How confidently can you identify what you're the go-to for?
I love what I do for work; so often I come off my 1:1 or group business coaching calls feeling so, so lucky that I get to do what I do and to meet all the wonderful people I get to meet.
This past week was no exception. One topic that came up multiple times — and that has come up hundreds of times with clients prior, or with attendees at workshops or speaking gigs — is the question of what your business or brand is the go-to for.
What is your brand the go-to for?
· Why would anyone care to follow your brand on social media?
· Why would they want to sign up for your newsletter or webinar?
· Why would they want to check out a room you’re hosting on Clubhouse?
· Why might they care enough to join your closed FB group?
When people think of your brand, apart from its products or services, what else comes to mind?
Like I said, it’s a question I ask clients to consider a lot. And, once we have talked various scenarios through, I ask them to map this out in line with content themes, brand documents and marketing, as well as to list out 5-6 key ideas that could be used as subjects for talks, podcast episodes, media pitches, campaigns, collaborations or their own brand content.
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This isn't always easy. "What is your brand the go-to for?" is a question that stumps a lot of small business owners. It brings up so many additional questions that, sometimes, can be challenging to work through:
· How am I actually offering something different to what’s out there?
· Why would anyone trade their attention for my content?
· How does what I offer really help someone’s life?
· Who am I to offer this?
· What if I fail?
· What will my friends/family think of me?
· I didn’t study X or Y at University, therefore I can’t possibly talk about Z?
It brings up our own insecurities, our feelings of Imposter Syndrome, our worries about what we're offering and if it genuinely helps people.
But, I've witnessed SOOO many times that once we commit to answering these questions and really taking the time to dissect them, we gain so much more strength in what our brand is all about, how we will market it and our own belief in knowing the ways it genuinely helps our audiences (past, present and potential).
So, if you haven't already considered this, take 20 minutes this week and consider your answers to the question above.
· How is this shown in your marketing?
· How easily would current clients or customers validate your ideas?
· How does this impact your actions for 2021 and beyond?
· What can you start saying "no" to because it doesn't align with what you want to be known for?
· What can you start saying "yes" to because it really does align with what you want to be known for?
I believe that clarity = confidence and this one question, what is your brand the go-to for? is the start of building that clarity. I wish you all the best in doing so.