Pia Silva is an American entrepreneur, speaker and writer. She is a partner and brand strategist at Worstofall Design where they build brands for small businesses. She is a Forbes contributor and has spoken at a host of entrepreneurial organizations, including: Goldman Sach's 10,000 small businesses, The Chamber of Commerce, Squarespace, and We Work. Her company was named top “10 Design Firms Lead By Young People That Are Changing the Way We Look at the World” by Complex. She is the author of Badass Your Brand: The Impatient Entrepreneur's Guide to Turning Expertise into Profit.
"Badass Brand" is a term coined by Silva to refer to a small servicing business which becomes successful because they: A) are seen by customers as experts instead of mere service providers, B) market themselves brilliantly so that they are noticeable, memorable and shareable, and C) thus can charge a higher premium for their services without the fear of losing customers. In order to achieve, Silva thinks that there are four things that a small business should do:
- Target market: it has a very specific target market. For example, targeting women is not specific enough. It is better to have something like “women between 25 to 35 who love doing yoga”. Silva warns that the narrowing process must be based on your actual experience, especially the customers with whom your enjoy working the most.
- Big personality: it has a style which goes against the prevailing industry. For example, a hippy financial advisor will truly stand out in the “professional” and “serious” banking industry. However, Silva stresses that it only works if the style is authentic to you, so don’t try to be something just to be different.
- Lead product: it shortens the sale process by offering a low-priced, try-it-out product. Using a financial advisor as an example, instead of explaining how well he handles other people’s money, he may offer a cheap preliminary analysis of a person’s financial status. Silva warns that the lead product must actually solves a problem for the client, or else it cannot demonstrate your expertise.
- Bulleye product: in Silva’s words, it “productise” the service that you are most good at to provide. Instead of letting the customer to dictate the process, you set up a fixed process to help them to solve their problems.
- Silva, Pia (2017). Badass Your Brand: The Impatient Entrepreneur's Guide to Turning Expertise Into Profit. New York, NY: Worstofall Design. ISBN 9780998714301. Search this book on
- Tang, Jean (2016-01-22). "What I Learned From One Company That Said No To Clients, Worked Less And Ballooned Profits". Forbes. Retrieved 2018-05-10.
- Neville, Amanda (2013-04-12). "Married, With A Business". Forbes. Retrieved 2018-05-10.
- Silva, Pia. "Pia Silva Blog". Forbes. Retrieved 2018-05-10.
- Wood, Jennifer (2013-12-25). "10 Design Firms Lead By Young People That Are Changing the Way We Look at the World". Complex. Retrieved 2018-05-10.
- Silva, Pia. "Badass Your Brand Supplemental Workbook" (PDF).
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