Hello and welcome to the third and final instalment of my series on how to build a brand from scratch. In this article, we will be discussing steps two through six of the Movement Maker System, which will leave you confident to start a new business that is both marketable and profitable.
Please, if you haven’t already read parts one and two, check them out at How to Build a Brand from Scratch and How to Start a Business with Sammy Blindell. They will lay the foundation for the exciting steps I’m presenting here.
This strategy will help you get your brand out there, build a massive amount of trust and an enormous amount of credibility…as well as help you turn what you know into skills for solving real-life problems. You will be giving people what they actually want.
It’s more than creating something just because you want to create it. That’s fine if you want to produce something and don’t care if you get paid for it. But if you want to build a business and make money, then you need to start solving problems that actually exist.
Everything here has been taken from my full Brand Builders TV episode, How to Build a Brand from Scratch. You may watch the entire video here, or keep reading for the conclusion to this series.
It’s time to learn it, model it and get shit done! Let’s go!
This is Sammy Blindell
A brand creation and visibility expert, Sammy Blindell is the author of multiple best-selling books, the Chief Visionary Officer for the Brand Builders Club and founder of the One Drop Movement. She is also How to Build a Brand’s CEO.
No business is too new or too established, too small or too large, for Sammy to work with its owner and show them how to enhance awareness, credibility, trustworthiness, reputation, marketability, profitability and branding. Her mission is to inform entrepreneurs of her strategies so they can get it right the first time, instead of making the mistakes she did. This decreases business owners’ investments of time, money and effort…with better results.
Let's move forward with Sammy, as she tells us in her own words how to start a new business.
Start a New Business: The Final Steps
Hello! It’s Sammy, and I’m back with steps two through six of the Movement Maker System, so you can start a new business that sells something people actually want, need and will buy.
Step Two: Craft Your Offer
Let people know that as a result of their feedback, you’re creating something. Tell them, “I’m looking for twenty (e.g.) people to test it with me. Who’s up for that?”
Talk to those twenty people and tell them, “This is how much it’s going to cost me to create the program. Would you be willing to invest in supporting its creation? You’ll be getting it at a fraction of the price that everyone else will pay once it goes to market.”
Then you’ll get early adopters—people who are investing in you and paying you to create the program. They’re going to get more of your time than anyone else because you’re building the program around them.
You know they have a problem that millions of others also have. Whilst it will feel like you’re personalising and tailoring it to them, as you’re doing that, you’ll also be creating it for the million people who will come after them.
This is the time to craft your offer. You’ve done your research, you know what they want, and you can start reaching out and asking if this is roughly what they were thinking of.
It's better to create it live, in a setting where you’ve got love and people around you who will help you produce something people actually want…better than making all your mistakes publicly. A lot of our Brand Builders test and launch things in the Brand Builders Club before they take it market.
Step Three: Pre-Release
You’ve done your research, you know exactly what people want, you’ve created the offer and you just want to release it.
Not long ago, we released the 7-Step Brand Kickstarter online program, which is a brand-building system. It’s something I do personally with my Brand Builders Club members, but lots of small business owners were really struggling with their messaging (How do I create a pitch? How do I talk about my business consistently? How can I get other people talking about my business consistently?).
And so, I created that for the public as well and put that out within my Brand Builders Club LITE Membership group and said, “This is a fraction of the price to do it here.” And they all went and bought the 7-Step Brand Kickstarter. They’ve all been going through it, which is great. I’ve pre-released it. I can get feedback and get it tested before the “real” program is launched.
Step Four: Launch
Now you have confidence that your creation is going to work. It’s going to do a good thing.
Step Five: Optimise and Re-Launch
In my case, I had pre-launched my program into the Brand Builders LITE Group. They tested it and gave me feedback. I could then optimise it and make any changes.
People went to the landing page and found little grammar errors. Any little thing like that is enough to put a stranger off, so test it with friends first because they’re already in love with the stuff you’re doing and want to support you.
If you do it that way, it will be much easier for you and you’ll get it right. But then you’ll want to optimise it before the big launch. This is something for you to think about in your process.
Everything I share with you is stuff I’ve actually experienced. I never read a textbook and then tell you to go and do it. These are things I’ve done over a thousand times. I’ve learnt a lot the hard way, so you don’t need to.
When you re-launch it, you will have had a whole lot of people testing it, who have been part of the journey and who have grown up with the product.
A lot of business owners make the mistake of only starting to announce the product once the thing has been created. They don’t talk about it early on. When you’re thinking of creating something, start sharing it now, then you’ve got people who will buy from you as soon as you launch it, and you won’t have to turn strangers into friends from scratch.
Step Six: Illuminate
Put it out everywhere, let everybody know about it, ask people who have been through it and people who trust you to help you in driving out the message. Don’t be afraid to ask, because if you don’t ask, there’s a 100% chance that you won’t get what you want.
Get support. Let the whole world know about it. Let space know about what you’ve created. Put all of your energy into getting it out there.
Step Seven: Automate
As soon as you get to the end of the process, you won’t want to be doing this again and again. That’s not a good use of your time. Some of it you will need to be doing because it’s reliant upon your being there—but there are certain things that can be automated, like emails, messages and some of the social media…so it can be going out even when you’re not there.
With the Brand Accelerator program, I was creating email content in a Word document, copying and pasting it into emails and addressing the emails to every single person. It was only eighteen people for a period of six months, so it wasn’t too stressful, but you can imagine how that would feel for a larger number of people, or for a longer period of time.
Then my PA was sending those emails out. Every time a Brand Accelerator would send an answer back, the next step was emailed out with this copy-and-paste method. But we had money from paying customers to invest in someone automating these things for us. And so we automated with InfusionSoft, which is a large program. You can use Mail Chimp to get started, which is free to use for up to a certain number of contacts. Active Campaign is somewhere between Mail Chimp and InfusionSoft, and comes at a minimal cost.
When you’re first starting out, you don’t need a massive email system, but if you know you’re going to get 1K or 2K people onto that list, it’s easier to go for the bigger program straight away. Otherwise, it can be difficult to export names. You might have them tagged and segmented, and modelling that into a new system can be quite manual and time-consuming.
Why Start a New Business without the Brand Builders Club?
We hope you’ve enjoyed this series with me, Sammy Blindell, all about how to build a brand from scratch. Please share it with a friend who may be wondering how to start a business or how to improve an existing business.
And before you go, be sure to check out the Brand Builders Club. If you’re in a job and want to create something on the side or you’re already busy with your business, or starting a new business, there are 30 mentors waiting for you in the Brand Builders Club. The LITE membership is only £37.99 per month, and you may cancel at any time.
I did things on my own for three years too long. It was ridiculous, and I wasn’t getting anywhere. I was doing nice things, but wasn’t making money, wasn’t fulfilled, and was just busy doing things I thought I had to do.
But you are unique. Your business is totally different than everyone else’s on the planet. You don’t have the same business, desires, vision. You are unique in what you want to do and how you want to do it. There’s no one-size-fits-all business model. That’s why at Brand Builders Club, we meet every week. If you can’t get to a session, you’ve got the group to be able to ask questions and throw grenades in there. I can have more influence and support you in your journey if we’re actually working together.
So please, head over to Brand Builders Club LITE and take a look around. There’s a whole world of support waiting there for you.