First Build Your Business and Then Your Brand

In today's business landscape, there is a prevailing obsession with creating a brand. It's not uncommon for individuals to be taken aback when experts suggest that the logical sequence is to establish your business first and then focus on brand-building. Many wonder if these two concepts are essentially the same or if, in fact, building a brand is a prerequisite for launching a successful business.

The confusion between these two elements is a recurring issue. As a result, entrepreneurs often find themselves in a cycle of fruitless efforts, chasing outcomes that should naturally follow, rather than precede their actions.

In both the entrepreneurial realm and society as a whole, we tend to yearn for quick wins. When successful entrepreneurs are asked to share the secrets of their success, they often attribute it to the sheer dedication and hard work they've put in.

Futile Busyness

When business owners find themselves uncertain about the necessary steps or disheartened by a lack of success, they resort to what can be termed "busy work." This might involve attempts to boost website traffic through SEO, purchasing a plethora of Facebook ads, designing new logos and graphics, or even embarking on a quest to establish an entirely new brand, among other activities.

Engaging in busy work provides a sense of accomplishment and the illusion that fruitful results will follow. However, BrandQuest consultants caution against this approach, highlighting its lack of focus. True success, they argue, arises from a meticulously crafted plan.

The urge to engage in busy work can also arise when aspiring entrepreneurs seek to replicate the strategies of their successful counterparts. While imitation may yield momentary victories, it often fails to produce sustainable, long-term benefits for one's business.

The Human Connection

Advisers who recommend the use of auto-responders or virtual assistants to convey busyness on your behalf are, according to BrandQuest, steering you in the wrong direction in terms of branding. The simple truth is that people yearn to connect with real individuals.

In the realm of corporate branding, BrandQuest emphasizes the importance of referral marketing and relationship-building as two key strategies for constructing a business and nurturing a loyal customer base. If people enter your business sphere only to discover that you are aloof and unreachable, they are unlikely to invest further interest in your offerings.

In the present age of the internet and social media, establishing a business hinges on connectivity.

Initiating the Brand-Building Process

The journey of brand-building commences with the establishment of your business foundation. Here are some essential considerations:

1. A Personal "About" Page: When crafting your "About" page, it is pivotal to present yourself in the first person. Referring to yourself in the third person can seem artificial and detached, detracting from the personal connection you aim to establish with your readers.
2. Interact Actively: For startups in particular, active engagement with your audience is pivotal. Many successful entrepreneurs credit their achievements to daily, personal interactions with their audience.
3. Seek Exposure: Gaining exposure through avenues such as prominent publications or radio/podcast interviews can significantly boost your business and brand. Exposure lends genuine authority, which, in turn, forms the foundation of your brand.

Remember, while it might be tempting to deceive, the truth invariably emerges and can prove detrimental to the very bedrock of your business. By adhering to these principles, you can effectively build your business and, subsequently, your brand.