BUSINESS CORNER
Hanna Fitz
FOUR STRATEGIES TO BUILD A MORE
SUCCESSFUL BRAND ANYWHERE IN
THE WORLD.
If you want to multiply your impact
and revenue without working
harder, your next step may not be
investing in more advertising or
building a complex funnel.
Most business owners think
that having a great product will
automatically result in it flying off
the shelves and driving up sales.
Maybe you are finding it hard to
scale.
When this doesn’t happen fast
enough, they start spending more
on advertising and marketing and
still end up with disappointing
results. I’m not saying that these
actions are not good. In fact,
without marketing and advertising
people won’t know you exist and it
is challenging to attract sales.
But what most people forget is to
build a brand. I’m not talking about
building a website and logo but
rather an actual brand strategy that
is designed to help you scale your
business supported by a distinct
brand identity that will help you
create compelling stories that make
your brand irresistible. People don’t
buy products; they buy brands,
stories, connection, and meaning.
I read an article recently that
shared that after a £120,000
rebrand, UK company Macmillan’s
revenue grew from £97.7m in 2005
to £244.9m in 2016.
In that same year, the charity gave
1.4 million people personal support
and helped millions more through
their information and support
materials. The new brand also
helped attract better talent to the
organization.
16 SL-YOU | It’s All About Business
You don’t need to spend $120,000
on your rebrand, but what you
must not ignore is the power of
creating a world-class brand that
leverages psychological codes and
symbols that will multiply your
effort. In fact, for a fraction of that
cost, you can create a brand that
gets the attention of your high-end
clients and makes your marketing
and advertising work better to
bring higher sales and returns.
I’m not a baker, but for illustrative
purposes, think of your brand like
baking bread. If you add the right
amount of yeast to the dough, it
will expand, it will rise and be nice
and soft. If you leave the yeast out,
it will still be bread but very tough.
You’re making your marketing
harder by not building your brand.
Moreso, what if you understood
that by adding raisins to your bread
www.slyoumag.com | September-October 2019