Liana Zavo is the founder & CEO of ZavoMedia Group, an NYC-based full-service public relations and digital marketing agency.
In a world where businesses compete for attention, it is a priority for entrepreneurs to establish an image that stands out. Personal branding remains a vital aspect that needs thoughtful planning to attract a target audience. To impact the market, business owners must cultivate a presence that aligns with the brand’s mission and core values.
From my experience as a public relations strategist, coming up with such a feat requires meticulous planning and research. But with the right tools and interventions, entrepreneurs can craft a brand that resonates with the public, including reputable online visibility that is difficult to contest. While no plan is perfect, it is best to prepare for any contingency. Here are five common challenges that businesses confront, along with considerations that may help you navigate them.
Creating The Core Message
The first challenge is crafting a core message that aligns with your brand’s vision and mission. I find that entrepreneurs tend to give the least priority to creating a core message because they see it as unnecessary. However, it is the exact opposite. The purpose of the core message is to convey your focus. It shows that you know your market and can provide solutions to its problems.
What sets you apart from other businesses? What can consumers gain from your business? How do you want your clients to respond whenever they see your brand? When working with our clients, we make sure to brainstorm with them and help them see the bigger picture. An important tip to remember is to make your core message clear and concise. Being straightforward is better than beating around the bush.
A Wider Perspective
Some entrepreneurs find it troublesome to adapt to changes, but it is through these changes that one can grow. It never hurts to stay open-minded about the possibilities that can happen. Having a broader standpoint makes you more flexible and relevant. The industry is ever-changing, which means you have to stay updated with the trends that come and go.
I often encourage my clients to study and research potential new waves that may happen in the future. Keeping an open eye on these things makes it easier for you to adapt, efficiently address concerns and identify how your brand can take advantage of the wave. Entrepreneurs who fail to catch up with the current times are more likely to encounter difficulty retaining clients and earning new ones.
An Expert Vs. Jack Of All Trades
Everybody always seeks an expert’s opinion or advice, and people seem to know where to find one. Specializing in a niche creates an image — you stand out because your audience recognizes your mastery. Skilled and competent brands that specialize in what they do are hard to come by. Your expertise simply shows how effective you are in solving a specific set of problems that nobody else can. However, some companies still insist on serving the entire market.
Remember that you cannot please everyone, but you can still make returning customers and patrons happy as long as you stay consistent with your products and services.
Embracing The Digital Age
The onset of technology made everything more convenient. With the pandemic stepping in, the drastic shift to digital representation became more evident than ever. Social media, for instance, transformed into a sought-after avenue where businesses could reach a wider audience. This movement became an opportunity for unknown brands to gain popularity and widespread recognition.
As a public relations strategist, I often emphasize the importance of connecting with your audience to show value and authenticity. People tend to appreciate brands that take the time to listen and communicate with their followers. Through this method, you can also gather information on how well your business is doing. Hearing feedback straight from your consumers can provide valuable insights that will help you design better campaigns in the future.
The Choice To Rebrand
While it is not uncommon to reinvent, entrepreneurs may think it risky and painstaking to rebrand. We make sure to guide our clients when determining where to invest their energy. For a smoother transition from the old to the new scheme, it’s important to develop a narrative that tells the story behind the shift. It draws more interest and minimizes the confusion at the same time. This way, the rebranding process becomes more enjoyable for the company.
Challenges are part of the evolution of becoming a successful entrepreneur. We must constantly evolve and stay relevant in modern times. Knowledge and preparation are vital when welcoming change and growth. It means we’re ready for progress. With progress, you are a step closer to bringing your brand to a whole new level.
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