Branding for Success

Sarah O’Connell

In April, Jefferson Community College presented its annual Jefferson Business Symposium for high school and college students and members of the community.  This year’s theme was “Build Brand U” and featured a variety of presentations during the day about developing yourself a brand as a student, a job seeker, a leader or a businessperson.   Keynote speakers for the event were Jody and Doreen Garrett, founders of several successful local businesses.

    During the day, I gave a presentation called “Building a Winning Brand for Your North Country Business.”  I talked about what it means to be an entrepreneur as well as how to choose what kind of business you might want to start here in Northern New York.   Besides the usual “how to start a business” information, I also highlighted determining what local business opportunities exist in our area and then making sure it suits your passion, your personality and your pocketbook. 

    For example, are you the type of person who would be happy with someone else giving you a blueprint for your business model? In other words, would you be a better fit as a franchisee, or as an independent business that creates your own path?  

    Maybe you’re a fan of the emerging disruptor or collaborative/sharing economy.   Uber, Lyft and AirBnB are examples of this, and they are turning many traditional industries upside down (mass transportation and accommodations) and requiring municipal entities to figure out how to capture licensing and taxation revenues from these new models.

    Again, in a broader sense, there are opportunities in the technology fields as the need for new products and services changes rapidly – software, ecommerce, cybersecurity, digital marketing, games, apps and so on.    The retiring Baby Boomers need services in property maintenance, senior care, etc.  The mobile Fort Drum community and young professionals are markets looking for upcoming trends they would like to see here, such as niche clothing shops and different dining experiences. The resurgence of Watertown’s downtown also offers a refreshing assortment of shopping – fashion eyewear, yoga studios, juice bars, an art gallery, craft brewpubs, wine lounges, spas, thrift and vinyl record shops.  Some of these have been around for quite a while but are seeing an uptick because of increased foot traffic from the new businesses and events designed to bring people to downtown.

    Last but not least, take a look at the distinctive enterprises that make our own north country marketable, whether it’s locally sourced foods (meats, cheese, honey) and beverages (wine, beer, cider, liquors), crafts made by artisans (wood items, candles), tourism and agri-tourism venues and winter/summer sports.

    Still not sure what business to start?  Each year Jefferson Community College’s Center for Community Studies undertakes a Survey of the Community for Jefferson and Lewis counties (available on the JCC website).   Viewing the responses to the survey questions on what people feel is missing may just give you an idea of a need waiting to be filled.

    What’s the next step?   Do a target market analysis, come up with a business plan and then develop a sense of the startup costs.  This is where your purse or wallet comes into play, because it needs to be a concept that you can afford to invest in with or without the assistance of a commercial bank and/or a public lender. (Check out what funds might be available through jcida.com under “Financing Assistance Applications.”)  The SBDC can assist you in developing the business plan and creating financial forecasts for your loan package.  Building a strong business brand will point you on the way to success.

    Note: Planning is underway for our 14th annual Business of Women networking conference in June.  Watch facebook.com/BusinessofWomen/ for more information.

    The New York Small Business Development Center at JCC offers free, individual, confidential counseling to new or existing business owners in Jefferson and Lewis counties.  For more information, contact 315-782-9262, sbdc@sunyjefferson.edu.   St. Lawrence County residents can contact their SBDC at SUNY Canton, 315-386-7312, sbdc@canton.edu.

SARAH O’CONNELL is a certified business advisor with the New York State Small Business Development Center at Jefferson Community College. She is a former small business owner and lifelong Northern New York resident. Contact her at soconnell@sunyjefferson.edu.