I always say a good brand is evidenced everywhere from the CEO down to the smallest paper clip. But where does it begin?
Branding begins with what I call the Inner Game: who you are, what you want, your big vision, even your connection to yourself, your family, community, and Source (however you define it). That's the seed that begins it all. Even if you are able commit to a business – whether product or service – before considering these questions,
it is only by clearly answering them that you can establish an effective, powerful brand.
And as necessary as these answers are, it's only the beginning. If you don't look at your inner game and make sure you're aligned, you will have a brand that misfires – or no brand at all. A good brand, a Power Brand, while it begins with you, is not about you! It's about them – your clients or customers, your potential clients or customers, the media – anyone who you want to reach. It's about their problems, their issues, their wants and about how you become their ultimate solution.
If you don't get that right, your brand will be wrong and so will everything else!
Yet, too many people work backwards. They go straight to their logo, website, colors, and marketing and wonder why there's a problem, why they are always struggling with price and competition. And it goes way beyond that. Without being aware of your inner game, and how it fits with your business, you're subtly – or not so subtly – plagued by vague feelings of something being off, not quite right. It's as if your own business doesn't fit you.
So let's take a look at some basics about your branding – where it is right now. If you want to get really clear, write down your answers to these fundamental questions:
1) Does your brand reflect who you really are and who you strive to be? Here you will have to look at your personal and business brand and see where they support each other and where they diverge.
2) Is your brand doing what you want to it to do? Does it answer your niche's problem – and does it do it in a way that makes you the clear choice, the “fix” to their problem?
3) Is your target market getting the message you want them to have, are they seeing what you want them to see? Are they saying what you what them to say about you?
4) Do you have a brand strategy? Write it down in no more than two sentences. Are struggling to do this?
We're going to look at these questions and many more over the next weeks and months because the two most crucial factors that effect the success of your business are your Inner Game and your branding. And YOU control them both.
About the Author:
Dr. Fern Kazlow shatters limitations – especially financial ones. For over 25 years she’s helped Wall Street power players, international entrepreneurs and professionals remove limitations and double, triple, and quadruple their incomes.