On using the lockdown to hone your brand, chapter one

Well, that escalated quickly, didn’t it? I don’t know about you, but the pace at which things unfolded over here in the UK last week was too much for me. I’m sure I’m not alone in saying it was an emotional rollercoaster, launching from one reaction to the next as we decided how best to safely and responsibly manage our business. This week is all about adjusting to the new normal, hosting umpteen Zoom calls and juggling work and childcare.

Anyway…

We might all be in lockdown, but that doesn’t mean that we can’t still progress our businesses! You may have joined me for the webinar I hosted last week; if you didn’t, you can watch it back here. I was blown away with the number of lovely messages I’ve received from people saying it was so helpful, which got me to thinking about what else I could do to support and empower you at this crazy old time.

I’ve put together a series of things for you to do to strengthen your brand; they’re all really practical, easy-to-implement and most likely something you can do at no cost. I’ll be popping most of them on Instagram (check my ‘Lockdown’ highlights where I’ll be archiving everything), and also on the blog. I do hope that you’ll join me, and that you gain something really valuable. I’m doing this for absolutely no cost in the spirit of small businesses coming together, and sharing knowledge for collective benefit. If you enjoy my content, and know someone else who might find it useful too, feel free to share it!

Define your purpose and promise

Now is no time for anything other than utter clarity. Your customers need to know exactly what you’re offering, and why it matters to them. Think about what it is that your customers really buy from you – and how it benefits them. For example, we might sell design services, but what people buy is the promise of transformation and the confidence they get to make bolder, business-building decisions that helps them to earn the money their talents deserve. Can you see how that’s so much more meaningful?

Defining your purpose can be a tricky one, so think about what it is that your business is here to do. What are you here to do? What are you committed to bringing to the world? What impact do you hope that your business will have? Understanding this is the first step in being able to build a truly clear, confident message that resonates with the people who matter most.

Action:

Define your businesses’ purpose, and what it is that your customers are really buying in to.