As an entrepreneur seeks to grow their business, there may come a time when it seems like revenue gets stuck at a certain level, and, despite trying various strategies and tactics, nothing seems to help. According to Judy Winslow, brandologist and founder of UnforgettableBrands, lagging sales is often a symptom rather than the source of a business’ failure to grow. This is an extremely challenging and frustrating situation, and many business owners are searching for a way to “move the needle” and begin growing their revenue, to lead the business into its next stage of growth.
Winslow works with businesses to first diagnose the structural vulnerabilities in a business, using a variety of tools that she has learned and developed through decades of experience with businesses of various sizes.
Winslow’s philosophy centers around the concept that the business is an entrepreneur’s biggest opportunity for self-expression as an adult. By choosing the attributes we imbue our business with we are able to leverage and consciously design the path forward.
She adds that no two businesses are the same and that each business has a unique “fingerprint”. It’s her job, as a brandologist, to figure out that fingerprint, leaning into and amplifying the distinctions and differentiators that make a business special, while monetizing them and harnessing them for growth. This bespoke approach yields greater financial returns for the business as well as impacting their customer base.
“Brandology is both the art and the science of bringing our best to business,” Winslow says. “The science part is using the tools in my toolbox to learn what makes a business tick and how to make it grow. There's also the art side, where we bring the entrepreneur into this unique painting or sculpture, helping them infuse themselves into their business and create their unique recipe for success.”
By providing an external view of things, Winslow helps provide clarity to entrepreneurs about the problems and weaknesses in their business, and she works with them to come up with strategic solutions.
She likens the situation of many entrepreneurs to a goldfish in a fishbowl. They’re so busy with their business that, over time, the water becomes dirty and cloudy. The fish can’t change the water on their own, and this is where Winslow, comes in and helps provide clarity by acting as an advisor, consultant, and brand strategist, constantly tracking to see where to more easily impact their metrics.
This is really important, especially in today’s fast-moving business environment. Winslow says that, in the past, businesses had the luxury of a more set-it-and-forget-it mentality. However, due to today’s fast-paced world, things have sped up, and businesses should revisit their ‘brand plan’ as frequently as quarterly. This is to ensure that they are indeed moving the needle and are still meeting the metrics that have been previously set.
Winslow says having a team member specifically focused on amplification, hugely helps entrepreneurs keep up with the mounting demands of growth. As businesses expand, there will come a point when the owner’s natural skill set won’t be enough to do everything, and that’s to be expected.
“Remember that success is a team sport, so bring in those who will help elevate your skills as a leader,” she says.
Prior to starting UnforgettableBrands, Winslow was a graphic designer who won multiple awards for brand identity design. She also owned a New York City-based graphic design studio working with businesses of all sizes, helping them achieve a higher return on investment on their marketing spend. Later, she also led the art department of a major US nonprofit organization.
Following her move to Florida, she became what she calls a “coach-sultant”, providing a hybrid of strategic planning and personal development to entrepreneurs and their teams. Winslow is a certified Canfield Success Principles Trainer, founded TEDxSarasota and has contributed to two international bestselling books – Ignite Your Faith and Ignite the Entrepreneur.
In order to begin moving the growth needle, Winslow says entrepreneurs must see their business as a holistic endeavor, rather than simply a sales engine. The business owner has a unique opportunity to impact sales, but so does everyone on their team. This is why it’s so important to delegate, train and empower personnel in every organization, which she calls their “secret weapon”, often overlooked as a powerful asset. Winslow cites a survey by Gallup, which showed that companies that actively engage their employees experience 41% lower absenteeism and 17% higher productivity, which also results in less stress for the owner.
“I find it thrilling to work with small businesses, not only because they are nimble, but because they are the innovators and change agents our world needs,” Winslow says. “In my work with them, we look at how to increase sales and revenue, as well as helping them become a better and more effective CEO through empowering, lifting, and building high-functioning teams, all while making an impact with their products or services.”
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