Build a Structure To Welcome Growth
If you were to ask founders and CEOs whether they would like to grow their brand’s revenue, almost all would likely say, “Yes, please!”
While revenue growth is a common goal for most businesses, building sustainable, long-term growth requires a strong foundation.
Instead of simply asking, “Do you want to grow?” a more insightful question would be, “Are you ready to grow?”
Are efficient, effective, and scalable processes in place to support sustainable growth? How satisfied are your customers, and how engaged is your team?
If you and your team feel overwhelmed or are constantly reacting to day-to-day operations, your business structure likely needs attention before focusing on growth.
To illustrate this, let me share a recent conversation I had with an entrepreneur. Although she launched her skincare line ten years ago, she admitted that she was “scrambling” every day. She lacked a clear structure for growing her wholesale or DTC (direct-to-consumer) business, and her marketing efforts were not integrated.
She’s not alone. Many businesses face similar challenges: they want to grow but struggle to manage their current operations and don’t know how to direct their efforts.
To demonstrate the importance of building a solid foundation, let’s take one aspect of a business to show how it can create focus, flow, and growth: defining the brand’s “special sauce” — in other words, what sets your product apart from the competition.
Identifying a company’s unique selling proposition (USP) is a fundamental step in creating a foundation for growth. This simple process helps define the target market (whether DTC or B2B) and informs everything from ad copy to social media, emails, websites, and more. Given an ever-changing marketplace, how you relay your USP may change in order for your brand to stay relevant.
Returning to the skincare entrepreneur, her product line is unique because it uses lesser-known ingredients that deliver impressive results without a high price point.
Although these ingredients are not widely recognized, they have a devoted following. By incorporating these ingredients into her keyword strategy and using them throughout her website and Google Ads, her brand would become more discoverable through both organic and paid search.
As a veteran of the cosmetics industry, she could also position herself as an authority, educating her target audience through blogs, social media, and email campaigns. This strategy could be extended into PR, raising awareness of the benefits of these ingredients and her products.
By clearly understanding what makes your product unique, your brand can stand out and form stronger connections with your ideal customers. Additionally, you’ll create a business structure that promotes flow. Rather than feeling aimless and reactive, there will be a sense of clarity and focus that everyone can align with. The entire team will understand the strategy and work accordingly.
Creating a sense of flow for your business (and life) is so rewarding! If you’d like to grow your business, let’s talk about your goals and challenges and we’ll build a strategic foundation on which to build long-term, sustainable growth that benefits everyone.
