Subscribe Feed (RSS)Lesson 3 Discussion
December 9th, 2008 by marniep | Filed under Lesson 3.This week’s message is on clarifying your message and conveying your identity throughout your business communications. Please post your questions, comments or “aha moments” here. We’ll be monitoring this section closely for the first hour right after the call, so you can post and get very interactive feedback from both of us and other participants. Of course, feel free to post here anytime… even long after the call is over.
Tags: clarity, identity, Lesson 3, radiant branding
Just to clarify a few points about your identity, let me use Tungsten Branding for an example…
Name: Tungsten Branding
Literal/Descriptor phrase: Naming & Branding Consultants
This is often used for categorization purposes and directories
Tagline: The Brand Clarity Experts
This tag line “positions” me in the market. In other words, amongst all the people in the naming/branding business, we provide the service in a way that brings clarity and insight. Another firm might position themselves based on ability to get names cleared by the trademark office, or the ability to get names created in one week, etc. So our position/differentiator is clarity and insight.
Pivot Point/Secret Recipe/Sizzle/: This might not be something that you have on your web site or in your materials. It’s simply what you know that drives all your efforts. For me, I enjoy creating clarity because once people and businesses get it, they thrive. So my pivot point, my secret recipe, is that “I create environments where people thrive.” That’s the pay off.
So depending on the situation I can now engage potential clients on a number of levels… 1) a very functional description of my business if they know nothing about it… Naming and branding consultants 2) By using my tag line/differentiator if they already know about my business/industry “We’re the brand clarity experts!” Or 3) By going directly to the pivot point/secret recipe… “I create environments where people thrive.” In this case, the person becomes attracted by the end benefit immediately, and then seeks the “how” by asking more questions. “How do you do that?” Then I can tell them the ways I help clients thrive, by creating clarity, insight and alignment.
I hope this example helps clear up some of these overlapping terms. Look forward to speaking to you all today.
(I said “you all”… it’s my sixth year in North Carolina)
Phil, your example above really clarifies the process for me. Thank you for sharing your experience with the white squirrel festival. I want to be like that as a person. (Wow! You should see outside my window. There has been a soft snow for several hours so everything is covered with white and the sun just came out so it looks brilliant. Oh well, it’s warm where you are.)
You and Marnie have done a great service for us all. I have much better clarity and focus and I know what I am going to do next. I am going to launch a capture page today even if it isn’t perfect. That’s a promise. I’ll send you a link tomorrow to prove it.
Thank you from the bottom of my heart. God bless you both.
With love,
Renae
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