How To Instantly Build Credibility As A New Brand
How do you get noticed as a new brand? And after people notice, how do you get them to care? I’m going to share with you the number one piece of branding advice that I give to all new businesses.
I want you to appeal to the smallest segment of a market that you can. It sounds counterintuitive, but it’s the fastest way to create brand resonance and to build trust.
“I’m a photographer who specialises in maternity shoots with an irreverent, edgy vibe” is undeniably more compelling than, “I’m a photographer”.
Making this decision early on in business serves two purposes.
It differentiates you from competitors and makes it easier for customers to decide if your offer is a good fit.
It means that you’re working in your zone of genius and with aligned customers right from the start.
With a narrow focus you’ll have more success engaging people who want exactly what you have to offer. You’ll attract warmer leads, and by the time you’re having a conversation with them they’ll already know that you can help them with their very specific need.
The trick is to pick a “niche” and then get a little bit more specific than you feel comfortable with. The easiest way to do this is to ask these questions:
How can you differentiate yourself and ground into the very best way that you can help people? What are you enthusiastic about and are uniquely positioned to offer?
My formula: I offer this, for these people, in this way.
The last part is important. There may be many people who do the same thing that you do, but the way you do it is what will become the differentiator.
The more specific your brand messaging, the more credibility you build.