Four steps to launch your creative business
This one is for friends and lovelies who are exploring new ways to share their incredible expertise, bravely build their own orgs, and enrich our communities through much needed creative endeavours. Let’s make sure their voices are heard, and their businesses sustainable to keep enriching us all.
So to it, the public relations and strategic comms for a Micro, Small and Medium Enterprise are unsurprisingly v different to a state-wide service or organisation. This includes what functions you undertake - such as investing in social advertising, organic search or media relations; through to the amount of time you dedicate.
Tick off the four pillars below. Don’t skimp. And at least, if you’re one of the fab creators I know, please be reminded that while it’s a noisy world, we’re better off for your work and in-turn hearing your voice.
1. Story matters
Craft your origin story.
Your origin story is crucial because it humanises your brand and connects with your audience on a deeper and more human level. This is the foundation to everything else.
In a world where people bring healthy scepticism to faceless corporations, people and their honest stories matter. I’m afraid to say, the truth is, people buy you: your face, your vision, and what you stand for: not just the product you sell.
Action:
Write Your Origin Story: Document how your enterprise began. Include the challenges you faced and why you started it. Highlight your vision for the future.
Communicate Your Values: Emphasise what drives your business, such as sustainability or community involvement.
Review and Refine: Hire a copywriter to review or write your story, ensuring that it resonates with your target audience and doesn’t let good ol’ humility get in the way.
2. In-Circle Matters
Build strategic partnerships.
Being associated with influential people or brands in your sector will significantly boost your credibility and trust among your audience and supporter-base.
This principle applies online as much as it does through traditional media. Just as JLo celebrating her romcom with your champagne in hand will boost sales among every glamorous woman - ever; digital algorithms too favour content that has been endorsed and shared by established figures in your industry.
Action:
Map Influencers and Brands: Identify key figures and brands in your industry that align with your values and goals.
Develop Partnership Strategies: Plan how to collaborate with these influencers to gain your exposure and credibility.
Target Audience Profiling: Create audience (or buyer) personas to detail who your target audience, and most importantly, where do they seek advice.
3. Visual Identity matters
Invest in authentic branding.
A strong visual identity is essential for a lasting impression - this is obvious. But this needs to fit like a glove and feel good, because you’ll be wearing this outfit (aka brand) over and over and over again. That’s how people will see you, how they’ll remember you, and how they’ll sense and feel you.
So don’t skimp on this part. Make sure that it feels good in your bones and is embodying your story and values - authentically.
Action:
Hire a Designer: Work with a designer to create impactful brand identity that resonates with you and what you stand for. It may cost, but it’s worth it.
Ensure Consistency: Once you’ve got it, trust it. Apply your branding consistently across all platforms, including social media and your website.
4. Ease matters
Make your user journey clear and simple.
This might be common-sense, but often, the ‘join here‘, ‘donate now’ ‘SHARE’ - isn’t clear and may take heaven forbid, take two clicks to get there.
People are busy, they click once, twice if you are lucky. So make it easy for people to connect with you by simplifying your message and purchase process.
Action:
Streamline Your Website and Social Media: Ensure your online presence is responsive, easy to navigate, and provides clear calls-to-action.
Simplify Communication Channels: Make it straightforward for people get to your site, get in touch and support your work.
Bonus? Get ready to cringe.
Be willing to proudly (and transparently) put your name and your face to everything that you do. An ABN or registered charity logo is one thing, hell I’m all for regulation, but your face is the biggest endorsement to promise to the community that you have stake in the game.
I appreciate some folk are more sophisticated, but I’m afraid to say, your face sells.
That’s it. 💋
Of course, for help on any of these, book a coaching session and let’s kick it off!