Stop Hustling And Start Building Your Brand

What does branding have to do with Amazon FBA? A brand is an income generating asset. An Amazon business is an asset if it’s brand it properly. But if all you’re doing is putting random products on an Amazon seller account then you’re not building an asset, you’re still hustling. You can hustle your whole way through life and we all know hustlers who do very well. But you’re hustling game is a separate asset and requires constant upkeep. If you want to invest in other assets, a brand is an asset that will create income the entire time you own it and a great price when it’s time to sell, if that’s what you choose to do.

Most people know what selling on Amazon is. Many people even understand that it’s a way to promote your brand. But the true power of a brand has nothing to do with Amazon. Putting your brand on Amazon is brilliant, don’t get me wrong. But having a brand that is established among its customers is extremely valuable. It is an asset that’s worth far more than the income it generates. When you build an Amazon store it needs to be with this concept in mind. First, start a website. The website will act as your “Corporate headquarters'' more than it will act like a storefront. Amazon on the other hand is a great storefront with lots of traffic and millions of customers buying things every day.

Etsy is also a storefront and so is eBay. I could name 20 more places. So saying that you want to have an Amazon brand is different from having a brand. Having a brand is better. Having a brand means having a product line the way big brands do. Apple and Nike bring certain ideas and images into your mind. Follow their example. There are two aspects to having a brand that one should be attentive to when getting started. The first one is obvious, it’s all about your product line. When you think Nike, you probably think clothing or, even more specifically, shoes or sports. Nike makes a lot of clothes, shoes, and sports equipment. So if you think of any of those three things, their branding has been effective. Apple is the same thing. Everybody knows that Apple phones are excellent and so are their computers and everything they do.

The second part is not as obvious but it is equally as important. What kind of an idea do you want to pop into someone’s mind when they hear your brand name? No, not the products. An idea. Remember when Colin Kaepernick kneeled for the national anthem before his NFL games? Yeah so he can’t get a job anywhere and half the country hates him but remember what Nike did? Nike took a side. Half the country felt one way and half the country felt another but Nike took sides. They don’t just want to sell you shoes and sports equipment, They want to be an icon in your mind. When you think of Nike and then you think of shoes that’s the old way of branding they have had that for generations.

Thinking of Nike and thinking of how they stood with Colin Kaepernick is a different kind of branding. It’s not unintentional that they did that and that it is all you can think about their company. Whether you liked it or not, everyone had strong feelings about it. The logic here is that they probably won’t lose very many customers who disagree with them. People wear their clothes even if they disagree with them. But people who agree with them will see their symbol as something that they believe in more than something they wear so they’ll wear their clothes all the time to represent what they believe. Therefore netting a positive result overall for the company‘s revenue and brand.

When you want to build a brand, it’s all about taking a stand. It’s all about creating ideas in people's minds and associating those ideas with your brand. It’s not just about having high-quality items, you could probably do OK with OK-quality items. It’s all about having high-quality customers. The truth is, the customers are the product! Most customers expect excellent service. Especially in the United States (I’ve traveled around a bit and I can tell you that when I want a refund somewhere else it’s difficult, but in America, if I want a refund it’s super easy just to bring the receipt, it’s normal.) So when you have a brand you are a buyer. The customer is the seller. As a brand owner, if you can start by thinking of it that way, you will do extremely well with your customers and you will always be able to gain a fresh perspective on your business by remembering that one fact.

The primary concept behind that is that having a customer is the same as having an asset. On a bigger level, your business is an asset that generates income but at a small level, that business generates income from the customer, and so each customer is an asset. The customers are your business and you are investing in it; I would say you’re buying. Having a customer is not much of an asset if you’re selling a $20 item to them one time. That’s true. $20 isn’t much money. One single customer won’t make or break your business and what’s the point of doing all that branding so that you can get one sale? The reason why a customer is considered such a high asset is that you can sell to that customer repeatedly. They are a “hot sales lead“ and they are always on your list when you launch a new product. So your brand should choose what kind of products to sell, choose what it stands for, and then build two lists of customers; One list of people who have purchased your products. And the other list of people who have signed up with you as subscribers. Don’t let a customer buy something and then walk away. Once a customer buys from you, you should stay in contact with that customer. Because the customer is the true asset and is the sum of the business, you can see why I say you are the buyer and they are the seller.

So let’s get back to Amazon “brands“. When you have a successful Amazon brand, you will make plenty of money on Amazon. The problem is if Amazon ever kicks you off their website. It happens all the time. You can appeal but during that time you will have no income and it could take weeks or months to complete the appeal.

The best thing to do is to build a brand off Amazon and then let it grow. Amazon will always be your biggest sales channel but you should have a full business set up around the internet and try to make sure your sales and income will not stop if your Amazon store is deleted or banned. Having an income that relies on Amazon also does the following: you don’t have your customers. Amazon retains the customer even after they buy from you. I want to be clear here that I am not saying you shouldn’t have an Amazon store, I’m not even saying that Amazon isn’t the best place. I think it is the best place to sell stuff online but if you make tons of money selling stuff online, and then suddenly it stops, then you’re in a lot of trouble. That’s not a business you can ever relax and rely on. You need to have your products on Amazon and Walmart and everywhere else that you can get them. Local gas stations and everything. There can’t be an Amazon ad and that’s it. That’s not a business and it’s not a brand.

I haven’t even gotten to the good part yet. But here we go, this is the best part of having a brand. Subscription products. Think about Netflix. That’s an extreme example because they got the whole world to sign up and they revolutionized an industry. You don’t have to do all that to make tons of money with your little Amazon business or brand. Amazon gives you the ability to offer subscription products to your customers, so even if you don’t have a brand set up elsewhere, you can do this on Amazon. But it will be much more powerful if you have your brand.

There are millions of products on Amazon. You don’t have to compete with all of them. The best thing when you're deciding what to sell is to look at subscription products only. For the next month or so, look all the time at different websites, Google, Amazon eBay anywhere you can get subscription products, and write a list of all the products that people are offering subscriptions to. Any ideas that you have should be written down on a separate list. Once you’ve got all your product ideas on a list, you can start the process of vetting the products. Of course, don’t sell anything you don’t like, so those go. The rule of thumb is don’t sell the item if you can’t tell people about it or if you wouldn’t sell it to your friend. Sell good stuff. Anything that’s not good should get off the list right away. The next thing is determining sales volume for the items on your list. You don’t have to determine whether or not people are subscribed to the product. You have to determine how many sales are happening. That will help you verify demand. Products that don’t have enough demand should get off the list. If the competition is too high (I probably wouldn’t want to start a movie subscription service and compete with Netflix) don’t compete where you won’t get an equal share of the pie.

Once you’ve vetted your list, it’s time to start looking at product sourcing. You like all your product ideas and they all have sufficient revenue to support you coming into the market. Now, which ones can you get, and how profitable are they? Product sourcing is a great way to find that out, and really, it’s the only way. You can’t go on Alibaba and check prices. Those prices will never be the same as what you pay when you place an order and it doesn’t have any bearing on the price they give you when they quote you for a large order. The price they quote you will always be much higher. Check out my blog post on how to negotiate with Alibaba suppliers if you’re curious.

So do your product sourcing for real. Treat every inquiry as if you will buy the product. Find out which products you can get and which products you can’t get. I bet a lot of people don’t have the money or don’t want to invest the money to get started with a lot of their products. If the product costs $10 from the supplier and the supplier has a minimum order quantity of 2-3000 to get your label on them and everything then you’re into this product for $20-30,000 plus shipping. That’s real and by the time you’re done ordering your products, labeling, shipping, and getting them into a warehouse to sell, that $30,000 investment will be closer to $40,000. You better have money if you want to do it that way. If you go onto Alibaba and find out that some of your products are out of your price range, they should be removed from the list. Remember you’re not going to buy 200. You’re going to buy thousands. If you get an item that only costs $.50 on Alibaba then you spend $500 on the inventory. If you buy 1000 then shipping will cost you another $4-500. You can’t do this without money.

Well, there you have it, folks. You’ve gone from not knowing how to run an Amazon business to know how to run an Amazon business in one blog post. Even though it can be written here in this blog post in so many words, doing it successfully is more difficult than you might think. That’s not to say it can’t be done, it's only to say that you should have somebody with you every step of the way. Check out our coaching services. You don’t have to take our word for it though, studies have shown that mentorship programs help business owners 90% of the time.

What if you don’t have the time, skills, or ambition to do everything that is involved with starting a brand? Sometimes coaching is ineffective because although the coach is telling the customer what to do, the customer doesn’t do it. We have completely ”done for you” brand and Amazon FBA creation services. We don’t just tell you how to do it, we do it for you. So if you don’t think that you want to do the work we have a ”done for you” option starting at only $2999. That’s $2999 to buy an asset that will make you money forever and then fetch a good price when you’re ready to sell it. Coaching is great for someone competent with computers, has time, and has no problem communicating online. If you want to start your own FBA business please use our coaching services when you need help or set a regular time interval for your sessions so that you have someone there encouraging you, teaching you, and holding you accountable. That ”done for you” option is great for someone who is busy but has already built up a savings account enough to start their Amazon business. At $2,999 you can keep doing whatever you’re doing to make money. While we start your Amazon business for you and get you going with almost no time invested.

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