Why Entrepreneurs Need to Brand Their Businesses

If you’re like many entrepreneurs, when someone asks you about your brand you immediately start describing your logo or your website. You spent a lot of money to have your logo and website professionally designed. They look fantastic. Unfortunately, they aren’t helping you to attract more clients and make more money. Here’s why.

Your logo and website are merely expressions of your brand.

As an entrepreneur, your brand reflects the unique identity of your business.  A successful brand is central to you creating a clear and compelling message about:

  1. who you serve
  2. why your product or service is a good choice for them and
  3. why they should believe you.

Your brand needs to be grounded in the truth of who you are.  Prospective clients aren’t interested in over-hyped claims.  Essentially all they want to know is, “do you understand my problem?” and “do you have a solution for it?” They also want proof that substantiates your promises.

Nearly every business has a brand.  Unfortunately, your default brand may not be how you want to be known.  In your market your reputation may be that you’re the “expensive dog groomer,” or the “the cheap graphic designer,” or worse, you’re “So and So’s wife who does catering.”

Creating a magnetic or Iconic Brand helps you to stand out in the marketplace on your own terms.  Branding allows you to highlight the uniqueness of your business and differentiate yourself from others in your field.

The way you transform your default brand into an Iconic Brand is by refocusing on the passion that created your business. You then must realign everything you do around it.

There’s a reason that you started your business in the first place.  You may have seen an unaddressed need in your market or perhaps you decided that you could serve clients better. A business with an Iconic Brand isn’t afraid to espouse its beliefs or its big purpose.
To rediscover the passion that created your business, ask yourself a few questions…

  • What people, places or things make you feel excited?
  • What are the activities that bring you joy?
  • What actions, circumstances or events make you angry?

Remember, we often create businesses that reflect our interests or respond to situations that have deeply affected us.

What makes you, your business, or your service special?

Many entrepreneurs employ the “me too” client attraction strategy, which is to copy successful businesses in their industry.  However if you’re imitating someone else, you’re not giving prospects a reason to hire you. Iconic Brands exploit (in a good way) their specialness.

Iconic Brands frequently buck the status quo. As an entrepreneur, you can create your Iconic Brand by zeroing in on a distinct aspect of your business. Perhaps your business’ philosophy, methodology or vision is different than other businesses in your market. Your Iconic Brand is based on you publicly owning and communicating your special talents, experience, or perspectives.

What impact do you want to have on your clients?

It’s the ego that controls people’s purse strings—their survival mechanism. So, your brand has to deal with how your business improves your clients’ lives or livelihoods. Your product or services has to fix a specific problem or help clients achieve a particular result. Even if your business is artsy or esoteric, you need to explain in plain, concrete language how working with you benefits your clients.  Do you save them money?  Do you help them make money? Are you going to save them time and aggravation?  Will you help them to become slimmer, healthier, or less stressed? Will they improve their love life by working with you?

If prospective clients aren’t certain how you can help them, they won’t hire you.

Crafting your brand boils down to: What do you want to be known for?

Your brand’s message is like a sound bite.  In a brief sentence it tells your ideal clients that your business has the perfect solution for their specific problem. To convert prospects into clients, you’ve got to emphasize your unique ability to understand their needs and to help them to overcome their obstacle.

Your brand is important to your success because in business as in life, “You never get a second chance to make a first impression.”

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Yvonne BynoeYvonne Bynoe is the creator of Soulful Affluence.com. It’s called, “Where Women Entrepreneurs Create Inner + Outer Wealth.” She’s an inspirational speaker, the author of two books and the editor of the anthology, Who’s Your Mama? The Unsung Voices of Women and Mothers (foreword by Rebecca Walker). She’s a former commentator for National Public Radio (NPR) and her writings have appeared in the Washington Post, the Chicago Sun-Times and The Christian Science Monitor. She’s also appeared on CNN, MSNBC and Fox TV.


  1. You have to do more then just read the cover of the book, you actually have to open it up and read it.

    “Black Seo Guy “Signing Off”

  2. This is such an interesting article, thank you.
    I know from developing my own business how important being clear on your brand identity is to your success. It is so easy to get carried away by the excitement of creating your own business that you just want to start ‘actioning’ and trading, but this can actually be damaging to your long term business as there is often a lack of clarity, consistency and well thought through pitch/proposition to hook in clients. More importantly, knowing who exactly you are and what benefits you bring means that your able to feel more confident and self-assured when selling yourself which is far more attractive to prospective clients. I’ve certainly learnt that before launching any business, it pays off to map out a clear strategy detailing your brand essence and mission. Once you’re sure on that and know exactly how to communicate it in away that engages your key audience, everything else seems to fall into place.
    Beth Reacher, Life Coach, London UK.

  3. This is a great article! I have my logo and beautiful web site but this article shows me I could use some more work with my branding. Thanks for the tips!

  4. “Crafting your brand boils down to: What do you want to be known for?”
    That is the clearest I’ve hear branding explained.
    I’m still trying to figure my branding out and this post helped.

  5. At 1:10 he said not to screw it to the wall and then the video cuts to him screwing it to the wall. LOL!

  6. Laurene Kupstas says:

    Wow. That’s just amazing. Great job it’s done in this . I’ll go now and make some more research on it on it.