Written by: Vickie Sullivan | May 03, 2016
Don’t Make This Mistake with Your Brand Strategy
Many folks base their platform on their mission. I can understand why. Passion for our purpose can be contagious. It’s also easy to assume that your best clients will get excited about the “why” behind what you do.
Here’s what often happens, though: the market ignores you. Why? Because the focus is not on the buyer—the spotlight is all on you. As a result, folks don’t know what to do with your purpose. Many of them will not sit back and think, “Hmm—this is interesting. How do I fit this brilliance into my business/life?” Especially when other thought leaders make their relevance crystal clear.
Related: How to Use Your Past to Brand Your Future
Instead, use your mission as context. Lead with what’s going on in your buyers’ world, then explain how you fit once you have your buyers’ attention. Your mission is the emotional bridge between what they get from you and why you are the best source for that outcome.
The best platforms focus on what folks can do with your work. It’s about them, not you. So, use that spotlight as a representative of your mission. Show you understand your buyers, and they will engage with you in return.
Other Resources You May Like:
- Two Things that Create a Compelling Platform
- Your Position of Power: Packaging Your Expertise for High-Fee Markets