Build a Brand, Not Just a Business!
I always knew I wanted Black Girls Pole to be a Global Brand. When I started in 2014, I had no idea what I was doing but I was determined to learn and keep building. Last month marked 6 years since the inception of BGP and while I worked very hard to be a “smart entrepreneur” and build my business, it wasn’t until 2019 that I focused on creating My Brand. The first 2-3 years I made sure everything on the business end was set. I made a business plan, did my research, became an LLC and licensed, set up bank accounts, built my website, solidified my business location and grew our social media following and email list since most of the business was conducted online. Once everything was in place and I was an official business, I realized it would take more than being a business to be a success. How was I going to brand Black Girls Pole? I have learned that building a brand does not happen overnight. I can definitely say both my brand and I have evolved over the last year and I am excited to continue growing. Here are 3 steps I focused on when building my brand.
Be Clear On Your Business Story
I have told the story of why I started BGP a million times and I will tell it a million more. When you are building a brand, always think of your why! Your why is your motivation to keep going when times get tough and you are ready to throw in the towel. Why did you start the business? Why did you find a need to do what you are doing? I found a need that was not being met and that was to showcase and give women of color in the pole community a platform and a safe space. I also wanted to encourage more women of color to get into pole fitness and dance. That was and is my story!
2. Know Your Brand Message
Clear and Concise. Your elevator pitch. You know it front and back and can say it on cue.
For example, my brand message is:
Black Girls Pole is a global movement diversifying the Pole and Aerial community by inspiring, motivating and educating women of color about pole dance and fitness. Courageous. Sexy. Strong.
Straight to the point. It explains what the brand is and who it is for. You can find this message on the website , on the social media and on our emails. Your message should be consistent everywhere.
3. Know Your Audience
This was a no brainer for me. Black Girls Pole. My audience is clearly Black women who do pole and aerial. To be honest, I went with ‘Girl’ because 6 years ago it was the Black Girl Magic trend! From Black Girls Run to Black Girls Golf, we were doing it all! I felt Black Women Pole, even though my audience is mostly women, sounded a bit too...I don’t have the word for it...but let's just say it did not flow off the tongue like Black Girls Pole does.
I realized that this step, to me, is the most important step into building your Brand. Before you build anything, you need to know who it is you are talking to and trying to reach. There are far too many small brands out there with a broad audience who are not reaching anyone. Be specific. And when you think you have your audience, get even more specific. My audience is Black women who pole. To be more specific, it is Black millennial women who pole with the median age of 32. I will get even more specific, Black Millennial women median age 32, with professional jobs with an average income of $57k. That is who comes to the events and retreats. That is how well I know my audience.
These 3 steps are what helped me build Black Girls Pole to what it is today. I love this Brand and the beautiful people who support it! I do hope you will take the steps to laying the ground work and creating the right foundation for your brand!