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Concentrate on the business, not the business cards


I heard this line on a podcast today, "concentrate on the business, not the business cards."


The statement felt perfectly applicable for many starting a new business. Instead of networking to find clients, a chef new in their personal chef business will spend hours perfecting their logo or colors on their website. Yes, branding is an important detail, but it doesn't make direct money for your business.


Branding is used to create a memorable impression of your company. It's a way of distinguishing your business from the competitors and clarifying what it is you offer that makes your company the better choice. 


The question is, "at what point in your business should you concentrate on branding?" I'm of the opinion that branding should come later in the business, as much as twelve months after you receive your first client. 


Everything I read about building a business starts with branding as one of the first tasks. I disagree with this theory.


Yes, a beautifully branded website, embroidered chef's coat and custom business card all provide the impression that you are a true professional. The problem with a new personal chef business is that the chef may have been focusing on a particular clientele or service as their target market, but with time, may learn they were completely wrong in the direction their business is headed.


It turns out their clients want a completely different service than what they're offering, or it turns out the clientele they were going after is not even right for the service they're offering. It would be at that point that the chef has to pivot and so would all the time and energy they put into branding.


It's not uncommon for a new business to have a need to pivot when client demand isn't what it's thought to be before the business was opened. Oftentimes, you don't know what you don't know.


What are your thoughts? Are you of the opinion that a new personal chef business should spend time and money focusing on brand at the beginning, or instead develop their brand over time, once they've proven their concept and target market?



Best Wishes & Much Success to You, Virginia Stockwell


P.S. When you're ready to learn the difference between a professional personal chef versus an amateur personal chef, I'm ready to show you the way >>


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