Written by: Vickie Sullivan | November 02, 2017
Why You Don’t Brand Around Your Results
Many business owners try to stand out by touting their results. At 30,000 feet, it makes sense. After all, rave reviews show our talent and track record, right?
Yep, that’s true. The good news: We look competent. The bad news: Everyone has a fan club. And when all of us tout results, the buyer can get overwhelmed with the stories. Once you are deemed as able to do the job, the details don’t matter. I call this trap “talented but non-descript.”
Listen: How to use your results to boost your brand
Instead, ask yourself: “How can I use rave reviews to differentiate my business from other ‘just as good’ competitors?” Answering that strategic question requires you have a strong brand in the first place. If you don’t have a ready answer, it’s a clue that you don’t have a strong brand.
In a crowded market filled with cool people who have fan clubs, just throwing out client stories and saying, “Hey, we’re the best,” doesn’t cut it. Branding by track record has to go beyond separating your business from the charlatans. Use your client stories strategically so you can stand out in a room of viable alternatives.
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