically looking for people to invest in your business, project or venture.  It a way to secure capital from people that are solely interested in what you are doing.   These folks are your investors.  They believe in your project so much so that they wish to help you build upon it and achieve the goals have set in regards.  As would a traditional investor, they would like to know of course that their investment will pay off of course and they want to know how and when.  They are certainly putting more at stake as opposed to a traditional investor who knows your financial status, your ability to repay back funds invested and even if not they know how to find you and your assets!

Crowdfunding is a form of fundraising…in that there is a project or business idea and multiple people that are interested in it and they decided to invest in the project.  So it is literally a method of fundraising however you can best believe your investor are looking for tangible and measureable and personal returns.

Now there some sites that lend to crowdfunding for all type of projects.  Fundraising for various goals that do not necessarily have to pertain to business.  Gofundme.com is specifically for this type of fundraising.  There are a number of projects found on here from business owners to individuals.  People of raising funds for a cause, for personal. I mentioned the more popular ones last blog and for sake of this project we will engage in a couple.

Here are some interesting facts and numbers about the global effect of crowdfunding from the eFundingreport:

·         More than $57,000 is pledged to a crowdfunding campaign somewhere in the world every hour of every day.

·         The five most popular categories of successful crowdfunding campaigns are gaming, technology, design, film and music.

·         Rewards-based campaigns on Kickstarter successfully fund 42.8 percent of the time. On Indiegogo, the success rate is 14.4 percent.

·         The average number of backers of a successful Kickstarter campaign is 255.

·         An average of 325 new crowdfunding campaigns launch every day.

So therein lies a few good reason why it should be a good idea to look into crowdfunding, right?  The key however is in the delivery of the package.  If you can imagine how many people submit on the number of websites available, for your project to make the impact it needs to capture the investors you wish, you should need to have a dynamic project that reels them in right away.

Some of the tips we have found online I list here for our edification and as a point that we will assess as we put our own crowdfunding project together.

KEY TO A SUCCESSFUL CAMPAIGN

1.       Keep it short in timeframe. You want to create project that you intend to solicit for only a short period of time.  It should be more than 30 days.

·         Budget – know your numbers as they say on Shark Tank. However you need to show your potential investors what they are getting into financially.  At the end of the day, your project has to be profitable and needs to show where and how.

·         Be cautious of how much money you spend on putting your project together.  You want an impact but think logically the overall return on your project.

·         REWARDS – Everyone wants to get something out of their investment.  You have to consider incentives.  Incentives can be and should early on for getting involved and it does not always have to be monetary.

·         By all means reach out to people you know…they will support you!

·         Follow up and stay in touch.  Let people know you are out there checking in and looking for responses.  People need to know you are engaged.

So with all that said, we are going to get started.  Our project will be small since typically they are.  I hope to show you in some way the moment with putting a package together and putting in a crowdfunding site.  We can see what happens!

I have a children’s book that I wrote about 5 years ago just after my daughter was born.  She was a preemie born 2lbs and was a ward of the Neonatal Care Unit for about 2 months before she was allowed to come home.  The children’s book dives into the world of a NICU from the perspective of the infant. It is a children’s story for an audience ages 3-5yrs old. The project is to raise money for the production of the book, from publishing, graphic design, marketing and final distribution.

We will use this as our test and go from there.  Let the fun…FUNDING begin!

Let’s Put the FUN in FUNding!

You know what. I would like to take a pause for the cause for a minute.  As you know my blog is about business matters and all things pertinent to growing your business.  While doing so is helpful, it has only been since some recent occurrences have I found a topic worth discussing.

I have talked to many people about their business and life dreams and it occurs to me…under every cause, purpose and endeavor the underlying theme surfaces.  “I need to make more money.” “I could use someone to invest in what I am doing.”  “There so many things I could do if I had more money to support the business.”   

So let’s get down to the heart of matter.  You have established your business and you are on your way however what are you doing to build yourself as a PROFITABLE SUSTAINABLE BUSINESS?  Sure it is great you are networking and setting up your websites and passing out business cards, but do you know what you need to build yourself as sustainable company.  It is not enough to be profitable but to be sustainable.    Do you know your operating costs and do you know what your costs will be in the future.  And the question of the day…do you know if your business will sustain itself in the years to come or will you need an infusion of cash to do so?  Maybe you will need money to also expand on business strategy?  May be you want to expand your business in the next 5 or so years?  Do you know how on track you are to getting there?  Have you planned how you are going to get there?

Too many questions and so little time, right?  Well for today’s blog I want to focus on one small aspect of building your strategy and obtaining the funds you need to support your vision.  Recently there have been many topics on raising funds and capital for building a business.  While some have relied on traditional forms of securing money, many SBOs are not always fortunate to be able to refer to those avenues.  Perhaps they are tapped on their credit line, maybe they just lack expertise in the area of investing and finances to know the options available. 

Today a hot topic has been crowdfunding, an outsource that is becoming more widely available to small business owners looking to raise money for their businesses.  It has been around for a while but in the wake of the number of budding entrepreneurs it is vastly becoming more of a common practice.

Small business owners use this method of outreach from gaining input on ideas and feedback on business ventures to request financial support from folks interested enough to back the idea with money.  Both SBOS and investors use crowdfunding for engaging in equity leveraging which of course benefits both parties in the end.   The nice idea about this approach is it allows for securing capital via less traditional methods.

Now of course having said that, the KEY is paramount that you vision as the opportune business for someone to invest in.   The key is to show to anyone interested in your business, particularly if you looking for investors, that your idea, business or project is and will prove to be sustainable and best of all profitable.   Therefore the KEY is to be steadfast and KNOW YOUR BUSINESS and to be transparent and forthcoming with how you intend to make it a business worth the investment.

For purposes of illustrating how effective these points are, for the purpose of this blog I will be taking you through the growing stages of a business owner not only presenting an idea but how she will leverage herself as a successful crowd funder presenter.   We will take you through each step and misstep and discuss what to do and NOT to do to build the most successfully project for your potential investors.

The business idea will be centered around an idea – where it all starts.  

STEP ONE….choosing the right platform.

Choose the right crowdfunding platform. Make sure the site you choose meets your particular needs, including the right type of product or service, the type of rewards or equity you can give, the amount of money you can raise and the amount you need to raise before receiving anything.

Nonequity crowdfunding is soliciting money for a benefit other than equity: the pre-sale of products, invitations to special events, recognition as a sponsor, small gifts.

This can be a great way to make money before you've developed or finalized your new invention without giving up any ownership.

Equity crowdfunding is soliciting money from a large number of individuals in return for small amounts of stock in the new company.

Do not offer up part of your company unless you are truly committed to doing so.  Equity is very attractive incentive for an investor so if you promote it, they will come.   So be certain this is the avenue you wish to go.

It is important to really think this through.  You want to do your research and be certain as to which platform you choose.   Remember you are presenting your idea to a potential investor and the last thing you want to be seen as someone that changes up and does not seem to know what direction to take.

Now Forbes lists the Top 10 sites to which you should look into each as well to see if it speaks to the platform you want to build.  Take the time to look into each one.  Look to see what others are doing on the site; how they are presenting themselves and more importantly which one are gaining attention.

1.Kickstarter

Kickstarter is a site where creative projects raise donation-based funding. These projects can range from new creative products, like an art installation, to a cool watch, to pre-selling a music album. It’s not for businesses, causes, charities, or personal financing needs.

2. Indiegogo
Indiegogo approves donation-based fundraising campaigns for most anything — music, hobbyists, personal finance needs, charities and whatever else you could think of (except investment).
3. Crowdfunder
Crowdfunder.com is the platform for raising investment (not rewards), and has a one of the largest and fastest growing network of investors.

4. RocketHub

Rockethub powers donation-based funding for a wide variety of creative projects.

5. Crowdrise
Crowdrise is a place for donation-based funding for Causes and Charity.

6. Somolend
Somolend is a site for lending for small businesses in the US, providing debt-based investment funding to qualified businesses with existing operations and revenue.

7. appbackr
If you want to build the next new mobile app and are seeking donation-based funding to get things off the ground or growing, then check out appbackr and their niche community for mobile app development.

8. Angel List
If you’re a tech startup with a shiny lead investor already signed on, or looking for Silicon Valley momentum, then there are angels and institutions finding investments through Angel List.

9. Invested.in
You might want to create your own crowdfunding community to support donation-based fundraising for a specific group or niche in the market.

10. Quirky
If you’re an inventor, maker, or tinkerer of some kind then Quirky is a place to collaborate and crowdfund for donation-based funding with a community of other like-minded folks. Their site digs deeper into helping the process of bringing an invention or product to life, allowing community participation in the process.

So for the purpose of this blog, I am going to check into each one and report back based on our project.

So excited to get started. See you next BLOG!

Leslie Crudup for the Business Liaisons – Business and Life Coaching

www.thebusinessliaisons.com

BRANDS are NOT WHAT YOU THINK!

If you are already in business then you know about branding.  You also know that your logo or tag line is only an extension of what is considered your brand.  Your brand is you.  Your brand represents your business from a perspective of a customer.  What do they expect from you and do they see in you as a business they wish to engage.  Think of it as…what will they say about me once they have had the experience?  This ties together your brand in a nutshell.

1) Who are you? (Brand Identity)
2) What are you? (Brand Meaning)
3) What about you? What do I think or feel about you? (Brand Responses)
4) What about you and me? What kind of association and how much of a connection would I like to have with you? (Brand Relationships)

All go hand in hand to develop your business brand in full scope. It is never just about a slogan or logo or look.

To build your brand you have to start with the self-analysis.  Look at yourself and your business and ask yourself what do you want to be remember for from your customer?  Is it exemplary customer service?  Timeliness and efficiency? Will you be a fun and engaging client? What are your core values and how do you intend to share that with your audience?

Identify your customer.  You can’t be all things but if you picture your ideal customer then they will give you an idea of where your business aligns.  Their needs are your needs.  Instead, it’s about building an entity that will resonate with your customers and keep them coming back again and again—even when there’s no deal or promotion to entice them. 

There are plenty of tools out there that can help you identify your target audience, including products from comScore, Nielsen, Google and Compete. Tools such as these allow you to learn more about your audience, including gender, age, marital status, household income, and locale.

Another keys is to be consistent and integrate your brand through everything you do in the name of your business.  If you are about being on time then be timely in responding to customers online, offline and where and however else.  You are about integrity and precision, then be precise in your approach to your service and your product.  Be meticulous.  You want to be the right brand with the right customer.

§  A good brand promise combines fulfilling your customer’s need with your team’s passion.

§  A good brand personality is authentic to your organization, attractive to your target customer and consistently delivered.

I am sure you can think of some power brands, businesses that deliver not just in a name or slogan but in an experience.    Starbucks, McDonalds, Disney….

The next time you are looking at a company name ask yourself what those companies found in developing their brand.  Imagine yourself going thru the same exercise and you will be your way to building a killer brand yourself.  Take your time to research..deep dive into it. You want to be do it right….the 1^st time if at all possible.  A couple of quotes on branding that resonate the final word. 

Most great brands, at their core, are both authentic and honest. That’s why people fall in love with them or become passionate.”

Rege Sabol

principal, FSC 

“For a brand to be good, something has to be tangible. It’s about the way people have been treated or the service they’ve been provided, so consumers can say, ‘The company has done right by me.’ People might pay more for it because of this peace of mind.”

Ned Show

president, Chemistry Communications

“Behind every brand is a compelling idea that captures the attention and loyalty of its target audience by filling an unmet need. Hiring a little green gecko with a British accent doesn’t hurt either.”

Meade Johnson

Leslie Crudup for the Business Liaisons – Business and Life Coaching

www.thebusinessliaisons.com