What if I told you there was something that could deliver more power to you and more satisfaction to your customers?
You’d take that advice and run with it, right?
But of course.
Well step back and think about your brand.
You might be confident and think your brand is the best thing since conveyor belt sushi.
But most are part of another camp. Is my brand distinctive? Strong? Compelling? Is my business standing out like it should?
Are you? Is your business?
And even if you are super confident, where’s that gonna get you if you’re not delivering the goods? You know, something we boring consultants like to call “brand promise.”
I simply think it’s about having an overall plan and following through, so I’ll try not to bore you with marketing drivel. And if I do go all buzzword crazy just slap me silly, K?
So instead of talking about “brand promise” let’s focus on your purpose. Yes, Purpose!
What about you and your brand?
Small business. Pro blogger. Solopreneur. Handmade maven. Whatever your place in our crowded online space, you need the power of brand behind you.
And to me, this is more about “mission” than “promise.”
Think clearly about why you are here, and then use that definition to filter a continual delivery that is bang on.
How do you deliver on products? And what about those fine peeps you call customers? Are your services inline with what you’re touting? And are you wrapping this all in a nice, tight package that communicates your essence?
Now think about our online world, where many fine people are dealing with a jillion bits of information. They’re so bombarded and simply overwhelmed, it’s no wonder our old friend, traditional marketing has bought the farm.
Your potential customer is going to sift through gobs of information, pick what they want and ignore the rest.
Shouting the loudest and pushing every media channel in town doesn’t cut it any longer. People are looking for an experience, and the experience you are providing is built on your brand’s purpose. It’s the foundation of everything you do.
I don’t care if you’re a tech startup with a fancy new gadget, a consultant looking for gigs, or a budding blogger trying to sell goat leather boots, you need that foundation to survive and thrive.
So, let’s think through a few things, shall we?
1. What is your purpose here?
If you don’t have one, get out the Moleskin or what I use (a 99 cent spiral notebook) and get busy.
2. Does your branding make this clear? It’s great to have purpose, but is this proudly displayed in your tagline, writing and overall messaging?
3. And if you’re beyond step 1-2, do you make decisions based on said purpose? A clearly articulated mission-driven brand should be the filter everything runs through.
A system like this makes your brand stand out AND makes your life easier. Said filter streamlines the process, because it’s what you base most of your decisions on.
And that’s oh, so bombdiggity, for you and your clients.
Now go back and think about your brand model. Does you’re writing express what you’re all about. Are your communications consistent?
Every touchpoint, from blog posts to your tagline should be inline with your handy, dandy little purpose.
It shows you understand what you’re about and the customer will expect a consistent experience.
I’d say most strong brands have this in common, but this isn’t just about big companies. It’s about our little playing field. The more exposure you get, the more you deliver, and the more consistent your brand is across the board, the more and more and more you’ll stand out from the pack.
You do want prospective customers to look at you first when considering a purchase, yes?
Well, find your “why” and deliver. Let ‘er rip.
What’s the purpose of your brand?
Have you found the secret spice that makes everything nice?
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