Who am I?
Seems like a simple enough question to answer, but it often leaves business owners and managers fumbling for words. Understanding who you are and what makes your business truly unique can open up a world of opportunities. And just like a clear vision keeps your team heading in the right direction, a clear understanding of who the business is will attract and keep the right customers coming back for more.
“We haven’t met a business owner yet who has plenty of time on their hands”
Many business people understand the ‘what’ of their business; where they are located and what products or services they offer. The ‘who’ of the business is defining its personality, the tone, language, image and the experience you create for your customers. A clear projection of who you are will ensure your suppliers know what specials you might be interested in; your current customers will know about the range of products or services you offer; and potential customers will have an idea about what to expect from you.
So, where do you start when trying to uncover who you are in business and ensure that your business is projecting the right message? An experienced marketer with a proven track record in building brands is likely to take a look at your entire footprint with an audit. This involves all customer touch points, including your logo and all the places you would find it represented, whether that is on your stationery, branded items, flyers, vehicles, signage etc. This audit would also comprise of how your business presents online, across all those social media platforms, and directory ads. One thing that can be overlooked is how your customers interact with your business, from how they are greeted, whether that is in person or by phone or website. It really is amazing how much variety you can uncover once you start exploring.
Another great outcome of an audit across your marketing, is determining how your business is positioned in relation to its goals. Realising the effectiveness of your marketing can sometimes be challenging, but ensuring that all your attempts are working together is something you can control. Determining where the problem areas are and where opportunities exist, will allow you to develop an action plan that will improve the marketing position of the business. We haven’t met a business owner yet who has plenty of time on their hands, so having the ability to stop and reflect isn’t always the most critical job on the to do list. Someone in your team who has really great organisational skills may be able to assist you here to reap the benefits of this process.
Remember, some of the most important questions in business can be the who, the what, and the why. Have an answer for each of these and you will be sure to have your marketing singing the songs of your future success.