There are two questions that you should always ask. The first, Is my brand great. The second question to ask is, what makes my brand memorable. If the answers that pop into your mind include how slick your website is, the number of fans on your business Facebook page or how many hits your blog has received, it is time to take a second look. When your brand has hit a wall, the answers to these questions aren’t how great you look online; the answer should be you, the person. You are what makes or breaks your brand, not the marketing dollars you keep investing. So if your brand has hit a wall, there are a few things that you can tweak to get your business back on track.
Who are you?
What makes you unique? In the land of massive marketing noise, consumers really want to experience a personal connection with the businesses they work with. They can buy a similar product or service from a variety of other businesses; therefore you need to give them a reason to buy from you. The one thing that holds us back is fear.
How many of us are held back by a fear of being too personal? We fear rejection and if we get ‘personal’, we may have our feelings hurt. Business is not always personal, but it should be. We need to push past our limiting beliefs and fear of feeling like a personal failure. If you don’t get the sale or if you have a dissatisfied customer, simply view these things as a learning experience. I’ve said it before but it still rings true, every no you get simply means you are closer to getting that yes.
What makes you unique?
While other businesses may offer the same product or service that you have, they are not you. You are unique. You are your brand. Take a step back from your website and your online presence and reflect. Are these elements reflecting the true you? Do they reflect your ethics, what is important to you, what you value and most important, your expertise in your field? If they don’t, it is well worth the time and investment of marketing dollars to give your online identity a facelift.
If you feel stuck or overwhelmed by the thought of trying to identify who you are and what makes you unique, take this time to ask a third party. Go to people that you have worked with, worked for and know personally and professionally. Ask them to give you the first five words that they would say describe your personality. You may be surprised by what this list looks like in its entirety. You will be left with a refreshing and eye-opening perspective of how you appear to others. This is the best starting place to push past your wall.
(Image by Sayan Samana)