Are you like many business owners who are confused or stuck when it comes to creating a unique, memorable, and authentic brand? If so, you’re not alone. I’ve been there myself, so I understand the frustration of feeling stuck on this whole branding thing.
But once I discovered that if I looked at it from a completely different perspective, that my brand wasn’t just about my business, but about ME, everything shifted.
Creating your brand from the inside out allows you to fully step into your business identity in a truly authentic way. It’s also the easiest way to stand out in the sea of others who do what you do.
So, if you’re stuck, let me give you three things you must be clear on in order to create a truly compelling and unique business brand.
Strategy 1: What results do your clients experience from your service?
One of the exercises I do with my private clients is have them generate a long list of the results their clients get from working with them.
You can easily do this right now. Just complete this sentence 30 times:
“The results my clients get from working with me are ___________________________.”
If you get stuck, here’s my secret: Send this question to your clients so they can tell you the kind of results you’re helping them create!
For example, when I asked my own clients this question, here’s some of what they shared:
“The results I get from working with Alicia are…
– clear, easy to follow instructions on strategic Internet marketing techniques
– insightful advice from a trusted mentor who understands my business
– generous knowledge and expertise, honest feedback and support, focus and direction
– more clarity on which steps to take to experience more alignment with my business/life purpose
– I now see the bigger picture and base my decisions on the ‘whole’ of my business, rather than just the next thing.
– stretching me in ways and areas that I could/would not do on my own
– more clients, more money and more fun in working with my business
– getting me out of my comfort zone so that I discover what is possible when I play a bigger game
– more clarity and awareness around time sucking activities that I am engaging in so that I can STOP doing them
Strategy 2: What are you an expert at?
Once you have a solid and in-depth grasp of the value you bring to you clients and the results you help create with them, you should easily be able to define what it is you’re an expert at.
Complete this sentence: “I’m an expert at________________________.”
Strategy 3: What does your brand promise?
Let’s take it one step further…
Your brand promise is a statement that is pretty specific. It’s true regardless of the program, product or service you may offer. No matter what the program, product or service, it always fulfills your brand promise.
And just to be clear, I’m not talking about your marketing tagline. What I’m talking about goes much deeper than that, to the very core of what it is that you are so passionate about providing to others.
My brand promise is, “I mentor women entrepreneurs to create priority-based, highly profitable businesses in less than part-time hours.”
So, my high-level private and group coaching programs, Online Business Breakthrough Workshop, 21 Easy & Essential Steps to Online Success System™ and LIVE program, L.E.A.P.™ Learning Lab, and the rest of my offerings all fulfill this brand promise.
Here’s one from one of my past clients, Dale Carter at TransitionAgingParents.com:
“I provide trusted information and personal insight to inspire adult children to passionately pursue, for their aging parents, the quality of life their parents hunger for.”
So everything that Dale offers to her specific market fulfills this overarching promise. Dale knows what she is an expert at and that shows up in her brand promise very clearly.
So, what does your brand promise? What is it that your clients can count on you for?
The formula for an effective, compelling, memorable, authentic, fun and fabulous brand is really very simple:
“I get X results for my clients, which makes me an expert at Y, which means they can count on me to provide Z.”
Voila!
I’d love to know your thoughts on this – please leave your comments below.
I love attending live events, for the learning, networking and most of all, for those ‘aha moments’ that always pop. I choose to attend very few events each year, so I’m always very cognizant of getting a big return on my investment of time, energy and money. Attending Lisa Sasevich’s Impact & Influence event didn’t disappoint.
Here are three of those aha moments I had from attending I&I that I hope you’ll find of value too:
1. In terms of money, you can only receive what you allow yourself to receive.
So consider how that may play out in your own sense of worth, in both the level at which you invest in yourself as well as the level at which you ask others to invest in you.
For example, if you invest in a $2500- program, are you asking your market to invest in a $2500- program with you?
On the other, more common, hand, are you asking your market to invest in you at a price point that you’re not willing to invest in for yourself?
Where in your business might there be this incongruence?
2. When you feel like you need to add another element to a program (to ‘justify’ a higher price), add more transformation instead.
You may have heard me say before that people buy based on emotion, not necessarily on logic.
When you’re writing your copy for your offer or speaking about your offer, you want to spend 90% of your words on the transformation that people will get as a result of engaging your services.
You can think of it as the transformation, or the outcomes, or the benefits, that someone will receive as result of being in your program, buying your product or siging on to work with you one-on-one.
3. “I already know that…”
Whenever I attend an event, I make the effort to pay attention as if everything was new, which enables me to see the holes that are present in my business. And when I find that “I already know that…” I ask myself, “Am I doing that?”
From this event, it was evident to me that yes, I have all the pieces working that were covered at the event; now it’s time to up-the-ante on them all.
Where can you up-the-ante on one thing that’s already working well in your business?
I’d love your thoughts on any of the above – feel free to leave them below…
Ever have someone copy your idea, your sales page, your emails, or anything else you’ve created in your business?
Yeah, it’s not a good feeling.
Yeah, yeah – I know that ‘imitation is the sincerest form of flattery’ and that we’re all of ‘one mind’ and all that, but really? There is a line that no one should cross.
I’ve dealt with this on numerous occasions in my own business (frankly dealing with it now with someone who certainly doesn’t need to copy me – who has an extremely successful business already so I know that it’s about something else entirely) and while sometimes it is easier and ok to just let it go, other times it’s not.
So what do you do when you feel compelled to do something about it?
Here are 4 ways of dealing with copycats:
1. Vent
First, get on the line with a business best friend and have a good vent about it. You need to get it out of your system before you can approach the copycat from a place where you’re more likely to have the situation resolved.
2. Call them on it personally
I like to contact people personally first, and give them a chance to make things right. I don’t have my assistant do this – I reach out myself usually via email, with a gracious note that I’ve noticed something they are doing is very similar to mine and I wanted to point that out – that I wouldn’t want their people thinking they’re copying me.
In one case, the person in question immediately responded with a gracious note back, offering that she was ‘modeling’ me and others and told me she would make changes to the page in question and send it to me for approval. She did and I was satisfied with the changes she made and all was well.
If it doesn’t go that way then…
3. Call them on it officially
Get your attorney involved and send them a ‘cease and desist’ letter. That will usually do the trick.
4. Move on
Once you’ve handled it either personally or officially, move on. Don’t hold a grudge against the person, just let it go. It’s not worth any more of your energy or emotion and recognize that the reason behind the copying has nothing to do with you. And then use the situation to be even more creative in your own endeavors going forward.
I’d love to know your thoughts on copycats – share with me below…
I’d love to know! Just comment below – and thanks! 🙂
Are you the kind of business owner who tends to hide behind your computer screen? You network online through discussion lists and other virtual forums, but you’re hesitant to leave the comfort of your home office to actually meet others in person?
Whether you’re a natural introvert or extrovert, attending live events and meeting peers and colleagues in person can make a dramatic difference in the success of your business. If you’ve been the lone wolf type, it’s time to get out and start gathering with your pack.
When I was in the public relations/higher education field, I attended dozens of conferences, but when I started my coaching business, money was tight and it took me a few years to get back out on the circuit.
The first event I attended in my capacity as a coach changed my business and my life. I hesitated about attending because it was a lot of money to invest back then and I was going to be starting over in a way in a new industry, which were both risks for me at the time.
Was it worth it? Let’s just say that I still have the card from the Irish pub my husband and I went to the final evening of the event where we figured out how I was going to make this work. It really is when everything changed.
Not only did I learn a ton of great stuff, I met some amazing people who have remained treasured colleagues, joint venture partners and even friends. And I truly believe that what you put out is what you get back, and by attending this event, I was sending the message that I was ready to start playing big.
One of the best investments you can make in your business is in your continuous learning, by attending events, as well as investing in high-quality education products and programs. Part of my own marketing budget is dedicated solely to my learning (and believe me, it’s hard to keep the lid on it!).
So, are you thinking maybe you’ll take the risk and attend a live event in your industry?
Here are some specific reasons why you should:
1. Dedicated time and focus on the event topic
I bet you have at least a few books, CDs, home study courses, etc. that you’ve probably listened to or read, but that you haven’t actually applied. I know I do. And I also know that when I get out of my office and dedicate time and focus to one thing, I make some big breakthroughs.
2. Sharing space with like-minded individuals
Nothing inspires me more than being around others who are as passionate about what we do as I am. Collaborations come naturally and we easily share ideas and resources. Taking the time to share space with these folks helps keep me motivated and excited about moving forward.
3. More high-quality connections
Not only do I end up with a ton of business cards, but there’s also a handful of strategic partnership opportunities, as well as new ezine subscribers and new customers for my products and clients for my programs. And by attending an event comprised of others in my industry, the quality of the connections I’m making is much higher for my business building than attending something like a local chamber event.
4. Discounts on materials to increase your learning
Typically the speakers of these events will offer special discounts to attendees on their products and programs. And if the event has vendor booths, the same usually applies. Events are a great place to “shop” for the next tool that will help boost your business.
5. It’s guaranteed and tax-deductible
I think this is something most small business owners forget. They just look at the price tag of the event, and then shy away. But remember, whatever you put out as an investment in your business is tax-deductible. Be sure to check with your accountant for details, but stop to think about how much you could increase your bottom line by attending the event, instead of how much it costs.
Besides, most reputable events offer a money-back guarantee, so if you really felt it wasn’t worthwhile, you can always ask for a refund.
I’ll share one of my personal strategies for attending events: I figure out how I’m going to cover the cost of my ticket, hotel and air fare BEFORE I even show up at the door. That way, I know that the majority of my expenses are covered, and I’m already ahead on the ROI.
6. Meet the experts
Most of the time, the speakers at the events are accessible, so don’t be shy and go on up and introduce yourself. You may not have another chance and you never know where that connection may lead!
7. Enjoy yourself outside of the event
Don’t forget that you can take in the place where the event is being held. Do a little research ahead of time and plan at least some time away from the event to enjoy wherever it is you’re visiting, even if it’s in your home state!
Once you’re home and recovered from being out and about at the event, you’ll be both excited and recharged to jump in with all your new knowledge and connections!
At my annual Online Business Breakthrough Workshop, you’ll experience all 7 of these benefits! 😉
You can get your ticket right now for the lowest price available here.
I have a successful business because I know what to do and I do it. I make a good income, I work with clients I enjoy, I get to be creative and I get to do all of that in a way that serves my family and my life.
So when I attended a small intensive led by Laura West, my intention was not to get more strategies or techniques, but to truly shift the way I envision my business as I reinvent it in these shifting current entrepreneurial waters. And that’s exactly what I got – here are just four of those shifts:
1. Money comes from working within your creative power centers
Laura’s created this powerful body of work around the ‘creative power centers’ that crystallized where I needed to spend my time and energy on to evolve my business in the way that honors my life and my own strong boundaries around that life.
For me that means really listening and following my intuition more, taking care of my personal energy more, hiring a higher level assistant, and adding a whole lot more ‘Alicia flavor’ to the mix.
2. Always come back to what I want
When the thoughts get muddled and the confusion sets in with all the choices of what to do in my business (and my life), I will keep coming back to this single question:
What do I want?
And I’ll keep asking it until what I want is crystal clear. Then I’ll know exactly what to do.
3. Systems and structure equals more freedom
I’m great with systems – we have one for pretty much everything in my business – but structure is lacking a bit, and that’s because I can operate well on the fly. However, just thinking about how a little bit more structure would benefit me and my team and how that would lead to more freedom for me got me excited about actually putting that structure in place right away.
4. My non-negotiables are my success
I’ve been looking more closely at this and with the focused time at the intensive, I realized that a big attraction piece for my audience are my non-negotiables (family first, summers off, etc.). From that place, I was able to draft the new design of my business and I couldn’t be more excited about what’s to come.
At my annual Online Business Breakthrough Workshop, we’ll focus specifically on creating your detailed plan that will show you exactly what to focus on during each step of your business building so you stay on track to move much more easily from where you are to where you want to be.
You can get your ticket right now for the lowest price available here.
I love to know how this resonates with you – share your thoughts with me below…
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