This is very bold, still getting small business on stuff. Today we're talking about an area where many of you are stuck because despite what you do in sales and marketing, your customers have actually no idea who you are. They can't find you when they're actually looking for someone to solve a certain problem, because you only do knee jerk marketing. And you can't get into that all important. Maybe pile, the one out of three people they're going to look at or make their decisions. And this all revolves around branding.

No one knows what your brand stands for. And that's a problem because if you look at a lot of the very famous brands are out there, when we see their logo, we all think If something let's take for example, apple, when you see the Apple logo, what do you think about? I think about technology about being hip, about being cool about being advanced. What about the Coca Cola logo? Most people think of fun, good times refreshing. And the BMW logo.

It's the driving machine. We feel powerful. We feel cool, we feel rich. And then of course, there's ups. We think about reliability that's going to get there on time. Simply put your brand is what people are saying about you when you're not around.

Whether you like it or not, your company actually has some kind of brand reputation. And the reason that this is really important, as we said previously, 75% of buying decisions are not based on rational features, and going through the decision process. They're based on emotion, and most consumers connect to a brand, they don't connect to a product. So what is branding? Where do I start? How do we get unstuck in this area?

In order to find the right brand for your company, you have to think about the pain that your company solves. So for example, I love this product, because it says right on the cover, what pain it solves, the name of the product is help I have a headache. And of course they have other products says, help. I can sleep help I have a blister, it says exactly the pain that it solves. An organization called Supercuts, which runs some of the best hair cutting franchises around the country. They don't cut hair, what they do is help people feel good.

And look they're best. That's the pain their brand solves. Take a look at this counter meal today. It could just simply called cow meal tea with citrus and mint. But this company didn't call that. Instead on its label, it says, Be a better parent tea.

This targets parents whose kids are sick, and they want to make those kids feel better. It's an emotional connection. What about this product A plus study buddies. This is aimed at college students that want to have a pain of getting a better grade. And perhaps they need someone to study with, even though in all likelihood, these are probably just various pills with caffeine in them. I like this branding here.

It says how mad is she? A, B or C. And the idea here is it's aimed at the man that you got to get your spouse, your girlfriend, your partner flowers, because she's upset at you and the more upset she is at you. You've got to get her a bigger bouquet. And this is one product that I saw at a local grocery store. It's called Soup for slots. Now, you may not like what this product says.

And if you don't, it's not named that aimed at you is aimed at college students who eat a lot of ramen that don't have a lot of time. That means something that's cheap, fast and easy. Whatever branding you do has to be very, very simple. I got an email from a gentleman that was selling some kind of service and what his brand was, was this. He said, he helps passionate business owners to double, triple or 10 times their business and feel security, pride and satisfaction. As you help more people make more money, work less hours and absolutely love it all.

Well, that's amazing, but that's just way too big. It's got to be something that's very, very simple for people to remember. So for example, I've been saying it over and over in these videos. I'm the unstuck guy and when I go around to speak to various folks out Give them a little sticker that says, Barry molds, the unstuck guy stuck me with this. I just want them to think that hey, help small business owners get unstuck. So in order for you to create a very powerful brand, you have to pick your customer.

First, you have to fill in this sentence, my company helps blank, who are blank. So my company helps Who do you help? Who are what pains you solve? Pause this video for a minute and fill that out. Think about who you help, and they've got to have the money to actually pay and then what pain you're solving for them. hopefully that was helpful.

You can also use something that says My company is the best at blank. What are you the greatest that and if you don't know what that really is? Go talk to your customers and ask them hey, why did you decide to do business with me? A lot of other folks do the same thing. They will give you the adjectives that you really will know What to use. Now, brands also set expectations.

When they see your brand, they're going to expect a certain kind of service. And this is important because if you don't set expectations, then they're going to set their own and you may not be able to meet those. So here's a funny example of a Chinese restaurant out in the suburbs, Golden Dragon restaurant, and they had this billboard that said, all you can eat buffet, not mean all day buffet, you know, come stay for hour you eat, you go home. And I thought this was very, very funny because they certainly do set those expectations. Well, they had a lot of fun with this. So several months later, they put up a new sign that said, you could come with your dog, we'll walk it for you.

And of course, me being the marketing and branding guy. I had a suggestion for them. I thought they should have this sign, bring your dog and we'll walk it for you. Remember, this is an area that is really of key importance as we talked about From beginning to strive for minimal achievement, think about the one change you want to make and you have to practice it, test it and live it. Again, the reason why you're really stuck is because customers have no idea who you really are. And you have to give them branding.

So they remember when they're ready to buy. This is Barry mold still getting small business unstuck. Have a great day.