Solopreneurs tend to spend a lot of time worrying about whether their business can be adequately captured by their dashboard or whether their office is innovative enough. But is this stuff really all that important compared to their brand; the very thing that sticks in their customer's’ minds and drives interest in their company? Probably not.
The problem for solopreneurs is to find some way to stand out from their competitors. Snappy branding is good, but what does that mean in the modern world?
Make Your Brand “Tweetable”
What made Donald Trump’s presidential campaign so successful? Most people would respond that it was his use of social media, particularly Twitter. No matter which side of the political spectrum you are on, there’s no denying that the man is a master of this particular tool.
Businesses can use Twitter to a similar effect - although they might want to steer clear of politics. Take AMD, for instance, the company behind VR gaming, computer processors, and graphic cards. Every year when the company produces new products, it sends out Tweets on its latest projects to fire up the enthusiast community on Twitter. They’ve done the same thing this month for an event they’re holding to celebrate the launch of their new line of processors. AMD wants to communicate one simple thing to computer gamers: they’re on their side, and they are the company that will deliver PC gaming going forward.
Professional studios like CO OP Design understand that branding doesn’t have to be severe across the board. There are also plenty of opportunities to have fun too with humorous and whimsical elements. Some solopreneurs and small businesses do things like include funny cartoons, or advertise using memorable, but humorous moments. Often, there’s no better way to forge a link with a community than through a funny rendition of your shared sacrifice.
Match Your Brand To Your Personality
The last thing you want as an entrepreneur is for your business to be another “me too” brand. One way to ensure that this doesn’t happen is to build a brand around your personality, rather than what you think the market wants. Often you’ll find that when a brand is built around you, and not a projection of what you’d like to be, customers find their experience with you more authentic. Often, entrepreneurs can be embroiled in a brand for so long that they fail to see how their brand is either embarrassing them or bringing them down. Remember, as an entrepreneur, you can afford to be a little racey. Just bear in mind that your customers are far more likely to promote you if they think that you’re authentic.
Whether you’re posting on Twitter or interacting with customers in person, it pays to be consistent. People can smell a fake business and a phony attitude from a mile off, and they don’t like it when business materials aren’t consistent. Make sure your business cards, pens, fridge magnets and website artwork all complement one another. Don’t leave your old brand on display, as this might confuse people.