BRX Pro Tip: Common Mistakes New Brands Make
Stone Payton: And we’re back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, over the years, we’ve worked with quite a few folks that I would consider new brands. What are some of the more common mistakes that you’ve noticed new brands tend to make?
Lee Kantor: Yeah, I think the most… kind of the obvious mistake that a new brand makes is when they try to be everything to everybody. You know I’m a big fan of niching out your business. Niches bring riches, as we say here. You don’t want to be everything to everyone because, then, you become nothing to no one. Your message will become watered down. You’re going to confuse your audience. It’s going to make it way more difficult for you to kind of find your place in the marketplace when you’re trying to serve everybody. So, define your niche very tightly, kind of identify that ideal customer, and just become great at serving that customer and helping that customer get tremendous results. If you do that, it’s going to have a great impact, and you’re going to grow pretty quickly if you can pull that off.
Lee Kantor: Another mistake new brands make is they ignore feedback. You know, feedback at the beginning should be so important. You want to understand why people chose you, why they like what you’re doing, how they’re benefiting. So, use surveys. Use social listening. You know, try to have as many conversations as possible with the people who bought from you in order to adapt and evolve based on the real needs of the marketplace, not what you think the market needs. You want to learn from the horse’s mouth. You want to know why the person bought, what they feel like they’re getting out of your service, how are they benefiting.
Lee Kantor: And then, another mistake that brands kind of make, new brands make is they’re not leveraging storytelling. When someone’s bought your product, talk to them, get their words out there in their own way, interview them, understand why they bought. Let them tell the story. People don’t buy products or services. They buy stories and feelings. So, make sure that you capture as many stories as you can from your existing customers. You know, don’t fall into that trap of creating these slick, inauthentic ads. You want to capture compelling stories that connect emotionally and show why your brand matters. And then, build around those real clients in their own words. I think that’s such a missed opportunity. When you have people that have purchased something from you, capture that from them.
Lee Kantor: That’s something that Business RadioX, we do a great job doing is we can help you capture those stories effectively and efficiently that we’ve helped so many clients just get the words out of the mouth of their clients about what makes them special, why they chose them, why it was important for them to join the community of our clients. So, if you want to get more of those conversations from your clients captured, definitely contact us and we can show you how to become more customer-centric and more human in your content approach, so that your brand stands out for all the right reasons.
