Master Entrepreneur Jeff Webb Explains How to Successfully Brand a New Business in 2023

With years of experience successfully branding Jeff Webb Herff Jones and Jeff Webb Varsity Brands, Webb is eager to share what he has learned with entrepreneurs struggling to stand out from the crowd. To this end, he offers advice to help individuals selling products and services learn how to brand themselves so that potential customers can easily see who they are and what they have to offer.

Choosing a target audience is an important first step. He advises new business owners to think carefully about the type of people who would be most likely to purchase their products and services and to create a detailed “buyer persona” to better understand potential customers. He explains that it’s wise to consider a number of factors, including age range, gender, ethnic background, and socio-economic background, when identifying a target audience to ensure branding and marketing efforts are as effective as possible.

Once an entrepreneur has selected a target audience, Jeff Webb says, they should develop a value proposition and core values for the business. Knowing what sets the business apart from the competition and promoting the business’ strong points will not only bring in new customers but also cultivate brand loyalty. The value proposition should be based on both the target audience’s needs and the business model for the new company. Selling point options include price, sustainability, unique services/amenities, the fact that products are made solely in the United States, or other factors. The core values for the business outline the business’ commitment to its customers and the standard of service and customer care it will provide. It is an important part of a company’s branding, as a whopping 60% of consumers say they have deserted a brand due solely to poor customer service.

Jeff Webb also strongly recommends choosing a logo for the new business. Visuals grab attention, and most people remember them better than text, he says. The logo should be easy to remember, accurately depict what the business stands for, and look good not only on signs and business cards but also on online platforms such as a website and social media sites. Choosing the right colors and then using the same color scheme and logo on all online and offline platforms is also important, he notes, as people will come to recognize the business colors and logo along with its brand name and will immediately connect new products/services to a company they already trust.

Current economic conditions can make setting up a new venture a challenging prospect. However, he rightly notes that proper branding can drastically boost one’s odds of success by generating trust and cultivating brand loyalty. He advises anyone who is setting up any kind of new business to start by choosing a target audience, deciding on the business value proposition and core values, and then using key visuals such as a logo and carefully selected business colors to showcase the business in the best possible light.