Building your brand with 4 simple questions
The brand can be a powerful tool in the development of your business. You can increase your recognition and successfully differentiate you from your competitors. An effective brand can also communicate your value proposition, clarify your niche, and help you demonstrate your expertise to potential customers. You can build a successful brand by answering 4 simple questions.
1. who do i serve? In other words, who are your customers and who do you want to have as customers? Many business owners make the mistake of casting a wide net that includes as many potential customers as possible. Avoid this mistake by focusing on a relatively small niche market where you can offer unique value and expertise. For example, as a cycling coach, I specialize in power development. Specifically, I work with competitive cyclists and multi-sport athletes who want to increase their power on the bike. Similarly, a management consultant might specialize in performance training for first-line supervisors in the automotive industry. Make sure you are clear about your particular market niche.
two. what value do I give? This question is arguably the most important because it concerns your value proposal, which is what your customers can do thanks to you. For example, if you are an engineering consultant, what can your clients do with your services? If you sell sports nutrition products, what do these products allow your customers to do? What value do you bring as a cosmetics distributor? You must have a very clear and concise answer to this question if you are going to develop a successful brand.
3. How do I help my clients achieve this value?? Specifically, what products and/or services do you offer that allow your customers to obtain the aforementioned value? For example, I add value to my cycling and multisport athletes through my publications and the personalized training process. A management consultant could add value through the 360° feedback process for individual supervisors. A store owner can provide value through competitive pricing, the purchase of higher quality products, and specialized customer service. Make sure you are clear about how you achieve your value proposition.
Four. How is this different from my competitors?? In other words, what is your competitive advantage? Why should a potential customer buy your goods and services instead of those offered by a competitor? What tangible and intangible steps do you take to exceed the value provided by your competitors? These are not easy questions to answer, but it is important to be clear about how your products and services differ from the competition.
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