Entrepreneurship isn’t easy. Many business owners set out to build thriving enterprises. Working day and night, they try to earn enough business to keep them moving forward. But it’s not enough. Instead of growing, they remain stagnant. Or even worse, they decline. If you’re an entrepreneur, you may have found yourself in this situation.
Let’s face it: You have competition. There are other companies that provide an offering similar to yours. Chances are, you’re not the only one who can offer the benefits you provide. In the world of entrepreneurship, success depends greatly on your ability to stand out from the crowd. Achieving your goals requires you to differentiate yourself from the others who are vying to achieve the same objectives.
Fortunately, this doesn’t have to be difficult. There is an easier way to differentiate yourself from others in your industry. Turns out, it’s all a matter of perspective. Your unique brand perspective. By discovering your unique brand perspective, you will be able to become a brand that people gravitate towards.
What is a unique brand perspective?
Simply put, your unique brand perspective is your company’s brand purpose. It’s your reason for existing.
This is a purpose that goes beyond making money. It transcends your products or services. Your unique brand perspective refers to a higher purpose that your company is meant to serve. While this purpose may involve your products or services, it is not defined by them.
Your unique brand perspective is defined by the difference you wish to make in the world. In the current business environment, every successful brand needs to articulate a clear brand purpose. You have to be able to communicate an overall vision that your audience can buy into.
Here’s some examples:
- Zappos: Sells shoes and other accessories, but their ultimate purpose is to spread happiness to their customers and employees.
- Dove: Sells soap and other hygiene products, but has also launched movements designed to raise the self esteem of women worldwide.
- Chipotle: Sells yummy burritos, but also supports healthier and more human ways to source their food through its “Food With Integrity” program.
- Tesla Motors: Manufactures and sells environmentally friendly vehicles, but is intent on transforming the automobile industry in a way that promotes cleaner energy use.
Makes sense, right? These are just a few examples of how prominent brands pursue a “higher calling.” Kind of makes you feel all warm and tingly inside, doesn’t it?
“If you’re trying to to create a company, it’s like baking a cake. You have to have all the ingredients in the right proportion.” – Elon Musk
Communicating your brand perspective
Once you have identified your brand’s true purpose, you have to communicate this purpose in a way that is attractive to your audience. Your perspective should be infused into each and every conversation with your audience.
It needs to be present in your marketing and sales approach. Your prospects and customers should be able to easily understand what your company really stands for.
Here are some ways to show your audience what you really stand for:
- Blog: The content on your website should reflect your company’s vision. It should be present in as many pages on your site as possible. If you have a blog, find ways to insert your vision into each post.
- Manifesto: A manifesto is a great way to communicate your brand perspective in a way that is concise and easy to digest.
- Sales interactions: When you’re speaking with your audience, don’t focus only on talking about the features and benefits of your offering. Take some time to tell your audience why you do what you do. Let them see your passion.
These are only a few ways you can use to show your audience what your unique brand perspective is. There’s tons of other ways. Be creative. Think about what would work best for your audience.
“If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz
Two things to remember when determining your unique brand
Identifying your unique brand perspective is important. It will give your company a sense of purpose. However, when determining your unique brand perspective, there are two things you should always remember: It should be something your audience can buy into, something that is easy to agree with and it should be something that inspires and motivates you.
Yes, we all have strong convictions, but choosing a perspective that will turn people off just isn’t a great idea. Also, a weak brand perspective isn’t helpful either. You need a purpose that pushes you to succeed.
Finding your unique brand perspective may involve a bit of soul searching. It’s something every successful entrepreneur goes through. But when you do find your unique brand perspective, it will add something powerful to your sales efforts. It will give your audience something they can connect to.
Getting your audience to connect emotionally to you and your business is one of the most important things you can do for your sales efforts. A unique brand perspective is the best way to establish this connection.
Remember, your business is important. What you do matters, but when it comes to your audience, the reason you do what you do is more important. This will help you stand out from your competition, but more than that, your audience will feel more comfortable with you.
Do yourself a favor and start focusing on your unique brand perspective. Give your audience something to connect to.