In a series of articles found on EzineArticles.com, I wrote that just as a house has to have ‘good bones’ to withstand the forces of time and nature, so should our businesses and practices. The two components that make up the good bones of a business/practice are: 1) the Foundation which is created from the right mindset, the right support system and the application of timeless success principles; 2) the Structure which is made up of the right actions that need to be taken for your business.Once your foundation is secure…with a mindset that pushes you past your self-limiting beliefs, coaches and mentors that support and guide you and the ongoing study and application of success principles…it’s time to build and strengthen the structure of your small business or practice by taking action in four ways:1. Define It – Discover Your Uniqueness and Create Your Brand; Create the Platform from Which You’ll Take Your Message Out to the World2. Market It – Identify Your Target Market/Ideal Client; Develop and Sustain a Relationship with Your Target Market/Ideal Client3. Fuel It – Generate Leads; Keep Your Pipeline Full4. Leverage It – Networking and Social Networking; Create Joint Venture Opportunities; Have Products and Services that Create Residual and Leveraged IncomeIn Part One of this series, I’ll examine defining your small business or practice by discovering your uniqueness and creating your brand.Discover Your UniquenessIf I were to ask you what’s unique about your business or practice…what would you say? Chances are you would give some features of your business. Some examples of features would be:
Our hair salon/spa has a team of highly trained experts who keep up to date on the trends.
We have a newsletter that highlights specials and gives hair, skin and makeup tips.
We offer complimentary beverages.
We offer product lines that are industry leaders.
We use a cutting-edge software program that keeps track of the products customers buy, sets appointments for a year in advance and keeps track of client birthdays to send out special promotions for their birthday month.
But what makes your business unique comes from a deeper exploration than these surface appearances. It’s the benefits you offer – not the features – that make you unique. It’s important to dig deep and explore all the benefits that come from doing business with you. Some examples of benefits would be:
Clients leave our salon/spa feeling rejuvenated and confident in their appearance.
Clients always leave feeling valued, appreciated and pampered.
Clients don’t have to spend time researching what the best hair, skin and cosmetic product lines are – we’ve done it for them and have these products available for them to browse and sample in our beautiful surroundings.
Because of the information we regularly provide, clients always stay on top of the trends to keep them looking their most radiant.
Here’s an exercise to try to get you in touch with your uniqueness. List as many benefits you can think of that your customers or clients receive by doing business with you. Think as extravagantly as you can, don’t hold back, and don’t be shy about tooting your own horn.Create Your BrandWhat makes people care about your business is how well you satisfy their wants and how you make them feel in the process. This experience is a fundamental part of creating your brand.What is a brand? First, here’s what it’s not…your logo, your tag line, your identity package (business card, brochure, and letterhead), or your website. It’s not your products or services. It’s not your niche. It’s not your marketing or your advertising. (But your brand should come through in everything you do….in your products, your services, your identity package, your website and in your marketing.)Brand consists of two components…what customers/clients experience when they have contact with your business or practice and how customers/clients feel after they buy or use your products or services. Examine any well-known brands and see if you can identify your experience with them, what your perceptions are and how you feel after doing business with them.Customers respond to integrity and authenticity. It’s up to you to provide the consistent opportunities for them to have this experience and perception of you.Branding is for every business no matter what its size. Having a brand not only gives you a competitive edge, it positions you as a leader. Going through the branding process helps you experience your company on a whole new level. It takes time and thought to delve deeply into discovering your uniqueness and building your brand but you can begin the process by answering the following questions:How do you want clients/customers to feel when they buy from you or use your services?What do you want clients/customers to say about you after they have bought from you or used you services?Now begin to think of ways that you can create this experience for them. This will get you started on the amazing journey of creating your brand.In the next installment in this series, I’ll examine the second component of defining your small business or practice…creating the platform from which you’ll take your message out to the world.