SMART STRTEGIES FOR BUSINESS AND PERSONAL BRAND GROWTH

One of the major challenges businesses and personal brands face constantly is standing out. How do you gain online visibility that reaches the right audience? How do you stay ahead in a market saturated with options? These are the questions many struggle with, and without the right approach, you might end up being unseen or lost in the crowd.

In this edition of BEYOND THE BRAND, you’ll discover actionable strategies and proven tips to tackle these challenges, drive visibility, and set yourself apart in the saturated market.

1. Set clear, measurable goals

They say "One that fails to plan, plans to fail". The first thing to do in building your business or personal brand is to start with the end in mind. What do you want to be known for? What type of brand are you looking to build? What are your long term and short term goals? These are questions you should ask yourself and ensure your goals are specific, measurable, achievable, relevant, and time-bound (SMART). Clear goals guide your strategy and help you stay focused on what truly matters.

2. Carry out a detailed marketing research

One of the most critical yet overlooked steps in scaling your business or personal brand is carrying out a detailed marketing research. A lot of businesses fail because they lack adequate knowledge, which should have served as a foundation and roadmap to their business. It’s not just about having a great product or service, it’s about understanding your market, knowing where you’re headed, and having a clear plan to get there. Marketing research, especially when conducted by experts,

• Gives you a clear picture of how your market operates, the latest trends, and potential opportunities. It will help you grasp the landscape you’re competing in and how to position yourself effectively.
• Helps pinpoint who your ideal customers are, their pain points, preferences, and behaviors, as well as the platforms they frequent. With this knowledge, you can craft tailored strategies to reach and engage them.
• Reveals your competitors' tactics, the platforms they dominate, and the strategies they employ to attract and retain customers. This analysis gives you a roadmap of what works in your industry and highlights gaps you can exploit to differentiate yourself and stay ahead.
• Helps you build actionable marketing strategies that align with your business goals. It guides you on the best platforms to invest in, the type of content to create, and the unique approaches to capture your audience’s attention.

Marketing research lays the foundation for every marketing decision you’ll make, ensuring you’re not just guessing but working with data-backed strategies that yield results.

The picture below are some results gotten while carrying out a marketing research for a wellness brand in the United States.

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3. Create evergreen content

The key to scaling is knowing your audience inside out and giving them what they want. Create personalized experiences that speak directly to their needs and preferences. Invest in timeless content that provides value long after it’s published. Blog posts, how-to guides, and educational videos help establish your brand as an authority while continuing to attract new leads over time.

4. Invest in social proof

Credibility builds trust, and trust drives sales. Encourage customer reviews, testimonials, and user-generated content. A simple five-star review or a happy customer's story can do wonders for your brand's reputation and visibility.

5. Leverage data and analytics

Data is your best friend in the digital marketing space. Track and analyze your campaigns to understand what works and what doesn't. Use tools like Google Analytics, social media insights, and A/B testing to refine your strategies and improve ROI.

6. Maximize multi-channel marketing

Don’t rely on one platform. Use a mix of social media, email marketing, SEO, and influencer collaborations to diversify your reach. Consistency across channels ensures your audience engages with your brand wherever they are. Collaborate with voices and brands that share your values and target similar audiences to create campaigns that resonate widely.

7. Test, Learn, and Adapt

The digital landscape is ever-changing. Stay ahead by experimenting with new ideas and being quick to adapt. Embrace failures as learning opportunities, and always be ready to innovate.

Scaling your business or personal brand requires a deliberate mix of strategy, creativity, and persistence. Success doesn’t happen overnight, but with the right tools and consistent effort, growth is inevitable.

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Till I write you again,

Busola Odole