Why Personal Branding is Crucial for Entrepreneurs – Brand vs. Branding

I can’t stress enough how important personal branding is for entrepreneurs. You may not realize it, but each one of us is a brand. Type your name into any search engine and the results will show you exactly what your online brand is. Did you make a conscious effort to create and promote your brand? Does it accurately represent you? Is it targeted towards a specific audience?

 

Although the words brand and branding are often used synonymously or confused with each other, they are separate and unique.

What exactly is a brand? A brand is your unique identifier, your market identity. It represents you in the marketplace – who you are, what you do, your reputation, trustworthiness, and the quality of your product or service. Your brand is how your customers perceive you and how they feel when they do business with you.

Sir Richard Branson is the perfect example of a personal brand. Although he’s the founder of the Virgin properties – Virgin Atlantic, Virgin Mobile and Virgin Records among others, Sir Richard Branson’s personal brand is the most powerful of all. People want to do business with the Virgin properties because of Sir Richard Branson. The personal brand drives the corporate brand.

Personal branding has become increasingly important. People trust people, not corporations. They want to do business with people, not corporations. Your personal brand is your differentiator. It creates an emotional connection between you and your customer. Ultimately, it defines the value of your business. In order to stay competitive in today’s marketplace, you must have a strong personal brand.

Branding is the active process that shapes your brand. It requires a strategy and targets your core audience. Branding can include the name of your company, logo, other visual assets, website, communications and media.

 

Entrepreneurs who are more influential pay more attention to their brand rather than just their branding. As an entrepreneur, how can you build your brand? Ask yourself:

  • Who are you? What do you stand for? What do you offer? How are you perceived by others? How do you want to be perceived by others? Be authentic. Your brand should be reflective of who you are.
  • What do you do? What product or service do you offer? What is your value proposition? What differentiates you from your competition?
  • Why does it matter? Define your purpose. This will give you great direction.

 

Evaluate your brand. Your brand should tell people who you are, what you offer and differentiate you from your competition. Is your brand reaching your target audience? Are they responding positively? Are you delivering on your brand promise? If not, it’s time to reassess and make changes.

 

Is your personal brand and branding effort working for you? Want more advice on brands and branding, or general advice from other business owners like you? Find out if a TAB Board is right for you!


5 Steps to Getting Your Business Back on Track

tab-croissance-1080x675One of the biggest challenges I find many small business owners face is dealing with complacency. When a new business first starts out, owners are overcome with excitement with every forward step. But at one point or another, the excitement of the early days starts to slow down, and eventually your company may begin to experience a plateau.

A stagnant business is one that faces little to no new activity for an extended period of time. Complacency tends to come from sticking with the status quo and getting used to your business’s “comfort zone”. Many business owners adhere to the mindset of “if it was working for the first 5 years, why change it now?” The truth is, sometimes change is exactly what you need to revitalize your business and get it growing again.

If you’re facing complacency in your business, below are 5 steps for revitalizing your business to get it back on track for growth.

1) Find out what your customers want

A lack of understanding about what your customers truly want from your business can be detrimental to your small business. This is why engaging in market research is essential to drive your company’s growth. Have you had a conversation with your customers to find out what needs are being met, and what needs aren’t? By hiring a market research company or a marketing agency with a specialization in market research to conduct unbiased market research, you will be able to gain invaluable information about your customers as well as your competitors. Once you’ve done this research, you’ll have a much better idea about how you can fulfill your customers’ needs to the best of your ability.

2) Focus on increases in certain sectors and products

Your industry landscape changes at such a rapid pace, and as a small business owner, it’s important that you keep up-to-date with it. Look at projected growth sectors to get an understanding of which products or services are headed for long-term growth, and which ones are on the decline. Some may be obvious, but others may not be so apparent. This is why it’s crucial to take the time and do proper research. Once you have a better idea about the projected growth rate of certain sectors, consider shifting your business model to become more aligned with these industry changes.

3) Re-examine former revenue sources

While focusing on changes in the industry landscape is important, equally important is looking at what has traditionally brought you revenue. After the first few years of your business, you may have lost focus on areas that were once reliable sources of revenue for your company. Have you steered your attention towards niche areas as a result of increased demand, and lost sight of your more dependable revenue sources? If your business has stalled, one of the first things you should do is gauge whether or not you have neglected some of your core competencies at the expense of chasing something new.

4) Review your company’s operations

I’ve found that many small businesses do not focus enough time and energy on their internal operations. Often, owners struggle to let go of the “startup” mindset they once had. This is a shame, as a company’s internal operations can have a huge influence on the productivity of their business. As your business grows, it’s important you grow with it. In a previous blog, I discussed the importance of delegation. Are you delegating work where necessary? Have you considered outsourcing certain tasks to allow you to focus on growing your business?

5) Create a plan

The only way you will be able to properly execute the above steps is if you have a solid plan in place. It’s essential you know exactly what resources are required and how much time and energy is needed to accomplish what you want done. Understanding these two key areas will allow you to set realistic short-term and long-term goals for your business. Remember, making any large-scale changes to your company takes time, so patience is needed to see through your goals.

It is important to keep the momentum going in order for your business not to stall. Although complacency is a frustrating obstacle to face, it is quite common. By following these 5 steps on how to revitalize your business, you’ll be equipped with the confidence to move forward and make the necessary changes needed to get your business back on the track you want it to be.


What Can You Do About Poor Performers?

performanceAs a business advisor I see the issue of poor performers come up all the time. If you’re a small to medium-sized business owner you want to be out there growing and developing your business, not mired in staffing problems. Without big human resources departments and manuals of policies and procedures to follow, I know you often don’t have a roadmap on how to deal with poor performers. The reality is that regardless of the size of your business or your particular industry, at some point you will have to deal with this issue.

What are the causes of poor performance?

Poor performance can be the result of many things including:

  • Not understanding expectations
  • Lack of ability
  • Lack of motivation
  • Not a team player
  • Chronically late
  • Bad attitude
  • Personality issues
  • Non-work related problems
  • Health issues

Why is employee performance so important to your business?

Employee performance affects organizational performance. A poor performer can create a toxic environment in your workplace, dragging down your entire team.

How can I avoid poor performers in my business?

Here are a few measures that I feel may help you to avoid the problem of poor performers.

  1. The hiring process: Choosing the right employees is crucial to a successful business but it’s not easy. If upon re-evaluation, you’ve discovered that you’ve hired several poor performers, perhaps you should consider outsourcing the hiring process to an external agency. The money you pay to the agency may actually save you money in the long run.
  2. Job expectations: Be clear about exactly what the job entails and what your expectations are.
  3. The onboarding process: Onboarding helps new hires acclimatize and orient to your business so that they can quickly become productive, contributing members of your organization. Have an onboarding plan in place for new hires and make sure that the tools they need to do their jobs are in place on their start date. E.g. workstation, computer, security pass, etc.
  4. Regularly scheduled one-on-one meetings: One-on-one meetings between employee and manager can potentially head off problems. Speaking about issues as they arise or have the potential to arise is always better than leaving them to fester and grow.

What can I do if I have a poor performer?

In my experience I’ve found it valuable to try and ascertain the root cause of poor performance before any action is taken. If the reasons are personal or health related and have nothing to do with the job, perhaps a leave of absence is in order. If an employee is lacking in ability, perhaps upgrading their skill set or transferring them to a different department is the answer. If the problem is attitude or motivation perhaps setting performance goals will inspire the necessary change. Try instituting quarterly performance reviews to address any performance issues and monitor improvement. If all else fails, you may have no choice but to let the employee go.

As a first step, I suggest that you review poor performance issues you’ve had in the past or are dealing with now. Evaluate what action to take in order to rectify the present situation and what changes you can make going forward in order to avoid the issues of poor performers.


Everyone Needs to Take Time Off

sea-holiday-vacation-tableAre you suffering from vacation deprivation? If so, you’re not alone. So much has been written about the importance of a work/life balance, but not enough Canadians are living it. According to Dr. David Posen, author of Is Work Killing You?, “Humans were never designed to have stress all the time. Our stress reactions were designed to be turned on and then off. That’s the healthy cycle. But today we operate in a semi-permanent state of stress. Proper vacationing is an antidote to chronic stress. It is absolutely imperative that Canadians are vacationing each year – and not just one time per year.”

I understand from many of the business owners I work with that you worry about leaving your businesses because you feel nobody else can do your work, and although that may be partly true, I can guarantee that if you burn out – you risk not having any business to run.

Make this the year that you take a vacation – consider it preventative medicine – and instead of just thinking about taking a vacation, prepare for actually taking one by following these 4 tips:

  1. Plan your vacation during a slow period. It will definitely reduce your stress levels about going away.
  2. Deal with all time sensitive issues before you go. In theory, anything that arises in your absence should be able to be dealt with by your staff or wait until you return.
  3. Contact your clients well in advance and let them know you’ll be going on vacation. If they have anything that requires your special attention you’ll be able to take care of it before you leave. Delegate a point person for them to contact in your absence.
  4. Empower your employees to step in and step up while you’re on vacation. Delegate specific tasks or duties. Leave detailed instructions about how to deal with situations that may arise. If you’d feel more comfortable with regular status reports, have a staff member email you at a predetermined interval with a report of the company’s activities during your absence. Let your staff know that they can reach out to you under certain circumstances and be clear as to what these circumstances could be.

All work and no play is a recipe for burnout. We all need time to relax, recharge and reconnect with family and friends. What are you waiting for? Start planning your vacation!


Client Favouritism – Is It a Bad Thing?

CustomersLet’s be honest, we all have our favourite clients. I know I do. More often than not, our favourite clients are also some of our best clients. These are typically the clients with whom we have great partnerships and an understanding that together, we’re responsible for success. The question is do we, or should we, treat all clients equally?

 

How we differentiate clients

For some, client favouritism is already built into many of our business models. It’s common practice to tier clients based on the amount of revenue they generate. We routinely see companies offering different levels of service typically called Gold, Silver or Bronze, similar in idea to consumer credit cards. The clients that spend the most have Gold cards, then Silver level, and then Bronze for “basic level”. Does this differentiation set us up to treat our clients differently instead of focussing on delivering great customer service to all of our clients? Is client favouritism itself two-tiered – clients we like and clients who generate the most revenue? How are we treating clients that don’t generate the most revenue but are still solid performers?

 

Can client favouritism be a bad thing?

Client favouritism is not a good or a bad thing. It’s perfectly fine to dedicate more time to the clients you have great working relationships with; the ones that are profitable, appreciate your work and do what they say they’ll do. But if you’re only focussed on your highest revenue generators and let others fall by the wayside, you may be alienating some good clients. Not all of your clients are going to be rock stars in the revenue department. However, I do suggest that you nurture solid, steady, long-term clients that deliver consistent revenue, in addition to the few rock stars. These steady clients speak about your service to others, and can be a good source of referrals, so maintaining a relationship with your clients, where each feels like they are the “only” client, is the ideal.


Do your clients make unreasonable demands?

TAB-Demand (1)As a business owner, it’s always very difficult to turn away business, especially in challenging economic times. However, the reality is that not every client is a good client. In fact, some clients make unreasonable demands. You know the kind of client I mean; we’ve all had to deal with them.

In my experience providing advice to business owners, I’ve heard hundreds of stories of unreasonable clients, yet many owners are unclear as to how to improve their relationship with these clients.

I’ve outlined below some of the classic unreasonable client requests and some steps you may want to consider trying to better the relationship.

1. They expect you to be available 24/7.

Unless this is the type of service you offer, you should clearly define your boundaries. Let your client know what your working hours and days are.

2. No matter what you charge, it’s always too expensive for them.

An unprofitable client takes time away from your profitable clients. Set your pricing and be prepared to negotiate but only within preset parameters. Be prepared to say no and walk away if necessary.

3. They consistently pay slowly which has a negative impact on your cash flow.

If you’re spending a lot of time and energy chasing a client for money, this may be a client worth letting go – unless you can afford to wait for your money. This type of client will not change their paying habits until you enforce your payment terms. You may have to hold back on your deliverables to make your point.

4. They keep changing their mind about what they want.

If you have a client that keeps changing their mind about what they want after you’ve done the work, start charging them for the changes.

5. They don’t respond to your calls/emails/texts in a timely fashion.

Ask if there is another person who perhaps has more time to be responsive. Let them know that the lack of response may delay timelines and keep a paper trail in case it does.

6. They rarely turn up at meetings or cancel at the last minute.

Your time is valuable. If your client is consistently not turning up at meetings or cancelling at the last minute, start billing them for your time.

I recommend that you try to convert an unreasonable client into a good client, but that’s not always possible. When all of your best efforts fail, it may be time to fire the client.


6 Signs Your Business is Ready to Grow

Business-Growth1

Regardless of whether a business is seeking to satisfy a major increase in demand, or strengthen its competitive position, growth is a vital step in the development of any business. From hiring employees and increasing office space to increasing production, expanding services or extending product lines there is a lot to consider. Growing your business requires you to take a bit of a leap. Look for these signs before you look to grow your business:

1. You are being approached by potential clients

When you find that you are receiving request and inquires from customers and clients, this is usually a sign that you are in a position where growth is possible. Your brand has now gained just the right amount of exposure to for growth to take place.

2. Your team is strong and ready to grow

It is vital to know if your company has the right staff in place for growth to be possible. Valuable leaders are important however, having a strong team of employees who are experts at what they do and are committed to your business, is crucial in the growth phase.

3. You have the necessary funds for growth

Knowing your sales cycle and what income you can expect on a regular basis will ensure that you do not experience a shortage in cash flow during growth. It is important to know this as you will not be able to successfully grow if your sales do not match with your income. Measure this before you grow.

4. You are personally ready to grow

Are you ready for the commitment that comes with growing a business? If you are not prepared, business growth can have affect your personal well being as well as your family and daily life.Your business may be ready for growth but it can only be successful if you are ready for it. Experts say business owners should assume a 12 month adjustment period to achieve normal balance in the business after a growth spurt.

5. You have realistic expectations

Know what your business can handle. It may be difficult to not get carried away if you’ve mastered a particular market or excelled in a specific area. You may think you have everything you need to do exactly this all over again but be realistic in what you hope to achieve and what you can handle. Consider the economic benefits, your existing infrastructure and current resources to evaluate if you will be trying to take on too much at once.

6. You have met and continue to meet set goals

Stop making excuses for failed goals and instead find alternate ways to meet them. Doing this will encourage confidence throughout all levels of your business and help overall growth in the long run.

If your business is growing, you’re doing something right. It’s also important to understand that growth is a disruptive force. A period of substantial growth will influence every single aspect of your company, which is why you need to adopt a strategic mindset.