How to stand out in a competitive market

The VA Comparison Trap: How to Build a Brand That Stands Out

Do you ever scroll through social media, see other Virtual Assistants who seem to be everywhere, and feel a bit intimidated?

Do you think, “I can never be as successful as they are,” or “How can I possibly compete?”

If you answered yes, you are not alone. Every business owner has these concerns at some point. You can address these worries by taking a step back and looking at your branding and marketing. By creating a distinct brand, you can market your business more effectively and attract the right clients.

Your brand is more than a logo

Many people mistake their brand for their logo or website design. While those are important, your brand is actually your business personality. it includes your values, your features, your benefits, and the expectations you set for your clients.

The best place to start is by looking at your competitors and how they brand themselves.

Step 1: Research the market

Choose three or four companies in your niche. Even though VAs work virtually, many start by getting clients from their local area. This is often the best way to build a foundation when times are tough.

Assess these competitors by asking:

• What services are they offering and what are they charging?

• How do they present themselves in their brochures or on their site?

• What is their best feature?

• Who are they trying to target?

Step 2: Get an objective view

Now, apply those same questions to your own business. Be as objective as possible. To get a clearer view, ask your existing clients to complete a short questionnaire. If you are just starting out, ask friends or family to be honest with you.

Try asking these questions:

1. What are your expectations when you approach me for VA services?

2. What is my greatest strength?

3. How would you describe my business to a friend?

4. Is there anything that might make someone decide not to work with me?

5. How do you expect to feel after I have completed a project for you?

Identify the most consistent answers. This information helps you build a brand that is genuinely different from your competitors.

Step 3: Features versus benefits

Many VAs get confused between features and benefits. They try to sell the “what” instead of the “why.”

A feature is a professional and accurate service. The benefit to the client is: “I do not need to waste time double-checking my VA’s work.”

Benefits address the client’s most important question: “What is in it for me?”

Make a list of your top four features and their corresponding benefits. These will form the basis of all your marketing messages. Using these messages consistently will reinforce your brand and help you stand out.

Ready to build a sustainable VA business?

Is your business keeping you awake at night? Or are you just starting out and unsure how to get money through the door?

As part of the VA Training Academy, we have a VA Membership that can help you improve your brand and grow your business through regular, consistent action.

As the only UK VA business accelerator designed specifically for growth, we offer:

• Over 200 hours of up-to-date training courses.

• Weekly co-working sessions and group coaching calls.

• A private support group and a flexible pay-as-you-go option.

Click here to learn more about the VA Membership and how you can join today.

If you want to scale even faster, we also offer one-to-one coaching and mentoring for those looking for personalised support (or you could describe it as more nagging from Amanda…)