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How to Turn Your Business Venture into an Admired Brand

Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET.  This is excerpted from my recent interview with Fabian Geyrhalter.  He is a renowned Brand Strategist and the Founder and Principal of FINIEN. He is the author of Bigger Than This. For more info: SmallBizlady:  HOW DO YOU DEFINE BRAND? Fabian Geyrhalter:  A brand is a company (service, product or person) with soul that is attractive and smart. Soul is key to this. If you are solely selling in order to seize a financial opportunity your company will likely not turn into a brand.  Heart and soul creates connection and it’s how you change from transaction to an interaction with your audience. It turns into a relationship. That’s what branding means to me. SMALLBIZLADY:  DOES A BRAND HAVE TO OFFER A RADICALLY NEW AND UNIQUE PRODUCT TO SPARK INTEREST AMONG CONSUMERS? Fabian Geyrhalter:  Given today’s world filled with hot startups that are fueled by tech innovation and are disrupting one segment after the next, the surprising answer is: No SMALLBIZLADY:  HOW IS IT POSSIBLE FOR A COMPANY THAT MANUFACTURES MUNDANE COMMODITY PRODUCTS, LIKE STAPLERS OR SOCKS, TO FEEL “SPECIAL” TO THE GENERAL PUBLIC? Fabian Geyrhalter:  These commodity companies that quickly turn into beloved brands all realized that they need to find a story that is bigger than their offering. In my new book “Bigger Than This” I analyzed that all of these ventures lead with branding rather than product. By using empathy with their audience, they found ways to tell bigger stories that immediately resonated with their new audiences. SMALLBIZLADY:  WHAT DOES IT TAKE TO LAUNCH A BRAND IN TODAY’S AGE? HOW DO YOU TURN ANY VENTURE INTO A BRAND IN 2018? Fabian Geyrhalter:   It takes either disruptive innovation or brilliant brand thinking. If you lack innovation, which many companies do, you have to carefully align your offering with a specific audience and around shared values. The traits are story, belief, cause, heritage, delight, transparency, solidarity and individuality. If one or more…

Who’s on #Smallbizchat August 2018

#Smallbizchat is a weekly conversation where small business owners can get answers to their questions. The focus of #Smallbizchat is to end small business failure by helping participants succeed as your own boss.   Please join us live on Twitter every Wednesday 8-9 pm ET. Here’s how: follow @SmallBizChat on Twitter and follow the hashtag #Smallbizchat and click here for directions to join the weekly conversation.   In August, we will be talking about branding, addressing #MeToo in businesses, and join us on August 15th, we will be hosting #Smallbizchat LIVE on Twitter, Facebook, and YouTube, about the following topics:  love and business, profitability, and business networking. Here is a list of who is on #Smallbizchat in August: August 1st – How to Turn Your Business Venture into an Admired Brand, @finieninsights Fabian Geyrhalter is a renowned Brand Strategist and the Founder and Principal of FINIEN. He is the author of Bigger Than This.  For more information, visit   August 8th – How to Innovate and Grow Your Business, @2Excellyourbiz Michael Haynes is a B2B Strategist that helps small businesses grow using customer-driven strategies. He is also the author of Listen Innovate Grow to help small businesses drive growth through B2B. Learn more at   August 15th – #Smallbizchat LIVE on Facebook How to Balance Love and Success in Your Business, @charreah Charreah K. Jackson is an international speaker, coach, and ESSENCE Senior Editor, empowering the brand’s global audience of 13 million.  Charreah is the author of Boss Bride: The Powerful Woman’s Playbook for Love & Success. Find out more at Creating a Permanently Profitable Business, @mikemichalowicz Mike Michalowicz is the author of Profit First and other popular business books. Mike is an author, podcaster, speaker, business columnist and tv host.  Learn more at   How to Leverage Your Network for Warm Referrals, @BrynneTillman Brynne Tillman is an Amazon bestselling author of The LinkedIn Sales Playbook: a Tactical Guide to Social Selling. As a career sales professional herself, Brynne bridges the gap between traditional sales, networking, and social media.  Learn more at   August 22nd – How to Address #MeToo Issues in Your Business, @hracuity Deb Muller is the founder and CEO of HR Acuity,…

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