Written by Paige Arnof-Fenn
In an AI-dominated marketplace, having a strong brand today is essential for survival. You do not exist if you cannot be found online. Algorithms decide which businesses get noticed. Organizations without name recognition will be left behind as AI becomes the gatekeeper to consumer choices.
Now is the time to focus on brand building before this shift accelerates. As AI systems increasingly make autonomous decisions, your brand will become your most valuable asset, so creating a narrative around your brand must be a priority in a digital world.
If we learned anything during Covid, it is that your online presence is only growing in importance. I believe everyone is a brand today, not just LeBron James, Beyoncé, Serena Williams, and Taylor Swift.
If You Do Not Brand Yourself, Others Will
Being invisible online is a terrible strategy, and if you do not brand yourself, others will brand you instead. Having a brand is what helps you stand out from all the noise and competition. Without a brand, you are a commodity and therefore compete on price.
You cannot be everywhere all the time, so choose high-impact activities that work for you and play to your strengths. The key is to pick your platform. It does not matter which ones you choose; algorithms decide. Just pick one or two that are authentic to you. They should look and sound like you and the brand you have built.
Whether your style is polished or informal, chatty or academic, humorous or snarky, your brand allows your personality to come through.
Choosing the Right Platforms Matters
I believe people need to be on LinkedIn so they can be found easily. It adds algorithms decide credibility and transparency when the people you are meeting or working with know you have connections in common. LinkedIn has become more than an online resume or rolodex. It is now the foundation for building trusted relationships in the digital economy.
You do not need to blog or be active on every social media platform, but you should be active on the ones where you are present. If your audience does not use Facebook, Twitter/X, or Instagram to find you, then you do not need to make them a priority. For many professional service businesses like mine, leveraging LinkedIn matters the most.
Market Research Is About Your Audience, Not You
Another reason startups and SMBs fail, in my experience, comes down to weak or nonexistent market research. Research is not about what you or your friends and family like. It is about your target audience and what motivates them to purchase.
As a small business owner, you have to be scrappy and move fast with a limited budget. Surveys can collect data on habits and behaviors, while focus groups allow you to probe deeper and test assumptions.
When real customers are willing to pay real money for your product or service, you have a real business.
Start With the Fundamentals
Start with the basics. Who are you, and why should anyone care? If you are not passionate about what you are doing, why should anyone else be?
There is a lot of noise in every category. If you do not have a unique story to tell or a new approach or idea that excites people, it is worth stopping and reassessing. Every great business is built on a great story, so start telling yours to potential customers and see if they buy what you are selling.
My advice is simple. Market research and testing should always be done with real customers, not with family and friends who may only tell you what they think you want to hear.
Your Website Is the Price of Entry
Make sure your website is keyword rich, mobile friendly, loads quickly, and produces meaningful content. Today, that is the price of entry.
When I started my business 24 years ago, failure was never a consideration, despite the fact that most startups fail. There is no substitute for doing your homework so you can be prepared when opportunity appears.
The important thing is to keep moving forward and learn from every experience. Algorithms decide; you cannot wait for the perfect time to launch. You have to course correct as you receive feedback along the way. Being an entrepreneur means making decisions without perfect information. Get used to it, or find another career path.
About the Author
Paige Arnof-Fenn is the Founder & CEO of global branding and digital marketing firm Mavens & Moguls based in Cambridge, MA. Her clients include Microsoft, Virgin, The New York Times Company, Colgate, venture-backed startups as well as non profit organizations. She graduated from Stanford University and Harvard Business School. Paige serves on several Boards, is a popular speaker and columnist who has written for Entrepreneur and Forbes. Â
