In marketing circles today, all the rage is about being ‘authentic’ and ‘transparent.’
It’s sad that we even have to discusstopics such as ‘being real’ because we should all be operating from our core.
A big reason why open and honest relationships for people and brands are tough to engage in, is because so many of us – people and brands – are dishonestly living a fake image of ourselves.
Being someone you’re not – trying to be all things to all people and living anyone else’s ‘ideal’ image of yourself never works – it’s impossible, not profitable and you’re doomed to fail.
However, what is possible, doable, enjoyable and profitable is living your life from your core being – your true north – because when you do, the right kinds of people will be attracted to you.
When Michelangelo was asked how he created David, he supposedly said, “The Angel was already in the marble, I simply chipped away the excess.”
Begin today to chip away your excess/es of what’s covering up your angelic being and slay giants!
Here’s a little five question brand building exercise to help you in your endeavors.
Ask yourself and/or your team these questions:
- Who are you?
- What’s your story?
- Why should someone care?
- What’s your dramatic difference?
- How can you passionately demonstrate and clearly convey your dramatic difference?
Think long and hard about your answers. Work to refine your story – expand and enhance it. Make sure you have a clear and meaningful dramatic difference that can attract a large enough audience to make you profitable.
Effectively communicate your unique difference and you’ll be on the road to success.
The Harvard Business Review reports that, “up to 90% of spending goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy.”
Create and communicate stories worth reading, sharing and participating in and you’ll gain customer advocacy, patronage and slay a few giants along the way!
