When you have clarity on your brand, when you know why you get out of bed each morning to do what you do, when customers trust that you stand for more than just taking their money, then you are in a position to inspire people to want your brand in their lives, and motivate others to help achieve your vision.
As Simon Sinek, author of Start with Why says,
“when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.” Simon Sinek
Don’t believe me? Just look at the queues outside Apple Stores when a new iPhone is released – even when the latest model is not a massive leap from the last model. That’s the pulling power of a brand with great strength, that is clear on their vision and values, and knows their audience.
Without having clarity on your brand you will find customers choose others over you. They will connect with those that have a clearly defined target audience, those that know where they are going and have a strong set of values and know how to communicate in an authentic way to their audience.
What stage are you at?
As business owners we are all in slightly different places on our journey toward business success. This means that our route to gaining clarity on our brand direction will also vary. The constituent parts remain the same, but the format in which we take on support to gain clarity will differ.
For example, you may have complete clarity on your business vision and target audience. That is, you understand why you do what you do not just what, and you know exactly who you are doing it for, but you lack a clear definition of your brand personality and values: you don’t know how to communicate with your audience or understand how your values impact everything you do.
Whereas another business may be clear on their values and vision but need help defining their target audience and how to communicate with them including more specifically having clarity on their website; defining the content and features that will connect with the audience, and that the audience needs.
Of course, you may need clarity on all areas and need to involve your wider team if you have one, as what can happen is you realise that your team has a very different view of your company than you do. This is not uncommon.
There may be yet another situation where you seem to be constantly busy, you are not ready to involve your team just yet or you work on your own but still recognise the need to keep your brand direction on the agenda. After all, you care about your business deeply and want it to succeed. Having someone who will regularly meet with you, say via weekly sessions for an hour or so, can be the catalyst to make sure your brand direction doesn’t get forgotten due to your daily firefighting. It’s so easy for the strategy to get lost is a sea of impending, pressing work.
How to get Clarity
Take a look at our Get Clarity page and during the Clarity Assessment we can discuss the best and most appropriate method for you. And of course, read through our blog which provides a lot of useful information for free, that you can use to challenge yourself on how clear you currently are on your brand.
Whichever way you choose to get clarity, make sure you do choose one, so you can begin to inspire customers to help you achieve your vision, helping themselves at the same time.
And at whatever stage you are, remember we are here to help.