Building an Unstoppable Brand

Today, the world has more small businesses and “wannapreneurs” than ever. Anyone with a mobile phone can launch an Instagram page and claim they are a brand. There’s more noise than there’s ever been, and no time in history where it’s harder to stand out. Which is why building a recognizable and respected brand is so critical today if you want to succeed.

We asked Gary Vaynerchuk and eight other master brand builders and Advisors in The Oracles for their best advice on the topic. Here’s what they said.

1. Create valuable content that is uniquely you.

You don’t want to be in the business of selling; you want people to come to you. Your personal or company brand is what makes that happen, which is why it’s the single most important asset in your business. To build a strong brand, create content that brings value to your customers. The intention behind the content is imperative. If you’re creating it just to sell something, people will instinctively know.

Don’t worry about being perfect. Just be yourself. Focus on becoming the voice of your industry and helping your clients. Listen to their problems and address them. Then amplify your content with ads. You probably won’t be able to directly monetize it immediately, and that’s OK. You’re building a brand. And remember: It’s not about likes or followers — it’s about business results. —Gary Vaynerchuk, founder and CEO of VaynerX; five-time New York Times bestselling author of “Crushing It!”

2. Tell a story.

Start by solving a problem. If it’s personal to you, even better. Storytelling is also key. Share your story in a way that others can relate to. Ensure you’re driven by passion and purpose and that your mission is clear, then stick to that mission no matter what. You also have to be ready to work really hard, no matter how good your idea is or how easy it looks. Results won’t come instantly and will probably take longer than you think. Stick with it. —Kara Goldin, founder and CEO of Hint Inc.; creator of The Kara Network, a digital resource for entrepreneurs; and host of the “Unstoppable” podcast.

3. Get customers first.

Don’t spend much time planning the perfect brand. Instead, first, start selling and building a customer base. Talk with your customers, even if it’s just via email or surveys, to find out what they like, what they don’t, and why they bought from you. Then adjust your branding and messaging to resonate with others like them.

For example, take one of our members, Devin Dorosh, whose brand just made the Inc. 5000 list. When he started Grillaholics, he didn’t go through a massive branding exercise. Instead, he launched a product, made sales, and created his brand organically as he learned about his customers. Selling more to your existing customers is the best way to grow sales. So before you launch a new product, ask yourself whether your current customers will buy it. If not, create a different one. —Matt Clark, co-founder and chairman of Amazing.com and co-creator of Amazing Selling Machine.

4. Solve a problem. 

To build a sustainable, long-term business, you must see your customer as your most valuable asset, not your bottom line. When you switch your focus from increasing profit margins (taking) to providing value to your customers (giving), they will want to continue buying from you. Your worth is directly proportional to the value you provide, whether that’s through information that improves their lives or products that solve a problem. To earn more from your personal or consumer brand, you must be more valuable. At its core, business is simple: identify a problem and offer a solution. That’s what people are willing to give up their hard-earned money for.

To be successful, you must do what others aren’t willing to. Stop wasting hours on Netflix, swiping on Instagram, and partying every weekend, which won’t yield a positive return on the time you’re investing. Spend your time thinking about how to become more valuable, and you’ll start earning more. —Jose Zuniga, the 24-year-old co-founder of ESNTLS men’s fashion empire

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