How do you make big things happen when it comes to Your Brand?
If you’re like me, you spend a good deal of time thinking about your next big business move and how you’ll build a brand around it.
Maybe you’ve already made a move but your brand needs some tweaking to make it work.
Problem is, these plans are often left to whither on the vine. After a few weeks, you’ve either forgotten them or they begin to annoy you because you’ve done nothing.
The big brand launch never materialized.
It happens to the best of us, but why? And what can you do about it?
Here Are 3 Reasons Why Your Brand Strategy Isn’t Working (and What You Can Do to Fix Each)…
1. You Don’t Plan Your Next Step.
If you’ve planned a brand launch, are you taking small, daily steps to actually see things through?
I believe taking just one baby step a day is how you see your big ideas become reality. Exclude them and your big plans will slowly die. Your brand will wither on the vine.
When it comes to building a rock-solid brand many don’t take the daily action necessary to see it through.
Maybe these steps are too matter-of-fact and unromantic.
Could be some dreamers are not long-term thinkers.
Or these lilliputian movements are seen as too much work.
Life does get pretty complicated, but excuses are excuses and skipping these important daily actions will kill your plans.
But here’s the thing: Your daily effort doesn’t have to be so difficult, you just make it so.
Human beings excel at overcomplicating things.
Think about everything tied to your brand—color, typography, imagery, copy, story. And today, write out one small task you can do to design your way forward—then do it.
It could be something as simple as realizing you need some help, with copy, with design.
Or maybe you need to step back and call in a professional for a bit of coaching.
Just plan out incremental steps and most importantly… figure out what you can do today, then do it.
Do the same tomorrow morning, and the next day.
2. You Play the Comparison Game.
Have you created a personal brand that isn’t you? Many people get stuck trying to emulate others, ignoring their own gifts. Just because another’s style and daily practices work for them doesn’t mean they will work for you.
It’s dandy to read the advice of those in the know, but only take advice that works for you. Then, and only then, should you create a beautiful style that’s all your own. A brand built on your personality, life experience, and expertise.
The comparison game brings problems because you can’t make a copy of another’s formula and expect it to work.
And if you follow another’s procedure to a tee, you’ll either bore yourself to death or end up with a boilerplate solution that won’t make anyone happy, including you.
Helpful, trustworthy and uncommon material is like that benevolent ruler who sticks around, because his people love him so. (Boilerplate won’t get you there).
Write out a short statement that does the following:
- Defines your ideal customer. (Who?)
- Identifies the problem they need fixed. (What’s their pain?)
- Describe how you will solve their problem (How will you cure their ills?)
- Wrap this all in a nice, neat package that tells them how you stand out from the competition and why they should hire you. (What makes you unique?)
Then work to define and clarify your uniqueness:
Which is more important? Your amazing service? Your product? Or is it a combination of both? Try to focus on one main selling point. Think about what customers normally say about doing business with you.
A lack of clarity usually results in a wheel spinning exercise… but working on the bullet points above will give you a nitty-gritty tool for clarity in messaging. Clarity in messaging is branding done right and brings in customers.
And most importantly—Don’t follow another’s swagger. Create your own style and strut your stuff.
3. Fear Owns You.
Public speaking was once my biggest fear and I couldn’t imagine doing it, ever.
Years ago, I attended a large client meeting. And to my surprise each vendor had to stand up in front of 60 or so people and give an elevator speech.
This was a sucker punch out of left field that I wasn’t prepared for at all AND I was terrified to get up in front of a group. Public speaking was my worst fear ever.
Can you say Epic Fail? Well, it’s a day I would like to forget, but never will; yet this humiliation moved me to action. I took on my biggest fear and made a beeline for Toastmasters. Turns out it was one of the best decisions I ever made.
It’s one decision that changed my life, frankly.
If there’s something you want to do, but it scares the hell out of you, that’s a good sign. Comfort is the enemy.
You may be worried about putting yourself out there. Don’t.
Could be you’re afraid of success and don’t even know it. Fight this feeling.
And self-promotion (blogging, podcasting, social media) can be a little uncomfortable at first. That’s your lizard brain trying to scare you. These feelings are normal. Just take the daily baby steps and push through.
You see, a big part of modern branding for solopreneurs is getting past fear. So, start embracing fear today.
So now that you’re okay with getting uncomfortable, go back to #1 and think about your next step.
Study step #2. Work to find the customers that need what you have to offer. Tell them what you have and wrap it in a big, beautiful package that is all you.
And take on step #3. Is fear the roadblock? Taking it on daily will change your life and help grow your business.
Feel the fear and get busy.
If you want a detailed plan on how to build a brand that rises above the noise, connects with the right audience, and drives the action needed to help you advance your business, sign up for my email list where I’ll show you the 6 steps to bring your brand to life.
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