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Influence and power: how to sell your vision as a small business owner

The world would be such an amazing place if everybody understood your vision. Do you ever find yourself making a passionate case to potential clients, hoping it will turn into success? Or have you ever felt like your vision just isn’t resonating with the people you need on board? People should be throwing their money at you because you know how to solve very specific problems for them. And you’re really good at what you do, so why can’t they see your vision? Well, you’ll have to sell it to them first. 

Don’t worry – this is something that every small business owner and entrepreneur struggles with. It all comes down to influence and power. Influential brands sell their vision. This is what makes these brands powerful – how do you take your unique vision and sell it without coming across as too pushy or aggressive? 

Nike, the global sport and streetwear powerhouse, has deliberately curated the image you see when you think of the Nike brand, they’ve done this throughout most of your life. Real champions know that building an influential and powerful brand is a long-term game. 

The good news is there are simple strategies to make sure that your message connects with the right audience. In this blog post, we’ll explore the secrets of having successful conversations that build trust in order to win over loyal fans for life! Keep reading to discover more about influencing others and selling your vision.

Tactics of brand influence 

  • USP – unique selling proposition
  • Brand awareness – stay top of mind 
  • Repetition – remarketing and retargeting 
  • Networking – influencer marketing, collaborations, outreach
  • Images, and symbols – visual influence 

USP – unique selling proposition

Selling your brand’s unique vision can be an intimidating task, but it doesn’t have to be. Described as your unique selling proposition (USP), having an angle that sets you apart from others during the sales process will give you an edge over the competition and bolster your presence in the marketplace.

To make use of your USP, start by considering aspects of your product or service that stand out from the crowd and use those as a direct selling point in marketing campaigns and promotional material. With this unique approach, you can present yourself as both creative and credible to prospective customers – ultimately driving sales and maximizing success. 

And don’t be afraid to have a little fun while doing so – engaging customers with entertaining and curious language could keep them interested long enough to hear what makes you unique and why they should choose you over the competition. Get creative, utilize the unique selling proposition, and put it into action – it’s all part of perfecting your brand’s vision!

Power and influence example: “Diamonds are forever”

De Beers diamonds were hot commodities in the ’90s, and it had little to do with their rareness or purity. De Beers managed to create a story around their product that formed a unique value proposition—the De Beers diamond was not only an item of beauty and sentimental value, but it became a symbol of commitment. Consumers identified closely with De Beers’ messaging of attachment, love, and engagement as they used De Beers diamonds to commit to one another for eternity. 

As De Beers sold this message so successfully for so many years, people continued to buy into the idea that De Beers diamonds were more special than any other gems on earth. To this day, De Beers is still a respected name in diamond mining, crafting beautiful rings that couples can look at fondly for years after the proposal.


One of De Beers’ most successful marketing campaigns launched in 1947 has been credited with helping shape the modern engagement ring trend. De Beer’s diamonds are forever marketing campaign has become synonymous with the diamond industry and is known for its memorable slogan and memorable adverts. De Beer’s impressive marketing reached consumers around the world, astutely combining brand recognition, romance and sophisticated glamour to create an iconic campaign. 

De Beer’s invested heavily in research and data analysis to get under the skin of its target market, quickly establishing itself as a trusted and reliable purveyors of fine diamonds. The power of De Beer’s campaign continues to be felt today as it successfully drives conversations about weddings, engagements, and luxury jewellery purchases.

Brand awareness – stay top of mind 

It’s hard to influence someone who doesn’t know you exist. As a small business owner, it’s important to make sure that your brand is seen online; the more people who are aware of your brand, the more likely they are to engage with it and be influenced by it. Increasing brand awareness across the internet with great marketing is the key to building an influential brand. 

The world of brand journalism and content marketing offers endless possibilities for spreading brand awareness and growing brand reputation that goes beyond standard advertising. With attention-grabbing headlines and emotionally engaging content, small business owners can attract more potential customers and capture their imagination. It’s an exciting time for those eager to create their brand story, or those looking to heighten brand recognition.

Brand awareness tactics 

Small business owners are often curious to learn brand awareness tactics they can use to help their businesses grow. 

  • One of the key ways to increase brand awareness is to create a consistent presence on social media sites such as Twitter, Instagram, and Facebook. 
  • Developing relationships with influencers and micro-influencers who have a large following in the same niche as the small business can allow more brand exposure. 
  • Additionally, having effective content marketing strategies by writing brand-related blog posts that offer valuable information for customers and distributing it on various websites that link back to the brand’s website can increase brand visibility as well. 
  • Display advertising via Google’s Display Network (GDN) will give a brand immediate exposure across its target market. 
  • Finally, a small business owner should use email campaigns and newsletters to cultivate relationships with current customers, attract leads, and draw repeat purchases from existing buyers.

This strategy will ensure that you develop your paid, owned, and earned media. Strong and successful brands focus on building out their various channels and touchpoints. 

Repetition – remarketing and retargeting 

Have you ever been browsing online for a particular product and then, seemingly out of the blue, started seeing ads for that same product everywhere you went? That’s remarketing and it has become a powerful tool for digital marketers looking to reach the right audience. 

Essentially remarketing is a way of targeting specific individuals who have already visited your website with targeted ads and tailored content. As remarketing technology continues to evolve, small business owners can take advantage of remarketing technology to increase visibility for their products or services and grow their business. 

For example, by remarketing to people who have already visited your website small business owners don’t need to focus on developing new audiences – they can simply focus on re-engaging customers they’ve already interacted with. Remarketing doesn’t only increase visibility but also boosts conversion rates as well as leads. And when used correctly it can be an effective way for small businesses to discover what works best in growing their brand effectively.

Remarketing your vision is an essential element to building an influential brand. It’s no secret that the most successful brands know how to get their message out in engaging and memorable ways. 

When remarketing your vision, it’s important to go beyond one-size-fits-all messaging and instead, target different segments of your audience with tailored messages. Whether it be through email marketing campaigns, content creation, or even influencer partnerships; every marketer should find creative ways to reach particular groups with their unique value proposition and really drive home the importance of their brand within their industry. 

With a bit of curiosity and entertaining messages, you’ll be sure to build an influential brand in no time!

Power and influence example: The impact of repetition 

Politicians use powerful messages to influence public opinion and garner support for their cause. From crafting a rousing speech to launching a slogan campaign, repeat messaging is one of the main tools that politicians rely on to win hearts and minds. 

With repetition comes familiarity – familiar messages are more likely to be accepted by an audience as they become comfortable with them over time, establishing a sense of trust. 

Furthermore, when multiple people repeat the same message it offers further reinforcement, creating the impression of broad support and making the message much harder to ignore. 

In short, repeat messaging allows politicians to shape opinion quickly and effectively, turning potential uncertainty into agreement – something successful politicians have long understood when trying to win over voters.

How does Google Ads help you retarget people who might be interested in your business?

Rember when we discovered remarketing and how ads seem to mysteriously follow us all over the internet? That’s through Google ads and their retargeting feature. 

Through google ads, you can select to set up campaigns to show ads to visitors of your site who have already interacted with it. This effectively captures any potential leads or customers that may not have committed to purchasing yet, giving you a second chance at convincing them your product or service is right for them. 

Of course, Google ads doesn’t automatically do this; it requires setting up campaigns in order to actively target people who did not convert on their first visit. It’s an effective tool that can give your business increased visibility and ultimately result in more sales and profit.

Networking – influencer marketing, collaborations, outreach

Networking is the unsung hero for small business owners attempting to boost brand awareness and influence. By networking with other businesses, entrepreneurs can form relationships that build credibility in their industry and grow awareness within their target audience. 


  • networking, 
  • collaborating with influencers, 
  • setting up and attending events, 
  • or email outreach, 

entrepreneurs can reach new potential customers by leveraging existing relationships as well as creating powerful new ones. It’s an often overlooked but invaluable tool that can help small businesses get more exposure and an increase in brand recognition.

Power and influence example: What it takes to be the biggest sports brand in the world

Nike has come a long way since its beginnings as an importer of athletic shoes in the 1960s. Over the last two decades, Nike has made tremendous investments in brand building to become one of the world’s most recognizable and iconic companies. 

From NikeTown stores to celebrity endorsements, Nike understands the importance of connecting with customers on a personal level

Estimates suggest that Nike has spent billions over the past two decades in activities such as marketing campaigns, sponsorships, athlete agreements, and product placement efforts.

For example, Nike’s long-term sponsorship deal with professional soccer star Cristiano Ronaldo is estimated to be worth several hundred million dollars. Nike continues to innovate and develop new strategies for growing their brand and staying ahead of their competition. With each passing year, Nike’s spending on brand building seems to grow – no doubt it will continue to impress us all with what it can do in the years ahead!

Power and influence example: Influencers at the heart of fashion 


Pretty Little Thing’s penchant for celebrity and influencer collaborations has been an extremely effective tool that has contributed to the brand’s success over the last 10 years. Pretty Little Thing drew attention to their brand by enlisting celebrities like Kourtney Kardashian, Jordyn Woods, La La Anthony, and other influencers of all sizes such as Daisy Keech and Antonia Jade to showcase Pretty Little Thing’s couture. 

Through collaborating with both stars and everyday people Pretty Little Thing was able to create a connection with its customers beyond just selling them clothes. Rather than directly promoting Pretty Little Thing, influencers have used their platforms to show how they style their Pretty Little Thing looks, which has served as subtle endorsements resulting in customers being more inclined to trust the Pretty Little Things’ aesthetic.

Can I use influencer marketing for my small business? 

It may sound as if influencer marketing is reserved for bigger brands but the opposite is true. Small businesses can use influencer marketing to expand their reach and get results that can’t be delivered by paid ads alone. 

Micro-influencers, influencers with smaller audiences, offer small business marketers the chance to tap into their niche following which can be highly effective in extending the reach of your brand offering. 

What’s more, influencer marketing campaigns can create results that no paid ad Campaign could provide as it relies on a personal endorsement or recommendation from attractive influencers chosen to represent your brand identity or values. You’ll be surprised at just how successful influencer marketing can be – especially when targeted correctly!

Email outreach

Email outreach is an incredibly valuable tool for small business owners, as it allows them to reach beyond their existing network and build connections with potentially lucrative customers or partners. 

It also enables entrepreneurs to communicate more effectively with prospects, using detailed email content to leave a lasting impression. 

The trick is getting started – email outreach requires careful planning and consideration of potential outcomes. This will help you develop email sequences that get a reply!

Before diving in, small business owners need to ensure that the email list they use is segmented so it can be tailored around the individual recipient’s interests. 

Additionally, crafting compelling email content that stands out from the crowd is essential for capturing attention and catching interest. With a bit of practice and lots of patience, email outreach can be a very effective marketing strategy for small business owners.

Images and symbols – visual influence 

Brand logo 

The brand logos of some of the world’s most famous companies are easily recognizable and instantly evoke associated brand values. From the blue and white striped backdrop of American carmaker Ford to McDonald’s bright yellow lettering, brand logos have a unique ability to captivate audiences. 

Logos not only help brand recognition, but they also create an impression of trustworthiness, reliability, and familiarity; all traits that businesses want their brands to convey. 

A logo is a visual representation that concretizes a brand’s mission statement and can influence how customers view it. This is why some of the most successful companies spend vast amounts on their brand logos – it is an absolutely essential marketing tool for creating powerful brands.

What are brand artifacts? 

Brand artifacts are unique elements associated with a brand that helps to determine its culture, personality, and appeal. 

For business owners, brand artifacts can serve as effective visual aids for engaging potential customers and creating brand recognition. Your customers will use brand artifacts to identify your brand. Examples of brand artifacts include 

  • logos, 
  • taglines, 
  • mantras, 
  • typefaces, 
  • color palettes, 
  • trademarks, 
  • merchandise, 
  • and even symbols. 

All of these brand artifacts come together to paint an instant picture of the brand in consumers’ minds. 

The importance of thoughtful brand artifacts that adequately reflect a brand’s mission cannot be overstated; they are fundamental components in determining how a brand is perceived by its audience. Therefore a brand’s success depends heavily on the quality and strength of its brand artifacts.

Power and influence example: The most powerful symbols in the world

Symbols can hold a lot of power. They are often used as a symbol of authority or national pride and can influence the way people think and feel about a certain idea or cause. 

In any given situation, the symbol chosen to represent something can have an enormous effect on how it is interpreted. 

One symbol that stands out for its universal power is the global symbol of peace – a dove with an olive branch in its beak. It has been adopted by many cultures as a symbol of hope, unity, and justice and is widely recognized around the world as representing these values wherever it appears. With its use in humanitarian efforts, political campaigns, and other meaningful causes, this symbol continues to spread worldwide and its powerful message remains the same – one of peace and harmony between all peoples.

Why are snakes part of the medical symbol

Snakes have been a symbol of medical prowess since ancient times. Their presence in the medical field is no surprise to anyone who has ever encountered ophidiophobia (fear of snakes). Throughout civilizations, snakes have even been associated with knowledge and healing, holding a coveted place as part of the medical symbol. As such, they appear on the caduceus symbol which represents two snakes entwined around a staff with wings at either side. This is often seen adorning hospital buildings, ambulances, and other places related to health care. Perhaps snakes are used in the medical field for their ability to renew themselves by shedding their skin totally every few months, reinforcing life’s cyclical nature. Perhaps a reminder for healthcare professionals that life continually renews itself through new beginnings; that renewal and fresh starts can be possible for all!

Here are a few examples of symbols that are considered powerful and have significant meaning:

  1. The cross – a symbol of Christianity and one of the most widely recognized religious symbols in the world.
  1. The Star of David – a symbol of Judaism and Jewish identity.
  1. The Crescent and Star – symbols of Islam and the Islamic faith.
  1. The Om or Aum – a sacred symbol in Hinduism and Buddhism, representing the universe and the divine.
  1. The Ankh – an ancient Egyptian hieroglyphic symbol that represents life and immortality.
  1. The Peace sign – a universally recognized symbol of peace and nonviolence.
  1. The Yin and Yang – a symbol from Chinese philosophy, representing the balance and harmony of opposite forces.
  1. The Eye of Horus – a powerful symbol of protection, good health, and power in ancient Egyptian religion.
  1. The Swastika – a symbol of good fortune and well-being in Hinduism, Buddhism, and Jainism but also has been used by the Nazi party and is now associated with hate and anti-Semitism.
  1. The Heart – a universally recognized symbol of love and affection.

It’s important to note that the meaning and power of a symbol can change over time and can be different for different cultures and groups of people.

We hope you found these tips helpful and are ready to ramp up your influence game. Your takeaways from this blog post should be the following strategies: 

  • develop a unique selling point for your brand, 
  • stay top of your customer’s minds with advertising and content marketing 
  • Remarket to your audience and retarget good prospects
  • tap into influencer marketing and network with key individuals in your industry, 
  • and use images and symbols effectively to appeal to your target audience. 

If you want to explore more branding tactics, be sure to check out our digital library for all the resources you need. From eBooks on digital marketing tactics to blog posts on branding strategies, we’ve got tons of resources that will help ensure your message connects with the right audience every time. With these simple steps, you’ll be on your way to successful conversations that build trust and win over loyal fans for life!

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