ReportWire

Tag: Branding

  • If You Make This Customer Mistake, Prepare to Lose Business Fast | Entrepreneur

    If You Make This Customer Mistake, Prepare to Lose Business Fast | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Maybe your customer service is tip-top in important areas like empathy, efficiency, proper use of language and so forth. Maybe you’ve engaged in effective and ongoing customer service training — whether in person or via eLearning. All of this is absolutely wonderful and very important. Still, you may have a blind spot that is driving customers away.

    In other words, Beware of The Cliff of Dissatisfaction!

    What customers expect in terms of speed is growing more emphatic and extreme every day, accelerating apace with technological, communication and competitive development. Broadband internet, ubiquitous smartphones and tablets, intuitive search functions, always-on GPS, innovative delivery options and greater competitive choice have all influenced customers’ expectations for timeliness. The old business expression, “Quality, price or speed: pick two,” no longer rings true.

    Related: Don’t Get Defensive — Avoid These 7 Phrases When Talking With an Angry Person

    The “cliff of dissatisfaction” is a metaphorical edge where customers lose patience with your company due to slow service (as defined by the customer, not by you). Before reaching the precipice, this timeframe can fluctuate depending on various factors like business type, location and time of day. It’s an inherent risk in service industries and business relationships.

    Starbucks, for instance, has a good grasp of how long their average customer will wait, from when they are acknowledged to when they receive their customized drink. The company employs strategies like interesting decor to make the wait pleasant and proactive countermeasures like baristas taking orders from the line when wait times threaten to exceed the acceptable limit. Technological solutions like their highly successful mobile app also help manage wait times. These strategies guide Starbucks’ expansion plans; when data indicates that demand and resulting wait times negatively impact customer satisfaction, a new store is opened nearby.

    Related: Want Your Business to Succeed? Use These Tips to Understand Your Customer

    Casino management is another example where waiting times are meticulously managed. Some casinos know precisely how long the average gambler will wait for a complimentary drink before getting frustrated. They utilize data analysis and staff-tracking technology like RFID tags concealed in their servers’ uniforms to improve staffing decisions and workflow.

    However, recognizing that your company has a problem can be challenging when industry standards lag behind customer expectations. For instance, in the furniture sector, a 12-week delivery time may actually be considered (at least by the merchants) to be normal. But if all businesses in your industry are too slow, it’s time for you to revolutionize your field before an innovative competitor like Uber or Amazon does.

    Letting customers control the tempo of support

    In addition to improving your speed of service — for example, by reducing hold times, cutting down on in-person waiting and returning emails more quickly — there are creative ways to match the customer’s timetable. Extending your hours is an obvious one. Allowing appointments and doing so in a way that requires minimal effort for the customer is another. And in telephone support, even when you aren’t actually answering calls any quicker, you can still answer them more conveniently by taking a page out of some of the airlines’ playbook and offering a callback option: When a customer calling in would be faced with a long hold time, give them the alternative of having their call returned at a time of the customer’s own choosing.

    Related: Use This Secret Customer Service Technique to Boost Your Customer Retention and Loyalty

    In-app support can be a step even beyond real-time

    In-app support is another way to align yourself to the timetable of your customers. If a customer is using your app and comes across a bug or something else they need to bring to your attention, in-app support, such as that offered by Zendesk, provides your customers with a “Click to Chat’ button, allowing them to chat with one of your customer support agents right there within the app. Also impressive is that this in-app solution promises to give companies a complete picture of the customer so that customers don’t feel like they’re starting over every time they interact with your company.

    Even more futuristically, certain flavors of in-app support can be, in a sense, a step beyond real-time. (Or if that sounds like a nonsensical statement, think of it as a step toward proactive assistance, or pre-sistance, so to speak.) For instance, when your company deploys Apptentive’s in-app solution, here’s what happens when a customer using your mobile app experiences a crash: A note pops up right within the app with an apology and reassurance that the issue is being fixed — before they even have to take any steps to complain.

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    Micah Solomon

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  • How Generative AI Will Revolutionize The Future of Your Brand | Entrepreneur

    How Generative AI Will Revolutionize The Future of Your Brand | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Is artificial intelligence the future of branding? AI is limited — even stunted at times. Branding requires a deft touch — an understanding of who people are, what makes them tick and what they want. It’s about building the human connection, following through on promises made, and reaping the benefits: customer satisfaction, engagement and loyalty.

    AI tools in any business realm require a delicate balance in order to get the best outcome, but generative AI tools are already making an impact in the world of branding. There are tons of AI tools out there that offer unique features that may not have previously been in our branding skill sets — but now they are.

    Here are some ways in which entrepreneurs are even now using generative AI to enhance their branding efforts.

    • Enhancing and streamlining the brand design process.
    • Creating a wide variety of unique branded designs.
    • Increasing appeal with personalization.

    Related: What is AI, Anyway?

    Using generative AI to streamline the brand design process

    Iteration is one of the most common pitfalls that startup owners fall into — and one of the biggest black holes into which your time falls, never to be regained. For instance, getting a logo just right takes time, feedback and more time.

    This is why generative AI for visual design in branding is one of the most valuable applications. The creative touch of a human designer is vital, but there’s no doubt that using AI can streamline the process of design.

    A quick example is the use of logo design software. For example, at my company, LogoDesign.net, we use AI to help users get suggestions on iterations — and to generate hundreds of variations of a single design all at once. For an entrepreneur wondering whether their logo would look better in black and white, in red and black, enclosed in a circle, with a different style, and a dozen other possibilities, generative AI is the tool to use.

    Using generative AI to create content that is uniquely on-brand

    One of the main selling points of generative AI is the ability to create different types of content. Branding requires a host of visual content — logos, advertisements, web design and more. Color choice, font choice and all the other elements need to be set and recognizable.

    But within the set-in-stone elements of branding, there’s still a lot of room for branching out. Generative AI tools can be excellent jumping-off points for crafting a variety of branded content that stays within the realm of the brand while bringing in the appeal of the truly unique.

    An excellent example of this is a 2017 campaign by the eat-it-by-the-spoonful brand Nutella. This campaign, titled Nutella Unica, used generative AI to create a whopping seven million custom, unique product labels for its jars. Using AI algorithms to create the designs allowed the minds behind the campaign to set on-brand parameters for the designs. It generated a seemingly endless parade of wholly unique designs. Without AI behind it, such a design task would have taken up far more time — and a lot more of the budget.

    This example is evidence that AI branding and design tools can be used to expand brand designs while still maintaining the aesthetic and spirit behind the brand.

    Related: Six Reasons Branding is More Important Than Ever Before

    Using generative AI to increase appeal with personalization

    Along with branching out to new potential demographics for a brand, there’s also the focus on pinpointing established or intended audiences and giving them what they want. The type of content, what the content includes, and other content that they’re likely to be interested in are all factors that can be fed into generative AI and utilized to refine branding and advertising.

    Ads like these can also be fed by other data about demographics to create a branded ad design with a heightened appeal to the individual. There’s data behind every aspect of design, from how people react to certain fonts to which colors appeal more to women than men and vice versa. Generative AI can be utilized to tweak and fine-tune targeted ads to create the optimal experience for each individual. Ultra-personalization of branding and marketing content is a step forward for creating that connection between client and company.

    Custom products and on-demand production can cut down on overhead costs for the company and be a good thing on all fronts. Print-on-demand sites indicate how these AI tools can be more widely utilized; they give the customer the opportunity to influence the design, and they’re automatically more invested, engaged, and likely to buy from the brand.

    Ensure that they have a unique, educational and entertaining experience as they interact with your website and product catalog, and you’re building investment and loyalty.

    Related: Six Ways to Build Customer Loyalty

    AI design tools — changing our branding now and forever

    AI is everywhere, and the process of branding can only benefit by incorporating these new tools, expanding our ability to interact with our audience. It’s not perfect by any means, but AI has been progressing by leaps and bounds and will continue to do so.

    You don’t even need a crystal ball to tell you that.

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    Zaheer Dodhia

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  • 8 Things Tech Startups Must Do Before Creating a Content Strategy | Entrepreneur

    8 Things Tech Startups Must Do Before Creating a Content Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you’re an early-stage tech startup, you’re probably aware that it’s not just established tech companies that need a content strategy. Wherever you are in your business journey, you’ll need a content plan to act as your guiding star when communicating with audiences. As your business scales, your strategy will naturally evolve, so how can you keep on top of this and all the other moving parts of your business?

    Our team has been supporting early-stage tech startups with branding and content for the past six years. These are our key recommendations for developing and executing a flawless content strategy:

    Related: How to Develop a Strong Content Strategy and Solidify Your Brand’s Online Presence

    1. Build your strategy from scratch

    Investing in content creation and distribution may seem like just another to-do item on an already long list when you’re just starting out, but the impact of a well-executed content strategy can be immense. Content marketing is too critical to leave as an afterthought, especially when it is the foundation of how you communicate with your audience. So, why is it so important to focus on content from day one?

    Firstly, you can maximize your resources. When you’re a startup with a limited marketing budget, content is a cost-effective way to reach your target audience compared to paid advertising. Secondly, you can showcase traction to investors. The success of your content strategy can be used as proof of your popularity in the market you operate in. Thirdly, you can benefit from early audience discovery and testing. Monitor how your customers respond to your messaging and gain a better understanding of what content resonates with them.

    2. Avoid taking shortcuts

    If you fail to create a strategy from scratch, you’ll poorly execute a plan with inconsistent messaging. Instead of a haphazard approach, start with a proper plan that the whole company is bought into. Before you start, don’t assume you know your audience intimately; gather data to build a comprehensive understanding to create content that resonates. Even if you’re not technical, don’t ignore metrics. You should monitor which marketing methods are working or failing. Then you can make informed decisions about your strategy’s performance and tweak where necessary.

    3. Look inward, not outward

    A robust content strategy begins with looking inward at your brand, not your competitors. Make sure you’re answering these questions when building out your strategy: First, what’s your business vision and mission statement? This relates to your company’s values, culture and purpose. Next, how would you describe your brand’s personality? This pertains to the human characteristics attributed to your brand. Then, how would you define your brand’s tone of voice? This is about how your brand sounds to customers. Being able to definitively answer these questions will help you translate your brand value to external audiences when developing your messaging.

    4. Understand your customers

    For tech brands, there are two approaches to use when defining your target audience. The problem-solving approach considers your customer’s pain points and how your brand’s solution is different. The customer persona approach is about creating a semi-fictional representation of your brand’s ideal customer based on research and data. By understanding your customer’s motivations and needs, you can tailor your messaging and offerings to better meet those needs and stand out from the competition.

    Related: 4 Simple Steps to Creating an Effective Content Marketing Strategy

    5. Know your value proposition and USPs

    Now it’s time to look outward and see how you compare to competitors, identifying opportunities for differentiation. Your value proposition and USPs (unique sales propositions) will help form the thematic basis of your content strategy. Your value proposition is based on information about what your competitors are offering. It’s important to understand their strengths and weaknesses to articulate why your brand offers the best solution. Your unique sales propositions augment the value proposition by defining the specific features and benefits that make your products stand out.

    6. Establish realistic and measurable goals

    The goals of your content strategy will be informed by your business goals. The type of content that creates brand awareness is very different from the type of content that drives traffic. To help set more strategic goals, it’s critical to start with a realistic planning horizon. For example, six months gives you enough time to gain momentum, test out different hypotheses and track performance. A long-term approach helps you focus on building a solid foundation instead of looking for quick results. Content can take a while to ramp up, but if you approach it with a long-term perspective, you’ll eventually see the benefits.

    7. Transition from content strategy to content plan

    When executing your plan, the first step is identifying your priority marketing channels.

    These will determine all the groundwork you’ve done in building out your brand strategy. That includes brand personality, value proposition, target audience and goals. We then recommend mapping your content posting schedule as a calendar — for optimum flexibility and visibility. Break up your content into 3-5 themes that align with your mission and address the needs of your target audience. By creating a calendar of themes, you can ensure that your content is consistent, relevant and serves your overall goals. Saving time and resources is essential in a high-growth company, so build time-saving practices into your content plan. For example, a blog post can be repurposed into multiple formats like a video or infographic.

    When you’re ready to execute your content plan, take a hint from B2B SaaS brand, Ahrefs, which relies almost solely on content to promote its SEO toolset. Their content marketing strategy was a key factor that grew their traffic to over 2.4M monthly visits. They conducted extensive keyword research and ensured SEO formed the basis of their strategy.

    Related: 5 Steps to Creating a Content Marketing Strategy That Actually Works

    8. Measure, track and optimize content

    By tracking your strategy’s performance, you can see trends and tweak accordingly to improve traction. You need to measure KPIs including website traffic, social engagement, conversion rates and lead generation, depending on your goals. You should interpret the data for insights that inform your strategy as it evolves. For example, high website traffic might indicate that your content is reaching a large audience, but low social engagement rates might suggest that the content is not resonating with them.

    As your startup grows, it’s very important to review your content strategy continuously. Once your business becomes profitable, consider hiring an internal marketer or an external marketing agency with the expertise to execute your strategy seamlessly.

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    Daria Gonzalez

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  • Supercharge Your Brand Awareness with These Game-Changing PR Tools | Entrepreneur

    Supercharge Your Brand Awareness with These Game-Changing PR Tools | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s business, establishing a strong brand presence and gaining authority are crucial for entrepreneurs and businesses. To achieve those goals, you must have a solid public relations (PR) strategy in place — and there are two key pieces of that strategy: guest appearances on podcasts in your niche and using social media properly.

    So how do you do it? Well, let’s first go over the importance of PR and media coverage, as well as the benefits of being a guest on podcasts and using social media. Not only can using these strategies enhance an entrepreneur’s reputation, expand their reach and ultimately drive more traffic to their business, but it helps give an entrepreneur trust and credibility. If a potential client can’t find much about your business on Google or social media, you’re in trouble. Staying relevant with current PR, podcast interviews and repurposing them for social media content will help you achieve the success your business needs to scale.

    Related: How to Attract Sales Leads through Your Podcast Guest Appearance

    Build brand awareness through press

    Public relations is a strategic communication process that helps entrepreneurs create and maintain a positive image in the eyes of their target audience and the public. By leveraging PR, entrepreneurs can manage their reputation, effectively communicate their brand’s story and differentiate themselves from the competition. All well-known businesses have press, and you should, too.

    Media coverage and press releases are essential components of PR and branding. Being featured in reputable publications and or having press releases published can significantly boost a business’s credibility. Media coverage provides third-party validation, positioning the entrepreneur as an authority in their niche and gaining exposure to a much larger audience. Additionally, the right media coverage can lead to increased brand awareness, which can convert into new customers, strategic partnerships and investor opportunities.

    Hire PR help

    Having the right team to help properly share your story with the media is a huge part of building a public identity with trust and authority. A great public figure business coach or PR agent can help you gain a competitive edge in your industry, as they will have established relationships with journalists, editors and influencers. This allows them to secure media coverage and feature placements, increasing your brand visibility.

    Podcast guest appearances

    The popularity of podcasting has opened up new doors for entrepreneurs to reach their target audience. Appearing as a guest on popular podcasts allows entrepreneurs to share their expertise, give insights and connect with a new audience.

    Podcasts provide a valuable opportunity to tell one’s story in a conversational format, allowing entrepreneurs to showcase their personality and authenticity. By sharing their experiences, lessons learned and industry knowledge, entrepreneurs can establish themselves as thought leaders and build a rapport with listeners they may have not had before. The credibility gained from these interactions can lead to increased brand loyalty and new customers.

    Additionally, podcasts often have a niche focus, catering to specific industries or interests. By requesting to be a guest on podcasts aligned with a like-minded audience, entrepreneurs and business owners can reach a highly targeted demographic and generate quality leads and possible fans. Each podcast appearance serves as an endorsement and recommendation from the podcast host, enhancing the entrepreneur’s reputation with the listeners, which is why being a guest is so valuable.

    Related: How to Build Your Personal Brand and Enhance Your Google Presence Through the Power of Public Relations

    The pitch

    Research and identify your target podcasts. Find podcasts that align with your expertise, interests and story so that you can add value to their audience. You can use platforms like Apple Podcasts, Spotify or Podchaser for your research. It’s wise and recommended to listen to any podcast show before you send a pitch. Get a feel for the type of guests they typically have on their show.

    Create a 1-page media kit to give a brief on who you are. Include photos, a short bio, website link and your social media handles with insights. This makes it easy and attractive to present yourself professionally, especially if the show gets lots of pitches.

    Once you have done your research, know you’re a good fit for the show and can add compelling content, it’s time to develop a strong email or DM pitch. Make sure to include your credentials and potential topics that you can share with their audience. Your pitch should be what you can do for the podcast and their audience, not why you want to be on their show.

    I recommend pitching yourself first for free, however, if time is money for you, hire an expert to do the pitches for you. A good PR firm can easily book you on ideal podcast shows.

    Synergistic impact

    While PR and podcast appearances are powerful strategies on their own, their true potential is realized when they are combined. By strategically coordinating PR efforts and podcast appearances, entrepreneurs can amplify their brand’s visibility and credibility exponentially.

    For example, entrepreneurs can leverage their media coverage by sharing it with podcast hosts and producers, increasing the likelihood of securing guest appearances. On the other hand, podcast appearances can generate interest from media outlets, resulting in additional press coverage and creating a cycle of positive exposure.

    The synergy between PR and podcasts helps create a consistent brand narrative. When entrepreneurs align their messaging across media coverage and podcast interviews, they strengthen their expertise and brand identity. This consistency builds trust and recognition among the target audience, building long-term relationships and loyalty.

    Related: 3 Strategies Entrepreneurs Can Incorporate to Build Brand Awareness

    Social proof

    In the dynamic world of business, entrepreneurs must snatch every opportunity to enhance their brand’s visibility and credibility. This includes repurposing your content from relevant publications and podcast appearances on your social media. Social media is the ultimate “business card,” and if you have social proof to share your brand’s story and success, you absolutely should. Make sure to share your media articles and podcast interviews on Instagram, LinkedIn and “X.” Your story may inspire others and get shared many times on social media, giving you additional free traffic and brand awareness.

    PR, podcast appearances and social media all go hand-in-hand. They are all a part of branding and are important tools that can help entrepreneurs reach their goals, land more business and pave the way for long-term success.

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    Heidi Cortez

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  • How to Ensure Your Website Succeeds in the Experience Economy | Entrepreneur

    How to Ensure Your Website Succeeds in the Experience Economy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In an era where consumer expectations are perpetually in a state of renewal, products and services can no longer afford to be just functional or aesthetically pleasing; they must also deliver exceptional experiences. In the age of the experience economy, a period where the line between the tangible and the intangible has blurred, the spotlight is squarely on the experience that a brand can offer.

    Consumers are no longer simply purchasing a product but investing in experiences that can shape perceptions, evoke emotions and foster long-lasting relationships. The shift is irrevocable and brings new challenges and opportunities for digital designers.

    Related: The New Rules Of Customer Experience

    What is the experience economy?

    The experience economy is transforming how we interact with physical and digital environments. This lens focuses on the entire ecosystem of experiences that surround our actions. When you step into a café, for instance, you’re not just purchasing a latte — you’re stepping into a crafted ambiance that encapsulates the aroma of freshly ground coffee, the comfortable seating, the curated playlist and even the art on the walls. It’s this broader experience that you’re buying into, not just a simple transaction for goods or services.

    The experience economy doesn’t just stop at physical spaces. Its principles extend into the digital realm, fundamentally altering how websites, apps and technologies are designed. User experience (UX) and user interface (UI) designers at our own agency have advocated for building and designing experiences as opposed to solely designing a website or digital interface. With user-centric design, there is a greater emphasis on the emotions and immersive feeling that users feel on their user journey.

    Essentially, in the experience economy, designers are not just shaping products or services; they are shaping the experiences that resonate on a deep, emotional level with consumers. Whether it’s the ease of navigating a mobile app or the visual splendor of an interactive website, each element is fulfilling a memorable experience. How can one ensure their website is up-to-par with the experience economy?

    Create immersive and dynamic visuals

    User participation should factor in to ensure that your users can undergo an experience. Users are actively participating simply by navigating the website itself, however, incorporating immersive and dynamic features can elevate that experience to greater heights. To craft an immersive and dynamic website, designers must leverage a blend of animations, user interactions, microinteractions and other engaging elements. Thoughtfully executed animations can bring a site to life, guiding users’ attention and offering smooth transitions between sections.

    Interactive elements — such as hover effects, parallax scrolling and responsive buttons — enhance user engagement, ensuring that every click, swipe or scroll is met with a satisfying response. Layered with high-quality imagery, video backgrounds, and adaptive typography, these features contribute to a fluid user experience that not only retains visitor attention but also makes navigation intuitive and immersive. The key lies in ensuring these elements are cohesively integrated and allow the user to feel as though they are running their own experience. Consider if your website attains these key factors to increase the interest of your users, and create a new layer of memorability for your company’s digital presence.

    Related: How You Can Turn Your Website Into a Web Experience

    Attain a cohesive theme

    A huge factor that plays into an experience is if the experience itself feels cohesive and polished and has a theme or over-arching cohesive elements. According to an article by The Harvard Business Review, a purposefully curated theme drives the overall experience toward something integrated. As the article states, “An effective theme is concise and compelling. It is not a corporate mission statement or a marketing tagline. It needn’t be publicly articulated in writing. But the theme must drive all the design elements and staged events of the experience toward a unified storyline that wholly captivates the customer.”

    Regarding web experiences, you want to ensure that your website or digital product is cohesive with a seamless “theme” or a design language. Effective design captures the essence of immersion, evoking strong emotions and engagement. A unified visual and narrative presentation enhances memorability, reinforcing your brand’s story. Moreover, ensuring that your digital product aligns harmoniously with other branding materials and your social media presence amplifies this sense of cohesion, creating an even more impactful experience for your audience.

    Bridge an emotional connection

    Today’s users expect digital interactions tailored to their preferences, needs and behaviors. Personalization transcends merely addressing a user by their first name; it’s about curating content, design elements and user pathways that resonate on an individual level. Achieving this requires a combination of data analytics to understand user behaviors, AI-driven algorithms for dynamic content suggestions and user-centric design principles. As businesses invest in creating personalized web experiences, they not only foster deeper connections with their audience but also position themselves advantageously in a competitive digital marketplace.

    Not only does a personalized website feel much more catered to users’ needs quickly and effectively, but it also furthers the experience aspect because it feels personalized to the individual. The Harvard Business Review states, “…Experiences are inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level. Thus, no two people can have the same experience.” Experiences are personal because of how they make the user feel, and they attach emotions, connotations and associations, particularly when an experience feels made for their personal enjoyment.

    To make your website feel personalized to cater to human emotion, there are many small design approaches to consider. This includes dynamic content display by presenting content tailored to individual users or segments. For example, a shopping site might showcase products based on browsing history.

    Through adaptive design, cohesive themes and a genuine emotional connection, websites can truly become more than digital platforms — they can become experiences that shape perceptions and foster loyalty.

    Related: Use These Web Design Tricks to Grow Your Business Exponentially

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    Goran Paun

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  • Want More Customers? Use This Simple 5-Step Process to Create an Irresistible Pitch | Entrepreneur

    Want More Customers? Use This Simple 5-Step Process to Create an Irresistible Pitch | Entrepreneur

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    Q: I have a great idea for a service, but how do I know if people want it? – Shana, Tucson, AZ

    If you want to create an irresistible offer, you can’t start with your solution. You must start with other people’s problems — and those problems must be big enough that they’ll pay to solve them.

    How do you know what they’ll pay for? Ask them!

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    Terry Rice

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  • How a Strong Personal Brand Can Justify Charging a Premium | Entrepreneur

    How a Strong Personal Brand Can Justify Charging a Premium | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You can charge a premium for products or services if you have a strong personal brand. Individuals build their personal brand by utilizing their reputation, expertise and influence to create a perceived value for their products or services.

    Having a personal brand will position you as an authority in your field, which may cause people to perceive your products or services as having a higher quality or greater value, potentially leading them to be willing to pay more for them.

    Whether you’re an entrepreneur, a creative professional or an executive, building a personal brand will help you stand out, establish credibility and attract new opportunities. But what does personal branding have to do with public relations? In this article, we’ll explore how your personal brand relates to PR and why it’s essential to integrate the two.

    Related: 8 Reasons a Powerful Personal Brand Will Make You Successful

    Defining your personal brand

    Your brand is the unique combination of your skills, experience, personality, values and reputation that sets you apart from others. It’s how people perceive you and what you stand for, personally and professionally.

    By crafting a compelling personal brand story, you can create an emotional connection with your audience, establish trust and credibility, and differentiate yourself in a crowded market. A well-told brand story can help to build brand loyalty and affinity, ultimately driving business success.

    A strong personal brand is built on consistency, authenticity and a clear message that resonates with your target audience.

    How personal branding gives you notoriety

    Creating notoriety can result from viral fame or social media stardom or by strategically leveraging your personal brand. At its core, notoriety is all about expanding your network and leveraging your reputation with various stakeholders, such as customers, employees, investors and the media. Your brand plays a significant role in shaping how these stakeholders perceive you and your organization, impacting the success of your public relations efforts if you don’t have an excellent personal brand.

    Here are a few ways your personal brand can impact your brand awareness:

    Establish your credibility as an expert

    A strong personal brand can help establish your credibility as an expert in your industry. This can make it easier to secure media coverage, speaking engagements and other opportunities that can enhance your reputation and promote your organization.

    Building credibility is essential for establishing trust and confidence in your abilities, expertise and character. To build credibility, consistently demonstrate expertise in your field, provide value to your clients or customers, be transparent and authentic in your communication and actions, and cultivate strong relationships with others in your industry or community.

    Seeking feedback and continually improving your work can also establish a reputation for excellence and dedication to your craft. Remember that building credibility takes time and effort, but by consistently demonstrating your knowledge, reliability and integrity, you can establish a reputation that earns the trust and respect of others.

    Consistency is key when establishing yourself as an expert, and a strong personal brand can help ensure your messaging and actions align with your overall goals and values. This can help build trust and strengthen your relationships with key stakeholders.

    Differentiate yourself

    In today’s crowded market, standing out from the competition is essential. Your personal brand can help differentiate you and your organization by highlighting your unique strengths and values.

    To differentiate yourself in a crowded market, it’s pertinent to identify your unique selling proposition (USP) or what sets you apart from others in your field. You can achieve this by pinpointing your core competencies, skills and experiences that make you stand out. You should focus on building expertise in a specific niche or area and showcasing your personality and values to create a unique brand. Equally important, it’s crucial to constantly innovate, learn and stay up-to-date with industry trends and best practices. By consistently developing your skills and staying true to your brand, you can create a unique and valuable offering that distinguishes you from others in your field.

    Your personal brand can also impact your online presence, which is increasingly important in PR. By developing a robust online persona, you can better manage your reputation and build relationships with key stakeholders.

    Related: Build Trust and Credibility With This Simple Strategy

    How to leverage your personal brand to enhance your PR and marketing efforts

    Now that we understand the importance of personal branding, let’s look at how you can leverage your brand to enhance your PR and marketing efforts. Here are a few tips:

    1. Develop a clear message: Start by developing a clear and consistent message that reflects your personal brand and aligns with your organization’s goals. Tailor your message to your target audience, and communicate it across all channels, including your website, social media, and PR and marketing campaigns.

    2. Leverage social media: Social media is a powerful tool for building your personal brand and establishing relationships with journalists and other influencers. Use platforms like LinkedIn, Twitter and Instagram to share your expertise, connect with others and engage in industry conversations.

    3. Be authentic: Authenticity is key to building a solid personal brand and establishing stakeholder trust. Be true to yourself and your values, and avoid overstating your accomplishments or expertise.

    4. Monitor your reputation: Keep an eye on your online reputation, and address any negative comments or feedback promptly and professionally. Responding promptly and appropriately can help mitigate any damage and demonstrate your commitment to building strong relationships.

    5. Seek opportunities: Finally, seek opportunities to build your brand through speaking engagements, media interviews and other PR activities. These opportunities can help enhance your reputation and establish you as a thought leader in your industry.

    In conclusion, personal branding and your public perception are closely related and can significantly impact your success in any industry. By developing a strong personal brand, you can establish credibility, build relationships and differentiate yourself from the competition. Integrating personal branding and PR can ensure your messaging is consistent and aligned with your organization’s goals and can help you better manage your online reputation.

    Related: How to Create a Strong Personal Brand by Leveraging the Power of PR and Social Media

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    Danielle Sabrina

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  • A Step-by-Step Guide to Local Keyword Research | Entrepreneur

    A Step-by-Step Guide to Local Keyword Research | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Keyword research is a major step in any well-planned SEO strategy. This is due to the significance of keywords in things like content optimization and improving ranks on search engine results pages. Usually, keyword research is conducted as the first step to lay the foundation of the whole SEO strategy.

    Additionally, they are conducted globally, as the main aim of any website is to appear on results pages for people from all around the world and achieve global success. Little did they know that they needed to start locally to succeed globally. But how, you may ask? Easy — local keyword research!

    Related: Local SEO Has a Surprising Impact on Your Business. Here’s How to Use It

    What is local keyword research?

    You know how sometimes when you type something into a search engine and then your location, it returns websites that are exactly what you are looking for? Well, I used to think this was magic back in the day. It turns out it is not; it is just a very good local keyword research process. Local keyword research is the process of finding and identifying keywords used by users in your local area.

    What should you look for in a keyword?

    Before using any keyword, there are some characteristics that you need to carefully look for. These characteristics are volume, relevance and difficulty. So, let us look into each one.

    Volume:

    The first thing is the volume. The volume of a keyword is the number of searches that have been conducted in search engines for these specific keywords. This volume will be global, with many tools breaking down the global volume to the top countries using it. This is rather beneficial, as it can show you whether or not this keyword is used heavily in your country.

    Relevancy:

    The second thing you need to keep an eye on is relevancy. This includes analyzing search intent and seeing which keywords match your content or query. This will help you target keywords that relate to your industry and niche and avoid wasting your efforts on irrelevant keywords.

    Difficulty:

    Difficulty is a major element that you need to keep a good eye on. Keyword difficulty is the extent to which a keyword would be hard to rank on result pages using it. Difficulty usually happens due to a large number of websites using this keyword or the authority of the websites using it, making it hard for others to do the same. Difficulty ranges from 1 to 100, so it is better to choose keywords with low keyword difficulty so it is easier to rank quickly and effectively.

    Related: 5 Common Research Mistakes and How to Avoid Them

    Benefits of conducting local keyword research

    Competitive advantage:

    With the mistaken belief that local keywords are less competitive than global ones, many businesses ignore local SEO. You can gain an edge over rivals who aren’t investing as much time and energy into local SEO by conducting local keyword research and optimizing your website for targeted local keywords.

    Enhanced user experience:

    Including helpful details like your store’s address, hours of operation, phone number and contact information is a crucial part of local SEO. Streamlining the process by which users can locate certain pieces of content improves the overall quality of the site’s usefulness.

    Higher conversion rates:

    Doing some localized keyword research might help you focus on search terms that have a significant commercial purpose. People who are actively looking for a product or service in their area are more likely to buy it, increasing your conversion rate and improving your return on investment.

    Build local authority:

    Building local credibility for your business can be accomplished through the consistent use of local keywords in content and the optimization of a website for local search results. When search engines see that your content is relevant to a specific geographic region, they may give you a higher page rank and earn the trust of those users.

    A step-by-step guide to conducting local keyword research

    1. List your services and products and the potential keywords

    The first step is listing the products and services that your business offers. For instance, if you own a barber shop, you will list down some things like hair coloring, hair straightening, haircuts and so on. You would need to think about all the possible outcomes. Based on all of these, you would be able to list potential keywords that customers might use as well. For instance, if you are based in Colorado, there is a chance that potential customers will search for “affordable haircuts in Colorado.” Try to be as creative as possible and think of all the variations that customers could think of.

    2. Find your target keywords using a keyword research tool

    After coming up with all the potential keywords that customers might use, it is time to validate them. In this step, you will use the powerful capabilities of any local keyword research tool to find which keywords match the ones on your list so that you can start using them.

    3. Time for a competitor analysis

    Think you are done with the local keyword research tool? Well, think again. One of the most important steps of keyword research in general, not only locally, is getting a glimpse of your competitors and seeing what they are doing and what keywords they are using. This will help you get a better understanding of the keywords used in this industry or market and find a way to be ahead of the competition.

    Related: 14 Easy Ways to Rank Your Website Higher on Google

    Best local keyword research tools

    There are many local keyword research tools that you can find on the market. Therefore, let us suggest a few that you might like.

    The first one is Ahrefs. Ahrefs is considered one of the first SEO tools on the market, which gives it an authoritative position among all tools. The local keyword research tool on Ahrefs is one of the best among thousands of tools. It allows you to analyze each keyword both globally and locally to get a complete picture of it.

    In addition to being completely free, Google Keyword Planner is also a very trusted local keyword research tool that you can use. Google Keyword Planner will provide you with accurate insights about any keyword. Additionally, it has a filtering option where you can filter keywords by location to find trending keywords in your local area. I mean, it’s Google; what’d you expect?

    In summary, local keyword research is crucial for optimizing SEO. By focusing on local keywords, businesses can achieve improved visibility and relevancy in their area. The benefits of this localized approach include a competitive edge, increased map visibility, better user experience, higher conversion rates and local authority building.

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    Omar El Bahr

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  • Free Webinar | October 24: Grow Your Local Business With These Low-Cost Marketing Tricks | Entrepreneur

    Free Webinar | October 24: Grow Your Local Business With These Low-Cost Marketing Tricks | Entrepreneur

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    Small businesses often have small marketing budgets — but that shouldn’t hold back your marketing efforts!! Join us for an exclusive webinar led by Yelp’s small business expert, Emily Washcovick.

    In this session, you’ll learn how to reach your audience on a shoestring — by harnessing the power of local culture, trends, and events.

    During this webinar, Emily will share:

    • The art of localized marketing and how to tap into culture, trends, and local events for maximum impact.

    • Strategies to leverage even the smallest local events, to connect with your audience and boost your business.

    • How to seize opportunities during nationwide events that also have a local component, effectively crowd-sourcing customers for your business.

    • Real-world examples of successful localized marketing.

    • Insights from Yelp’s recent coverage of the impact of the “Beyonce bump,” and how local businesses can thrive off of large events.

    Don’t miss this chance to learn from Yelp and gain the knowledge and strategies you need to master localized marketing. Whether you’re a small business owner, marketer, or entrepreneur, this webinar will equip you with the tools to connect with your community, boost engagement, and drive revenue. Join us on October 24th at 3:00 PM ET and elevate your business’s local marketing game to the next level!

    Register now to secure your spot!

    About the Speaker:

    As Yelp’s Small Business Expert, Emily Washcovick is meticulously focused on helping local business owners succeed and grow. Her expertise lies in customer engagement, reputation management, and all things digital marketing. Through speaking engagements and thought leadership, Emily shares industry insights that entrepreneurs in any business category can leverage for the growth and well-being of their businesses. She is also the host of Behind the Review, a podcast from Yelp and Entrepreneur Media, where each episode features conversations with a business owner and a reviewer about the story and lessons behind their interactions.

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    Entrepreneur Staff

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  • How to Improve Your Brand’s Storytelling by Shifting Your POV | Entrepreneur

    How to Improve Your Brand’s Storytelling by Shifting Your POV | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As I emphasized in a previous Entrepreneur article, a big mistake in brand storytelling is assuming that you’re telling a story about your company. It’s really two stories: One about your brand and one about your customer. But you need to lead with your customer’s story.

    How? Shift your point of view by learning to see their story.

    Related: Telling Your Brand Story Is Crucial. 4 Steps To Ensure That It Resonates.

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    Keith A. Quesenberry

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  • 9 Tips for Navigating the Upcoming 2024 Marketing Landscape | Entrepreneur

    9 Tips for Navigating the Upcoming 2024 Marketing Landscape | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    2024 is right around the corner, and the world’s marketing landscape has changed a lot in this year alone! So, what’s changed in this time? As the internet grows, there are more people selling services and products than ever before. It’s saturated out there. To make an impact, you need to take the status quo and put your own unique twist on it. Think big.

    Marketing isn’t just about selling your product, service or idea. It IS your product, service or idea. This is where the game-changer is at. You create your brand through your marketing, not by your marketing. Marketing is where you get to tell your brand’s story to the world. Think about it: If you had the chance to tell the world about your brand (and could do it in any way you choose), how would you do it? Let me go through some tips that might inspire your answer by the end of this article.

    Related: You’re Not Just Selling a Product or Service — You’re Selling Your Brand Story. Here Are 3 Steps To Ensure It Sells.

    1. The “Think Big” mindset — go big or go home

    First things first. We’re not here to play it safe; we’re here to disrupt. You’ve got a product or service that’s the bee’s knees? Awesome. Now let’s make sure the world knows it, not with a whisper but with a roar. The “Think Big” mindset is all about doing things differently. Go big or go home!

    So, you’ve got the next “it” product or service? Don’t whisper it to the world — shout it! Example: You’ve got a new energy drink? Don’t just send out free samples; sponsor a major sports event. Light that baby up with fireworks, and get influencers to live-stream it. Make it a “can’t-miss” spectacle. Most importantly: Believe in yourself and your brand.

    2. Understand the audience, but don’t be limited by them

    Everyone’s telling you to know your audience. For sure, do that. But don’t let that box you in. Your audience today isn’t necessarily your audience tomorrow. Stay flexible. Adapt. Pivot if you have to. Just because you sold snowboards last season doesn’t mean you can’t sell beach gear this summer.

    Sure, you’ve got to know your audience. But don’t let that put you in a box. Sold snowboards last winter? Pivot to skateboards this summer. Be the brand that says, “Hey, we get you, no matter the season.”

    3. The power of storytelling

    People don’t buy what you do; they buy WHY you do it. If you can tell a story that connects, you’re gold. Your campaign needs a narrative, a hook, something more than just “Buy Now” slapped on a billboard. This is your brand’s blockbuster movie, and you’re the director. Action!

    Your campaign needs a story so compelling it could win an Oscar. If you’re selling organic food, don’t just say it’s healthy — tell a story of how your company is saving local farms and promoting sustainable living. That’s your Oscar-winning narrative right there.

    4. Video content: The king of the jungle

    If content is king, video content is the king of the jungle. By 2024, if you’re not into video, you’re basically communicating via smoke signals. You’ve got to get on platforms like YouTube, TikTok or whatever the next big thing is. Short-form, long-form, behind-the-scenes, vlogs — mix it up and keep it fresh.

    If you aren’t leveraging video content by now, get onto it! For instance, if you’re a fashion brand, YouTube tutorials showing how to rock your collection in multiple ways are a hit. TikTok challenges? Even better. Be the Spielberg of your brand’s story through different video formats.

    Related: 10 Pointers To Keep In Mind When Using Video To Grow Your Business

    5. Harness the power of social proof

    Look, in a world where everyone’s shouting, sometimes it’s best to let others do the talking for you. Testimonials, user-generated content, influencer collaborations — this is the stuff that social proof is made of. Leverage it. Your audience trusts their peers more than they trust your brand commercials.

    Social proof is like the cool kid in school vouching for you. So, get influencers to showcase your product, but also spotlight reviews and testimonials from everyday users. Have a tech gadget? Get it in the hands of industry experts for an unboxing video that their followers will devour.

    6. Data-driven decisions

    You can’t manage what you can’t measure. That’s why you need a dashboard that gives you real-time insights. I’m talking Google Analytics, SEO tracking, social media metrics — everything that tells you who’s engaging and how. But remember, data isn’t the be-all and end-all. It’s a tool, not a strategy.

    Install dashboards that monitor everything from website traffic to how long someone stared at a product on your mobile app. Let’s say, for instance, your camping gear is getting tons of clicks but no buys — maybe you need a flash sale to tip those browsers into buyers.

    7. Omni-channel or bust

    Your audience is everywhere, so you need to be too. Omni-channel marketing is the name of the game. You’ve got to be where they are, whether that’s on social media, their email inboxes, Google search or even old-school print and billboards.

    The consumer of today lives on Instagram, shops on Amazon, and judges purchasing decisions based on Google’s reviews. You need to be everywhere. Your campaign should span from social media ads to email marketing to even classic radio spots if that’s where your audience hangs.

    8. Disruptive innovation

    Remember the “Think Big” mindset? Well, here it comes into play again. If your campaign looks like everyone else’s, you’ve already lost. Do something bold. Do something innovative. Do something so jaw-dropping that people can’t help but stop and pay attention.

    Remember: Disrupt or be disrupted! Be the first to use emerging platforms or technologies in your field. Augmented reality try-ons for your fashion brand, anyone? You want people screenshotting your campaign and saying, “Look at what THESE guys did!”

    Related: 3 Ways to Stand Out from Competitors

    9. Relationships over transactions

    Last but not least, remember that at the core of every successful campaign is a relationship. Your audience isn’t just a sales number; they’re people who will become brand advocates if you treat them right. Provide value, communicate authentically, and aim to build a community around your brand.

    Instead of just selling, why not form a tribe? Create content that adds value. Got a fitness brand? Run a monthly “Fitness Challenge” where your community participates, bonds, and yes, uses your products. It’s about creating a lasting relationship, not just a one-off with your customer’s wallet.

    You’ve made it to the end, and hopefully, you’ve absorbed these key principles like a sponge. Remember that question I asked at the start? I’m sure by now you’re charged up, ready to shout your brand from a megaphone! Now, it’s not just about having this information; it’s about applying it diligently.

    So, what’s next? Action. You need to take these tips and implement them. This is more than just a campaign; it’s a way to build long-lasting relationships that can transform your brand. Remember: Think big. Take 2024 by storm. You’ve got this!

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    Mikey Lucas

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  • How to Cultivate Emotional and Authentic Distinction for Your Brand | Entrepreneur

    How to Cultivate Emotional and Authentic Distinction for Your Brand | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In this hyper-connected world, we’re struggling to capture the attention of those we hope will buy from us and eventually become loyal customers. The deluge of social media platforms and AI tools has created an overwhelming tidal wave, drowning us in a sea of tweets, likes and algorithms.

    As we’re all trying to figure out how to gain traction, it becomes increasingly more difficult to navigate and find the right formula. With that said, and pardon the metaphor, my question to you is this – What’s the lighthouse that can guide your brand through this chaotic digital fog?

    You might think it’s the latest tech gimmick or a viral campaign, but you’d be missing the mark. The true beacon of distinction in this noisy world is far more enduring — a brand distinction achieved through emotional branding and exceptional customer service.

    Related: If You’re Not Approaching Your Brand This Way, You’re Losing Customers

    What is brand distinction?

    Brand distinction is not just a fancy logo, a catchy jingle or a viral hashtag; it is the unique identity that sets you apart in a crowded marketplace. It’s that intangible quality that makes customers say, “I want what they’re offering, and nobody else will do.”

    Think of it as your brand’s fingerprint — no one else has it. And the fact is, brand distinction can’t be bought; it’s earned. It’s the sum total of every interaction, every smile, every problem solved and every promise kept. It’s what turns heads, wins hearts, and, most importantly, keeps people coming back for more.

    The emotional quotient

    In every keynote and training session I deliver, I hammer home a single crucial point: None of the strategies or tactics you’ve learned will matter unless you forge an emotional connection in your messaging and interactions with customers. This is the essence of emotional branding.

    Drawing from two decades at the helm of a national advertising agency, I’ve seen firsthand that mere awareness isn’t enough to build a lasting brand. We crafted campaigns that emotionally resonated with target audiences, but too many clients stopped there. They poured money into ads that drove customers into a lackluster service experience. They mistook advertising as the be-all and end-all, overlooking the cornerstone of true brand distinction — the customer experience.

    Here’s the real deal: if your advertising hits the emotional sweet spot and is backed by an equally impactful customer experience, you will connect on such a personal and emotional level that you’ll elicit a visceral reaction whenever someone hears or sees your brand. This emotional connection isn’t just one facet of your brand — it is your brand.

    Related: How to Build a Brand Story That Buyers Emotionally Connect With

    The Nike phenomenon: A case study in emotional branding and product excellence

    Let’s pivot to Nike — a brand more than a global athletic powerhouse. When you lace up those Nike shoes, you’re not simply prepping for a workout; you’re embracing a lifestyle and joining a community that believes in the transformative power of sports. Nike’s mantra, “Just Do It,” isn’t just a tagline — it’s a rallying cry that speaks to our deepest aspirations and desires.

    Nike has mastered the art of emotional branding. They don’t just sell you athletic gear; they sell you a dream, a better version of yourself. It’s this emotional resonance that turns casual buyers into loyal fans.

    But let’s be clear: emotional impact isn’t enough. What really sets Nike apart is their commitment to product excellence. All the aspirational messaging worldwide wouldn’t matter if their products didn’t deliver. Nike’s real genius lies in its ability to perfectly align its emotionally charged branding with products that meet expectations.

    Do you think emotional branding only happens with brick-and-mortar? Think Zappos

    If you think extraordinary customer service is confined to brick-and-mortar shops, think again. Meet Zappos — an online retailer that’s rewritten the rulebook on how to win hearts in the digital space. Sure, they sell shoes and clothes, but what they’re really in the business of is making people happy.

    Ever heard of their 365-day return policy? Or what about their legendary customer service calls that can last for hours, not because there’s a problem to fix but because their reps are empowered to connect with customers genuinely? It’s not uncommon for Zappos to send flowers to a customer who mentioned they were having a bad day or even assist in searching for a product they don’t carry.

    This over-the-top commitment to customer happiness has turned Zappos into more than a retail brand. It’s become a symbol of what’s possible when a company makes customer service its prime directive. The result? A brand distinction that competitors can admire but find incredibly hard to replicate.

    Why most businesses miss the mark

    We all get dazzled by the latest tech trends. Who wouldn’t? But while we’re busy chasing the newest shiny object, we’re missing out on the golden ticket that’s right under our noses – brand distinction through uncommon and emotional customer experiences!

    This isn’t just a department in your company; it’s the soul of your brand. Remember, people don’t just buy products or services; they buy experiences and emotions. Whether it’s the comfort of belonging, the excitement from the unexpected service, or the peace of mind from a problem solved, what you’re really selling is a feeling. This emotional connection isn’t a ‘nice-to-have’; it’s a ‘must-have.’ It’s what turns casual buyers into brand evangelists who stick around and become the best advertisers you never had to pay for. Simply put, emotional branding is the linchpin that holds the whole concept of brand distinction together. Without it, you’re just another name in the crowd.

    Crafting authenticity and building trust

    You can have all the AI chatbots and social media influencers in the world, but nothing compares to a genuine smile, a caring attitude or a prompt, thoughtful response. The human touch turns a one-time buyer into a life-long customer and a raving evangelist for your brand. So, don’t underestimate the power of creating an emotional connection.

    Customers can smell insincerity a mile away. Authenticity isn’t just a buzzword — it’s your currency. Empathy, genuine care and a robust sense of community support your brand. That’s how you turn a casual encounter into a meaningful relationship. Trust is earned, not given, and it starts with each customer interaction.

    Let’s not kid ourselves — the digital age is a double-edged sword. But one thing remains unchanged: your brand’s most potent weapon is how you make people feel. Harness the unparalleled power of brand distinction, and you’ll stand out and stand alone and stand the test of time.

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    Scott Deming

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  • How Do You Know If You Should Rebrand? Here’s Some Advice | Entrepreneur

    How Do You Know If You Should Rebrand? Here’s Some Advice | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Should you rebrand? On average, 74% of the S&P companies rebrand within the first seven years. Rebranding is a significant endeavor that can evoke a mix of emotions for companies. It involves many variables and can be both exciting and scary. There are a lot of questions my clients have on whether or not they even need to rebrand.

    At my company, Strategic Advisor Board (SAB), we help clients through opportunity analysis and strategic planning. Sometimes in the strategic plan, we advise the clients to rebrand. If our clients are the ones who bring up wanting to rebrand, we always ask them a few key questions first:

    1. Why do you want to rebrand now?
    2. Have your clients changed?
    3. Is your brand out of date?
    4. Is your growth potential being impacted?
    5. Is your brand no longer in line with your current clients’ needs and wants?
    6. Have you outgrown your brand?
    7. Is it difficult for your clients to tell your brand apart from your competitors?
    8. Has your services or business model changed?

    The first question holds significant importance. At times, businesses consider rebranding simply because it’s been a while since they did any changes to their image. But the why behind the rebrand is what gives way to your brand strategy.

    Related: Is Rebranding the Right Move for Your Company? Here’s How I Knew It Was Time

    When rebranding, what key areas do you need to focus on?

    Brand audits are crucial for aligning your brand identity with your new brand strategy. There are three types of rebranding: brand refresh, partial branding and full branding. A brand refresh will only change a few minor elements, usually within the visual side of things.

    This could include changing a few elements in a logo and or slightly modifying the brand color palette to keep it modern. A partial rebrand would include changing some elements but not others. A full rebrand would change all elements of the brand as if you were a brand-new company. Whichever route you decide to go down, keep in mind that a brand strategy has to do with your company’s positioning in the marketplace and there needs to be a goal in mind of why the strategy is being done in the first place. These are elements of your brand you could change to suit your strategy:

    Business name

    Rebranding can include changing your business name. Start with your brand name. Does your name still connect with your audience? If you’re trying to reach a new audience, does it connect with them? A good name is unique and uses clear, easy-to-remember words. Stay away from trendy words or slang since words can change meaning over time.

    Mission and vision statements

    Do they still align with your company’s focus? Remember, a good mission statement should include a company’s ethics, values, culture and goals and it should affect how your employees and stakeholders operate. It should be clear and concise and easy to understand the first time it’s read and keep it around 1-3 sentences long. Make sure you re-evaluate your values and see if they fit with your new image. A good vision statement should include looking into the future and explaining where the company is going. Also, it should be 1-2 sentences max.

    Related: How to Rebrand Without Losing Your Search Engine Rankings

    Logo design

    I’ve included typography and brand colors in this section as they’re all a part of the visual components of your brand. Brand colors can increase brand recognition by 80%. When most small business owners start creating their brands they’re not thinking about the psychology of colors and how they play on human emotions.

    There’s a whole world behind brand the psychology of color theory and if you look at certain industries you’ll notice there are some common themes in colors. For example, in the restaurant industry, red is used in order to create an appetite. So don’t underestimate the power of brand colors in your logos! A good logo will be simple, look good on all scales, whether it’s on a business card, website or billboard, and it will evoke a sense of feeling of what the brand’s personality is like. If you’ve noticed, in most of the mentioned categories of rebranding, a common theme is simplicity. It’s no wonder that 95% of the top 100 brands in the world only use one to two colors in their logos.

    Brand voice

    Your brand voice is the personality that comes out in all of your marketing and it must be consistent in all communication you have with your clients. From your online presence to the way your employees conduct themselves within their customer service roles.

    It’s important to stay consistent. I would argue this is one of the most important parts of your brand because it’s how you directly connect to your clients. So when you’re rebranding think about if your current voice reaches a demographic you want to continue reaching, or if you want to branch out to another demographic, will they resonate with your brand personality? Maybe your current demographic has connected well to your informal voice but in order to expand to another demographic you would be better off adding a bit of humor to the mix.

    Related: Does Your Company Need A Rebrand? Here’s Why, When and How You Should Do It.

    Tagline

    Taglines aren’t necessary for your brand but they do help in creating first impressions of what your business is all about. A good tagline is short, relevant and creative and it helps with your company’s brand identity and recognition in turn setting you apart from your competitors.

    There are a lot of great reasons to rebrand, just keep in mind that your rebrand should help drive brand loyalty and engagement, create excitement, increase revenue and have a clear purpose and strategy behind it. By updating either some or all of your branding through your business name, mission and vision statements, logo, voice and tagline, you’ll be able to reach new markets, stay modern and stand out from competitors.

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    Jason Miller

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  • Why Unaddressed Grief is Hurting Your Company’s Bottom Line | Entrepreneur

    Why Unaddressed Grief is Hurting Your Company’s Bottom Line | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    It’s no mystery that continued major waves of layoffs in the tech industry are causing suffering for those who are being laid off. But a major elephant in the room is overlooked among remaining employees: grief. Ignoring the grief that the remaining workers are experiencing threatens to impact the remaining workers’ well-being and companies’ bottom lines negatively.

    More than 234,000 tech workers have been laid off this year. Major companies like Amazon, Spotify and Meta have cut tens of thousands of workers’ jobs this year, including Google’s recent round of layoffs this September. Obvious to most business analysts is that these large-scale layoffs create instability and inefficiencies within teams. What is less obvious, however, is that many remaining employees are dealing with grief around the loss of coworkers, work rhythms and stability amidst continued layoffs.

    Research demonstrates and experts have long warned that layoffs cause detrimental effects on both individual employee performance and corporate performance. Additionally, major layoffs can cause issues for companies in future employability because future candidates remember how companies handled economic uncertainty through massive layoffs.

    What is notably missing from the conversation around the current tech layoffs, however, is that many major companies are now facing a grief problem amidst their remaining workers. Failing to address this issue may make workers suffer and cost companies a lot of money through the loss of worker productivity, efficiency, and satisfaction.

    Related: What the Future Looks Like for Fresh Graduates in the Tech Industry

    The remaining employees at these companies are currently experiencing two major types of grief. The first is the actual grief of losing colleagues, work friends, team structure and dynamics, and often work schedule and range of responsibilities. Unfortunately, most companies and managers fail to acknowledge the psychological stress and grief their remaining employees might be experiencing after losing valuable team members.

    The second form of grief is anticipatory grief, which refers to grief around the potential of losing someone or something. Most remaining employees remain under constant stress of worrying about losing their jobs, another member of their team, and stability within their role.

    Because most of these layoffs are happening remotely, there is often an added layer of loneliness and isolation experienced by remaining employees. Remaining employees often lose meaningful social connections by being suddenly unable to reach their coworkers, many of whom they only had means of connecting via workplace channels. All this is happening against the backdrop of a loneliness epidemic in the U.S., as declared by the U.S. Surgeon General.

    Related: How to Combat the Growing Epidemic of Loneliness in the Workplace

    Following layoffs, remaining workers suffer. Prior research indicates that after a layoff, 74% of remaining employees report a decline in their productivity, 69% report the quality of their company’s product or service declines, 87% report being less likely to recommend their organization as a good organization to work for and 77% report making more errors and mistakes.

    Moreover, the most commonly reported feelings after a layoff are anger, anxiety and guilt. These are all common symptoms of grief. The post-layoff period is a fragile time within a company, one in which employers should provide adequate support and communication with their remaining workforce.

    Whether employees are experiencing grief, anticipatory grief or both, the best way for companies to support their workforce is to address the grief head-on through open, candid conversations. Grief research shows that avoiding conversations around loss only delays the healing process and worsens things.

    The translation for companies is that their employees will remain bitter, stressed and potentially angry about the situation if they do not feel seen or heard or their feelings remain unacknowledged. This, in turn, can reduce worker productivity and prevent new teams from forming positive and supportive team environments. Team dynamics are one of the biggest and best predictors of workplace efficiency, so ignoring this problem will be costly in the end, both in terms of well-being and productivity.

    Companies hold a lot of power to course correct during this unstable time. Prior research indicates that following layoffs, workers who feel their managers are visible, approachable and open are 70% less likely to report drops in productivity and 65% less likely to report a decline in their organization’s quality of work or service.

    Managers must communicate with team members through one-on-one conversations, allowing their direct reports to process their feelings. This open, candid and empathic communication can create space for a new and positive team dynamic to emerge.

    The best places for companies and managers to start are with key communication tactics that work in supporting those who are grieving and promoting resilience and growth:

    1. Acknowledge how remaining employees might be feeling
    2. Normalize experiencing feelings of guilt, anger, sadness, uncertainty, denial or regret following a major layoff
    3. Be candid about reasons for downsizing and layoffs
    4. Focus on the future and how employees can move forward with the company’s new vision
    5. Connect employees with their new teams in meaningful ways to create social cohesion

    Throughout the entire trajectory of layoffs, from announcing that they are coming to laying off individuals, companies should be mindful to keep their communications candid, consistent and transparent. Resources should be devoted to training managers and team leads in empathic communication. Designated spaces and meetings should be created for discussing the topic of layoffs. Employees should be given ample opportunities to ask questions.

    Avoidance is the enemy of good communication, whereas transparent, empathic, and person-centered communication can go a long way in creating trust, stability, and vision in an organization’s very unstable time of grief. This will, in turn, improve the company’s bottom line as well.

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    Megan Shen

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  • How to Using Influencers, AI and Social Media to Drive Growth | Entrepreneur

    How to Using Influencers, AI and Social Media to Drive Growth | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    ‘Prime Energy Drink’ — it’s everywhere! Their striking cans are impossible to miss in supermarkets and convenience stores. What fueled their surge? The secret ingredient is the influencer duo Logan Paul and KSI.

    Despite looming concern (its caffeine has triggered calls for the FDA to investigate), Prime Energy has quickly created a space for itself in a crowded and competitive market. This curious case begs the question: If influencers can spearhead a product’s success, how does this revelation apply to your brand? How can you get the most bang for your buck when leveraging social media? My teammate, Ronan O’Callaghan, and I did the research, so you don’t have to.

    This article explores this subject by examining a series of case studies about influencers, the power of blending the digital and physical worlds and AI. By the end, you’ll have a strong understanding of how to leverage these powerful tools for all they are worth.

    Part 1: Using influencers the right way

    Influencers possess immense power to shape consumer perceptions. The previously mentioned meteoric rise of Prime Energy is only one example. Mr. Beast, the world’s most popular YouTube personality, has transformed his name into several successful consumer brands, including a chain for ghost kitchens, chocolates and athletic clothing.

    It might seem like influencers have a Midas touch: an uncanny ability to turn ventures into success stories. However, these successes only materialized after years of painstaking brand cultivation. That means your next big marketing success won’t just come from getting your product into an influencer’s hands and hoping some of their magic will rub off on you. You need to select influencers whose brand values resonate with yours and engage innovatively.

    Häagen-Dazs offers an instructive case study. Häagen-Dazs wanted to remind New Yorkers that ice cream is integral to summer. They partnered with millennial influencers living in New York to promote their product throughout the city. The campaign generated 14.3 million impressions, 4 million more than their goal. If they had tried to reach that number of people through conventional means, it would have cost them 3x as much. The lesson: working with influencers whom your target customer can relate to can create a real connection. In a deeply digital and distressingly disconnected world, this is especially important to remember.

    You can reach a broader audience by working with a diverse range of influencers. When the HISTORY channel started a TikTok account in 2021, they wanted to reach beyond their typical audience. They contacted Paralympians, cooks and hurricane chasers on TikTok to promote their wide range of educational programs — the result: 21 million views and exposure to a new audience.

    To harness the true power of influencers, businesses should aim for a more profound alignment than a mere product endorsement. This collaboration should reflect shared values, a unified vision and genuine resonance with the target audience. This deep-rooted connection has the potential to foster not just temporary engagement but long-term brand loyalty.

    Related: 5 Ways to Stop Wasting Money on Influencer Marketing

    Part 2: Blending digital and physical worlds

    Many brands focus heavily on the digital realm when considering social media. However, the recipe for substantial success lies in orchestrating a symphony between digital engagements and physical realities. Especially for brands with brick-and-mortar stores, this harmony can engage the younger generation of consumers who seamlessly navigate between the online and offline worlds.

    McDonald’s ‘Grimace Shake’ campaign is an excellent example of this philosophy. This initiative didn’t just create a buzz; it crafted an engaging narrative that allowed consumers to participate actively. Consumers posted themselves getting the shake; some even made animated parodies, giving the shake to fictional characters from media franchises.

    The genius of the Grimace Shake is that it understood that engaging with social media is not simply a matter of advertising. People don’t want to stare at ads; they want to be a part of the action. This trend created a global cultural moment anyone could engage with: the gold standard of social media engagement.

    Another brand that has effectively harnessed this strategy is Duolingo, which leveraged its mascot for user engagement and kept a keen eye on evolving trends like TikTok’s rise. By focusing on this larger trend and creating content that matches young consumers’ irreverent and self-deprecating sense of humor, Duolingo earned 6.3 million TikTok followers, making it one of the most followed accounts on the website. Duolingo has been so successful that they are now starting to forgo TV advertisements.

    McDonald’s and Duolingo also share a marketing strength: their recognizable mascots. Their simple and iconic designs make it easy for young people to create memes featuring them. Again, hooks like these allow customers to engage. These monocolored, simple mascots can easily be inserted into images, making them ‘memeable,’ a valuable asset for engaging with GenZ consumers.

    However, this approach requires a shift from traditional advertising mindsets. It’s about embracing social media not merely as a billboard but as a platform for storytelling. The best stories aren’t just read or heard—they’re experienced. Brands need to create immersive experiences that allow consumers to be a part of the narrative, leading to stronger connections and loyalty.

    Related: How to Make Social Media Marketing Effective for Your Brand

    Part 3: Seeing through the noise with AI

    So, how can your brand forge such victories? The answer lies in understanding these insights and tailoring them to your unique brand proposition. Staying ahead of trends — both ephemeral fads and lasting shifts — is key to gaining a competitive edge.

    AI-powered sensing is an invaluable tool for identifying these trends and recognizing which ones will strike a chord with your consumers. For example, BeReal is a fast-growing social media platform with 20 million daily users. Yet, no companies have been able to capitalize on this space for marketing. Despite this, one of our AI sensing partners identified it as a growing space where companies could succeed by promoting their brands.

    To make the most of these trends, brands must be agile, constantly adapting their strategies based on these insights. It’s not enough to just know what’s “in” today. Businesses should be proactive, anticipating what’s coming next and positioning themselves at the forefront of these trends. This approach boosts brand visibility and positions the brand as an innovator in consumers’ eyes.

    The realm of social media presents an unparalleled opportunity to engage consumers in ways traditional advertising could never dream of. You can revolutionize your marketing strategy by creating brand-aligned partnerships with influencers, crafting narratives that interweave digital and physical experiences and harnessing AI’s trend-predicting powers. By channeling these strategies, you can become the next big sensation.

    The question is – are you ready?

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    Francesco Fazio

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  • AI vs. a Human Touch: Finding The Right Balance When It Comes to Branding | Entrepreneur

    AI vs. a Human Touch: Finding The Right Balance When It Comes to Branding | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In a world where digital interactions dominate, the symbiotic relationship between artificial intelligence (AI) and branding is transforming the landscape. While AI can’t replicate the genuine human touch, it’s emerging as a powerful tool to forge authentic connections with consumers.

    In the competitive business landscape, companies of all sizes are looking for opportunities to work smarter, faster and better than the competition. An increasing number of AI tools can assist with branding and reputation management, but the overwhelming number of options leaves many falling short.

    Related: How AI is Forcing Marketers to Reinvent the Industry

    The human connection beyond the algorithm

    The first and most important step is to understand AI as an assistive technology, not a replacement for human effort entirely. Secondly, it’s critical to be aware of the personalized, connected interactions that today’s consumers demand. Emotional connections create a resonance with potential customers, leaving them with confidence and trust in the brands they choose.

    In today’s world, branding is all about making that connection with your audience. By nature, it’s a process that requires empathy, understanding and creativity. You’re trying to figure out:

    • How to present your brand as an authority within your industry.

    • How to use branding to build trust and connection with your audience.

    • What “branding” even means to today’s audiences.

    • How you can bring this all together to succeed in branding your business properly.

    Understanding human interactions and behaviors can help you create more successful strategies in branding, marketing and beyond. When you add the power of AI, you can do even more.

    AI as a catalyst for personalization

    As we’ve learned from the use of various AI tools and machine learning models, vast amounts of data can be analyzed in a very short amount of time. For businesses looking to improve their personalization, this is a huge benefit. No longer do your employees have to spend hours sifting through and organizing customer data to deliver personalization. They can simply put the AI to work to gather insights on preferences and user expectations.

    This will allow you to deliver an enhanced customer experience that includes everything from tailored recommendations for products and services to customized messaging in your marketing campaigns. And you can do it all without having to cull the data yourself when you enlist the help of AI.

    In the past, the focus was mostly on market segmentation, or dividing audiences and defining customer personas based on certain demographics or other factors. Businesses were looking at this as a more targeted option than blanket marketing, and it became the norm. AI takes that one step further, refining the targeting process even more and allowing your brand to make connections with your customers on a deeper level.

    Related: 3 Timeless Elements of Storytelling That Will Grow Your Business

    The role of AI in storytelling and creating emotional connections

    There are several AI tools that you’re probably already using to help you tell the right story with your content. Keyword research, topic generation tools, analytics reports (that are AI-generated) — the list is longer than you might think.

    AI is a powerful element in storytelling because it can use the data provided to identify narratives that resonate with various audiences. Artificial intelligence and automated tools can help you optimize the delivery of your content, too, so that your stories find the right users at the right time.

    This also helps brands identify the emotional triggers that drive consumer behavior, which makes it easier to create an emotional connection in the brand experience. Emotional AI is even becoming more popular, as tools that can identify emotions through words or facial recognition are being developed by many big players in the industry.

    And those emotional connections are what will set your brand apart. Take, for example:

    • Brazil’s Yellow Line used AdMobilize emotional AI to measure face metrics and display ads based on people’s emotions.

    • MetLife implemented an emotional AI coaching tool to help agents better detect emotional states and provide real-time tips and assistance for agents. This increased their NPS score, Perfect Call scores, and issue resolution and decreased call handling time.

    These are just a couple of examples of how many brands are starting to use AI to create emotional experiences that today’s audiences enjoy.

    Enhancing brand consistency

    Of course, we can’t talk about AI and automation without discussing the benefit of consistency. With AI, you can maintain brand consistency across all platforms and touchpoints without having to even think about it. AI can help you align messaging, tone and design to come up with a cohesive brand identity that you can share with the world.

    AI can even help you identify areas where things aren’t consistent or instances of your brand that may need a second look. This helps you further ensure that you’re staying ahead of the competition and delivering the connected experience that people desire. AI can even go as far as to outline a strategy or process for you so that you can further refine it into manageable touchpoints and provide a consistent experience from start to finish.

    Related: What Is Artificial Intelligence (AI)? Here Are Its Benefits, Uses and More

    AI and human authenticity: A synergy

    AI cannot replace the authenticity of human creativity and conceptualization. However, it can enhance several areas of the human experience. In an era of AI-driven innovations, maintaining those authentic connections with your consumers remains a priority. While AI is a tool that can optimize data analysis, personalization, storytelling, and branding, the human element remains at the core of brand-consumer relationships.

    By embracing AI as an augmentation to your human efforts, your brand will be able to forge a path toward meaningful, personalized interactions that resonate in today’s digital world. AI is poised to become a powerful tool for branding and marketing, amplifying the capabilities of your human employees and delivering data-driven insights that will help you create more effective branding strategies moving forward.

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    Tatiana Dumitru

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  • How to Think Like an Investor When Preparing Your Pitch Deck | Entrepreneur

    How to Think Like an Investor When Preparing Your Pitch Deck | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Startups are no longer confined to their local markets for fundraising. In the last decade, global venture capital (VC) investment in the startup ecosystem surged from $347 billion in 2010 across 31,623 deals to $671 billion in 2021 across 38,644 deals.

    Startups are looking for more than just cold monetary transactions to fuel their growth and global exposure.

    Today, successful startup fundraising boils down to one single most important thing: the pitch deck. It’s still the golden ticket for startups to secure both local and global VC funding. However, there are strategic differences between these two.

    Related: Stop Giving Boring Presentations — Follow These 6 Presentations Hacks to Captivate Your Audience

    The differences between the investment strategies of local and global VC firms

    Local VC firms usually invest close to home, often within their own country. This is usually because they know their local market well, including its trends and regulatory nuances. Moreover, they often invest based on personal connections and grasp local culture and business habits well. This helps them pick and support startups that fit well in their region.

    Local VC firms typically invest in newer startups but in well-known markets. They’re also a bit more careful with their investments, building trust and checking everything before investing.

    As their name suggests, global VC firms invest all over the world. They’re open to investing in startups from different countries, giving them a wider view and spreading their risks. Usually, they have a mix of investments in different areas and industries. And they’re especially interested in new tech and business ideas that can change industries.

    They mostly invest in startups that have already shown some success and focus on newer markets. They’re willing to take more risks and generally quicker in making decisions. While they, too, check everything before investing, they are more likely to invest if they feel there is an excellent opportunity.

    So, it’s fair to say there are some basic differences in their investment perspectives. That’s why your pitch deck must be more than just a presentation for securing global VC funding and exposure.

    Let’s dig deeper into the stats.

    1. Techcrunch analyzed that VC investors are spending 24% less time evaluating pitch decks in 2022 than in 2021.
    2. According to Infobrandz’s recent research paper, global startup funding astonishingly crashed down from $42 billion in 2021 to $25 billion in 2022, 40.5% less than in 2021, as investors were looking for more risk-averse investment opportunities.
    3. A recent industry research report published by AstelVentures highlights that you have to capture investors’ attention in the first 30 seconds or first 2 to 3 slides of your pitch deck presentation else you risk losing them for the rest of the presentation.

    Factually, it’s getting tougher to win global investment, and your pitch deck can turn it around.

    Related: Here’s What’s Brewing in the Minds of Startup Investors

    Proven pitch deck trends

    Let’s now study the trends and understand the investors’ perspective here. After all, investors see hundreds, if not thousands, of pitch decks each year. So, finding what sets the successful ones apart is crucial so you can learn what investors look for and optimize your pitch deck accordingly.

    First, visual content plays an increasingly crucial role in a pitch deck. This is because it helps to simplify complex information, making it easier for investors to understand your business model, market opportunity, and growth strategy. A well-designed pitch deck can make a lasting impression, helping you stand out in a sea of startups. Investors also want to see that you’ve identified a significant problem and have a unique solution that is different and better than what’s currently available, as this directly affects your sales. Moreover, investors are looking for businesses that can scale over time. They want to see a large and growing market for your product or service to ensure long-term returns.

    Most importantly, they want to know how you will make money. This is a key question investors want answered to see a clear and viable business model that shows potential for high returns. But one key factor is as important as the numbers and aesthetics — a factor often missed in pitches. Yes, I’m talking about the human factor!

    Investors invest in people as much as they invest in their business ideas. They want to see a passionate, capable team with the skills and experience to execute the business plan. After all, it’s often the grit and determination of the team that makes all the difference when a business faces challenges in a volatile market.

    How to craft a pitch deck in 2023

    Now that we understand what investors are looking for, how do we craft a pitch deck that ticks all the boxes?

    Here are the essential elements of a Pitch Deck:

    1. Storytelling and design — A successful pitch deck tells a compelling story about your business idea and team. It uses visual content to engage the audience, create an emotional connection, and make the business idea come alive. The pitch deck’s design should be professional, clean, and on-brand.
    2. Data and validation — Investors want proof. Include data that validates your market opportunity, business model, and growth projections. This could be in the form of market research, customer testimonials, or key performance indicators that are presented aesthetically.
    3. Call to action — End your pitch deck with a catchy and convincing call to action. What do you want investors to do next? Whether scheduling a follow-up meeting or investing in your startup, make sure it’s clear and compelling.

    Understanding the investor’s perspective is key to crafting a successful pitch deck, as the future of global fundraising is likely to be even more interconnected and competitive. Further, startups that can adapt to the evolving funding landscape, leverage technology, and align to the multi-cultural nature of the business will be well-positioned to stand out in the international arena.

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    Vikas Agrawal

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  • 5 High-Profile Business Nightmares to Learn From | Entrepreneur

    5 High-Profile Business Nightmares to Learn From | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the world of search results and social media, just one misstep or unfortunate event can quickly escalate into a full-blown public relations (PR) crisis, posing a real threat to your company’s reputation and bottom line.

    That makes it essential to be prepared for potential PR problems and have a well-thought-out strategy to mitigate the fallout and protect brand integrity.

    Below, I look at several high-profile PR cases that captured global attention and provide crucial lessons on how business leaders and entrepreneurs can navigate PR challenges without letting things spin out of control.

    Related: 5 Key Things You Need Before Launching a PR Campaign

    1. Tylenol’s swift crisis management

    Over 40 years ago, Johnson & Johnson faced one of the most infamous PR crises in history, feeling the heat after seven people died from consuming cyanide-laced Tylenol capsules. The company’s response to this PR nightmare set the gold standard for crisis management.

    Rather than downplaying the issue, Johnson & Johnson acted swiftly, recalling 31 million bottles of Tylenol and working closely with law enforcement and the media. By putting public safety first, the company demonstrated transparency and authenticity, rebuilding trust and restoring its reputation in the process.

    Johnson & Johnson’s swift action and crisis response show the importance of prioritizing public safety, acting quickly, and communicating openly throughout a PR issue, particularly when mitigating reputation damage and regaining public trust.

    2. United Airlines mishandled passenger incident

    In 2017, United Airlines faced a PR disaster following the release of a video depicting a passenger being forcibly removed from an overbooked United flight. The viral incident quickly led to widespread public outrage and criticism of the airline’s handling of the situation. At first, United not only appeared to lack empathy but failed to address the situation appropriately, creating an even bigger problem for the leading airline and its carefully cultivated image.

    Blowback from United’s initial response to this crisis helps illustrate the importance of tact, empathy, and genuine concern in the crisis management process, especially at the outset of the problem. Whether your brand is in the right or not, taking responsibility, apologizing sincerely, and outlining preventive measures you’ll take to avoid future issues is paramount.

    Related: How to Turn a Crisis into an Opportunity by Managing Negative Publicity

    3. BP’s Deepwater Horizon oil spill

    BP’s response to the 2010 Deepwater Horizon drilling rig explosion and subsequent oil spill significantly damaged the global energy brand’s image, quickly spiraling into a major reputational crisis with years-long impact. BP’s initial response was generally regarded as slow and defensive, leading to public outrage and accusations of negligence. The company struggled to contain the environmental damage and faced significant legal and financial repercussions well after the incident.

    While the Deepwater Horizon disaster was unique in scale and scope, it helps show the need to proactively address crises, respond quickly and transparently, and collaborate with experts whenever needed to mitigate brand erosion and demonstrate accountability.

    Related: A 3-Step Plan for Handling Any PR Crisis

    4. Equifax’s data breach fiasco

    Major credit reporting agency Equifax suffered a massive data breach in 2017, exposing the sensitive personal data of millions of consumers across the country. A slow response to the crisis, coupled with inadequate communication and mishandling of the situation, resulted in severe damage to the company’s reputation, eventually leading to congressional hearings.

    While the Equifax breach was significant in scale, data breaches at any level can create a PR nightmare for a business, sparking negative headlines that put the agency’s credibility on the hot seat. Combatting that lousy news and restoring trust with customers requires a careful and comprehensive crisis response effort that includes swiftly informing all affected parties and zeroing in on transparency, prompt communication, and clearly outlined remediation efforts and measures designed to prevent future breaches.

    5. Boeing’s 737 Max crisis

    Two deadly crashes between 2018 and 2019 involved Boeing’s 737 Max aircraft, shining an unwanted spotlight on the aircraft manufacturer and its product development and oversight process. Unfortunately, the company’s initial response only seemed to make things worse, receiving significant criticism for lacking adequate transparency and accountability. The crisis led to a global grounding of the aircraft, a halt in production, and a loss of public confidence in the company.

    Though extreme, Boeing’s 737 Max crisis serves as an object lesson to any brand coping with product-related issues, demonstrating the importance of prioritizing safety, cooperating with regulatory authorities, and communicating openly and honestly about the steps you’re taking to resolve the problem.

    Learning from the past

    High-profile PR crises offer invaluable lessons not just on managing your brand during challenging times but also on building a reputation management plan that limits the damage and keeps you in firm control throughout the process. Engaging in swift and transparent crisis management that prioritizes public safety, demonstrates empathy, and takes responsibility are all fundamental principles of crisis response that can help protect your brand while preventing things from worsening down the line.

    Additionally, fostering a culture of integrity, implementing robust compliance and ethics programs, and prioritizing the well-being of employees and customers will contribute to building a resilient and trustworthy reputation.

    By learning from the mistakes and successes of these high-profile cases, you can position your business to navigate crises gracefully, safeguarding your reputation and securing long-term success in a competitive business landscape.

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    Adam Petrilli

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  • Are Your Testimonials Helping Or Hurting? 4 Common Mistakes To Avoid | Entrepreneur

    Are Your Testimonials Helping Or Hurting? 4 Common Mistakes To Avoid | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Positive testimonials are arguably the most powerful marketing tool any business can equip. It’s no secret word of mouth can drive business growth, even if no other marketing systems are in place.

    However, the absence of great testimonials or prominent negative reviews can be detrimental. A lack of social proof or a single negative review can result in as many as 51.4% of potential prospects searching for a competitor instead of going with your offering. So your company must show off some endorsements.

    Many companies attempt to prove themselves in unethical ways to counter the consequences of having few testimonials. Startups in a rush to start earning profits are the biggest offenders. But I’m here to tell you that it’s never worth it.

    Misuse or unethical use of testimonials creeps onto product pages, websites and review platforms daily. And while short-term profits may rise, it could potentially kill your business over time as potential customers catch on.

    There are several ways testimonials can get misused and ruin brand trust. Here are 4 of the most common.

    Related: How to Get and Use Testimonials, Referrals and Reviews

    1. Irrelevant testimonials

    Testimonials must accurately represent your target audience — if your potential customers find them irrelevant, they will remain unconvinced you can solve their problem.

    An example: If you’re a growth marketing agency selling SEO campaigns for tech companies, decision-makers want to see the results you’ve delivered for those in the tech and innovation space. You don’t want to slap logos of gardening and manufacturing companies on the front page of your website.

    This disconnect in testimonials and target audience confuses buyers more than it helps.

    2. Outdated testimonials

    Take the time to revisit your most prominently portrayed testimonials. Are they recent? Do the results and processes displayed still work today? Many industries evolve quickly, and decision-makers want to know if your company has evolved with those shifts.

    Related: 5 Strategies for Getting the Most Out of a Customer Testimonial

    3. Fake testimonials

    I was once on the verge of buying a $2,000 program from a prominent digital creator promising up-to-date techniques on social media writing. I was intrigued by a new, different approach.

    While doing my research, I clicked over to the founder’s Twitter (X) account. It turns out one of his most recent tweets was a picture of him and his roommate. The interesting bit? I immediately recognized the roommate because the large testimonial on the landing page of this program was the same man.

    It turns out I was right to complete my due diligence because a conveniently located friend faked the entire testimonial — $ 2,000 saved. And the ongoing consequence for that course creator? I’ll never revisit a single product that person reveals again because any trust is gone.

    4. Anonymous testimonials

    Adjacent to fake testimonials are anonymous testimonials.

    Anonymous testimonials can’t be proven, tracked or verified in any meaningful way. So you may as well leave them off your website entirely. Any business can write nice words and say “Katie” said this about their service. But with no picture, no link to the work, and no company to research, these testimonials may as well be deleted.

    How to use testimonials effectively

    Every testimonial you decide to incorporate needs to pull the psychological levers of your potential buyers. Don’t copy and paste quotes that match your headlines. Instead, as you start gathering testimonials, focus on these three pillars to maximize their effectiveness.

    1. Have authentic testimonials

    Not only should you do the obvious and ask permission to display testimonials, but they need to be written in your current (or past) clients’ words.

    Testimonials are best believed if they come in natural language. There’s a desire to edit words, change phrases, and get the “perfect” testimonial. Often times clients are willing for you to make adjustments. But I’m here to tell you — don’t do it.

    Editing testimonials does more harm than good. It’s crucial to resist the temptation to make edits so the testimonials you display are genuinely one-of-a-kind.

    Related: Make Customer Testimonials Meaningful

    2. Highlight specific outcomes

    Just because I don’t recommend editing testimonials doesn’t mean you shouldn’t request those giving them to speak on specific outcomes. When requesting a testimonial, instead of asking someone to say “nice words,” ask what they have accomplished since working with your business.

    How many more leads are you getting each month? How much has MRR increased? How much time is your tech team saving each week? How much weight did you lose, and how fast? These are all examples of great questions to ask former clients.

    The bottom line: ask them to quantify the before and after of working with your company. This leads to specificity, believability and trust from future buyers.

    3. Display prominently

    Most of all, don’t underestimate the value of testimonials. People love safety in numbers and buy when they feel secure with your product.

    The more testimonials you can display, the better. Put them on your website, product pages, social media, and marketing materials whenever possible.

    Over and over again, remind people of the quality of your work and service. This way, when it’s time for them to buy, they’re thinking of you and your company, not your competitors.

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    Thomas Strider

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  • 6 Ways to Ace Social Media Branding for Your Startup | Entrepreneur

    6 Ways to Ace Social Media Branding for Your Startup | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Did you know that there are over 4.62 billion active social media users worldwide? With such a massive audience, it’s no wonder that startups are leveraging social media branding to create a strong online presence and grow their businesses. But the competition is steep, and you must apply a strategic approach to stand out and make heads turn! So, let’s delve into the world of social media branding for startups. We’ll explore how to build a strong image and thrive in the digital landscape.

    The power of social media branding for startups

    Social media branding offers numerous benefits for budding startups. It’s not just about creating a logo or a catchy tagline; it’s about creating a unique recognition and following online that resonates with your audience.

    First, increased brand awareness is surely one of its biggest benefits. Startups can harness social media platforms for branding by actively responding to customer feedback, initiating meaningful conversations through targeted content and hosting interactive sessions like Q&As or live streams to engage directly with their audience. This proactive approach fosters trust and builds a loyal community around the brand.

    Enhanced customer engagement is another unique advantage of social branding. Platforms like Twitter and LinkedIn provide a unique opportunity for startups to interact directly with their customers and build lasting relationships. On Twitter, startups can engage in real-time conversations, respond to feedback, and address concerns, while LinkedIn allows for professional networking, sharing industry insights and fostering community discussions.

    Similarly, startups can create community groups, host live sessions and run targeted ads to foster engagement on Facebook. With its visual-centric approach, Instagram allows brands to showcase their products, share behind-the-scenes content, and collaborate with influencers for wider reach.

    But it’s not just about engagement and awareness. Effective social media branding can drive more traffic to a startup’s website through quality content, increasing sales and revenue. This is especially effective with video content, as 61% of customers are convinced to purchase based on the brand’s video.

    Are you ready to leverage the power of social media platforms to elevate your new brand? Here are some tips to help you apply social media branding for your business effectively.

    Related: LinkedIn Changed Its Algorithms — Here’s How Your Posts Will Get More Attention Now

    1. Establish a consistent brand identity

    A strong brand identity is crucial for a startup’s success on social media. To create a consistent brand identity, define your brand’s mission, vision, values and target audience. Next, develop a unique brand voice and visual identity that resonates with your target audience.

    Consistency is key, so ensure that your logo, colors, fonts and messaging are uniform across all social media platforms. Most importantly, always ensure your brand’s messaging is laser-focused on your target audience.

    2. Choose the right platforms

    Not all social media platforms are created equal. Each platform has unique features, demographics, and content formats; understanding these nuances is the first step in mastering social media branding. For example, LinkedIn is a hub for professionals and B2B marketing, while Instagram thrives on visual content, making it ideal for lifestyle and fashion brands.

    To ace social media branding, it’s essential to identify the platforms that align with your startup’s target audience and objectives. Researching and understanding the demographics of each platform will guide you in selecting the ones that resonate with your brand’s voice and goals.

    3. Create engaging and valuable content

    Content is the backbone of social media branding. To create a strong brand presence, producing engaging and valuable content that addresses your audience’s needs and interests is crucial. Share a mix of informative, entertaining, and promotional content regularly to keep your audience engaged and showcase your brand’s expertise. And don’t forget to use eye-catching visuals and incorporate your brand’s unique voice and identity in all content. The final aim is to perform effective social media storytelling to build a loyal audience and customer base for your brand.

    Related: The 6-Step Process to Creating Engaging Content

    4. Leveraging user-generated content

    User-generated content (UGC) is a powerful tool for social media branding. You can foster trust, credibility, and engagement by encouraging your audience to share their experiences with your brand. Feature customer reviews, testimonials, and user-generated photos or videos on your social media profiles to showcase your startup’s success and create a sense of community among your followers. UGC not only amplifies your brand’s voice but also adds authenticity. When potential customers see real people enjoying your products or services, it creates a more relatable and trustworthy image for your brand.

    5. Implementing hashtags and influencer marketing

    Hashtags and influencer marketing can significantly boost your startup’s social media branding efforts. Use relevant and branded hashtags to increase your content’s visibility and reach. For example, creating a unique hashtag for a specific campaign can help you track its success and engagement. Collaborate with influencers who align with your brand values and have a strong following among your target audience. Influencer partnerships can help you reach new customers, increase brand awareness, and drive conversions. By choosing the right influencers, you can tap into their established trust and credibility, making your brand more appealing to their followers.

    6. Tracking and analyzing performance

    For effective social media branding, it’s essential to monitor and analyze your startup’s performance on each platform. Use social media analytics tools to track key metrics, such as engagement, reach and conversions. Analyzing this data will help you identify trends, measure the success of your campaigns and make data-driven decisions to optimize your social media branding efforts. Regularly reviewing these insights allows you to understand what resonates with your audience and what doesn’t. It’s not just about numbers; it’s about understanding the behavior and preferences of your audience, enabling you to tailor your content and strategies for maximum impact.

    Applying effective social media branding for startups in the competitive online space requires a strategic approach and consistent effort. It’s not just about crafting creative campaigns but understanding your audience deeply and making data-driven decisions catering to their needs. By establishing a strong brand identity, choosing the right platforms, creating engaging content, leveraging user-generated branding content, implementing hashtags and influencer marketing and tracking performance, you can create a powerful online presence that drives growth and success for your startup.

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    Vikas Agrawal

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