As business owners, it’s no secret we want to stand out and pop through the clutter — and there’s a good reason for this. Millennials are drawn to disruptive brands. We’re naturally attracted to businesses that push the envelope and remain consistent in their unique, purposeful messaging.

So, ask yourself: What is it that makes your brand unique and compelling? In other words, what is your signature? And how will you use it to drive traffic to your brand?

If you don’t know the answer yet, that’s totally fine. My goal here is to introduce you to a concept that is guaranteed to get your gears turning. It’s something that has personally made a huge difference in my own business. Yet, strangely, it’s rarely talked about.

I’m talking about creating a signature traffic builder.

So, what is a signature traffic builder? There are many ways to create traffic, but a signature traffic builder is the unique plan of action and content your brand commits to. Your signature traffic builder might be a blog, podcast, twitter chat, Facebook Live series, email newsletter or webinar (or whatever other inventive, amazing idea you have that is relevant to your business).

Whatever method you decide to employ, you’re going to be creating consistent, deliberate content that will drive brand awareness, traffic and engagement to your business. As I mentioned, I’ve done this for my own business, and I’ve seen the benefits (more on that later).

In case you’re still not convinced, here are five compelling reasons why you should start investing in a signature traffic builder today: