If someone asked you what your business’ identity is, would you be able to give them a clear answer? If not, now is definitely the time to give some thought to how you can create an identity and an image for your business that will work for you around the clock. Why is this important? Because, as Jeff Davidson, author of Marketing on a Shoestring says, “The age of the image is here. From corporations to individuals, the imapact of image is irrefutable . . . the success of your business, whether large or small, often depends on how you position yourself and what you project.”
Positioning can help you create an identity and maintain a secure spot in the minds of those you wish to serve, and I believe the first step to positioning your business is deciding:
- What you’re going to be
- What you’re going to offer
- To whom you’re going to offer it
The concept of positioning was actually popularized decades ago in the early 1980s by Al Ries and Jack Trout. They observed, “In our over-communicated society, very little communication takes place.” A company must create a position in the prospect’s mind, recognizing that the most effective communication occurs when optimally placed and timed.
Being the “first” remains one of the quickest and easiest ways to gain a position in someone’s mind. Who was the first person to walk on the moon? If you said Neil Armstrong, you are correct. Now, name any of the astronauts who walked on the moon’s surface on the other NASA moon missions. Not so easy, is it? If you’re like most people, you probably have no idea.
When you are properly positioned, you save time because others quickly understand what your company represents and offers. With positioning, each networking encounter, advertisement, message, employee, and every square inch of floor or office space contributes to the delivery of a consistent theme to the target market.
The identity you develop may be right only for you and for no one else. You may become the leader in an emerging industry, or a highly successful alternative to the leading company. You may be the only store open for twenty-four hours or the most exclusive shop in town, exhibiting wares by appointment only. In the highly competitive, swiftly changing environment which we exist in today, creating an identity that sticks in the mind of others is no longer optional but essential.
So, challenge yourself this week to do some research on creating an identity for your business. Start by answering the three bullet point questions above, and then carve out time each day to spend time reading books on the subject or Googling articles on how to create a business identity, brand, and image. There is an endless array of helpful business articles available on the internet surrounding this topic. If you simply spend the time to do the research, I’m willing to bet you’ll come up with a clear answer for people on what your business identity is within a week!
If you have already created an identity for your business, I’d love for you to share about it in the comment forum below. Let us know what your business identity is and how you went about creating it–I’m very interested to hear your story. Thanks!