Part 3
5 key elements of a powerful, magnetic Signature Brand
More and more businesses are recognizing the value of‘ branding’ however many don’ t really understand the key elements that will enable them to create a strong and memorable brand.
Your brand is much more than your letterhead, your tag line, your business name, your business card, or your USP( unique selling proposition), etc. Your brand is your reputation, your promise of value and the experience and results a client can expect through working with you.
Here are 5 key elements that will support you in building a strong brand:
1. A strong brand is clear on its mission and purpose
A strong brand is clear on its mission and continues to stand up for what it believes in, no matter what. The brand owner’ s conviction( which is motivated by core values) is at the heart of the work they do and is what continues to drive them forward. Service-based business owners whose work is aligned with their mission and purpose are extremely passionate about what they are doing and continue to portray this message in all of their communications. Their mission, purpose and passion for their work are unmistakable and are what enables them to make strong connections with their prospects, their clients and the people with whom they continue to network. Mark J Kay, in his conceptual paper‘ Strong Brands & Corporate Brands’ stated,“… strong corporate brands are distinctive.” One of the companies he referred to was The Body Shop, where he goes on to say,“ Unlike other small businesses, the founders [ of The Body Shop ] were clearly driven by values.. They hold strong beliefs about business and they carefully crafted mission or values statements to communicate their specific goals.” The Body Shop is a prime example of a company that“ has made meaningful connections with customers.” Are you attracting and building meaningful connections? Are your communications resonating with people you want to support, who share similar goals and can benefit from investing in you? Or are you just creating a list of names and followers of people that have no idea about what you stand for and therefore do not participate, respond to or take action on the advice you offer?
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