Business Soul Searching
Sometimes a business, just like a person, can lose its way. Either they forget why they got started or they failed to understand it in the first place. Every business should regularly examine themselves and make sure they are on the right track. Here are 7 steps to find (or refine) or brand’s “soul”.
1. Consider Your Brand
Stop and consider your purpose, your intentions, and your actions. The purpose of your business is why you do what you do. This is a basic first step that every business must take. Once you understand your reason why the next step is to make certain that every decision and action follow your purpose. Anything that doesn’t is just clutter.
2. Reduce Clutter
The next step of aligning your brand’s soul is getting rid of the clutter. Anything that your brand does that is inconsistent with your purpose must go. Clear away the products, projects, and promotions that do not fit your Why. These things distract and confuse your customers. Distracted and confused customers do not buy.
3. Clarify Your Brand
Once you cut away the unnecessary things that distract from your brand, you can work on developing a clear message that explains to customers how you can help them achieve their goals. In each ad or offering keep it simple. One message per ad will make for an easily understood call to action for your potential customers.
Once you have created a clear message to deliver to your customers, you need to decide on your delivery method. Will you use print, website, social media, or video to best convey your message. Will you use a combination? Learn what is the most likely way to get your information across.
5. Challenge Yourself
After you have clarified your message don’t be afraid to challenge yourself. If you try the same stuff you always have your results will remain the same. Try a new method of delivering your message. Never used video? Make an explainer video. Google Reviews not drawing the customers in enough? Try video testimonials. USE your social media to give users value.
Anytime we try something new we will not get it perfect the first time. So as you try new things, challenging yourself to grow, don’t be afraid to correct your mistakes. That is how you improve when learning new things. In addition, the best thing about online efforts is analytics and instant feedback. However, you must learn how to understand what the numbers are telling you. You also need to learn which analytics to use and how to tie them to measurable and reachable goals.
Finally, every aspect of your brand needs to remain consistent with your purpose. If you are not authentic to your purpose and message it will confuse your clients. Even worse, if you come across as inauthentic or phony, potential clients will be repulsed by your message.
These steps are not a one time process but rather a repeatable cycle to not only get your brand on track and keep it healthy over time. You’ll, more than likely, have to find your brand’s soul more than once. The soul of your brand evolves as your business does! Above all, be sure to check in regularly to stay on track.
Not sure where to start? Download 10 Things Every Brand Needs to start building your brand. Win back your freedom, and stop being frustrated by your marketing!