2. A strong brand understands and leverages its uniqueness
As a service-based business owner to position yourself strongly within your field you should strive to build a reputation as a specialist and an expert. To achieve expert status it is imperative that you are able to define your strengths, talents and what makes you unique, while also feeling comfortable in positioning yourself as a specialist. Unfortunately, many service-based business owners fail to truly understand what makes them unique and feel very uncomfortable claiming specialist status. If you don’ t recognize the value you offer your clients, how can you expect prospects to understand the benefits and outcomes they’ ll receive should they decide to invest in your services? Remember, while there may always be additional information to learn, what’ s important is your knowledge, strengths, reputation and the ability to support your clients in overcoming their obstacles and achieving solid results which is the value you offer. Be proud of that and continue to promote your skills and expertise to your ideal prospects in all of your marketing and communications.
3. A strong brand is clear on its target market
For service-based businesses who cannot define their ideal clients’ issues and problems while also demonstrating how they can support these clients in overcoming these issues often communicate inconsistent, mixed messages. And, a confused prospect, who doesn’ t understand what you do or more importantly, how you can support them, will say‘ no’. When a business owner doesn’ t generate the response they had hoped for they continue to increase their marketing efforts, however as they continue to send out a mixed message, they continue to confuse prospects. It’ s an unpleasant vicious circle and can lead to frustration and marketing burnout. As Personal Branding Evangelist – William Arruda aptly states:“ Personal branding is not about being all things to all people or trying to please all of the people all of time; it’ s about taking a stand and being comfortable knowing that some will not agree with your point of view. Of course, this does not mean being contrary for the sake of it, either. You must be clear about what you believe and willing to express those beliefs.” Are you trying to be all things to all people? Do you feel like you’ re on the verge of marketing burnout because despite all the marketing you’ ve been doing, you’ re just not generating the results you were hoping for? You may just be sending out mixed and confused messages.
75 POWERCULTURE APR2013