627. How to Effectively Market and Build a Stand Out Brand to Increase Your Sales

Hi, I'm Jacqueline Snyder and this is the Product Boss podcast. I've helped launch and grow thousands of product based businesses, even one of my own. And over the last 20 years, I've seen behind the scenes of businesses just like yours. Whether they are makers, manufacturers, artists, or food and beverage businesses. I have spent so many hours studying it all. I've discovered what makes them successful, what mistakes they could have avoided, how did they turn their ideas into a successful business, and what are the strategies that they have used to make more sales and be discovered by more customers. And this is what this show is all about. Whether you're just starting out or you're looking to become a million dollar product boss, I'm here to give you the permission to chase your dreams, no matter how big or small. All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar product boss. Let's do this. Nobody's born with years of marketing knowledge in their brain, right? A lot of times we're not sure what to market. We don't know what we're doing. Like all, all the things, you've made something, you've started selling it and you just don't know why people aren't buying, right? It feels like this big disconnect. You're like, okay, I'm doing the things, I'm doing exactly what I should be doing. I feel like maybe you've, you've made something, you started selling it, you don't understand why people aren't buying. Maybe you started selling your products and then you've hit a plateau or something has dropped or you're like, what is happening? What's broken in the machine? Or maybe you're literally just starting out and you've got this idea and you want to make it and you want to sell it, but you just don't know. Are people going to find you? Like, how do you stand out in a crowded market? All the things, right? So what I do know is a lot of you are probably feeling like, this is so hard, right? And you're right, it does not need to be this hard. And it shouldn't be this hard for you to get your dream customers to notice you and buy your stuff. But the thing that you're missing, the thing that I was missing, is that the target customer, my ideal customer, that this was actually the product for, didn't know it existed. And then I realized, oh my goodness, I've missed some steps. So what I want you to know as you're Listening to this is, it's not necessarily your product. Now you've been hearing me talk about the product boss framework, where we talk about ideating the product, making the product, coming up with the brand, marketing the product, selling it, operating it and then growing it, right? And what I've seen is like, yeah, we were all great. We come up with the idea, we make the product, we jump to selling. But we've, we've missed those steps. We've missed it. And you know what we've missed? We've missed branding, we've missed marketing, and we've missed part of what's inside of the ideate it mode, which is that product market fit. That idea of like, who is my ideal customer? It's not everybody. You want to focus on one perfect ideal customer, I promise you, other people will buy. But if you think that your Customer is a 25 to 65 year old woman who lives everywhere in the world, who shops at Target and likes unicorns, like, no, that's not an ideal customer, right? So you really have to hone in on what the product is, who it's for, why they would buy it, right? Then we need to connect it to them. We need to make sure that the brand and the brand messaging is on par. And this could be the same reason why people aren't buying from you. That you may have jumped from making your product to selling it and you may have skipped over some super crucial foundational brand building steps, right? So you know, the bad news is that like, if you're not doing this, if you're not building this brand in this right way, it's going to be very hard, very hard to make sales, very hard to sell if some of this is missing. But the good news is, is that you can learn this. So whether you're just starting out. Awesome. You're so lucky to be hearing this now so that you're like, hey, you're not gonna jump in and spend all this money and spend time and then be like me and not make sales. If you've started selling or trying to sell, but you're not, no one's buying, then okay, let's take a pause for a second, think, okay, what do we have to come back to? What do we have to nail in our business and like the brand building steps. And then if you've been selling and you've been successful to a point, but you've hit a plateau or you're not getting to that next level, honestly, sometimes what was working may not keep working, things have shifted right the market has shifted, the world continues to shift. Things just keep changing. So it might be that we have to go back and nail these foundations. And I'm telling you, this is the key to your next level of success. So when I coach people, and you've heard me coaching on this podcast, they've been students in our programs. That's how people end up being able to get coached by me on the podcast or they pay for a virtual intensive with me. So it's either they've invested or they're a student and then they submit to be able to work together. And you've heard these coaching sessions. But what I know from coaching all of these people is that it's just kind of consistent, right? It's consistent of like there's again, if I'm coaching someone who's almost at a million dollar business, someone who maybe hasn't even started making a thousand dollars a month, a lot of times I'll see the same sort of threads pop up, right? So they haven't really built a brand. That's one of the biggest things. You know, I've helped people make a million dollars on Amazon as a platform and they have not had to become a brand yet because Amazon or Etsy, people search for a product as a solution, right? They're looking up something specific like custom birthday invitations or that's like an Etsy thing or like custom mom necklace that might be Etsy. And then if you're on Amazon, it might be like you're looking for hello Kitty birthday decor or you know, black and white swimsuit. And so they're looking for a product, they're not knowing a brand you can be successful. But I think that the long term success comes from building a standout brand. And you know, I think brand sometimes is a, is an intimidating word to people. So a brand is this idea, if we think about major brands like Nike, right? It's like giving top tier products to people who are athletes but then also want to be athletes, right? People who want to live that lifestyle. Hey, product boss. Okay, so you know that I am on a mission to empower women all over the world to build product based businesses that give them the security and freedom to build their dream business which will also lead to the life of their dreams. So I know that I can help you do this by teaching you how to nail the core four foundational pillars of a standout business. And it's going to turn your business into something that feels like it's kind of struggling along or limping along to Standing out in a crowded market and getting more customers. So I am so excited to invite you to join my free masterclass, your four step playbook. To stand out in a crowded market and get more customers so that you can grow your business no matter where you sell. In just 90 minutes, I'm going to teach you the core four foundational pieces your business might be missing. How to stop wasting time and money on things that don't work and what to focus on instead. I mean, these are proven ways to build an audience that buys from you and that tells their friends about you. So what I want to do is I want to unlock what can be blocking you from growing a profitable business or and how you can turn it around pretty instantly. All you have to do is come join me inside of this totally free masterclass. Head to theproductboss.com standout to get access again. That's the productboss.com standout. Now back to the show. So there's all these different types of brands out there that exist that we associate something with. For you to build a standout brand means we just have to have you associated with something for your ideal customer so that they're just like, I know I'm coming to that company for that brand because I know what I'm going to get. Think about the companies you buy from. Even if we want to talk about Target, Target is a brand. You know what you go to Target for. So while they do carry brands in there, Target as a brand, especially like the Target labels, we know what we're going to get. We know what Target stands for. For us, it's still the biggest changeover that they ever had. I don't know if it was like last 20 years was that they started becoming like a trendy place. They had trendy apparel, they had trendy products, they had trendy home goods, they had things like that that were cheaper prices, which they used to not have. Right. It used to kind of just be like off the rack basics, like things that weren't necessarily a place that people who were aware of trends or wanted to be fashion on trend, right, fashion forward that they could buy from. So that's what a brand is. So when you do that and you're super clear on your, your customer and the why and your messaging and your ideal customer understands why they want your product or need it because you know how to communicate that effectively, that starts to make it easier for you to that starts to make it easier for people to want to buy from you. Hey, thanks. So much for listening. I hope you enjoyed it. Now, if you want to dig deeper into this topic or hear more, you can listen to the full episode by clicking the link in the show notes. Remember, friend, you've got this and I'll see you in the next episode.