by Cara Lumen
I’ve coined a new phrase, “High Branding” because finding your high branding position makes everything fall easily into place. Let me explain.
As an entrepreneur I can do a lot of things, just like you. As an entrepreneur I have a hard time narrowing my niche to a small enough target audience to be effective. Just like you.
I had all sorts of labels within the structure of my business because I wanted people to know all that I did and I didn’t want to miss any income opportunities. Does this sound familiar? I had different names for my internet marketing coaching, for my copy writing services, for my web content strategy and design, for my expert status development program and for signature product development. As hard as I tried to make my offerings clear, my services page on my web site was a mess. It contained way too many choices for the potential client and it was still only me doing my thing – or my things, if you will.
But less is more. I knew that but I couldn’t find it.
I began to notice two things: what my clients were asking me to do for them, and what skills and talents I was using to answer their needs. I wanted my niche to find me.
For years I have kept an Acknowledgement List. It helps me see myself as others see me. I began to look over testimonials and acknowledgements people had sent me. I began to see what they saw in me that I might not be seeing in myself. That began to give me some ideas, but it was the conscious look within that helped me find my High Brand.
I have been gifted with the ability to cut to the core of a concept—to distill from a conversation what is at the heart of the sharing. I found that while I was listening to the myriad of ideas my clients had, I could effortlessly identify and pull forward the essence of their vision. Then I was able to offer them a zillion ideas to bring their vision to life. I began to label myself “The Vision Distiller.” And all that I was doing began to fall easily under that umbrella. It didn’t matter if we were creating web sites, or learning to write articles, or creating signature products, it was all about helping people bring their vision to life and take it out into the world.
What a relief! All my efforting fell away. All need to explain the details of what I do disappeared. My high intention, my overall purpose is to help people express their vision—whatever form it takes.
I created a new web site, changed my tag lines, and came to rest under the umbrella of a High Brand.
How can you find your High Brand? How can you get to the core of what you offer?
It took me three years to arrive at this new awareness, so first of all be patient. And allow it to emerge organically as you go about placing yourself in deep service.
Keep an Acknowledgement List
What started as an Acknowledgement List years ago is now my testimonial collection, but it also contains complimentary emails that people have sent me along the way. I use it regularly to find copy phrases for promoting my products and services. And they usually make me feel good too.
Redo your business plan on a regular basis
Every time I redo my business plan and have to redefine my target audience and describe the problem I solve and the benefits I offer them, my brand gets stronger. I discover new words and phrases that express how I currently feel about my work. Redo your business plan at least once a year as a checkup and an opportunity to reposition yourself. Notice how far you have come, be aware of how you have changed, see if you can narrow your target audience, and identify what your clients are asking for. Then pay attention to what you find and see how you can adjust your business to increase your effectiveness.
Write a Resource Box
A resource box is added when we submit articles, but the exercise of finding the most compelling words to capture the essence of your business in three lines or so is very revealing. I have about ten resource boxes that I have used along the line and I keep rearranging phrases as my own awareness grows. Keep honing and polishing the words and phrases you use to attract people to your offerings.
Look for the Umbrella
What title can you give yourself that says it all? I helped one of my clients brand herself as “The Unstoppable Confidence Coach” and another has become “The Marketing Mentor”. One client has a product to help people increase their brain power. I suggested she might become “The Brain Coach.” But when she told me her target market was boomers, my suggestion was she become “The Boomer Brain Coach.” That ought to get her some attention.
Look for a memorable title that incorporates who are and what you do. Look for the core service you give, what others continually ask you to provide, the highest benefit others receive and see what emerges. That’s how you discover your own High Branding.
©2007 Cara Lumen