Create an Identity for Your Businessstring(36) "Create an Identity for Your Business"

October 16, 2023
, , , Business, Marketing/Sales, Networking, Networking Prep, Networking Tactics 5


Creating a strong and distinct identity for your business is of paramount importance in today’s competitive landscape. Your business identity goes beyond your logo and brand colors; it’s about the image you project, how you position yourself, and the lasting impression you leave on your target audience. Jeff Davidson, the author of “Marketing on a Shoestring,” aptly notes that we are living in the age of the image, and the impact of your business’s image is undeniable. Your success, regardless of the size of your business, heavily depends on how you position yourself and what you project.

The concept of positioning was popularized in the early 1980s by Al Ries and Jack Trout. They astutely pointed out that in today’s over-communicated society, very little communication actually takes place. To break through the noise and create a lasting impression, a company must create a unique position in the minds of their target audience, recognizing that the most effective communication occurs when optimally placed and timed.

Being the “first” is one of the most effective ways to establish a position in someone’s mind. Think about Neil Armstrong – he was the first person to walk on the moon, a fact that is universally recognized. However, try naming any of the astronauts who walked on the moon during subsequent NASA missions, and you’ll likely draw a blank. This demonstrates the power of being the first – it’s memorable and enduring.

When you effectively position your business, you save time and resources because your message is clear and others quickly understand what your company represents and offers. Every networking encounter, advertisement, message, employee, and every square inch of your office space should contribute to delivering a consistent and memorable theme to your target market.

The identity you develop for your business should be unique and tailored to your specific goals and values. You might aim to become a leader in a burgeoning industry or a compelling alternative to the established giants. Your business might be known for being open 24/7, or it could be an exclusive, by-appointment-only establishment. In today’s fast-paced, swiftly changing, and highly competitive environment, creating a distinctive identity isn’t just a choice; it is a necessity for survival and growth.
Positioning can help you create an identity and maintain a secure spot in the minds of those you wish to serve.

Start by Answering Three Fundamental Questions

  1. What You’re Going to Be
    Define your core purpose and values. What is your business all about? What do you stand for, and what are your long-term goals?
  2. What You’re Going to Offer
    Be clear about the products or services you provide. What makes them unique or better than the competition? What problems do they solve for your customers?
  3. To Whom You’re Going to Offer It
    Identify your target audience. Who are the people or organizations that will benefit the most from what you offer? What are their needs, preferences, and pain points?

Once you have a clear vision of these aspects, you can begin crafting your business’s identity. This identity should permeate every facet of your business, from your marketing materials and website to your interactions with customers and employees. Consistency is key.

Immerse yourself in learning about creating a business identity, brand, and image. Carve out time each day to explore this topic further. There is a wealth of valuable information available online – articles and blog posts, books and courses. The more you educate yourself on the subject, the more equipped you’ll be to define and communicate your business’s identity effectively.

Creating a strong and memorable identity for your business is a crucial element in your journey to success. Your identity sets you apart, communicates your value, and leaves a lasting impression. Take the challenge to delve into the process of identity creation for your business. Start by answering the three foundational questions and dedicating time to research and learning. Within a week, you’ll likely find yourself equipped with a clear answer about your business’s identity that you can confidently share with others.

No Time for Small Talkstring(22) "No Time for Small Talk"

April 22, 2013
, , , , , , , Building Relationships, Connections, Conversation, Introducing Yourself, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Relationships, Word of Mouth 2

People often mistakenly perceive what goes on at networking meetings and events as making small talk with a bunch of strangers.  Real business networking , however, isn’t about making small talk at all; rather it is about building meaningful, mutually beneficial relationships with other business professionals and small talk isn’t generally something that helps further this aim.  Serious networkers, recognizing that they have limited time to introduce themselves and convey the essence of what they do, generally avoid lengthy small talk. 

 

If you want to build your business through word of mouth, you must give a message that’s heard by others.  You need to create a positive message and deliver it effectively–who are you, what do you offer, and to whom do you offer it?  When you properly position yourself with an effective message instead of trying to connect through making small talk, you save time because others quickly understand  what your company represents and offers.

Take the time to plan your introduction and prepare some concise and descriptive overviews of your products or services.  Then, when you meet someone for the first time, you can give him a good explanation of what you have to offer.  I recommend that you develop several scripts that you can readily use when attending networking meetings.

Show pride in who you are and what you do.  As an example of this, I often mention a fantastic quote from Martha Taft.  When she was a young girl in elementary school, she was asked to introduce herself to a group of people.  “My name is Martha Bowers Taft,” she said.  “My great-grandfather was President of the United States, my grandfather was a United States Senator, my daddy is Ambassador to Ireland, and I am a Brownie.”

If you have honed your message and have crafted an introduction which has been very effective for you at networking functions, I encourage you to share it in the comment forum below and to explain how you went about constructing your message and your introduction.  You never know who you’ll help by sharing your insights. Thanks!

Body Language Can Be the Silent Killer of Conversationsstring(55) "Body Language Can Be the Silent Killer of Conversations"

July 30, 2012
, , , , , , , , , , , , , Behavioral Styles, Building Relationships, Connections, Conversation, Introducing Yourself, Networking, Networking Prep, Networking Tactics, Referrals, Relationships, Sales, Self Development 3

Body language can be an extremely powerful or attractant or deterrent when it comes to building relationships with others.  Could you be unknowingly undermining your networking efforts through your body language?

Here’s a good experiment to implement, sooner rather than later.  The next time you’re out networking, take along a trusted friend and have him observe your body language.  Here are several things you can ask him to focus on regarding your performance at this event:

  • Eye contact.  Are you making good eye contact throughout the conversation?  Or are you looking behind the person to see who else is at the event?
  • Arm movement.  What are your arms doing?  Are they folded (“I’m bored”) or tucked behind your back (“I’m interested”)?
  • Positioning.  Are you standing in a manner that is open and welcoming, or blocking people out of your conversation?  Are you leaning on something, as if bored or tired?  Are you unable to shake hands because you’re juggling  a plateful of food?
  • Facial expressions.  Are you smiling, or holding back a yawn?  Are you showing interest?  What does your face say?

Take time to discuss your friend’s observations and reactions.  Listen to the feedback, become more aware, and make adjustments accordingly.  Our body language is primarily subconscious–we’re usually not aware of it, or the hidden messages it sends.  That’s why we need the help of someone we trust to give us honest feedback.

People check you out visually within the first seven seconds of meeting you.  With that in mind, try these two actions in the next few weeks to help ensure that you are making positive and powerful first impressions:

  1. Look in the mirror before leaving the house and ask yourself, “What message am I sending to those who are meeting me for the first time?  What opinions will they have of me before I even open my mouth?”
  2. Become more aware of your body language by getting feedback.  What are you saying without speaking a word?  Take someone with you to your next networking function and ask them to provide honest, direct feedback on your body language.

After you’ve taken these actions, please come back and leave a comment sharing what important things you learned–we’d all like to hear your thoughts!