How to Position the Soul of Your Business
September 11th, 2007 Filed under: Uncategorized — Small Home Business AuthorWhen I first launched my business, I did so using sound business strategies and lots of logic. After a year or so, I slowly began to feel as though something were missing.
I reviewed my business plan, reanalyzed my SWOT analysis, and examined my future projections. I searched under every nook and cranny of my business for something I may have overlooked but found not so much as an unpaid bill!
Then one day it hit me…
I realized that while I had cultivated an authentic brand that oozed ‘me,’ I wasn’t leveraging that brand as the personality of my business and wasn’t fully expressing my purpose.
Here’s what I mean…
After creating my moniker, tagline and all of the experiences that were at the center of my brand, I left out an important ingredient…the reason my brand existed in the first place.
More than a blossoming bank account, more than notoriety, more than material possessions, inside every true entrepreneur there is a burning desire to affect change in the world. And that change can come in the form of empowering others, seeing their dreams come to fruition or just reminding folks to slow down enough to enjoy the journey.
Don’t misunderstand, the bank account, material luxuries and notoriety are all fantastic but that is not enough to inspire anyone to get out of bed day in and day out no matter the circumstances. It’s 100%, fire in the belly passion that drives an entrepreneur.
Your brand exists for a reason and that reason is your purpose…your passion, your calling – the soul of your business.
When I recognized what I had missed in my brand strategy, I immediately began revamping my programs and services to reflect my purpose.
And today, having graduated my brand to another ‘grade,’ I am once again re-engineering my offerings to honor my growth, the growth of my audience and the growth of my purpose.
As your brand grows, your purpose – the reason your brand exists – will grow too. You’ll find that your passion continues to blossom and what once seemed like a big vision becomes too small for you. This is a sure sign that your brand is ready to graduate to the next level.
Are you ready to go to the next grade? If so, follow this brand positioning checklist to ensure that your brand and growing brand purpose is set for success:
- Relevance:
- Distinctive:
- Superior:
- Buzz Worthy:
- Affordable:
- Profitable:
Is your growing direction of value to your market? Your brand can’t grow in a vacuum and must always have your markets interest at heart.
Is your new direction clear? Lacking clarity in your direction and communication of that direction will confuse your market. A confused market will always go elsewhere.
How does your brand evolution compare with other ‘like’ propositions in your market? To truly differentiate your position, you must offer something of value in the areas of price, service, experience, and/or knowledge.
If you are unable to clearly express your brand purpose – the soul of your business – you lose out on creating brand buzz. Without brand buzz (momentum) you’re at a disadvantage in creating market excitement.
If you charge a premium, deliver a premium. Set pricing that is value based. Prima donna’s beware…being in your presence is not enough to charge your market a premium! It’s your knowledge and sharing of that knowledge that determines the value to cost ratio.
If you’re giving a great deal of value, charge for it. Your pricing must turn a profit at the end of the day…value your worth, honor your purpose and make your pricing structure a win-win proposition.
Business is the ultimate platform to deliver your message, whatever that message may be. Every true entrepreneur (not to be mistaken with an opportunist – there is a difference) has a burning desire, a wish to share a message with others. What’s yours? And have you designed your business around that message – your true purpose?
2007 – Liz Pabon. All rights reserved.
