I’ve been working with quite a few people lately on re-branding their business. It’s a bit like buses – none for ages then 3 or 4 come along in a row.
Some feel the need to change their image, some to give their business a ‘kick up the arse’ and others to reconnect with their passion, you know, that reason they’re in business in the first place.
And it reminded me to remember that the BRAND isn’t simply bright new, fresh & updated packaging. Nor is it simply putting more effort int the same old same old.
So what really is re-branding?
It’s a time to revisit your passion. What was it that birthed the need within you to create your business? What were you so passionate about that you wanted to shout it from the roof tops? What did you want to bring to people that would change their life? (Because lets face it behind every business is the grand desire to change the world)
But here’s the thing…
When people decide to re-brand, rejuvenate and re-birth, they often overlook the very thing that will REALLY make the difference.
Let’s put aside the shiny new website, tag line, grand purpose… the thing people buy, whether you like it or not, is YOU!
The shiny stuff, the logo, website, advertising blurb et al is simply the 20% of the Pareto principle (the 80/20 rule to the uninitiated)
The Pareto Principle
The 80% is YOU. and the majority of that 80% is made up of your attitude! The stuff you bring to the table (even when you really don’t feel like it) It’s the part of you that makes EVERY SINGLE POTENTIAL CUSTOMER feel special. It’s that part of you that leaves their own shit by the door when you walk into your work space/meeting. It’s that part of you that learns to listen effectively so that you can address your clients needs above your own ends ALL . THE . TIME. (I left out the rude word so as not to upset 😉 )
So, when you ask yourself what image you want your logo, website, office space, advertising, business to project, ask YOURSELF ‘how exactly am I going to project that image?’ ‘ What do I need to do/change/become in order to be MY BEST BRAND?’
As with all other aspects of my coaching, this is what is known in the trade as an ‘Inside Job’. The Outer will always reflect the Inner so start this journey from the Inside Out and the rest will follow on easy.