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How To Make Your Brand More Impactful

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How To Make Your Brand More Impactful

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.

 

Branding

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.

Conclusion

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.

What tips would you add to finding your brand’s purpose? Please leave your thoughts in the comment section below!

Jeff Charles is the founder of Artisan Owl Media, which is an Austin-based company that provides sales training for entrepreneurs along with content marketing services. He is passionate about helping “non-salesy” entrepreneurs improve their skills at persuasion and influence. He runs a blog that is dedicated to providing sales tips to entrepreneurs who want to close more deals. He also enjoys spending time with his wife and kids, reading, writing, and all things nerdy. He is an entrepreneur, husband, father, and an avid Star Wars fan.

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The 4 Pillars of Wealth and Abundance

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Have you ever wondered what the formula for a wealthy and abundant life is? Many people have. Lots has been written about the subject of wealth creation and living an abundant life. It was a breaking point in my journey and pursuit of success when I found out that there is a clear path to achieve success in life. Thanks to those who have shared their journey, we can clearly see and follow the principles of prosperity. (more…)

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Here Are 4 Reasons Why You Should Have a Podcast, Youtube Channel or Online Show

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Confidence comes from a place of strong understanding of self. After close to three years on radio, I’ve grown from a shy introvert to a shy introvert with an extrovert persona. When the mic is turned on, I can channel a version of myself that some say is attractive, strong, and of course, confident but it wasn’t always this way.

What I want to share with you is what I discovered on this journey into broadcast that you can apply to your life, your ventures, and your personal development. This doesn’t require any fancy gear. It does require a leap of faith on your part because once you go down the road of media; it can change your life.

1. Perceived Expertise

When you go to a doctor, you expect their knowledge will guide them to a solution to your problems. When you have a show, you become your listeners’ doctor. For all the multiple thousands, maybe millions, of YouTube channels, podcasts, and user-created content in the world, each person that gets behind a mic takes a position on their passion, their opinions, and their themes.

They challenge the status quo for the benefit of their listeners in hopes to entertain and educate. With consistency on your side, those fans place you on a platform and give you permission to influence them.

2. Global Acknowledgement

One of the benefits to increasing confidence is when you receive thank you notes from people you may never meet. The feeling of enriching someone’s life from halfway around the globe, provides validation you’re enhancing someone else’s life with your wisdom and your wit.

The very first time I was told I was making a difference in someone’s life in a country other than my own, I felt like I caused massive impact that transcends my circle of influence. When you experience just how much you can cause impact and it comes back to you, it’ll change your worldview.

“Be grateful for what you have and stop complaining – it bores everybody else, does you no good, and doesn’t solve any problems.” – Zig Ziglar

3. Backed By Numbers

One of the most exciting ways to measure success is to quantify your growth. It’s not enough to just broadcast. Having subscribers and downloads helps to know, numerically, how well you’re doing. Word of caution. This can be a way to set yourself up for distress because of number envy but if you understand what the numbers mean; you can control the narrative of the numbers.

The major number that makes most people smile is 10,000. I’d advise it to be 1. Here’s why. As you grow in your industry, so does your reach. If you learned that the one person that subscribed totally changed for the better because of you, wouldn’t that be worth the effort?

4. Effective Communication

While it’s not talked about much, having a show is documentation. You create a dynamic account of your life, your industry, and the pulse on what’s important simply by having a show. When you find a channel to improve your communication skills, you demand attention and people will listen to you. You become more trusted as a leader and people will follow you once they believe you can lead them to their wants and needs.

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.” – Tony Robbins

These insights have helped many people become leaders and, ultimately, move others to their best selves. It’s worked for me and I hope it works for you. At the end of the day, it’s all about showing up and showing out.

Have you ever thought about having a radio show? If so, what would you talk about? Let us below!

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