Part 1
5 reasons why you should be a strong
Signature Brand
Are you running a service-based business and believe your branding is all about your logo, tagline and brochures? While these are important elements of your brand’ s‘ touch points’, when I refer to your business’ s brand what I am talking about goes much deeper than your stationery and tagline.
So what is a brand? Your brand is your reputation; it’ s the promise of value you offer a client and the immediate thought that a prospect and / or client has when your business name is mentioned.
While it can take time and commitment to build a strong brand, it is well worth the effort if you want to build a thriving business.
Here are 3 signs that your service-based business has a weak and incoherent brand:
1. Your ideal clients / prospects are not investing in your services
Sending out weak, mixed messages will only confuse a prospect and a confused mind says‘ no’. If you’ re unsure of what makes you unique, what sets you apart from your competitors, and the value / benefits you offer your clients, then your brand communications will be ineffective in showing your prospect why they should be investing in you and not your competitors.
2. You feel on the verge of marketing burnout, exhaustion and desperation
What often occurs when businesses are not generating the results they desire is that they increase their marketing efforts. However, the problem is not the amount of marketing being done but the fact that their marketing message is confusing and not speaking to the needs of your prospects, which leads us back to our previous sign of clients not investing.
3. You struggle to charge what you’ re worth
A business owner with a weak brand will often find it difficult to charge a premium fee because they fail to demonstrate the value, benefits and results clients will achieve through hiring them. For this reason the level of income the business generates is often considerably lower than a business with a strong reputation and brand.
69 POWERCULTURE APR2013