This video explains the importance of your brand.
Why is your brand important?
Even small businesses need a brand. It is the impression you give, and is how you communicate your unique selling point – how you differentiate from your competition.
Types of brand.
The following is borrowed from a Seth Godin approach. Basically, there are five different positions to take. None of them is necessarily better than the others, however, knowing where you want to end up means you can plan the best route to get there. Do these work for you? If not, what does work?
The Uber Driver
You’re good at what you do. You partner with an organisation that gets you clients. You get paid a living wage and you choose to work when you want.
The Local Specialist
This is an advance on the Uber driver in that you develop the reputation of the local specialist, this ensures more business and the opportunity to charge more.
You’re the artist. You can charge a premium over the first two, provided you know how to get clients. However, your brand is still based on what you do rather than who you are.
You know about your skill, however your strength is that you have a network of people that can do the work. Whatever your customers want, you can supply.
You’re like Picasso. You do what you want and charge whatever you want. People don’t ask for your product or service, they ask for you. Your brand says it all. Your customers take it or leave.
Which of the brand-positionings are you more comfortable with? Which motivate you do your very best? Being ‘all’ of them rarely works.
The next section looks at choosing your customers.
NLP Going Solo Section Index
NLP Going Solo 1: Start with the end in mind
NLP Going Solo 2: Balanced Scorecard
NLP Going Solo 3: Customer Proposition
NLP Going Solo 4: Your Brand
NLP Going Solo 5: Choosing Customers
NLP Going Solo 6: Reaching Customers
NLP Going Solo 7: Cash Flow
NLP Going Solo 8: Summary