How to Build a Brand That Stands Out | Discover Your One Word

How to build a brand. I got a great question from one of my Facebook viewers, Emil, love you guys, who wrote in to say, "Hi Evan, I have a question I believe many entrepreneurs have struggled with. I own a small business with potential to become medium/big, but the barrier to entry is low and I'm afraid that others, large companies, will copy what I'm doing. How do I prevent that? By the way, I'm selling a food product and it cannot be patented." Emil, this is a great question, one of my favorite questions that I love answering. If you look at the successful companies, okay, you look at the big brands. If I say Ferrari, it means something to you, right? You feel something. What do you feel? Maybe energy or excitement. If I say the word Nike, you feel something, right? You feel athletics. You know what that company stands for. To build a successful brand, I need to know what you stand for. What's at the soul? What's at the core of your company? And it starts with you, 'cause you're building this thing. What do you stand for? Pick one word, mine's believe, pick your one word and bring that to everything that you're doing. Because if you look at these successful companies, and it's true, if you can't patent it, that's great, but there's tons of successful companies like Coca-Cola who don't have a patent on their product and they just use a trade secret. But there are some products, if you look at the drug market, where it is patented, and when the patents expire, there are two companies selling the exact same thing, right? You may have Tylenol with the name brand that everybody recognizes, and then you have the store brand that's the exact same thing. It's the exact same thing but costs 30% less, and people are still buying the Tylenol because of the brand. So you gotta figure out your brand, and you gotta make people feel something towards you. So you pick your one word right, what you stand for, and then apply that to everything you do in your business. When I come and look at your website, when I come and see an advertisement that you may do, when I go and look at your business card or brochure, I want to feel something. And learn from these brands. When you look at Nike, go to Nike's website, okay? Look at a Nike flyer. You're not going to be taking out commercials like Nike, that's cool, but you may be doing a YouTube video Look at what they do, and in every step of the way, you feel the love for athletics. If you're an athlete, you're gonna love Nike. You're gonna love how they encourage athletics. What am I feeling towards you? That's the same feeling I need to get out of everything that you do. So when I visit your website, I wanna get that feeling. Whatever it is you stand for, it should be oozing out of everything that you do. If you do a YouTube introduction to say, hey, I'm Emile, here's what I'm selling. I should feel that word popping out, right? You watch my videos, you feel belief, right? I believe in entrepreneurs, that oozes through everything that I do. You feel that when you hit my website. You feel that when, well, when you looked at my business card, I don't use them anymore. But everything that I create is about belief. And that attracts people, and they know what I stand for. And you can't just have somebody come in and try to do the same thing. Even if you took the words that I was saying and gave it to somebody else, They wouldn't have the passionate delivery and it wouldn't create the same result. So that's the same thing if somebody comes in and creates the exact same food product as you, it won't sell as well because it doesn't have the feeling behind it. That's what's missing. You want to create a brand? You gotta give me feeling. So find your one word, make it important to you, bring it to your business, and express it through everything that you put out there. And that's how you start. Building a brand. Believe. For those of you watching, like the video. You wanna see more just like this? Subscribe to the channel, and I'll see you soon.