Your Brand in One Word: Tasteless
Posted in Marketing & PR
2 Comments »
By Donna L. Johnson
With a click of a mouse you can go online and find thousands of articles written by thousands of people telling you how and what to do to become a successful brand in business. With another click of a mouse, I can get online and look at a handful of Twitter, Facebook, and blog bios and tell you the one thing you’re doing wrong.
Think for a minute about the last woman you came into contact with, either in person, over the phone, or virtually. What was different about her? What characteristics set her apart from someone else doing the same thing or offering the same product?
I spend hours upon hours observing famous people. Everyone from musicians to entrepreneurs to millionaire media moguls. Each one of them attributes being unique to their rise to the top. They realized early on how important it is to be the only one who can do what you do the way that only you can do it.
Originality and creativity go hand in hand. You can’t possibly have one without the other. I see so many women entrepreneurs online walking in the same footsteps of the person in front of them. Literally – mimicking their actions, message, and branding, only to be thrown into the big sea of all the rest who tried that same approach.
You hired a high-dollar coach and paid a pretty penny for her to tell you how to package yourself. During one of your strategy sessions, she tells you to come up with a tagline, some sort of buzz word that describes you and your brand. You come up with something and plaster it all over your marketing materials. You get all excited because you think you’re on the right track. You’re on your way to making millions and living the lifestyle like that of your brilliant success coach.
It worked for her so why wouldn’t it work for you? And now that you think about it, it’s gotta be working because when you look at her other clients, they’re all doing the same exact thing.
Pardon me – but has the light bulb started to flicker yet?! I know it doesn’t always immediately come on… it can take a while. If it’s showing any signs of illumination, there’s hope.
Your unique selling proposition is just like your DNA – no one else has it. It belongs to you. It’s that thing that makes people drive clear across town to their favorite sandwich shop when there’s one right around the corner. It’s the unexplainable factor. You can’t quite put your finger on it, but if someone asks why you do it you say, “I don’t know… it’s just something about the way they do it. You have to try it for yourself.”
This, my dear, is the taste you want to leave in people’s mouths. No matter how you dress up vanilla, it’s still vanilla. You can use ten different cookie cutters, but if all the cookies are made from the same dough – it’s still a sugar cookie.
Moral of the Story: If you can’t get spotted in a blind taste test, trash your recipe and start over from scratch.
Donna L. Johnson, is The Unemployed Entrepreneur® and has been blogging for The Work at Home Woman since January 2010. Summary of professional experience: 15 jobs by the age of 22. Her written word hustle is a mix of business street smarts, lifestyle, and controversy. She takes a stand on things she’s passionate about without being afraid of backlash. When Donna isn’t writing, speaking, and reading, she visualizes being on the set of her dream job as a TV talk show host. Follow her journey at www.iHiredMe.net and hit her up on Twitter: @iHiredMe.