In today's fast-paced business environment, small business owners face constant pressure to innovate and optimize operations while managing limited resources. One of the most significant challenges is the prohibitive cost of custom software development. At KeyHire Solutions, we understand that growing a small business requires smart investments in technology; however, traditional software development costs can quickly deplete your capital reserves.

In the competitive landscape of small business marketing, there's a critical distinction that many entrepreneurs overlook: the difference between building a business and creating a brand. While all brands are businesses, not all businesses evolve into brands. Understanding this distinction can be the difference between merely surviving and truly thriving in today's marketplace. Scaling a Small Business: Using Brand Building for a Strategic Growth Advantage When scaling a small business, owners often focus primarily on operational efficiency, product development, and sales metrics. However, Eric Malka, founder of The Art of Shaving (which was acquired by Procter & Gamble) and author of "On the Razor's Edge," suggests a different approach: "A business's only reason for existing is to generate profits for shareholders. A brand's reason for existing is to change the world." This perspective shifts the focus from internal operations to external relationships. While businesses concentrate on transactional elements like pricing, delivery times, and product features, brands foster emotional connections with consumers. These connections transcend practical considerations and tap into aspirational values. For small business owners seeking to scale, developing a strong brand identity becomes a strategic advantage. Brands command higher multiples during acquisitions, enjoy greater customer loyalty, and can weather market fluctuations more effectively than mere businesses. Small Business Lessons: The Journey from Business to Brand The transformation from business to brand doesn't happen overnight. Malka describes it as a journey with distinct phases: crawl, walk, run, fly. Each phase requires different focuses and capabilities. One of the most valuable small business lessons from Malka's experience is understanding your current phase and operating accordingly: "If you're feeling way too much stress, you're going faster than you should... There's an appropriate speed for where you are in your journey. And stress is a really important element of your gut feeling." Many entrepreneurs try to scale prematurely, leading to overwhelming stress and potential failure. Instead, Malka advocates for intentional growth, building strong foundations before attempting rapid expansion. Key Phases in Brand Development: Crawl (Foundation) : Focus on product quality and initial customer relationships Walk (Refinement) : Develop consistent messaging and identity Run (Process Building) : Establish scalable processes and build your leadership team Fly (Scaling) : Accelerate growth with significant investment For small business marketing strategies to be effective, they must align with your current phase. Attempting to implement scaling tactics during the foundation phase is likely to produce disappointing results and unnecessary stress. Entrepreneurs: Common Mistakes in Brand Building Many entrepreneurs make critical mistakes that prevent their businesses from evolving into valuable brands. Understanding these pitfalls is essential for small business marketing success. Mistake #1: Thinking You're Too Small for Branding One common misconception is that branding is only relevant for larger companies. Malka strongly disagrees: "Branding starts day zero. You're a brand day zero. You just haven't achieved the potential of that brand that's in your mind." Even the smallest business needs a clear identity, purpose, and value proposition that extends beyond its products or services. The earlier you begin developing these elements, the stronger your foundation for future growth. Mistake #2: Growing Too Quickly In today's startup culture, there's immense pressure to grow rapidly. However, this approach can be devastating for brand development. Rushing to scale before establishing your brand's core elements—such as product excellence, organizational capabilities, and distribution channels—often leads to failure. Malka notes that it took The Art of Shaving nine years to reach $10 million in revenue and another nine years to reach $100 million. This patient approach allowed them to build a brand that ultimately sold for $60 million despite operating at a loss at the time of acquisition. For entrepreneurs focused on small business marketing, this patience is crucial. Building brand equity takes time but yields exponentially greater returns than simply growing sales numbers. Mistake #3: Focusing on Revenue Over Cash Flow and Profitability Many entrepreneurs become fixated on top-line growth at the expense of sustainability. Malka advises a different priority order: Cash flow Profitability Revenue growth This approach ensures the business remains viable throughout the brand-building journey. It also reduces stress on entrepreneurs, enabling them to make more informed strategic decisions rather than constantly responding to crises. The Brand Building Process for Small Business Marketing Creating a brand rather than just a business requires intentional strategy and execution. Here's how entrepreneurs can approach this process: 1. Define Your Brand's Purpose Beyond Profit What change does your brand seek to create in the world? How does it improve customers' lives beyond the functional benefits of your products? The Art of Shaving didn't just sell grooming products; they discovered they "owned the ritual of shaving"—a deeply personal masculine experience. 2. Create Emotional Connections Successful brands forge emotional bonds with consumers. As Malka explains, "The highest form of adoption of a brand from a consumer is they steal the identity of the brand." Consider how Apple users proudly display their devices or how Nike wearers identify with the brand's values. These connections transcend product features. 3. Become a Category Leader Scaling a small business into a brand often involves becoming a dominant player in a specific niche. Rather than competing in broad markets, focus on owning a category—even if it's one you help define. The Art of Shaving didn't invent men's grooming but executed it in a way that "struck a chord" and aligned with emerging cultural trends. 4. Perfect Your Brand "Combination" Malka describes brand building as unlocking a combination safe. Every element must work in perfect synergy: Brand positioning Distribution channels Packaging Messaging Formulation/product quality Pricing Environment/customer experience When all these elements align correctly, the brand "unlocks" in consumers' minds. 5. Build a Team That Can Scale As your business transitions from the "run" to "fly" phase of scaling, having the right leadership team becomes critical. Before seeking significant investment to accelerate growth, ensure you have capable leadership across all key functions. The Value Proposition of Brand Building For entrepreneurs weighing the effort required in brand building against simply operating a profitable business, Malka offers this perspective: when he sold The Art of Shaving for $60 million, the company was losing approximately $500,000 monthly. The acquisition wasn't based on current profitability but on brand value—95% of the purchase price was for goodwill and intellectual property. This demonstrates the ultimate value proposition of brand building in small business marketing. While building a brand requires more time and strategic thinking than building a profitable business, the potential returns are exponentially higher. Final Thoughts for Small Business Owners Small business marketing that focuses on brand building rather than merely increasing sales creates long-term value that transcends current revenue numbers. By understanding the differences between businesses and brands, entrepreneurs can make strategic decisions that position them for greater success. The journey requires patience, intentionality, and a willingness to resist the pressure for premature scaling. As Malka advises, "Any speed you lack in the first couple of years, you'll make up tenfold later on." By following these small business lessons and applying these principles to your entrepreneurial journey, you can transform your business into a brand that resonates with consumers, stands apart from competitors, and ultimately commands premium value in the marketplace. Key Takeaways: Building a brand requires a different mindset than building a business. Focus on emotional connections and category leadership rather than just operational efficiency. Small business marketing should align with your current phase of development (crawl, walk, run, fly), with appropriate strategies for each stage. The most successful entrepreneurs resist premature scaling, prioritize cash flow over revenue growth, and build strong foundations before accelerating growth. Want to learn more? Listen to this episode of The Key Hire Small Business Podcast featuring Eric Malka. Learn more about Eric: https://www.strategicbrandinvestments.com Read On The Razor's Edge: https://www.amazon.com/Razors-Edge-Story-Art-Shaving/dp/B0D6HRR1JX Check out our sponsors Career Spring, Careers launch here: https://careerspring.org/ KeyHire Solutions, Be Our Next Success Story: https://www.keyhire.solutions/testimonials Connect With Us: KeyHire LinkedIn KeyHire Facebook KeyHire YouTube  KeyHire Instagram

As businesses grow, they often face a difficult challenge.  Some of the key players who helped build the company may struggle to keep up with its evolving demands. This was the focus of a recent episode of The KeyHire Small Business Podcast, hosted by Corey Harlock, featuring guest Chris Leonard, owner and principalconsultant at No Impediments. The discussion centered on the transition from personality-driven leadership, where key individuals wear multiple hats, to role-based leadership, where clear roles and responsibilities help businesses scale effectively. The Growing Pains of Leadership Has your business outgrown the capabilities of the people who helped you build it? This is a common issue for entrepreneurs. Initially, small businesses thrive on flexibility where team members pitch in wherever needed, wearing multiple hats. However, as the company grows, its demands often exceed the capabilities of these early contributors. Leaders must recognize when it’s time to redefine roles and introduce structured leadership to ensure sustainable growth. Key Insights from the Podcast 1. The Shift from Personality-Based to Role-Based Leadership Chris Leonard explains how businesses start with charismatic, high-energy leaders who take on various responsibilities. However, these individuals can become bottlenecks as the company scales. Key Takeaways: Early-stage businesses prioritize flexibility, while growing companies need clear, role-based structures. Leaders must shift from being "the face of everything" to building a strong, independent team. The transition involves recognizing when to delegate and defining clear roles for existing employees. 2. Identifying the Right People for the Right Roles A common challenge is legacy employees struggling to keep up. While their contributions were invaluable in the early stages, their current skill set may not align with the company’s needs at scale. Key Takeaways: Map out all business functions and identify where employees excel. Separate passion and competency from day-to-day responsibilities to ensure employees are in roles they enjoy and can thrive in. Avoid stretching key players too thin by assigning them responsibilities outside their core strengths. 3. The Importance of Organizational Design Leonard suggests using an Org Design Workshop to map out necessary business outcomes and align roles accordingly. Steps to Implement Organizational Design: Define Business Outcomes: Identify what results are needed for success (e.g., increasing leads, improving customer retention). Create Role-Based Responsibilities: Assign duties based on skill sets rather than personalities. Communicate Role Changes Clearly: Engage legacy employees in the transition process to ensure buy-in and minimize friction. 4. Effective Communication & Leadership Development Business owners often assume their team understands their thought process , but major organizational changes require clear communication. Key Takeaways: Don’t wait until employees struggle—start conversations early about the company’s evolution. Provide leadership development opportunities to prepare employees for their evolving roles. Use third-party facilitators (coaches, consultants) to navigate difficult transitions. Growth Requires Evolution Businesses must evolve their leadership structures to keep pace with expansion while honoring the contributions of early team members. By shifting to role-based leadership, clearly defining responsibilities, and fostering open communication, companies can scale effectively without losing their culture. To learn more, listen to this episode of The KeyHire Small Business Podcast here.

Are you thinking about selling your business? If so, you’ll need to get a valuation, and that process can seem like voodoo to the average business owner. Understanding what goes into a business valuation, the factors that impact your company’s worth, and common misconceptions can help you prepare for a successful sale. Corey Harlock sat down with Len Bruskiewitz, a business coach and exit planning advisor, to demystify the valuation process. What is a Business Valuation? Simply put, a business valuation is what a potential buyer is willing to pay for your company. The key takeaway? You don’t set your business’s value—the market does. While there are different valuation methods, the most common for small businesses is a multiple of earnings (specifically, EBITDA—Earnings Before Interest, Taxes, Depreciation, and Amortization). How Companies Are Valued Business valuations typically consider two major components: 20% External Factors: These are things like industry trends, market positioning, and reputation—elements that are visible from the outside. 80% Internal Factors: These are the intangible aspects of the business, including operations, customer base, and leadership structure. Bruskiewitz explains that the four key intangible factors that drive a business’s value include: Operational Structure –Are processes documented? Can someone else step in and run the business without the owner? Customer Base & Revenue Model –How diverse is your customer base? Do you have recurring revenue or do you rely on one-off sales? Company Culture & Leadership –Is there a strong management team in place, or does everything depend on the owner? Team Expertise & Knowledge –Does your team have specialized skills that differentiate your business in the market? The Most Common Valuation Mistakes Business Owners Make Messy Accounting –Poor financial records are a huge red flag for potential buyers. Buyers will conduct forensic accounting, so getting your books in order well in advance is essential. Owner Dependence –If your business can’t run without you, it’s not valuable to a buyer. A strong management team is critical to ensure a smooth transition. Overestimating Value –Nine out of ten business owners overvalue their companies. Many believe their business is worth 10x revenue when the market might say it’s closer to 3x earnings. How to Increase Your Business Value Before Selling If selling is in your future, start preparing now—ideally three years in advance. Bruskiewitz recommends focusing on these four areas: Personal Readiness –Define what’s next for you after selling the business, whether it’s retirement, starting another venture,or consulting. Business Optimization –Shed unprofitable services, focus on your highest-margin revenue streams, and build a scalable operation. Financial & Process Organization –Clean up your accounting, document your key processes, and start tax planning early to maximize post-sale proceeds. Leadership Development –Build a strong management team that can run the business without you. If your phone rings constantly while you’re on vacation, your company isn’t ready to sell. Selling a business isn’t an overnight decision —it requires careful planning and strategic execution. The goal? Leave on your terms, on your timeline, with the highest possible valuation. If you’re wondering where to start, Bruskiewitz offers a free business valuation calculator on his website, Greater Heights Coaching. In just 15 minutes, you can get a rough estimate of your business’s current value and actionable steps to increase it. For more expert insights on growing and selling your small business, watch this episode of The KeyHire Small Business Podcast

When it comes to connecting with customers, many experts will tell you to identify their pain points, position your service as the solution, and avoid hard selling. While this is all sound advice, there’s another level of connection that often goes overlooked— empathy . The Power of Empathy in Business Empathy is the ability to understand and share the feelings of another. In business, this means seeing your product or service from your customer’s perspective, acknowledging their challenges, and providing solutions that genuinely help them. It’s not about selling—it’s about understanding, guiding, and supporting. Jim Matuga, president and founder of Interaction Media, recently joined The Key Hire Small Business Podcast to discuss how businesses can use storytelling to connect with customers in a more meaningful way. According to Jim, most companies communicate well, but few truly connect. The difference? A compelling story that makes the customer the hero. Shifting the Focus: Your Customer is the Hero A common mistake in marketing is making your brand the star of the story. You highlight your accolades, your years of experience, and your state-of-the-art equipment. While these elements may establish credibility, they don’t necessarily connect with the customer’s needs. Instead, you need to shift the focus.Your customer should be the hero of the story, and your company should act as the guide that helps them succeed. For example, rather than showcasing a fleet of company vehicles on your website, imagine sharing a story from a satisfied customer:“Our heating system went out in the middle of winter, and within 15 minutes, they answered our call. An hour later, we had heat again. We’ll never call anyone else.” That is a story that builds trust, demonstrates reliability, and resonates on an emotional level. Establishing Authority Without Losing Empathy A crucial part of effective marketing is establishing authority—but authority doesn’t mean arrogance. Customers don’t want to hear about how great you are; they want to know that you understand their problem and can provide a solution. Jim uses the analogy of a mountain climbing guide. Imagine you arrive at base camp, preparing to climb Mount Everest. Oneguide tells you, “ I’ve never done this before, but I think we should take the east route. ” The other says, “ A storm is coming, so we’re taking the western route. I’ve done this climb dozens of times, and I have the supplies and experience to get us there safely. ” Which guide would you trust? Authority isn’t about boasting—it’s about showing customers that you understand their challenges, have a proven track record, and are prepared to help them navigate their journey. Mistakes to Avoid When Connecting with Customers Even with the best intentions, businesses often make mistakes when trying to connect with their customers. Here are a few common ones: Focusing too much on your brand –Instead of listing your achievements, showcase customer success stories. Overcomplicating the message –Keep it simple. Customers should immediately understand how you can help them. Failing to listen –Take the time to understand customer needs before offering a solution. Being inconsistent –Your messaging across different platforms should feel cohesive and authentic. Ignoring feedback –If your marketing isn’t resonating, adjust based on customer reactions and engagement. How to Get Started: Practical Steps If you’re looking to improve the way you connect with customers, here’s where to start: Embrace storytelling–Use real-life examples of how your product or service has helped customers. Leverage technology –Tools like AI-powered content generators can help craft compelling messages. Be where your customers are –Identify the social media platforms they use most and engage there. Listen and adapt –Pay attention to feedback and adjust your approach accordingly. In today’s business world, empathy is one of the most powerful tools you can use to connect with customers. It transforms marketing from a transactional process into a relationship-building experience. By making your customer the hero, demonstrating genuine understanding, and guiding them toward success, you can build trust and loyalty that lasts. Want to learn more? Listen to this episode of The Key Hire Small Business Podcast featuring Jim Matuga

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Running a small business is a multifaceted challenge that requires wearing many hats. Often, small business owners find themselves juggling a wide range of tasks, both major and minor. While this can be necessary in the early stages of your business, as your company grows, it's crucial to delegate minor responsibilities to employees to free up your time for more strategic tasks. Identify Minor Responsibilities The first step in the process is to identify tasks that can be classified as minor responsibilities. These tasks are typically repetitive, time-consuming, or don't require your unique expertise. Some examples might include administrative duties, data entry, social media management, and basic customer service. Prioritize Your Time Once you've identified minor responsibilities, assess your daily or weekly schedule and prioritize tasks that only you can do. This might include business strategy, high-level decision-making, building relationships with clients or partners, and managing the overall direction of your company. By clarifying your priorities, you'll be better equipped to delegate effectively. Evaluate Your Team To delegate successfully, you need to have confidence in your team's abilities. Assess their skills, experience, and willingness to take on new responsibilities. Consider conducting one-on-one discussions with employees to gauge their interest in specific tasks. Their input can provide valuable insights into where they may excel. Communicate Clearly Effective delegation hinges on clear communication. When transferring minor responsibilities, be explicit about your expectations, the desired outcome, and any relevant guidelines or procedures. Make sure your team understands why you're delegating and how it aligns with the business's goals. Provide Training and Resources If employees are taking on new tasks, ensure they have the necessary training and resources to succeed. Offer guidance, documentation, or access to training programs as needed. By investing in your team's development, you increase the likelihood of a smooth transition. Encourage Autonomy While it's essential to provide guidance, it's equally important to trust your team to take ownership of their responsibilities. Encourage autonomy and grant them the freedom to make decisions within their delegated roles. This not only empowers your employees but also reduces the need for constant supervision. Monitor Progress and Provide Feedback Maintain an open line of communication with your team to monitor their progress. Regular check-ins and feedback sessions can help identify any issues early on and make necessary adjustments. Offering constructive feedback and acknowledging achievements can boost morale and motivation. Create Accountability Hold your employees accountable for their delegated tasks. Implement key performance indicators (KPIs) and establish deadlines to ensure they stay on track. Accountability not only keeps your team focused but also helps you evaluate the effectiveness of the delegation process. Learn to Let Go One of the most challenging aspects of transferring responsibilities is learning to let go. Trust your team to handle the tasks you've assigned to them. Understand that they may do things differently, and that's okay as long as the results meet the defined standards. Continuously Evaluate and Adjust Delegation is not a one-time process but an ongoing effort. Regularly evaluate the effectiveness of the tasks you've delegated and make adjustments as necessary. As your business grows, your team's capabilities and responsibilities may evolve, so be prepared to adapt your approach. Transferring minor responsibilities to employees is a critical step in the growth of your small business. By doing so, you free up your time to focus on strategic and high-impact tasks that can drive your company forward. Through clear communication, training, trust, and accountability, you can empower your team to take ownership of these responsibilities, ultimately contributing to the success of your business. Delegation is not a sign of weakness but a strategic move that allows you to unlock your business's full potential. Learn More About Jeff: https://www.coreauthenticity.com/ Schedule a Free Consultation

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