What Makes A Business Successful Over And Above Survival? Three Powers of Inherent Brand Identity
Before you quit reading, allow me to enlighten you that a Brand Identity is what your business is and has little to do with getting sales; there is zero money required to invest here; only due recognition that your business exists. It goes like this:
Businessmen roll eyes, sigh or completely sulk when I utter the word “Brand” and I am beginning to get tired of it so much that I have finally stereotyped them as “in-the-box leprechauns”- meaning people who want a Brand Image but do not want to think out of the box! Your Inherent Brand Identity is the Identity that your business already is. The recognition process is broken down into three portions:
- Mission Statement- States the main goal of your business that you hope to achieve in the following years. A detailed plan can be made for yourself with the help of short-term goals leading to the long-term goals that you have set out to give business a direction.
- Your expertise & conduct- Even if you are a product-oriented business, it is the expertise and conduct, together which can trigger your business upwards or downwards, depending on how you choose to be.
- Unique Selling Proposition- Your USP is what gives your business the competitive edge. This can be anything that other businesses don’t offer, which can drive customers towards your business; that is make them choose you above competitors.
Once you have made a brief recognition of your brand identity in a few words, you will be able to look back through the years every time there is a strategic decision involved or better yet you can use your document with details and convert it into your business plan incorporating short term goals as well. The next step is to narrow down your target audience and the coming article will discuss the identification and recognition of your target market.
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