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So many entrepreneurs think about their brand in all the wrong ways. Rather than focusing on their customers, they focus on their products.
This is the wrong way to market yourself.
Henry Kaminski, Jr. A.KA. The Brand Doctor knows a thing or two about how to market your business to consumers. After all, he’s been the man behind John Bon Jovi’s brand, marketing guru Russel Brunson, and other world-class brands.
Is your brand in need of a makeover? That was the topic on the last episode of the Inner Edison with Ed Parcaut.
Kaminski shared some ways that you can help improve your brand and messaging. Here’s what he had to say.
Who Is Your Ideal Customer?
If you look at successful brands, you’ll start to see a pattern emerge. They all know their ideal customer. That means they’ve put in the work of figuring out some very important details.
Kaminski believes understanding your ideal customer is essential for successful brands. As such, it’s one of the first things he asks his clients.
When you think about your ideal customer, you should have some of these questions in mind:
- What do they look like?
- How old are they?
- Where do they hang out online?
- Who do they follow?
- What’s important to them?
- What kind of car, watch, etc. do they buy?
- What are their pains?
- What drives their decision-making?
Kaminski states that many entrepreneurs are clear about their product but often realize they aren’t clear on their ideal customer when they perform this exercise. As a result, many entrepreneurs are stuck with lackluster branding.
What Is Your Unique Selling Perspective?
Consumers identify with a brand’s mission, value, and unique perspective in the market. Kaminski uses an analogy. Are you a Mac or a PC guy?
Once you know your ideal customer, it’s important to get clear on how you plan to reach them. Kaminski states that this takes research.
He encourages people to look at their industry and assess what other companies are doing and how they are reaching consumers. You want to find out where your business fits in, and more importantly, how it can bridge the gap between other businesses in your industry.
If you can fulfill a problem not currently tackled in your industry, you have a great chance of building a business. The problem you solve for your consumers becomes part of your unique selling perspective.
Seek to Give, Not Receive
Kaminski states that many entrepreneurs, himself included, tend to look at their businesses all wrong. Rather than looking at what they can give to consumers, they look at what they can get from them.
He describes his early entrepreneurial career as being a taker. It wasn’t until he learned how to solve other people’s problems that his business really flourished.
Kaminski says it all comes down to one question:
How can you help others get what they want? If you can solve that question, know your industry and your place within it, and understand your ideal customer, you’ve won half the battle.
The more you can communicate to your ideal client and solve their unique problem in a way that helps them solve a great pain, the stronger your brand will become.
The next step is getting your messaging right and communicating all of those things. If you’re looking for help, Kaminski offers services to help get your brand the recognition it deserves.
Be Yourself
People respond to authentic brands. The easiest way to come across as an authentic brand is to be yourself. Tap into the ways that you can help and explain things in your style and tone.
A good brand is like a song; it’s memorable and stays in your head.
As always, for more great content about business, entrepreneurship, and more, please tune into the Inner Edison Podcast with Ed Parcaut.