Notes

Why YOUR ORGANIZATION Brand Shouldn't Be A PRECISE Mirror Image Of You
"Mirror, Mirror on the wall... Who's The Fairest One Of All?" The wicked witch uses this line to ask her magic mirror about her beauty, and time and time again, the mirror always says, "Why, you are, needless to say!" Then, one day, the mirror answers "There's one fairer than you-and her skin is white as snow." This simple truth sends the witch on a rampage. She disguises herself, poisons poor Snow White, and puts her into a magical coma.

This tale of jealousy and deception cautions children everywhere that nothing good will come of vanity. But if you ask the average small business owner what differentiates their business from the competition, one of the first answers you'll hear is "Why, I do. I'm the best as of this in the land!"-or get more info on that refrain.

What are the Real Risks of Body Piercing is not the "fairest among all."

Vanity, even when backed by your organization acumen or experience, is never pretty. And it's not universally attractive to customers-unless they've caused you during the past or know you socially. The truth that it's you running your organization probably won't mean much to the common new customer.

Customers and prospects are more concerned about their needs, their businesses, and their situations than they are about how good you are. What they would like to know is how you're going to help them. And if you're a one-person business, they're likely to be more concerned about the truth that you're the only person there instead of being thrilled about your experience.

And this is where a brand steps in.

Your organization brand's job would be to take your one-person business and make it seem established and stable-rather than fly-by-night and risky to utilize.

A brand also needs to make your organization seem more "businesslike"- and which means credible, dependable, and customer-focused. A business brand can help you position your business as helpful, concerned about clients, and capable of delivering.

Finally, a brand permits you to speak about and present your organization as a separate entity-instead of constantly discussing your, you can discuss your business. Basically, a brand helps to take the spotlight off the entrepreneur and give the business a personality of its own. This allows one to do a bit more "crowing" about your organization, without seeming as if you are bragging about yourself.

Keys to separating your organization brand from you.

1. Think about what size you want your business to eventually be. If you are planning to stay a one-person business, in that case your business's brand can probably be closer to your own personality than if you are planning to grow your business and finally hire employees. If you are planning to hire people, be sure that your employees can demonstrate the brand characteristics you select.

2. Look at other businesses in your industry and how they present their brands. This assists point you in the right direction for the brand and also help you make sure your brand will stick out. Look at the things they talk about and how they talk about their businesses.

See which business's materials and brands you're most attracted to and the lessons or suggestions it is possible to pull from their materials and repurpose for your own. Just don't copy them exactly, or your brand will not be unique. Consider the pictures they use and the words they describe their businesses with-both elements contribute to your brand.

3. Figure out which of one's personality traits are most valuable to your business. The simplest way to do this is to think about your target audience and the reassurance it requires to go from being interested in doing business with one to making the commitment.

Some of these traits will tend to be those expected of any business worth working with-fair pricing, good service, and the list goes on and on. So you also need to think about the factors that differentiate you from your own competition. You also desire to focus on factors that make you appealing to individuals you want to hire you.

This is the pretty tall order, but try out your brand on your target audience and see what resonates with them before "carving it into stone"-which, in the case of your brand, means before you print any marketing materials. Test thoroughly your ideas out with temporary materials or by incorporating them into an elevator pitch at your next networking event. At the very least, call up a few of your very best clients and run your opinions by them.

4. Consider developing a logo because the face of your business. If you are using a photo of yourself as the primary graphic for the business, it suggests you're always likely to take personal care of most client accounts-which isn't a message you need to send if you're likely to grow your business or hire subcontractors or assistants. Utilizing a photo also brings in the vanity aspect again. "Look at me, I'm here to accomplish business with you." will not be the best message to send.

In the event that you keep these 4 steps at heart and create a brand that leaves you as well as your vanity out of your picture, your business won't run into as a wicked witch. Instead, you'll develop a brand which will make your organization "the fairest one of all" to your best clients and help you live happily ever after.

website is a brand identity designer who creates big visibility for smaller businesses. As the owner of elf design, Erin is passionate about helping her clients stand out in front of their competition and attract more clients. Her "Define Your Difference Branding Workbook" can help you together with your brand definition - the most important step in the company logo process.
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