How to grow your brand
If you feel that your company is ready to take the next big step by upsizing — congratulations! This is an exciting time for you and everyone you work with. But how are you going to achieve it?
Growing your brand can be a massive juggling act, with each element pushing for priority over the rest. The key is to carefully keep track of exactly what needs to be done, and when.
In this article, we look at some of the vital steps you’ll need to take to achieve successful brand growth.
ASK WHY
Is it sensible for your business to grow right now? Why have you decided that this is the best time? Clear indicators include regularly selling out, constantly having to push extra hard to meet demands, or clients clamouring for additional products or services.
If you aren’t currently experiencing this kind of activity, you may need to reconsider and instead focus on attracting more attention to your brand as it currently stands before growing it further.
ASK HOW
How exactly do you want your business to expand? Would you like a larger product range? New markets? Additional outlets? The capacity to produce more of the same goods or deliver existing services to a larger audience?
By answering this question clearly, in a single sentence, you’ll be able to pinpoint exactly where your focus should lie. Then you can get started on laying the groundwork to make it happen.
ASSESS SCALABILITY
How quickly and effectively are you capable of upsizing at the moment? What headaches might it cause?
Study your systems and software and check whether they could support a greater, more complex workload. What equipment do you have – and how much more, of all kinds, are you likely to need to meet a larger quota? Are your staff currently capable of taking on more duties and responsibilities?
If you need to make changes, do so gradually while you work to build demand for your products and services. Doing too much at once can unbalance your processes (and your books).
A great way to approach your growth by degrees is to look into the temporary hire of equipment and the employment of new staff on a freelance basis for the first few months. This will make it easier to scale your activities back down and try again later if you run into problems.
GAUGE SUPPORT
The popular adage “if you build it, they will come” (actually a misquote from the 1989 movie Field of Dreams) is only relevant if “they” know it’s there in the first place, and have a good reason to use it!
Do some research into your current usage levels and audience sizes, then work on ways to increase them.
Ramp up your marketing in a considered manner and undertake sophisticated intent SEO, making your brand more discoverable online to a wider range of individuals. Focus on your socials and try to target new markets. Encourage great reviews by offering incentives to clients in return.
All of this should build your presence within the public eye and influence greater demand – potentially making your growth even more successful and worthwhile.
DEFINE OBSTACLES
What’s standing in your way? How can you change that?
If it’s a matter of funds, look into the possibility of business loans, partnerships, sponsorship and other resources of this kind. If it’s to do with staffing, begin to work with your core team on a clear and manageable strategy by which you’ll be able to find the right people at the right time.
If growth is likely to put a strain on your systems and processes, start shopping around for consultants and specialists who can help to improve your scalability in this area.
Written by: Phoebe Carden
Published: March 31, 2021