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RISING WOMEN EXPERT
ADVICE...
How can I build my business in a
challenging economy?
A lot of businesses are struggling right now. I hear it daily. Do you have
any solid coaching advice for getting through the “lows” and moving on
upward? Today, we are facing a challenging economy. In the spring, a farmer
has to till the soil, deal with the weeds, and begin planting the seed,
while cultivating and waiting for a harvest which comes later. In the same
way, businesses need to work with diligence in the low end of the business
cycle so that they reap a harvest later.
What is the main difference between today and 40 years ago? It’s the fact
that there are literally millions of voices, and millions of choices. 40
years ago the voices were limited, and the choices were even more confined.
So, as businesses, how do we stand out? By focusing on building our Brand
Essence. Charles R. Pettis III, of Brand Solutions, said, “A brand is the
proprietary visual, emotional, rational and cultural image that you
associate with a company or product.” We need to spend time celebrating our
uniqueness: your voice. Your voice consists of the problems you’re solving,
the questions you’re answering, the solutions you’re providing, and the
wounds you’re healing. It incorporates your unique communication style and
flavor. Your Brand is the entire experience customers have with you. It’s
what you stand for, a commitment you make, and your personality. And while
it includes your logo and colors, those are only the creative components of
your Brand that may change from year to year. Your Brand lives in every
interaction with clients.
1) Be Distinctive - Find three ways to enhance your Brand tangibly -
and focus there. Unless your business has one or two “big ideas”, it will
pass like a ship in the night.
2) Be Consistent - Repetition works. Potential clients must see your
Brand at least 8-10 times. That’s why companies advertise. They understand
repetition.
3) Be Seen as an Expert - If you establish yourself as an expert in
your field, you will not need to find your clients; they’ll find you. Find
the 1-3 specific areas where you can excel. Focus on being seen as an expert
in those areas. Reach out with blogging, speaking, writing, presenting,
sharing, connecting, and advertising. Be seen as an expert.
Michael Eisner, the CEO of Disney said, “A brand is a living entity - and it
is enriched or undermined cumulatively over time, the product of a thousand
small gestures.” In this challenging time, like the farmer, diligently work
the soil by building your Brand. The harvest will come. Blessings!
Abe Brown is a Certified Master Coach Trainer offering Life & Executive
Coach Training & Certification throughout Canada & the US. For more details,
call 403.389.1190 or visit
www.momentumcoaching.com
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