Congratulations, you’ve started your own business! You’ve developed a unique product or service, and now it’s time to get the word out to your adoring public. How are you going to make yourself shine, in a world where chances are, there are at least ten or more people already doing what it is you do?
But, you say, nobody does it quite like me.
You’re So Special
Aaaah, that’s different. So tell me what makes you so special? How do you do that special thing you do, that makes you unlike anyone else in the world who offers something similar?
This is the challenge of building your brand. In order to differentiate yourself in the marketplace and reach the people you know will respond to your offering, you’re going to have to figure out how to let them know just how unique you are. You need to be so good at conveying the essence of your specialness (yes, I said it), that it will be undeniably obvious to your ideal clients or customers.
When your customers come across your website and social media platforms, they need to have an “aha moment.” They need to slap themselves across the forehead and wonder how it was they managed to survive without you for all these years. They need to feel like they are coming home, like they can breathe a sigh of relief. Thank goodness, I’ve finally found what I’ve been looking for…
Of course it goes back to authenticity. Doesn’t everything? If it’s not real, nobody cares, at least not for long. In order to develop your unique brand identity, you first have to own it! Be your fabulous self! Show the world what you’ve got! Don’t be afraid to extoll your virtues and your special skills, show off the gems you want to reveal to the world. When you put yourself out there, you want to give the world a concentrated dose of who you are, so they know exactly what they’re getting.
Listen, you won’t be able to please everybody. It’s a given. So you may as well dig into your true self and be as real as you can. For one thing, people can smell when something isn’t genuine, and you’ll never be able to build any lasting relationships if folks can’t trust you. But secondly, and more importantly, you have to be able to live comfortably inside the public identity you are creating for yourself. If it’s not true, it will become increasingly uncomfortable, and like a web of lies, it will ultimately trip you up as you’re struggling to be something you are not. Be real, and you give yourself the opportunity to maximize your potential in whatever direction you desire.
Tell Your Story
People want to hear more about you, why you do what you do, what inspires you, how you got to where you are now. Your story is almost as important as the work that you do and the services you provide. Not only does your story distinguish you from what is most likely a large pack, but it offers people a chance to personally connect with you. Since most business dealings are relationship driven, it’s important to tell your story authentically.
It’s all connected, you know. Sharing information about yourself allows people to see you for who you really are, lets them know what makes you unique, and gives them the opportunity to make an authentic connection with you. Think about it, and you’ll see that the personal connection you feel with your favorite brands is what gives them their power. You’ve got the potential to do the same thing for your own brand!