Great article by the lovely Linda Pringle Evans on Branding. Must read! –
Today, people want to buy brands – so what is a brand? It is the unique promise of value that you have to offer your customers. You create the perception of value in the minds and hearts of your target audience. Your brand is the human spirit that embodies who you are and what you do. Your brand guides the decisions for your business. Therefore, in essence YOU are the Brand of your business. The human spirit empowers your brand. Your unique promise of value is written like a letter in your target audience hearts and minds – how they perceive your good works. It’s about understanding your unique attributes – your strengths, skills, values and passions – and using them to separate yourself from your competitors. A successful brand is authentic and it is much easier to market and sell your services.
For women in business it is essential to uncover your brand distinction. Your brand distinction is uncovered when you identify: What is it about you that really make you standout? What is your sweet spot? What makes you special and savvy? As female entrepreneurs you want to uncover what makes you “Supreme” within your niche. A supreme brand is one of authority within your niche. It reveals the ownership of your unique promise of delivered value to your target audience.
To uncover your supreme brand distinction it requires extracting the elements of your core attributes, values, passions, interests, beliefs and strengths. Your supreme factor reveals what you possess that will undeniably uncover your unique promise of value and help you become recognized as an authority within your niche……Your brand distinction reveals what you stand for and why people should buy from you. It helps you to identify your “Sweet Spot.” Knowing your sweet spot helps you to produce the best results for your clients.
Once you have uncovered your supreme brand distinction it is time to create your branding. Without branding it is impossible to differentiate yourself from competitors. Consider the Supreme Court of the U. S. It is the judicial system of authority – the highest within the United Sates. You want to create a supreme brand of distinction. One of authority and held at the highest esteem.
Without branding it is impossible to market and sell your services. Branding is a way of clarifying and communicating what makes you an authority within your niche, what makes you different and special – and using those qualities to guide your business decisions. Branding consists of your logo, color palette, font, stationery, website, blog, your appearance, everything that is promoting your brand. Your brand creates the branding that helps communicate the messaging about you, your services and what differentiates you from competitors.
Get the message!
How does one achieve your supreme brand distinction? There are 3 key areas that requires uncovering to achieve success:
- What makes you great?
- What makes you unique?
- What makes you compelling?
What makes you great? Brands are built around your supreme factors. What do you do better than anyone else? What’s your superpower? To find out, think about what’s innate: what are you naturally good at? What do people routinely ask you to help them with? Sometimes we are so good at something and it comes to us so easily. We don’t realize how valuable it is to those around us.
What makes you unique? You must know what makes you stand out from the others who do what you do. It could be your expertise in a niche area. It might be a personality characteristic. Or it could relate to how you get things done – your unique way of producing results. If what you do and how you do it are no different from everyone who shares your niche, you have very little leverage. Why should someone choose you over the others who share your capabilities? Here’s an exercise to conduct for insight about your uniqueness.
Get a sheet of paper and draw a line down the center vertically. On the top left, write SAME
and on the top right, write DIFFERENT. Then think about your competitors, record what you have in common with them. Then on the right side, identify what differentiate you. This brings to light the personal aspects of your identity that make you a unique individual.
What makes you compelling? You first need to find out who needs to know you. Who is making decisions about you? Who can benefit from your services? As an entrepreneur you are branding yourself for a select group of people. You want to become selectively famous to those people who need to know you so you reach your goals. Branding requires focus. And that focus should be aimed at your target audience. The people you need to surround yourself with so you can deliver results to your clients.
Remember “a supreme brand reflects the personal attributes, and qualities, of its creator (YOU)!”
“Your supreme brand distinction will make you successful.” – Linda Pringle Evans
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Linda Pringle Evans is a business growth consultant and brand strategist for Millennial and Gen X service based female entrepreneurs and business owners. She helps her clients to become crystal clear on their niche, uncover a supreme brand, implement branding strategies that communicates and amplify the brand, and how to grow your business with live events. She has served as a keynote and motivational speaker, trainer, radio show host, author, coach, and event strategist. In addition, she is the Midwest Regional Director of the Public Speakers Association. www.pringlebizconsulting.com