I heard this line on the Pat Flynn's 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 the 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 agree and disagree with this thought.
A beautifully branded website, chef's coat and business card all provide the impression that you are a true professional. The problem with a new personal chef business is that you're focusing on this service for this target market, but with time, may learn that you were completely wrong - your clients want something totally different and they aren't even the target market you thought you were going for. At that point, you have to pivot and your branding will have to pivot as well.
Do you see my point of view? It's not uncommon for a new business to have a need to pivot when client demand isn't what you thought before you opened your business. 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?
It's wonderful to see perspectives on how others run their personal chef business. If you'd like to share your personal chef journey, I'd be honored to have you as the next guest post. [email protected]