What is your message? What is the purpose of your business and why do you do what you do? What do you feel passionate about? How do you want others to perceive you and your business? How do you deliver your message?
A message doesn’t sell your product or service on its own. However, delivered consistently and with conviction and passion, it can become something that people can trust and expect. Something you become know for and something people can relate to and feel part of. You deliver your brand message in everything you do; though the design of your website, the way you dress, the way you communicate with customers, your interactions through social media, how you train your staff. However, the integrity of your message can be undermined if this is not authentically delivered. As a result, you will be eroding your brand equity.
“Tell the truth; it’s easier to remember.” Mark Twain
So where do you start?
Describe what you see as important on a personal level. What are your priorities and reasons behind the decisions you make daily? What inspires you to do the work you do? What gets you out of bed every morning? A clear purpose creates an energy and power that enables focus on what matters most. When you believe in what you are delivering, you work with passion, focus and dedication.
You are your business.
What do you stand for and why?
In business this translates as the core values, why you do business the way you do. Being able to clarifying your core values is important to ensure you consistently communicating your brand. Your brand values are just important for you and your employees as they are for your customers. They define your brand’s strengths and show how it delivered its purpose thought everyday actions. Values are what the customer sees and feels when interacting with your brand.
“It is not hard to make decisions once you know what your values are” – Roy E. Disney
A brand exists in the minds of the consumer. It is what they think of when they hear your brand name. A brand is built from the inside out so not only does all your marketing material need to reflect your brand, but every point of contact a customer has with your business must as well. Focus on delivering an authentic brand message clearly, consistently and with passion to build a positive and lasting impression in the minds of your customers. Find your message and live it with courage, conviction and passion.