Walk the Talk: Living Your Brand

By John DeSimone, President, Herbalife Nutrition

People often wonder how others chose their profession. Was the choice born out of a passion or happenstance? Entrepreneurs launch their businesses for many reasons — from earning extra income to controlling their schedule to following a passion. No matter how you chose to build your own business, your customers rely on your goods or services, but more importantly your expertise. Passion is hard to fake, so if you don’t embrace your business’ field of expertise, you may have a challenge convincing your customers that you genuinely know and care about the products or services you represent. How can entrepreneurs become experts in their field and convey this to their target audience? Here’s what we’ve found works after collaborating with thousands of our entrepreneurial distributors.

Find Your Passion

Ideally, if you can open a business, do it in an industry that you are already passionate about. You are now embarking on an adventure in an area that you have in-depth knowledge of and makes you excited to fuel more than your bank account — your soul. For example, if you are a “health warrior” and care deeply about helping others lead a healthier lifestyle, it is time to sync your devotion to building your business. Or maybe you have garnered computer skills and were valued as the office’s go-to person for any technical needs, you may have a small business opportunity in that field. Turning this ability into a business allows you to put those unpaid skills to great use. By opening a small business, you can focus on an area that you are knowledgeable about and enjoy doing. Taking the time to further your knowledge about an industry can in-turn become a labor of love. You can share your expertise and focus with others, and your enthusiasm for your craft can be infectious. Regardless of what title they are given, brand or service advocates, influencers, or as we call them at our company, independent distributors, succeed best when they convey their excitement for what they are selling or providing and convey to customers that they are knowledgeable on the topic or industry.

Walk the Talk

More than just finding your passion and deciding to turn it into a business, it’s important to realize that once you take that leap, you become the first “advertisement” for your business that people see. It’s so important to represent your brand positively and transparently. If you start a business selling a healthy lifestyle and personal wellness, you will be most successful if you embody the brand. That may mean joining a running group or gym, attending nutritional workshops, and eating a balanced diet. In the world of health and nutrition, being approached by someone who is visibly happy and healthful should get customers more excited to try what you have to offer.

Similarly, if you’re opening a business in fashion, you’re going to get a lot more interest in your brand if you’re creating a product that you love wearing yourself and provides an aesthetic that embodies your target audience.

Whether its merchandise, a social media account or an actual billboard, make sure that what consumers see is a true reflection of what your business represents to help them get excited and interested in your product, too. The small business owners who achieve the best results learn to embrace their industry. Walking the talk is essential to being an ambassador for your business.

Become an Expert

When you open your business, customers and clients immediately see you, not just as an owner, but as an expert. Whether you are selling software solutions or nutrition products, people will expect you to know your industry and have solutions to their problems and answers to their questions.

• Increase your knowledge and elevate your skills with ongoing education and personal development. Keep expanding your expertise by staying current with trends, reading up on your industry, and subscribing to news and newsletters. Numerous industry organizations offer trainings, free webinars, and resources to make you the pro that your customers will rely on. Share your knowledge base with others. You can speak at local community meetings, host a panel at an industry event and volunteer your services to those in need.
• Demonstrate your skillset by writing a column in the local newspaper or sharing tips and suggestions on your website or social media page. By putting yourself in a leadership position where you share information as an expert, you elevate your business and industry’s reputation.

Learn from Your Customers

Customers can also provide a wealth of information about what you are selling and how they want to receive information — which can help your business grow. It sounds simple, but many people don’t take the time to ask customers questions about communication — how often they want to hear from you, what type of information they are seeking, and the best way to contact them and provide them with the goods and services they expect. It is human nature to fear asking difficult questions but finding out what is working and not working for your customers allows you to provide a better, more personal, and valuable interaction.

If you are selling computer services, you may consider offering training classes for a new software program; but you should first ask customers if they would find this helpful. If you don’t solicit customer feedback and input, you might miss a tremendous opportunity to provide a value-added service. Perhaps customer feedback helps you discover that they feel bombarded with new product news. Allow them to share how frequently they want to hear from you and the type of information they want to hear from you, to turn what they consider spam into content they look forward to receiving.

Go Beyond the Business Transaction

The adage that all relationships are personal is true — mostly when you engage directly with customers and clients. The best and most successful entrepreneurs do not see every client as a sale; they see them as valuable partners. A partner is someone you care about and can know beyond a purchase order number. Many small business owners create relationships with their clients that transcend the transaction. Do you keep a list of clients that includes their contact information and their children’s names? Do you know the key moments in your customers’ lives — from birthdays to wedding anniversaries? By acknowledging what is important to your client, you can create a lasting relationship. Send a birthday card or e-card, ask them about their children’s sports game and extend your thoughts when they have hard times. Customers will come to see you as not just a vendor but a business partner.

Entrepreneurs sometimes get so immersed in setting up and running their business that they forget that they are their best brand ambassadors. Customers want authenticity and value that you are passionate about your business, take pride in your products or services, and truly walk the talk.

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