As always, it is a discussion with a passionate small business person that seeds the idea for this blog topic about how easy it is to lose the “essence of yourself” in your branding and what you can do to stop it from happening. The delightful person in question was talking about a time when she had a professional rewrite her website content and subsequently lost the essence of herself and immediately lost fans.
When I talk about the “essence of you” what I am talking about is personal branding, your service uniqueness, your offer or who you are, particularly if you are the sole provider of your business service.
So, how do you maintain “the essence of you” in your off and online communications? Here are my top four tips:
Be clear about your values, because communicating your values shows that you believe in yourself and that belief is the key to “selling” yourself and your services or products. Everyone you meet or connect with off and online, forms an impression of who you are and what your business can do. When your values are on show, they will know very quickly if they trust you and want to do business with you. The more you give of the essence of yourself to your customers, the more value you create. The more value you create, the more others will want to give value back to you.
Be clear about the benefits that you offer to your ideal customers. When you do this well, your essence or branding expresses who you are when you are delivering your very best.
Be clear about the benefits for yourself. While meeting the needs of your customers is essential, you need to be the best representation of the essence of you to attract those customers who will be good for you, the ones who encourage you to perform at your best.
Be clear about communicating your authentic marketing message to focus on your essence; that you are passionate about delivering and the benefits that adds the most value to your ideal customer.
This clarity of communication should be your words and your ideas; and if you engage a professional to help you write it, don’t publish until it is the best representation of essence of you.
Communicating authenticity means having the courage to express your individuality and your vulnerability. It’s about developing and unashamedly accepting your unique strengths and the drive that you have to reach your highest potential to benefit your customer and yourself.
When you make the commitment to define and communicate the essence of you in your work, you begin to focus on your strengths and diminish your weaknesses. You think specifically about how you can differentiate yourself from others providing the same services or products. In turn you become more aware of how you are perceived by others and make adjustments to be the best you can be.
As this is such a important topic, I will provide a follow on post next week outlining the six key questions you can use to create an “essence of you” positioning statement, which you can use to keep your communications focused on that important brand – “you”.
Finally, I would love to hear what you have to say and whether you have had to fight to maintain the essence of you?
About the Author: Teresa Bassham is the Chief Coach & Boss Lady of Zenworkz Authentic Marketing, and is passionate about helping small business professionals to create their authentic marketing message and attract their ideal customers. She conducts workshops in Northern NSW and coach’s customers online and by phone – if you would like to attend the next scheduled workshop or request distance coaching online – you can email me or call 02 66868413. Please join me on Facebook and like for regular authentic marketing updates.
All or parts of this blog are able to be published with permission from the author – provided that the author is acknowledged and a link is given to the original source blog.
This blog is original content influenced by years of experience within the Australian small business culture and may not be applicable to other countries small business cultures.