This is true for all businesses, but particularly true if your business is an online, expertise-driven business because without these elements, no one will even know you exist!
Your brand is like True North. It keeps you pointed in the direction that is true for you, your values, who you serve and the benefit you bring. Opportunities and ideas will either align to your True North or they won’t. This makes decisions about those opportunities simple.You arrive at the essence of your brand by knowing the following 3 components:
- Your purpose (why you do what you do)
- Your promise (what you deliver; the specific outcome or benefit)
- Your, and through you, your company’s values (the big why behind your business; what you stand for)
You may recall from a writing class long, long ago that “story” has 5 components – theme, character, conflict, setting and plot. Here they are interpreted relative to your brand and your business:
- Theme – your brand expressed (your purpose, promise and values)
- Character – your ideal client; where they are now and where they want to be
- Conflict – what is “between” your client and where they want to be; the specific problem you solve
- Setting – your proprietary system
- Plot – flexible; we can adjust the plot for different audiences or a different set of circumstances
What’s your brand story? Share it plus your url in the comments!