 Here we are again, another month has flown by and it's now May, unbelievable.
Several challenges have been presented to me within my businesses recently and it's been difficult to know where to start my column this month. It's all been happening; the search for new, larger premises, upgrading the IT network, installation of a new sophisticated telephone system, recruiting new staff and searching for a straight talking company offering a CRM solution to meet my growing business needs. It's been exhausting, frustrating, pressurised, and in some instances, the superfluous technical jargon used almost had me believing I'd been abducted by geeky extraterrestrials.
Setting up a business is the easy step, managing the business thereafter is another challenge altogether and not every entrepreneur is equipped to do this successfully, in fact thousands of businesses fail in their first year of trading. I believe a little knowledge can go a long way, so if budding entrepreneurs were made aware earlier on of the potential pitfalls ahead perhaps more businesses would survive. The challenges I'm facing are perfect examples of a small enterprise facing big business decisions. It's a truly exciting time, the adrenalin rush is addictive and the energy it provides is driving me forward. I wouldn't want it any other way.
Women who've set up successful businesses are inspirational, I'm privileged to know many such women, I feed off their infectious enthusiasm and undying passion to do even better. I recently met Sally Preston at a business conference, a remarkable business woman who set up award winning Babylicious, the organic frozen baby food range. Not only did Sally overcome a number of serious personal setbacks, she managed crippling financial debts to successfully establish her brand. She says; "You have to be like a Weeble – you remember those toys that wobble but never fall down? And you do get knocked. You just have to keep bouncing back for another round. You can give in and sulk or you can get on with it. And I just got on with it."
I will deal with the business challenges I am now faced with, it's part of the course of the self-employed life I decided to lead. I have also come to terms with the fact that there are indeed creatures from outer space living amongst us on earth.
Now, on to May's business tips.
HOT TIPS FOR BRANDING SUCCESS – a promise to customers...
Great brands win the heart and minds of customers – over and over again. Brands are not only products, they are celebrities from footballers to pop stars, in fact you too are a brand in the minds of others defined by others by what you say, what you do and what you wear.
Put your customers first, without them you have no business!
You must identify who your customers are and how they think. Put yourself in their shoes, why should they buy your product or be remotely interested in spending their hard earned cash with you? What are their needs? Now match your offering to their needs.
Brand identity and values, can you deliver your promises?
Using your strengths, you must ensure you deliver what you promise to customers, value in your brand needs to be firmly positioned early on. Crucial aspects of brand identity are company image, how this is viewed by the customer, and consistency to reinforce your values continually. This will encourage your customers to buy from you instead of your competitors. Do not simply meet your brand promises, exceed them as failing just once, will damage your brand.
Simple is always best, you will be remembered for it
Short and sweet is the name of the game. Keep straplines and names simple and consistent. Use your company name, product name, strapline everywhere! Use every possible method of communication to get your name in front of your customers and for future recognition and brand association.
Tell your employees, they need to believe in your brand
Staff should be clearly briefed on your core business values. Issue a branding document to everyone in the business so they are all working towards the same goals and remember to regularly review it. Your employees represent you and your company image and it's imperative they understand your brand and what it represents, do not let them forget this, ever.
Manage and improve, do not rest on your laurels
Be on the lookout for new opportunities to improve. Never be afraid to make changes, in fact this is an important part of brand management as trends continually change and the way you do business needs to reflect this. Never assume things are fine as they are and changes aren't necessary, keep a few steps ahead and you will have a brand winner!
Your comments are always welcomed, I love hearing from you, so please do get in touch.
Next month – hot tips on creative designs to get you noticed!
Sally's book launch at BAFTA
Aneela at SEEDA women's ambassador event
SIGNATURE:
Aneela Rose is an award winning business entrepreneur. Aneela Rose PR was set up four years ago and is growing year on year providing professional PR, Marketing and Creative services to SME's across the UK. Aneela's other business venture is an online jewellery boutique where her inspiration for selling sparkly jewellery was born out of a love of fashion and observing the huge growth of online shopping. Aneela sits on the Board of Directors at Sussex Enterprise and is a Member of the Institute Of Directors and the Chartered Institute of Public Relations. She has been awarded the Success in Business Award by Anglia University, the Dynamic Asian Woman Award and has been filmed by the DTI and Aurora. Aneela writes for consumer and business magazines and has links with the "celebrity" community; she has provided interview scoops with Nick Leeson and Nicholas Van Hoogstraten among others.
Tel: 01444 241341
Email: www.aneelarosepr.co.uk and www.missyrose.co.uk |
