The Top Strategies for Building Your Brand as a Black Professional
Every Black professional and entrepreneur knows that successful branding is key. How can you incorporate your brand image everywhere? Learn here.
You know you've got big ideas that will change the game. You know you've got the drive that it takes to start something from scratch. Now, it's time to take those first steps toward starting a business.
Black-owned businesses are on the rise. In 2021, we saw a 28% increase in small Black-owned businesses, a sign that more Black professionals are stepping into their power.
When it comes to starting a business these days, it takes more than just great products or services. You have to know how to build your brand and establish yourself as a frontrunner.
We're going to talk about how to make that happen. Read on for the top marketing strategies that every Black professional should know in 2023.
Get on Social Media
When over 70% of US adults are using at least one social media platform on a regular basis, it's time to start building your brand on social media. We've seen Black-owned brands both big and small, from Rihanna's Savage X Fenty to the Brave + Kind Bookshop, make waves using platforms like Instagram and Twitter.
If you're not on social media, you're missing a chance to connect directly with consumers. Social media is a great place to establish your brand's persona, aesthetic, and goals. While Facebook was a frontrunner for several years, TikTok is creeping in as one of the most-used social media platforms, particularly with younger audiences.
Know Who Your Audience Is
Who are your products or services for? Which people are you trying to reach to build your consumer base? Trust us when we tell you that your audience isn't the whole wide world, and you're going to have to find them if you want them to pay attention.
One way to think about your audience is to think in terms of demographics. That can include race and ethnicity, age, gender, income status, and more. Your job is to figure out who you're marketing to and then start creating marketing content that will appeal to those groups and find them where they are.
Speak Their Language
What do we mean when we say you need to appeal to your target market? We mean that you need to speak their language, speak to their needs, and breathe life into their desires.
Your goal is to establish trust by showing your target audience that you understand them and you respect them. After all, if you don't understand your target audience, you won't be successful in creating products or services that would make a positive difference in their lives.
Build Your Email List
Email might seem old school, but research shows that it's still one of the best ways to reach consumers and turn them into repeat customers. Building an email list is a great way to keep that line of connection open, especially in the face of ever-shifting social media algorithms that can sometimes decrease the visibility of your posts.
Use tools like pop-up prompts and discount codes to build your email list. Then, make sure to send out email blasts at least twice a month. You can share information about new products, upcoming sales, and even the behind-the-scenes information that makes your consumers feel like they know you a little better.
Be Authentic and Transparent
In the past, businesses tried to keep their secrets and struggles locked up tight. The idea was that consumers didn't want to see what was going on behind the curtain because it might change the way that they thought about a product.
Now, there's a difference between being appropriately transparent and unprofessional. As we've mentioned already, consumers want to connect with you and understand more about your journey. When you post on social media or compose emails to your customers, be authentic and transparent (but don't drop your professional edge).
Stay True to What Matters to You
What made you decide to start a business besides wanting to make more money and become your own boss? What communities or causes would you give back to if you had the means? How can you build what matters most to you into your business model?
Research shows that 75% of consumers prefer shopping with small businesses that give back to their community or other significant causes. Donating a percentage of your proceeds, partnering with organizations, and holding fundraiser sales are all great ways to show your consumers what matters to you and how you're making the world a better place with your business.
Narrow Your Focus
One mistake that many entrepreneurs make is trying to sell as many products as possible. Believe it or not, you're more likely to turn a consistent profit if you focus on perfecting and marketing fewer products. This is a viable business model for a few reasons.
The first is that you can spend less money on marketing when you're selling a single line of products, rather than dozens of unrelated items. The second is that you really can focus on perfecting those products and making sure that yours are some of the best in the business. Finally, selling too many products from the get-go can make consumers suspicious or overwhelmed by all of the options you seem to have.
Use These Tips for Black Professionals and Step Into Your Power
If you're a Black professional and a Black entrepreneur, this one is for you. Take it as a sign that the great idea you've been thinking about for years is ready to come to fruition. Use this guide to get your business off the ground and stay in control of your branding.
Looking for more ways to thrive as a Black business owner or investor? Stay with us as we share more tips, success stories, and business news.
