Let's start at the very beginning....
A very good place to start.
When you read you begin with A-B-C...
When you sing you begin with Do-Re-Me...
And when you're marketing your business, you begin with B-C-P!
Catch the Better Start Branding replay here:
Or, take a shortcut and learn more about Radical Branding right here:
I'm rooting for you!
Hey there, this is Heather Campbell with a little Pro Marketing advice because you know, when you know what the pros do, you can do what the pros do. Today I'm going to answer the question of one of the biggest questions that people have when they are starting their business. And it is like, "Where in the world do I even start?"
Because sometimes it feels like one of those you used to see on those playgrounds in the seventies and people, they're just, it's like flying and you're just wondering like, "How do I even get on here? Where do I even start?" It made me just think about one of my favorite movies, which is Sound of Music.
I was thinking of the Sound of Music because that is one of those movies that if it is on, I'm going to watch the rest of it. Ferris Bueller's Day Off is another one of those movies for me, Tommy Boy, Terms of Endearment, The Godfather. I love the Sound of Music and I was thinking about this answers the question so perfectly because Maria, when she's teaching the children how to sing, she says," How do we sing?"
And she's like, "You start at the very beginning. It's a very good place to start. When you read, you begin with abc. When you sing, you begin with do re mi" right? And when it comes to marketing, you begin with bcp. Not do re mi, but bcp. And that stands for knowing your brand value, understanding your most valuable customers, there's the C, and then developing your promise, and then aligning a premium and product, a premium product, and pricing.
That's a lot of p's. But that's really, really where you start. Where I see a lot of people when they start to get overwhelmed in marketing, a lot of times I'm like, "Oh my gosh, if they just knew what I knew, which is that typically they're marketing out of sequence. And there's a definite, you'll hear me say about a million times, that marketing is not rocket science." but there is a definite process and sequence to it and when you get it right, it's really great, and when you get it wrong, that's when the overwhelm sets in."
The foundational elements are not, number one, understanding your brand value. That's who you are in the market. How do you compete? How are you different? How do you uniquely do the things that you do because you are the only you out there, and it is your best, best, best competitive advantage. And I have yet to meet anyone who does not have a great story. It's one of your best first places to start because fundamentally you are you and nobody can take that away from you, not one person.
And it's what's going to set you up for what's next, which is understanding your most valuable customer. And those are the people who. Want what you have, and they're buy what you're selling, they'll pay what you're asking, and they will buy again and refer you. And you really want to understand who they are and what's going on in their lives and what are their hopes and aspirations, and then what's getting in the way of them achieving those aspirations. And then how can you, again, uniquely you solve that problem to help them reach their hopes and aspirations. And when you really understand that, and you focus on only a few people, it is just a beautiful thing. You just make it so much easier for people to find you and engage with what you're all about.
And then once you have an understanding of who you are, how you show up in the market, how you compete. Who you want to serve and what you can do better than anyone else. Now you're ready to start talking about your brand promise, which is, what are you going to promise you deliver? And then you got to deliver what you promise to create a branded experience.
That allows you, when you're able to be consistent in what you promise and consistent in what you deliver, you can absolutely 100% command a premium in the market. That is the whole reason marketers are so like, "Yes, yes, yes! Know brand!" Because we ultimately want you to just be able to command a premium in the market because you are the only you out there. Remember, if you're sitting there wondering, where in the world do I even start? It's just like Maria would say, "When you sing, you begin with Do re me" and when you market your business, you begin with BCP; BRAND, CUSTOMERS, PROMISE, PRODUCT, PREMIUM, PRICING.
You guys, I do have a couple of things. Couple of links in the comment. I just did a great webinar where I go through the whole process of a marketing framework. It's called Better Start Branding. That link is in comments and I'm also getting ready to do a "done- for- you course" that I'm offering now. It's going to start at the end of March and there's a link in there if you just want to go straight to that and see what that's all. I'd love to see if it's a good fit for you. That one is called Radical Branding.
Please know that wherever you are in this beautiful, crazy world of ours, that there is someone right here in Denver, Colorado. And that is me, Heather Campbell, who is 100,000% rooting for you. Take care, guys, and I'll see you here next week at 11:30. Mountain Time. Take care of. Bye-bye.