What’s Your Secret Sauce?
Posted on May 21, 2008
Filed Under Branding You
Branding is all about distinguishing yourself from others.
You may think you are clear about what sets you apart but if you’re not clear in communicating it you will suffer the consequences. The cluttered marketplace can prove to be a brutal battleground for those who don’t rise above the fray.
Branding is more than having good graphics. There has to be a substantive reason for prospects to break from what’s familiar and do business with you.
Here’s a tried and true practice that works. Take a blank piece of paper and draw a line down the center. On the left side list all of the benefits you provide clients. On the right side, list how yours match up against your key competitors.
Dig deep. Get specific. Survey some of your existing clients. Ask your long-standing clients why they continue to do business with you. Ask any recent converts to share what it was that brought them to your side.
You may determine that your list just doesn’t stack up. Resist seeing it as “what’s wrong” and see it instead as “what’s missing.” There is very little power in a ‘right vs. wrong’ conversation. But when you can see what’s missing it provides an opening for you to take effective action.
Consider partnerships and alliances that will allow you to pair your strengths with those of others. Perhaps there’s a niche you haven’t considered, or the possibility of broadening your market.
Just like in any great sauce, you want to combine just the right mixture of ingredients that create a memorable experience for your clients and that keeps them coming back.
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