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  • #1236118
    Aaron Clarke
    Participant
    • Total posts: 1
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    Hello everyone,

    I’m Aaron, founder of Swimwear Shack. My business is located in Australia offering swimwear and accessories. Can anyone help me guide how can I make my business a brand.

    Your ideas can give me something valuable.

    Thank You

    I am Aaron, founder of Swimwear Shack & Tri Shack- the biggest swim specialty store in Australia offering a wide range of <a href="https://www.swimwearshack.com.au/" >swimwear</a> & accessories.
    #1236169
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,341
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    Hi And Welcome to Flying Solo It is great to have you!

    Thank you for joining our community and posting.

    Start by creating a brand story.

    Here is a really good one.

    https://saddlebackleather.com/the-saddleback-story/

    Cheers
    ~Paul

    #1236347
    Tom Valcanis
    Participant
    • Total posts: 19
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    A business sells products or services.

    A brand sells consistency.

    I just had a look at your website and there’s nothing that sticks to me. Myer is “my store.” Coke is “real magic.” Swimwear Shack is… ???

    It helps to have a mission statement and vision statement. What you strive for and what you aim to represent. I Sell Words because my words sell. It’s not just a pithy slogan. It’s literally the summary of my brand, what I do, and how I provide value.

    It didn’t come to me in a day, that’s for sure! 🙂

    I sell words because my words sell. Copywriter at I Sell Words - 0417120749
    #1236350
    Aung Thura
    Participant
    • Total posts: 1
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    Actually your business is already a brand.

    A brand is…
    1. What people emotionally experience – good experience, bad experience, meh experience.
    2. What people recall – experiences, taste, colors, sounds, smells.
    3. What people associate – Coke = red, Pepsi = Blue, McDonald = Ronald, KFC = Colobal

    So people who have had some interaction with your business has those already. The trick here is to make sure that Swimware Shark is a ‘good,’ brand. To do that, you need to look at the 1, 2 & 3 above and see how you can…

    1. Create positive emotional experiences, whether they are shopping online or off line.
    2. What do you want them to take away after interacting with your business, besides the swimwear and a receipt. What do you want them to reacall about your business.
    3. You need to create those associations. How do we know that Coke is Red and Pepsi is Blue and they (supposedly taste different). Answer = Consistant marketing communication over the years. Rome wasn’t built in a day. So start advertising a ‘consistant,’ message about your business ‘consistently.’

    TBH there is quite a lot to do, but good customer service, frictionless buying experience and decent pricing will help you build the foundations of a brand. Follow upwith advertising!

    #1236353
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,341
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    I have a cleaning company and our messaging is built around, “Expert and Affordable Cleaning”.

    It is something that we stand for, and we stand behind.

    It’s a very simple message and one we can “test” against when we put our message into the market (say through our website or ad), when we interact with our prospects and customers (eg, when we do a quote) and when we provide actual services (eg, when we respond to a complaint).

    If you haven’t thought of it, try to sum up your business in less than 20 words and then refine it until you are down to 5 words or less.

    Cheers
    ~Paul

    #1236535
    Brandwizz
    Participant
    • Total posts: 2
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    To establish any business as brand you need to be specific that what is you are offering is unique and that you will never be negotiated with that.
    Like Rolls Royce is brand that is known for its handcrafted luxury cars that no other car company will match their quality, features and uniqueness.
    You have to be consistent with your product quality, uniqueness and their value. And also participate in various cultural activities or at events and make people aware about your unique identity, features and products that they will find nowhere.

    Digital Marketing Agency India
    #1236630
    Sean
    Participant
    • Total posts: 6
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    A brand is simply the public expression of your company’s values and beliefs. Start there.

    • This reply was modified 1 month, 1 week ago by Sean.
    Unique Business Consultant
    #1236808
    DNova
    Participant
    • Total posts: 6
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    Hi Aaron,

    You have a brand. It’s been online since 2011 🙂

    Unfortunately, your website has many issues that are hindering its performance in search and the subsequent revenue it generates for your business.

    Here are just some of the problems I found while taking a quick look at your site:

    1. The non-www version of your domain is indexed by Google and currently redirects to “swimmerslife.net”. It should redirect to your main www domain.

    2. One of your Google Tag Manager scripts is installed incorrectly causing a 307 internal redirection. So, your analytics reports connected to that property will be incorrect (if they’re receiving data at all).

    3. The website’s URLs are not consistent – Google suggests they should be. Here are some examples:
    /contact-us/ (has a trailing slash)
    /bedhead-hats-size-chart (no trailing slash)
    /gift-card.html (html extension)
    //women/swimwear/two-piece.html (double slash at the beginning)

    4. Some URLs unneccessarily contain your store name:
    /about-us-swimwearshack/
    /customer-service-swimwearshack/
    /store-locator-swimwearshack/

    5. Some pages are blocked using the robots.txt file instead of using the “noindex” meta tag. This means the pages can still appear in search results if someone links to them and Google crawls that link. An example of this is one of your three “Contact” pages (yes, you have three).
    /contact (this one has no trailing slash)
    /contact/ (this one has the same content as the previous one and contains a map showing your address as Canada)
    /contact-us/ (this is the one your footer menu links to)

    6. The website has no XML sitemap (an index file that lists all your pages for Google)

    7. Low-value Tag and Brand pages that contain no content are being indexed, which causes Google to punish your whole website for wasting their resources.
    Examples include:
    /blog/tag/swim
    /blog/tag/bikini
    /brand/body-glide
    /brand/orca

    Pass this list to your developers and have them sort it out. You’ll be pleased with the results.

    Kind Regards,
    Dnova

    #1237053
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,341
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    @simonclancy

    Great post. Thanks for writing it.

    Cheers
    ~Paul

    #1237050
    SimonClancy
    Participant
    • Total posts: 1
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    Hi Aaron,

    As someone who loves the water and the sea, I thought I would offer some practical advice.

    1. Start with the end in mind. What business do I want to be, how many sales, new vs repeat customers for example. Starting with your business objectives will lead your brand, not the other way round.

    2. What is my position (current-desired) in the market? Positioning is your place in the market and where you want to be. It’s a powerful tool because you can create new categories in older ones, and find new niches and new audiences. Look at competitors to know where to play and not play.

    3. Once your position is defined, then you can work on your brand – what your future customers think of you (real vs imagined benefits).

    4. Don’t overcook it. A bootstrap brand strategy could be five of the following items;

    Purpose: a simple sentence about why your business exists. This keeps you focused on decision-making with execution

    Personality: think of this as a human trait that would link your business with your customer and purpose. This can then inform how you package your brand identity and expression.

    Messaging: list up to three messages – one about a customer need, one about how your offer, and one about your company’s purpose. These are not copywriting lines but guiding messages to communicate.

    Tone of Voice: based on your personality and customer, list up a few keywords on how you would express your brand.

    Content / SEO: This can be a little tricky and it takes time to develop, roll-out, manage and see results but you can use content and SEO to learn about your customers’ behaviors rather than expect direct sales. That’s what your website is for.

    Content should solve customer motivations, pain points, and anxieties. It should go beyond the product you selling and into the extension of the customers’ lives. For example swimwear – summer fashion, fitness, best beaches in Queensland to swim at, swimming with your kids, etc.

    Create a list of topics that will serve their motivations and anxieties. List up keywords they most likely search for associated with your category and their lifestyle. Then execute consistently to serve their needs.

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