What is your business brand?
A frequently asked question is why do I need a business brand? Branding expert Seth Godin has the best definition of what a brand is. He calls the brand “a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Whether on purpose, or by accident, with strategy and planning, or years of natural evolution… your business or personal brand is everything you do and say to shape how people perceive you. This is critical because people place value based on their perceptions of value. The way you set prices and fees should correlate to the brand value points your customers asses in you.
Before you can determine your brand externally, you have to determine what you value internally. Your service or product should be an extension of your values. When your values and branding don’t align properly, your business will struggle.
If you hate coffee, don’t sell it
One time I visited a coffee shop and asked the barista to tell me what was their best whole bean espresso coffee. He replied, “I don’t know. I hate coffee”. I left the store. He obviously needed a paycheck more than job satisfaction. Once you discover yourself, your business decisions should support that discovery. Align your business to your values. Hire employees who share your values — who exemplify your values.
Your pursuit of happiness will be fruitful and your branding deemed authentic when your personal brand values and business brand values are aligned. If you need help figuring out your brand, contact me, and let me assist you in that discovery!
