Small business owners are sometimes so focused on getting a particular task done that they build on a shaky or nonexistent foundation. They don’t establish a solid brand. I believe that skipping this step will almost always come back to bite you, whether in misperception or missed opportunity.
As a business owner, branding is your most important asset. Creating an effective brand should be your first priority. And step 1 is working on the core elements that clearly define your brand. My Discover approach is about fleshing out these core elements and being clear on what you want to build before you jump in.
Clarity is key. So we take a first-things-first approach. It’s not about a new website, social media channel or blog. Not yet. It’s about building a rock-solid foundation that truly defines your business. We focus on discovering the essence of your brand.
Before we do anything, we study your current branding and marketing—how it’s working, what we might keep, and what needs to change to help you stand out from the noise. Developing a crystal clear vision of your company and your narrative includes zeroing in on your uniqueness, target audience, market position and competition. I also like to focus on your clients—to find out why they work with you, what they love, what might be improved, stuff they wish you would offer and more. It’s amazing what can be uncovered during this process, which can be done by phone, email or surveys.
Discovery is where things will start to fall into place. We work to uncover your brand DNA, leaving no question in anyone’s mind about who you are, what you do, and why you do it. It’s a freeing feeling and one of the most important components of building your brand the right way.
Do you want to know what will fall into place?
- Your copy
- All your marketing efforts
- The services you offer
- The products you create
- Your social media strategy
- The clients you covet
- A great feeling that gets you out of bed every day
- And all your plans going forward
I don’t shortchange this process. And I spend more time listening to what you know your brand is and less time talking about what I think your brand should be. But it’s not just a data dump. It’s a lively conversation that often brings to light fresh insights and new ideas.
NEXT STAGE: TELL YOUR STORY