Build a Strong Brand on TikTok: A Practical Guide for Entrepreneurs

Dr. Niklas Richter · 2026-03-31

Let's be honest—TikTok isn't just for dance challenges anymore. It's become a serious marketing channel for businesses, and if you're not paying attention, you might be missing out on one of the most powerful tools available today. I recently listened to a fantastic conversation with Jonas Lips, who's known as Belgium's first TikTok journalist. He shared some incredible insights about how businesses can actually get noticed on the platform. And the best part? You don't need a massive budget to get started. ### Should Your Business Even Be on TikTok? That's the first question most entrepreneurs ask. The answer isn't a simple yes or no—it depends on where your audience spends their time. If your customers are scrolling through TikTok, then yes, absolutely. But here's the thing: TikTok isn't just for Gen Z anymore. The user base has expanded dramatically. Think about it this way—TikTok is like a crowded coffee shop where everyone's sharing stories. Your job is to tell a story that makes people stop scrolling and actually listen. ### What Actually Works on the Platform Jonas shared some concrete tips that I found really helpful. First, those opening seconds are everything. You've got to hook people immediately, or they'll swipe away. It's like meeting someone at a networking event—you have about three seconds to make an impression. Here's what he emphasized: - Video length matters, but shorter isn't always better - Consistency beats perfection every single time - Understanding the algorithm helps, but don't obsess over it - Authenticity connects better than polished corporate messaging ### Starting Without a Big Budget This might surprise you, but you don't need expensive equipment or a production team. Most successful TikTok creators start with just their smartphone. The platform actually favors content that feels real and unpolished. Think about what makes your business unique. What problems do you solve? What's your story? That's your content right there. Jonas mentioned that viral moments often come from being genuinely helpful or entertaining—not from having the fanciest production. ### The Content Strategy That Actually Works Here's where many businesses stumble. They post randomly without a plan. Jonas suggests thinking about your content in themes or series. What can you teach your audience? What behind-the-scenes moments can you share? Remember that quote from the conversation that stuck with me: "Consistency is more important than making the perfect video." That's gold. You're building a presence, not creating a masterpiece for a museum. ### Practical Steps to Get Started Today If you're feeling overwhelmed, start small. Really small. Commit to posting twice a week for a month. See what resonates. Pay attention to which videos get more engagement. And don't be afraid to experiment. - Pick one aspect of your business to highlight - Create content that answers common customer questions - Engage with comments—this boosts your visibility - Watch what successful creators in your niche are doing ### Why This Matters for Your Business TikTok isn't just another social media platform—it's a discovery engine. People find products, services, and businesses they never knew existed. If you're not there, you're invisible to that entire audience. The platform has changed how people make purchasing decisions. They watch a video, feel connected to the creator or business, and then take action. That journey from discovery to decision happens in minutes, not days. ### Making It Work Long-Term Building a brand on any platform takes time. You won't go viral overnight, and that's okay. Focus on providing value consistently. Share what you know. Show what makes your business special. And here's the most important part—have fun with it. If you're enjoying the process, that comes through in your content. People connect with enthusiasm and genuine passion. So where do you start? Pick up your phone, think about one piece of advice you'd give someone in your industry, and hit record. The first video doesn't have to be perfect. It just has to be yours.