Climb Out of the Jar
Every company has a brand, whether they know it or not. It’s the experience their clients have with their product or service — good, bad, or otherwise. But it's not always self-evident.
Yesterday I met with one of my clients (we’ll call him "Tony"). Tony is a CPA who’s frustrated with the traditional model of tax consulting and wants to shake up the industry. He knows what’s wrong with the current model and how to fix it. But he came to me because he wasn't sure how to communicate his message in a clear and compelling way.
Tony has the same challenge many entrepreneurs and small business owners have. They don’t have a clear idea of their true brand. That’s because they’re inside the jar. Their brand is on the outside of the jar and it’s hard for them to see it.
Client testimonials are a great resource for getting a peek at the label on the outside of the jar. Maybe you’ve already collected a bunch of reviews or testimonials from your clients. Great! You’re ahead of the game. But, if not, you need to ask your clients directly: "Why do you continually choose to work with me instead of someone else?"
Another resource that's outside of the jar is working with professional brand strategist like me, which is what Tony decided to do.
Over the course of a couple of weeks and some in-depth strategy sessions I helped Tony climb out of the jar and together we created a new set of core values, a vision for the next 10 years, and a clear and compelling mission statement.
With this foundation of vision, mission and values, Tony can move forward with his visual marketing and start connecting with right-fit clients who want to be part of his tribe.
If you think you're stuck inside the jar I recommend taking some time to survey some of your best clients and then sit down with a brand strategist to dig deep and discover your true brand.
If you'd like to learn more about how the process works feel free to contact me.