Do you ever feel that your words don’t reach the other person when talking to someone? When I get this feeling, I wonder why it occurs in the first place. In fact, there are also so many brands who can’t get across the noise. Not because they are selling flawed services or products but because they are talking to the wrong crowd in the wrong place and they choose the incorrect words. What if talking to the wrong brand audience makes you lose your precious time and resources? All while you could be connecting to your ideal people and making a difference in their lives. Addressing the wrong audience may be why you are frustrated in your business, you are not hitting your targets, or you are not empowered to show up confidently. 

I am right there with you on this journey as I figure out the deepest desires of my audience along the way. When creating brand identity, uncovering the why is the reason I am so deeply invested in strategy and positioning. I want your chosen customers to hear and understand your brand as it serves them on their quest to become someone better. Positioning is the extensive umbrella under which all the small bits and pieces come together. Brand identity is a small but essential part of the big picture. 

Here are some action steps before you board the positioning flight.

Start with whom you want to serve.

It may be a small group of people who have a specific problem. It may even be someone you know, and you feel the urge to help that person achieve their internal or external goal. I talk more on how to define your brand audience here.

Look at why they struggle with their problem.

Put yourself in their shoes. Let’s say you are selling sewing machines. Think about why they would want to buy your products. In the process, you may conclude that they may desire the garment it produces. Keep asking why. Maybe it is a sense of accomplishment they want. Or they strive to make a living for themselves and their family by selling the garments. Your sewing machine may also be the vehicle that helps your customer express themselves and stand out in the crowd by designing and making their clothes. The idea of asking why is fascinating. The answers you get generate thousands of ideas about how you can speak to your audience and let them see how your offer can help them achieve their goals. These answers are the foundation of your branding and marketing, after all.

Keep reinforcing your promise.

This step is difficult as it means staying consistent not only in the amount of time you show up in your business but also in the quality of your products or services. All while staying true to your brand, its values, its vision, and the people you serve before anything else.

The process can take a lot of trial and error. Is it the end of the journey? Not at all! Brands, like people, are continuously growing and evolving, so tweaks are always necessary. But if everything you do comes from the place of service, you have the power to overcome any obstacle and succeed. If you need a little help, I am always ready to chat. Click here to schedule your meeting.