<p>We all have great business ideas from time to time, particularly in the shower! And you often cannot wait to dart out and share it with a friend or family member, praying for them to respond with &#39;that idea is genius!&#39; But the truth is, every idea is a great idea! There is no such thing as a bad idea. BUT in business, the idea only ever supersedes &#39;great&#39; if there are customers out there who will actually want your product. </p><p>We’ve all experienced those light bulb moments, when a seemingly genius business idea pops into our heads, often in the most unexpected places, like the shower. Fueled by excitement, we rush to share it with friends or family, hoping for their enthusiastic approval. But here’s the reality, not every idea, no matter how clever, will succeed in the market. Why? Because it all depends on whether there are customers who genuinely need and want your product.</p><p>That’s where the <b>Value Proposition Canvas</b> comes in. This simple yet powerful framework helps you evaluate if your idea meets a real demand and delivers value to your customers. Whether you’re launching a new venture or refining an existing one, the canvas ensures your product aligns with the needs of your target audience, setting the stage for achieving a <b>product-market fit</b>.</p><h3>What is the Value Proposition Canvas?</h3><p>The Value Proposition Canvas is a strategic tool that I discovered at University. It visually maps the relationship between your product and your customers. On one side, it outlines your product’s features and benefits; on the other, it captures the jobs, pains, and gains of your target audience. By aligning these elements, you can determine whether your offering genuinely solves customer problems and fulfills their desires.</p><p>This framework is invaluable for startups testing a new idea, established businesses looking to innovate, or anyone seeking clarity about their market fit. But before diving into the canvas, ensure you’ve identified your <b>target customer</b> and researched their needs. Without this foundation, the canvas won’t be as effective.</p><h4>How To Use The Value Proposition Canvas</h4><p>You place your business on the left with your solution at the centre and your ideal customer is on the right. At this point, you must know who your customer is. If you have not yet made any decisions about who your target customer is and what their problem is, go back and carry out this research first. </p><h4><b>1. Identify Customer Jobs</b></h4><p>Customer jobs are the tasks, needs, or problems your customers aim to address. These can be:</p><ul><li><p><b>Functional</b></p><p> (e.g., buying a product or achieving a specific goal)</p></li><li><p><b>Social</b></p><p> (e.g., gaining status or connecting with others)</p></li><li><p><b>Emotional</b></p><p> (e.g., feeling happy or avoiding frustration)</p></li></ul><p><b>Example 3: Meal Delivery Service</b></p><ul><li><p>Functional job: Provide convenient, ready-to-eat meals.</p></li><li><p>Social job: Impress friends with a dinner party or a well-planned diet.</p></li><li><p>Emotional job: Avoid stress and feel reassured about healthy eating.</p></li></ul><h4>Products and Services</h4><p>This is the space to write about your product or service, even if it is just an idea, explain exactly what it is, its functionality and the problem it addresses. For example, a jewellery shop that sells affordable handmade pieces online, made from white gold and silver.</p><p>Now, reflect back on your customers jobs, does your product or service description help your customers achieve at least one of their tasks? If not, can it be adjusted?</p><h4>Customer pains</h4><p>Now you need to explore the potential barriers your customer faces when carrying out their jobs. What risks are there and what fears do they have? Using the example of jewellery, perhaps there is a fear of purchasing an expensive item online, or a fear it won&#39;t be delivered safely. Or maybe your customer is not well versed in jewellery and so is skeptical about product quality. This leads us on to pain relievers. </p><h4>Pain Relievers</h4><p>Reflect on the customer pains and describe how your product or service would alleviate their pains. For example, do you provide detailed product descriptions and customer reviews? This could ease any anxieties or fears about purchasing an expensive item online. Do you enable order tracking? This could remove fears around delivery. If you do not feel your product or service alleviates the customers pains, what changes could you make? </p><h4>Customer gains</h4><p>Now consider what your customer would expect to gain from your product or service. Perhaps they expect access to an online sales adviser to answer their queries. And maybe a guaranteed delivery time due to the value of the item. Gains can help persuade the customer to buy. </p><h4>Gain creators</h4><p>These are the features and benefits of your product or service that creates the customer gains and brings value. For example, is it good value for money? Do you offer next day delivery? Perhaps a 360 degree view of the ring online? Most importantly however, do your gain creators match up to the customers expected gains? Perhaps you need to shift your focus.</p><p>Remember this is just an example, you must conduct research into your customer in order to fill the framework with accurate information that will help you to achieve a product-market fit! </p><p>
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The Value Proposition Canvas. A valuable tool to assess the demand for your product

Value Proposition Canvas

A simple tool you can use to discover whether or not you have a product-market fit.

The Value Proposition Canvas

The Best Tool For Creating A Product Customers Actually Want

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<p>The day I began exploring what it meant to operate not just profitably but purposefully, I discovered a concept that not only changed my approach to business but also deepened my connection with customers: <b>Corporate Social Responsibility (CSR)</b>.</p><p>Corporate Social Responsibility (CSR) is so much more than just a current trend, it&#39;s a valuable commitment that doesn&#39;t just benefit the world around us, but also brings tremendous value to businesses. Every business has a corporate social responsibility to operate ethically and sustainability. By doing so, businesses can be viewed in a very positive light, which can influence purchasing decisions and attract loyal customers. This article will take a closer look at what CSR involves and how you can implement CSR initiatives into your business.  </p><h2>What is Corporate Social Responsibility?</h2><p>Corporate Social Responsibility (CSR) is the idea that an organisation has a duty to carry out social, ethical and environmental initiatives to enhance society, whilst also improving a business&#39;s image. These initiatives can be categorised into 4 areas; Environmental, Ethical, Philanthropic and Economic. </p><h2>How CSR initiatives Can Benefit Your Small Business</h2><p>More and more consumers are becoming ethically and environmentally conscious when making purchasing decisions. Studies have shown that socially responsible businesses are particularly important to Millennials and Gen Z. They want to know where and how their products are made, how a business manages its waste and how it plans to reduce its carbon footprint. This puts pressure on businesses to evaluate their practices and make changes where necessary.</p><p>Engaging in CSR initiatives will not only improve your brand image in the eyes of consumers, but it can also support the longevity of your business. By addressing societal challenges, you can help your business to become more sustainable in the long run. For example, switching to renewable energy removes a reliance on natural resources. However, this also applies to financial sustainability, CSR initiatives can have a positive impact on market value which of course attracts investors who are seeking sustainable businesses. Another way in which your business can benefit from CSR is through talent. Sustainability is not just becoming more important to consumers, but employees too. More employees are looking to work for companies who care about more than just the bottom line. CSR initiatives can help employees to feel proud to work for your company. </p><h2>Small Business CSR initiatives</h2><h4><b>Perky Blenders Coffee Roasters</b></h4><p>Perky Blenders is an independent, family-run coffee roastery based in London that prioritises sustainability and community. They source their beans from Rainforest Alliance and fair-trade certified suppliers, ensuring sustainable farming practices and ethical labour standards. Perky Blenders also collaborates with UK charity &quot;Grounds for Health,&quot; which provides healthcare to coffee-growing communities in Central America and Africa. Closer to home, they have implemented compostable and recyclable packaging, encouraging customers to return used coffee bags to be recycled.</p><p>This ethical approach not only reduces environmental impact but also attracts eco-conscious consumers looking for sustainable, high-quality coffee options.</p><h4><b>Toast Ale</b></h4><p>Toast Ale, a small brewery in London, has a unique approach to reducing food waste: they make beer using surplus bread that would otherwise go to waste. Founded in partnership with the environmental charity Feedback, Toast Ale has prevented over 2 million slices of bread from ending up in landfills. They donate 100% of their profits to charities focused on sustainable food systems, amplifying their impact on reducing food waste beyond just their products.</p><p>By blending a sustainable mission with a quality product, Toast Ale engages customers who care about environmental issues and value a brand committed to tackling food waste.</p><h4><b>Fat Macy’s</b></h4><p>Fat Macy’s is a social enterprise catering company in London with a mission to help people living in temporary housing move into their own homes. They provide employment and culinary training for people living in hostels, and all profits are reinvested into a fund that helps participants secure rental deposits. This initiative addresses a critical social need, as many people in temporary housing face barriers to securing stable accommodation.</p><p>Fat Macy’s not only provides an innovative catering service but also helps its customers feel part of a positive change by supporting a business that makes a genuine social impact.</p><h2>Large Business CSR initiatives</h2><h4>Costa</h4><p>Costa is one of the fastest growing coffee chains in the UK. They have developed an incredible way of giving back to society and addressing societal challenges. Costa values their coffee-growing communities, so much so, that they have taken the time to understand that these areas are the poorest in the world, with children having little access to education. From this, the Costa Foundation was formed. This helped to provide children within the coffee-growing communities, the opportunity to receive a full education. They have built schools, funded projects, provided computers and more!</p><p>Now, not only does this enhance society, it also supports the longevity of Costa as they have a strong reliance on coffee-growers so it is important they look after them! </p><p>As for customers, we are seeing an increase in the importance of ethical trading when it comes to their purchasing decisions. This initiative is an effective way of satisfying customers and giving them a good feeling when they are purchasing their favourite drink.</p><h4>Apple</h4><p>Apple, the multinational technology company that revolutionised mobile phones and laptops. They too are aware of their corporate social responsibility. And given the size of this company, societal challenges could not really be ignored as consumers tend to expect a great deal from market leading enterprises.</p><p>Apple has been a carbon neutral business since 2020 now and are actively working to make their products and entire supply chain, follow in the same fashion by 2030.</p><h4>Amazon</h4><p>Amazon are one of the largest e-commerce enterprises in the world, so we&#39;re pleased to hear that they are also focusing on sustainability. Amazon is working towards using 100% renewable energy by 2025 and are also working on more sustainable packaging solutions.</p><h2>
How Can A Small Business Implement CSR Initiatives</h2><p>For many businesses it is simply not possible or necessary to tackle every single category. However, when looking to make positive changes, it is advisable to identify what is most important to your customers when they make purchase decisions. This will tell you where your efforts are best spent. </p><p>If you&#39;re looking to tackle something big, take a look at the S<a href="https://sdgs.un.org/goals"><u>ocietal Development Goals</u></a> presented by the United Nations. There are 17 goals here which highlight crucial areas we collectively need to address to bring about positive change to our world. These goals can give you some ideas of how you can give back. </p><p>Here are some examples of societal development goals;</p><h3>Responsible Consumption and Production</h3><p>This goal details the issues surrounding unsustainable patterns of consumption and production, including the strong reliance we have on natural resources and our wastage of food.</p><p>If your business sells products but is not in control of the manufacture, how much do you know about your supplier? During manufacture are you aware of what happens to the waste? Do you know what their carbon footprint is? What about the materials they use? It is important to gather this information to identify if and how the process can be improved. More suppliers are already environmentally and ethically conscious and making changes to their services, so if you use a sustainable supplier, great! Make sure your customers know! Make them feel good about purchasing from you. </p><p>However, if you know very little or it is unclear how your supplier operates, it is possible they are not being responsible and this can impact your business! With this in mind, consider changing suppliers.</p><h3>Life On Land</h3><p>This goal details issues surrounding biodiversity loss and the degradation of land as a result of our actions. Now, you may feel that your business has very little to no impact in areas like this, but you may be surprised. And however small you are, you can bring about positive change.</p><p>Have you thought about how much paper your business goes through each day, month or year? Well now is the time to consider going paperless. What about the supplies you purchase for the business? Do these companies align with your new CSR initiatives? There is no point shouting about your efforts if you&#39;re supporting a company that does the opposite. Consumers will know.</p><h3>Decent Work and Economic Growth</h3><p>This goal focuses on the importance of inclusion, productive employment and sustainable economic growth. If this is an area you would like to focus on, you will be required to look internally at your business&#39;s activities.</p><p>Do you feel your business is inclusive? Have you a team of only men? However unintentional it may be, it is important to acknowledge this early on. Not only might you be missing out on valuable talent but your business could be viewed in a negative light. Consider ways in which you can encourage people from other groups to join your company.</p><h2>Steps to Building an Effective Small Business CSR Strategy</h2><p>Creating a CSR strategy is an ongoing process. Here’s how to build your strategy.</p><p><b>1. SMART Goals</b>
Start with your defining your CSR SMART goals. It is important to fully understand what it is you are aiming to achieve and how. The focus of your goals should be relevant to your business and important to your consumers. Ensure your goals also align with your company’s mission.</p><p><b>Engage Stakeholders</b>
Include employees, customers, and even local communities in the planning process. Understanding their values and expectations can help shape CSR initiatives that resonate with your audience.</p><p><b>Align with Your Brand Values</b>
CSR initiatives should reflect your core values and align with your industry. If you’re a tech company, consider supporting digital literacy or green technology; if you’re in food service, focus on sustainable sourcing or food security.</p><p><b>Develop an Action Plan</b>
Once goals are set, outline specific actions and assign responsibilities. Include deadlines, resources, and ways to measure success to ensure your initiatives have structure and impact.</p><p><b>Track and Report Progress</b>
Measuring the impact of your CSR activities is essential. Use metrics such as waste reduced, energy saved, or funds donated. Reporting these outcomes to stakeholders shows accountability and enhances brand credibility.</p><p><b>Communicate Your CSR Efforts</b>
Share your CSR journey on social media, your website, and through newsletters. When people know about your efforts, it reinforces trust in your brand and inspires others to engage with your mission.</p><p><b>Be Consistent and Adaptable</b>
CSR isn’t a one-off; it’s an ongoing effort. As social and environmental needs evolve, adapt your CSR strategy to stay relevant and effective.</p><h4>Other CSR ideas for businesses;</h4><ul><li><p>Improving labour policies</p></li><li><p>Participating in fair trade</p></li><li><p>Charitable donations</p></li><li><p>Community engagement / volunteering</p></li><li><p>Corporate policies that benefit the environment</p></li><li><p>Socially and environmentally conscious investments</p></li><li><p>Planting trees</p></li><li><p>Recycling / reducing your waste</p></li></ul><h2>Conclusion</h2><p>Implementing Corporate Social Responsibility is a vital part of business in today’s socially conscious world. A strong CSR strategy can help your business contribute to a better society and a healthier planet, while also building a positive brand image and enhancing customer loyalty. By defining clear CSR goals, aligning them with your company values, engaging stakeholders, and measuring your impact, you can develop a CSR program that benefits both your business and the community at large. Embrace CSR as a core part of your business, and you’ll not only make a difference in the world but also position your company for sustainable success.</p><p>
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Corporate Social Responsibility (CSR) is so much more than just a current trend, it's a valuable commitment that doesn't just benefit the world around us, but it can also brings tremendous value to your business. Here's how. 

Corporate Social Responsibility

Understanding Your Business' Corporate Social Responsibility

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<p>I used to be the queen of procrastination. My to-do list has always been an endless scroll of tasks that I’d either put off, half-complete, or forget about altogether. I’d tell myself, <i>“I’ll do it tomorrow,”</i> until tomorrow became next week. Running a business with so many moving parts can feel overwhelming. And if you’re anything like I was, you might be nodding along right now.</p><p>I remember first learning about SMART goals when I was at university, they didn’t seem particularly transformative to me at the time, instead just a framework to organise you a bit more. Until the day I decided to take my business seriously. It changed everything. No more vague ideas floating around in my head or tasks slipping through the cracks. SMART goals gave my business the structure and the focus it desperately needed to thrive. Let me share how they can do the same for you.</p><h2><b>What Are SMART Goals?</b></h2><p>SMART is an acronym that stands for <b>Specific, Measurable, Achievable, Relevant, and Time-bound</b>. These five elements transform your goals from vague wishes into actionable plans. Here’s what each part means:</p><h3><b>Specific</b></h3><p>Clearly define what you want to achieve. Instead of saying, ‘I want more sales,’ work out the exact number of sales you want to achieve and how you plan to do it. Through social media? Your website?</p><h3><b>Measurable</b></h3><p>Include a way to track your progress. Use a number or a milestone you can work towards.</p><h3><b>Achievable</b> </h3><p>Be realistic and set a goal you can achieve. Setting goals that are too ambitious will leave you feeling discouraged, so consider your resources.</p><h3><b>Relevant</b></h3><p>Make sure your goal aligns with your business vision and priorities so you know you’re moving in the right direction. </p><h3><b>Time-bound</b></h3><p>Set a deadline. This is possibly the most important, a goal without a  timeline is far less likely to be achieved, so give yourself a set amount of time to reach this goal. </p><p>Here’s what your SMART Goal could look like; </p><p>‘I want to increase online sales by 20% over the next three months by launching a targeted Instagram ad campaign.’</p><ul><li><p><b>Specific</b>: Increase online sales.</p></li><li><p><b>Measurable</b>: By 20%.</p></li><li><p><b>Achievable</b>: If sales have been growing steadily previously, this goal is realistic.</p></li><li><p><b>Relevant</b>: It aligns with your business growth strategy.</p></li><li><p><b>Time-bound</b>: Within three months.</p></li></ul><h2><b>How Can SMART Goals Help Your Business Grow?</b></h2><p>Once I started using SMART goals, everything changed. My scattered ideas became actionable plans, and I started seeing results. Here’s how these goals can benefit your business too:</p><h3><b>1. Clarity and Focus</b></h3><p>Without clear goals, it’s too easy to get distracted or overwhelmed. SMART goals give you a clear direction, helping you prioritise tasks that will have the biggest impact on your business.</p><h3><b>2. Accountability</b></h3><p>When you set measurable goals, you hold yourself accountable. Whether it’s tracking sales, social media growth, or project deadlines, you’ll know exactly where you stand. </p><h3><b>3. Motivation</b></h3><p>Nothing beats the satisfaction of ticking off a goal you’ve achieved. Small wins build momentum and keep you motivated to tackle bigger challenges.</p><h3><b>4. Better Time Management</b></h3><p>As a procrastinator, deadlines were a game-changer for me. Knowing I had a set timeline forced me to plan my time better and avoid last-minute stress.</p><h3><b>5. Improved Decision-Making</b></h3><p>When you know what you’re working towards, decision-making becomes easier. You can say no to distractions and focus on what really matters.
</p><h3><b>Tips for Setting Your Own SMART Goals</b></h3><ol><li><p><b>Start Small</b>: If you’re new to goal setting, begin with one or two SMART goals to avoid feeling overwhelmed.</p></li><li><p><b>Write Them Down</b>: Physically writing your goals (or typing them in a notes app) makes them feel real and gives you something to refer back to.</p></li><li><p><b>Review Regularly</b>: Check in on your progress weekly or monthly. Adjust your strategies if needed but stick to your timeline.</p></li><li><p><b>Celebrate Wins</b>: Reward yourself when you achieve a goal, no matter how small. It keeps you motivated and reinforces positive habits.</p></li></ol><p></p><h3><b>Why Every Entrepreneur Needs SMART Goals</b></h3><p>In business, we often juggle a hundred things at once, clients, family, and everything in between. SMART goals are like your personal assistant, guiding you through the chaos and keeping you on track.</p><p>So, if you’ve been feeling stuck, overwhelmed, or unsure where to start, give SMART goals a try. Start small, make them meaningful, and watch as they transform your business. Trust me, if I could go from a serial procrastinator to a goal-smashing entrepreneur, so can you!</p><p>What’s your first SMART goal going to be? </p><p>
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No more vague ideas floating around in my head or tasks slipping through the cracks. SMART goals give your business the structure it desperately needs to thrive. Here's how they can do the same for you.

SMART Goals

What Are SMART Goals and How Can They Help Your Business Grow?

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<p>Over the years, I’ve spoken to many business owners who shy away from posting on social media or sharing their brand story because they think it’s boring, uninteresting or they simply don&#39;t have one! Many tell me, <i>“My story doesn’t feel special, my idea just came to me in the shower,”</i> or, <i>“I sort of fell into it.”</i> If you can relate, let me assure you that this couldn’t be further from the truth.</p><p>Every business in the world has a story that’s unique and worth sharing. The problem isn’t that your story is uninteresting; it’s that you’re not going back to the very beginning. Let’s break it down.</p><h2><b>Your Story Began Before Your Business</b></h2><p>Your brand story didn’t begin the day you registered your business or launched your website. It started long ago, with your experiences, and influences shaping you into the business owner you are today.</p><h3><b>Childhood Dreams and Influences</b></h3><p>Start by thinking back to when you were a child. What did you always dream of becoming? Maybe you wanted to be an artist, a teacher, or perhaps a vet? These aspirations often leave clues about those values or passions that drive us as adults. You should think about what is most important to you and what you have always been passionate about.</p><p>You should then think about your upbringing and the loved ones around you. What did your parents or carers do for a living? Perhaps they had a particularly strong work ethic that really inspired you, or like me you had a mother whose creativity left a lasting impression on you. Or it could be that perhaps your childhood wasn&#39;t so positive, you struggled at school or lacked support. Was there someone you didn&#39;t want to disappoint? A teacher or perhaps a grandparent? Some business owners have unfortunately had bad experiences and suffered real hardship in their past but it made them ever more determined to make their business a success.  </p><p>These important figures and memorable moments in your childhood are the building blocks of your story, and they resonate deeply with your audience.</p><h3><b>Early Career Life</b></h3><p>Your early work life plays an important role in shaping your journey. Maybe it took you years to find something you were passionate about and you hopped from one job to the next, feeling like nothing really fit? That’s not at all a weakness, it’s a valuable part of your story. These lessons and experiences can be the very reason your business idea came to you in the shower!</p><p>If work was tough, share what kept you going. Maybe it was a love for creating, solving problems, or helping others. Don&#39;t be ashamed to say you just needed the money! We all do! So we can all relate. This level of honesty and transparency is appreciated by your audience.</p><h3><b>The Moment Your Business Began</b></h3><p>Now you can start getting to the beginning of how your business actually came about. Probably, where you originally thought your business story began! So where did your business idea come from? Did you realise a problem and find a solution? Or was it a hobby you wanted to monetise? How did you feel when the idea came to you? Excited? Terrified? Motivated? Dig deep and open up. </p><p>Next we want to hear the challenges. This is an area some business owners feel obliged to hide because they feel their customers will doubt them, and yet this is what makes your business real to customers. Be open about how long it took to get your business off the ground, this will demonstrate your determination and commitment. Were there financial hurdles you had to overcome? or was there external criticism? Sharing these struggles shows resilience and builds trust. These are also elements that make your story rich and compelling.</p><h3><b>Your Product or Service: The Heart of Your Mission</b></h3><p>At the core of your business is a problem you set out to solve. What inspired you to tackle that particular issue? Perhaps you experienced the problem firsthand, or maybe you saw a gap in the market that no one else was addressing. Think about what mattered most to you when delivering your product or service. Was it quality? Effectiveness? Outstanding customer service? These priorities speak volumes about your values and show your audience why they can trust you.</p><p>And don’t forget to acknowledge the people who’ve supported you along the way. Whether it’s family, friends, mentors, or a loyal customer base, they’re part of your story too.</p><h2><b>How to Write Your Brand Story</b></h2><p>Now that we’ve explored the foundations of your brand story, let’s talk about how to actually craft it. Writing your story may seem daunting, but with a few practical steps, you can present it with pride.</p><h3><b>Step 1: Start with a Brain Dump</b></h3><p>Begin by jotting down the key moments in your life and business journey, so the main events! Remember to go all the way back to childhood if you can. Don’t worry about grammar or structure at this stage, just let the memories flow. </p><h3><b>Step 2: Identify the Emotional Core</b></h3><p>Don&#39;t shy away from feelings, feelings are crucial to a good story. Think about what the underlying theme of your journey may be. Is it determination, creativity, or the desire to make a difference? And incorporate your feelings into this journey to write a story that resonates.</p><h3><b>Step 3: Be Authentic and Honest</b></h3><p>Audiences value authenticity. You don’t need a polished story to achieve perfection, it just has to be YOUR story. So be honest about the ups and downs, the successes and failures. Vulnerability creates connection.</p><h3><b>Step 4: Structure Your Story</b></h3><p>Like any good tale, your brand story needs a beginning, middle, and end.</p><ul><li><p><b>Beginning:</b></p><p> Introduce your background and what led you to start your business.</p></li><li><p><b>Middle:</b></p><p> Share the challenges, turning points, and moments of growth.</p></li><li><p><b>End:</b></p><p> Highlight what your business stands for today and your vision for the future.</p></li></ul><h3><b>Step 5: Tailor Your Story for Different Platforms</b></h3><p>While the key themes of your story remains the same, you can adapt it for different audiences on different platforms. A short, snappy version works well for social media, while a longer, more detailed version might shine on your website’s <i>About Us</i> page.</p><h2><b>How to Market Your Brand Story</b></h2><p>Telling your story is only the first step. To make it truly impactful, you need to integrate it into your marketing strategy. Here’s how:</p><h3><b>1. Use Visual Storytelling</b></h3><p>Pair your words with visuals that bring your story to life. Share photos of your workspace, behind-the-scenes moments, or even snapshots from your journey’s early days. Video content, like talking directly to the camera, can make your story even more engaging.</p><h3><b>2. Share Testimonials and Reviews</b></h3><p>Incorporate testimonials from customers or collaborators who’ve been part of your journey. Their perspectives add credibility and depth to your story.</p><h3><b>3. Post Consistently Across Platforms</b></h3><p>Your story isn’t a one-and-done deal. Keep it alive by sharing snippets, updates, and new chapters of your journey on social media, newsletters, and blogs.</p><h3><b>4. Leverage Your Why</b></h3><p>Use your “why” to craft compelling calls to action. For instance, if your story is rooted in solving a specific problem, frame your product or service as the solution to that issue.</p><h3><b>5. Connect Through Community</b></h3><p>Join conversations within your industry or niche. Share parts of your story in forums, groups, or collaborations. These interactions position your brand as authentic and relatable.</p><h2><b>Why Your Story Matters</b></h2><p>Sharing your brand story isn’t about self-indulgence; it’s about connection. People don’t just buy products or services, they buy into people, ideas, and values. When you share your story, you’re giving your audience a reason to root for you, trust you, and invest in your business.</p><p>So, the next time you hesitate to post on social media or feel tempted to downplay your journey, remember this: your story isn’t boring. It’s uniquely yours, and it has the power to inspire, connect, and grow your business.</p><p>Let your story be heard, it might just be the key to transforming your business.</p>

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Every business in the world has a story that’s unique and worth sharing. The problem isn’t that your story is uninteresting, it’s that you’re not going back to the very beginning. 

Brand Story

Your Brand Story Isn't Boring. Here's How To Tell It

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<p>Imagine starting a bakery in a busy city, only to realise customers walk past you without a second glance. Despite serving the best croissants and choux buns, you find yourself overshadowed by larger chains right around the corner. That’s where brand positioning comes in! It’s the secret ingredient that helps your business stand out in a crowded market. When I first started learning about marketing, I made the mistake of trying to appeal to everyone. It wasn’t until I defined my unique value and targeted a specific audience that my efforts began to resonate. Let’s explore how you can position your brand effectively. </p><h2>What Is Brand Positioning?</h2><p>Brand Positioning is a marketing concept that refers to the process of designing and establishing exactly how a brand is perceived in the minds of their target audience, relative to its competitors. This unique space businesses create for their brand is what distinguishes it from others. And this is communicated through their values, messaging and the overall experience they provide. </p><p>E.g. a brand sells clothing for women aged 18-25 who are interested in the latest trends, but on a budget. This is an example of a clothing brand positioning themselves as a cheaper clothing option than competitors for young fashion conscious women. They&#39;re communications will focus on student discounts as well as the advertising of clothing capturing new trends. </p><h2><b>Why Is Brand Positioning Important?</b></h2><p>Without clear brand positioning, your business risks being overlooked. Customers need to understand why your brand is for them. Companies that try and appeal to everyone usually end up appealing to no one. Effective brand positioning ensures your business stands out, attracts the right audience, and communicates your unique value proposition.</p><h2>How Do I Position My Brand?</h2><p>Here are 6 easy steps to create your own brands positioning.</p><h3>1. Establish the need</h3><p>First, when deciding how to position your brand, it is important to have a good understanding of the need your brand satisfies. Whether it provides shelter, entertainment, clothing or perhaps knowledge, identifying this ensures your business addresses a demand. For example, if you’re launching a meal subscription service, the need might be “easy and healthy meal preparation for busy professionals.” Write down this need to keep your efforts focused.</p><h3>2. Select The Product Category</h3><p>This refers to the type of product you&#39;re selling, Is it a convenience product, a luxury item, or perhaps a speciality product? Identifying your products category enables you to make decisions based on how it&#39;s sold and where. For instance, a convenience product like sandwiches should be easily accessible in supermarkets. It is important your product can be found in a place customers can expect to find it! So, now you have the need and the category. </p><h3>3. Analyse the Target Audience</h3><p>Who your brand is aimed towards plays a significant role in your brand&#39;s position. This could be men, women, students or perhaps young kids. Find out how old they are, what their main interests are and what their income is like. Once you understand your target audience, you can tailor your branding and marketing strategy to appeal to this specific group of customers. </p><p>If you feel there are some differences among your target audiences, such as age category, gender etc, it is useful to separate them into segments with a common characteristic. An example of a category could be women between the ages of 25-30, with high incomes. This will allow you to tailor your marketing messages to appeal to the different groups. Over 65&#39;s do not need to hear about student discounts!</p><p>Be careful not to try and attract too many groups, this is a common business mistake. Attracting many groups is difficult and typically leads to mixed messages. </p><h3>4. Identify your differentiator</h3><p>Now its time to go back to the need your product addresses. How will your product compare to competitors products? Do you want to offer higher quality? A more competitive price? Or maybe you want to provide a faster service? For example, a meal subscription service targeting busy professionals might differentiate itself by offering the fastest delivery time. The differentiator you choose to pursue should align with what is important to your target audience. If your target audience are students for example, then competing on cost would be an advisable strategy.   </p><p>Some brands implement a comparative positioning strategy, where their product is meticulously placed next to a competitor products in the same category, to really highlight its differentiating factors, e.g. quality. </p><h3>5. Identify The Benefits</h3><p>The benefits of your product are what your customer is looking out for. Once you can specifically identify these benefits, you must clearly communicate these in your marketing material. </p><p>Benefits can be explored at 3 separate levels;</p><p><b>The Core Product</b> - This is the primary benefit. For example, a television’s core benefit is entertainment.</p><p><b>The Actual Product</b> - Features, brand, and quality. For a curved, 4K Samsung TV, this includes its high resolution and sleek design. This is what they are physically getting.</p><p><b>The Augmented Product </b>- Additional benefits like warranties or customer support. For the TV, this might include a warranty or installation services. With a Samsung TV, I&#39;d hope for a warranty! Should anything go wrong with the product, that was out of my control, I would be happier knowing that I will receive a replacement.</p><p>Highlighting each of these benefits ensures your messaging resonates with what your customers value most.</p><h3>6. Form your Brand Positioning Statement</h3><p>A brand positioning statement is an internal tool that is used to make branding decisions and build marketing campaigns. It should clearly and succinctly define where your brand will sit in the market based on the need it meets, your target audience, and your differentiator. For example: “Our meal subscription service provides busy professionals with healthy, chef-crafted meals delivered faster than any other service, ensuring convenience without compromising on quality.”</p><h3>Brand Example</h3><p>Let&#39;s take a look at Zara, a global leader in fashion to understand effective brand positioning:</p><p><b>Need</b> - Clothing</p><p><b>Product category</b> - Apparel &amp; Accessories</p><p><b>Target audience</b> - Young men and women 18-35, looking for hot off the press fashion</p><p><b>Differentiator</b> - Affordable yet high quality fashion items with a 2 week turn around for new product releases.</p><p><b>Benefits</b> - (Core) Improve self-image / confidence, (Actual) High quality, low cost Zara garment (Augmented) Home delivery, post-purchase emails, future discounts. </p><p>If you are a customer of Zara, you will notice that this brand consistently communicates these elements and has cemented its position as a go-to brand for trendy, affordable fashion.</p><p><b>Conclusion</b></p><p>Brand positioning really is the cornerstone of a successful business strategy. By defining the need your brand meets, understanding your audience, and communicating your unique value, you can position your business in the market. Take inspiration from leading brands like Zara or Coke, but remember to be authentic and stick to your goals.</p><p>Reflect on your brand’s unique strengths and craft a positioning strategy that will leave a lasting impression on your audience. Whether you’re launching a new product or refining an existing one, clear brand positioning will set you apart and pave the way for success.</p><p>
</p>

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Understand why your brand needs a clear position in the market. Take a closer look at the target audience, product category and the product benefits.

Brand Positioning

Why Brand Positioning Is Key to Your Business's Success

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<p>Search engine optimisation was probably the last marketing strategy I wanted to explore. It seemed overly complicated, stressful and not something I felt I qualified to do. But when I discovered that most of my articles were barely making it to the second page on google, I realised I needed to bite the bullet and get to grips with SEO! I was pleasantly surprised to discover how much I could do to improve my position on google. Using simple steps, I was not only able to increase my sites ranking, but reach the top for relevant search terms! </p><p>So, this guide is designed to help anyone, who like me, may be avoiding SEO, optimise your website using beginner friendly tips, so you can get your business found on Google.</p><h2>What is Search Engine Optimisation?</h2><p>First of all, Search Engine Optimisation (SEO) is a digital marketing strategy designed to enhance your website’s visibility in search engine results, driving organic traffic to your site without the need for paid advertising. </p><p>By optimising various on-page and off-page factors, such as keywords, content quality, back links, and user experience, you can improve your site’s ranking for search queries that are relevant to your business. For example, utilising keywords like &#39;London women&#39;s hair salon&#39; in a sites meta descriptions can increase your visibility for women looking for local salons.</p><p>Higher rankings make your site more discoverable to your users, increasing your chances of attracting visitors interested in your offerings. It’s a very effective long-term strategy that helps build trust and authority online.</p><h2>How does Search Engine Optimisation work?</h2><p>So, time for the nitty gritty! When someone types a search query into Google, it will produce a long list of results over a huge number of pages, these are Google&#39;s indexed web pages. Results ranked first, are positioned there because the search engine has deemed them most relevant to the user’s search. </p><p>The higher the ranking, the more organic traffic these pages will receive. Organic traffic refers to the site visitors coming from unpaid sources, it&#39;s your FREE traffic! Organic traffic typically accounts for 53% of all website traffic. </p><p>SEO = Organic Traffic. This is what we are all striving for – free traffic!</p><h2>How do I get started with SEO?</h2><p>To get started with search engine optimisation, there are a few tools you&#39;re going to need to get setup, we call them the 3G&#39;s;</p><h3>Google Search Console</h3><p>If your site is live, its important to find out how well your site is performing before you begin optimising it. For this you must sign up to<a href="https://search.google.com/search-console/about"> Google Search Console</a>, this is a free tool you can use that can tell you exactly how well your site is performing in google’s search results. </p><p>Changes or improvements you make can be closely monitored. Most importantly, you can find out if your site has even been indexed yet (added into google search results) If it says &#39;URL is not on google, click &#39;request indexing&#39; and your URL will join a queue, waiting to be crawled. It can take up to a 2 weeks for your site to be indexed, so don’t put in more requests. </p><p>However, if your pages are still not being indexed there is unfortunately a long list of possible reasons why. <a href="https://developers.google.com/search">Visit Google Search Central</a> for troubleshooting.</p><h3>Google Analytics</h3><p>If your sites pages have been successfully crawled and added into googles search results, you will now be discoverable. So, now you&#39;re ready to<a href="https://developers.google.com/analytics"> sign up to Google Analytics</a>, another free platform that will enable you to start monitoring the traffic you receive. You will be able to find out how much traffic you are getting and where its coming from. </p><p>This data will help you to make decisions about how to promote your site. Now, it will take a few days for data to be gathered so be patient.</p><h3>Google Business Profile</h3><p>Once your accounts are set up, you should<a href="https://www.google.com/intl/en_us/business/"> consider getting listed on google</a> with a business profile. This is particularly important if you run a business with a physical address. Perhaps you run a salon, a shop or have a small office somewhere. This profile will help your customers to find you as you will be added to Google Maps and it will of course link to your website.</p><h2>How Do I Search Engine Optimise My Sites Content?</h2><p>Now its time to plan what content will be on your site. This includes everything from blog articles, to your About page. </p><h3>Research Keywords</h3><p>First<a href="https://ads.google.com/home/tools/keyword-planner/"> head over to Google’s Keyword Planner</a> and <a href="https://trends.google.com/trends/">Google Trends.</a> Here you can discover what keywords (related to your business) people are searching for specifically. </p><p>Focus on <b>search frequency </b>and <b>level of competition</b>. It is these two measurements that are particularly important. Aim for keywords with a monthly search volume of at least 1,000, a figure less than this suggests it is an unpopular search term. Make sure your keyword has with low-medium competition, this will make it easier for you to rank highly.</p><p><b>Google Trends</b> is a site that can reveal how popular a keyword is by scoring it from 0-100. So for example, if you are selling a product titled ‘children’s craft box’, but the search term scores 20, you should look for a related term instead. Perhaps your customers are using keywords like ‘kids’s activities’ or ‘children’s craft gifts’. In which case, these are the keywords you should be including in your metadata. Choose keywords with a Google Trends score of 50 or higher.  </p><h3>Write Website Content</h3><p>The content on your site must be clear, well-written and contain the keywords that you have newly discovered. Be sure to highlight exactly why your site exists and provide in-depth content for the About page.</p><h3>Start a Blog</h3><p>Having a blog on your site can increase traffic by up to 300% percent. It is a no brainer to include one on your site as long as you regularly add to it. Blog articles are an excellent way to include relevant keywords that your customers will be searching for. It is advised to have at least 20 blog articles to improve your discoverability. If you&#39;re stuck for content, consider the following; common customer questions, industry trends and tutorials or how-to guides related to your products or services.</p><h3>
Provide Metadata</h3><p>Your metadata is the extra information you write for search engines that explains or summarises the content on your site or pages. This is crucial information picked up by search engine algorithms, so make sure you use the keywords you have researched. If you are a blogger and you use <a href="https://ghost.org/">Ghost</a> or<a href="https://wordpress.com/"> WordPress</a>, there is a clear option to edit your metadata in settings before publishing an article which allows you to include more keywords.
</p><h3>Incorporate Links</h3><p>
Links are a powerful tool for optimising your website and a super easy way of increasing its search engine ranking. Start by incorporating <b>internal links, </b>links that connect different pages or articles on your own site. These not only enhance user navigation but also improve your site’s credibility and quality in the eyes of search engines. For instance, if you’re writing about a new product, include links to related products or articles.</p><p><b>Inbound links</b>, also known as back links, are another valuable asset. These are links from other websites to yours, bringing traffic directly to your site. To increase your inbound links, consider asking your suppliers or partners to link to your website, helping customers discover where they can purchase your products. When these links come from high-traffic or reputable websites, they can significantly improve your search engine ranking.</p><p>Finally, don’t shy away from <b>outbound links</b>, which direct users to other reputable websites. While it might seem counter intuitive to send users elsewhere, outbound links to high-quality sites actually signal to search engines that your content is well-researched and credible. For example, if you run a fashion blog and write about the latest winter trends, you could link to a site like ‘Selfridges’ where users can shop for the featured styles. Over time, frequent use of outbound links can also support affiliate marketing opportunities, adding another layer of value to your content strategy.</p><h3>
Guest Post</h3><p>Guest posting involves writing a post on another website or blog, also including your business or blog name and a link to your site. Not only does this boost your site ranking once again, this is a great way to encourage traffic back to you and increase your brand awareness. There are blogging sites which allow you to guest post such as <a href="https://blog.hubspot.com/">Hubspot</a>. However you can also contact an independent blogger to find out if they would allow you to guest post, but only if your content is relevant to their users too! A guest post about how to make the perfect vegan dish, is no good posted on a blog about cars. If you do get the opportunity to guest post for an independent blogger or business, be sure to return the favour! Remember this can also help drive traffic to your site.
</p><h3>Request Reviews</h3><p>Reviews are an excellent way to search engine optimise your site, as google favours sites that are highly-rated. It adds to your credibility, so make sure this is enabled. You should also be heavily engaged here and respond to reviews where possible. Even if it is a simple ‘thank you’, you are engaging with your audience.</p><h3>Be aware</h3><p>Not every business or blogger uses approved techniques of Search Engine Optimisation. Some techniques involve deceiving users and manipulating indexes (search engine spamming). It is important that you follow approved methods </p><p></p>

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Understand why customers can't find your business when searching online and discover how to fix it.

Search Engine Optimisation

How to Use SEO to Get Your Business Found on Google

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