Recently I spoke with a woman who has a TON to give and is deeply passionate about her work. She’s worked with hundreds of clients on a very common problem that’s hard to sell a solution for: help for anxiety. With commercials and ads from pharmaceutical companies everywhere we go, her message and her solo-preneur practice runs the risk of getting drowned out in all of their noise.
But this is her soul’s work.
It’s what she was put on the planet to do. And doing it makes her feel alive. Her clients experience tremendous breakthroughs in their work together. But even though she’s Harvard trained, been at it since 1990, and enrolled in (not one but) THREE trainings on how to get her work out there, she’s still stuck.
And yet she’s hit the limit of where she can go.
Every time she starts trying to focus on how to get it out there, she’s haunted by the same questions:
Who’s my niche? Because once I know who they are then I can tell them my message…
But wait…what’s my message? Because I want to say it in a way that they’ll get it and make them wanna buy…
Hold on…what should they buy? Shouldn’t they buy something that’s related to my message? Or should it be based on the niche? Or…?
Wait…who is my niche again?
And this woman has paid tens of thousands of dollars to figure out how to get out there and she’s is still going in circles.
It’s not because she’s not smart. The woman is seriously brilliant at what she does – I’ve looked at her work and researched her a bit; she’s on her game.
The problem is that she’s spent too much time figuring out the how (to get it out there)
and is stuck because she never figured out the who (it’s for) or the what (“it” is.)
On the road to completely rocking your brand, figuring out who you are and why people come to you as opposed to, in this case, the many multi-billion dollar pharmaceutical companies available, is a key first step. Who are you, and why do they want what you’ve got?
The next stop is where this woman is currently stuck in a loop. The “who” and the “what” of brand alignment are 100% necessary to having the strategy for “how” to get it out there. Though she is amazing at what she does, without putting her full attention on understanding who they are and their dreams and problems from their point of view, all of the programs and strategies out there won’t open up the space her brand needs to grow.
Getting clear about who you are, and who your tribe is leads right into developing the brand strategy that cultivates a deep connection between you. You will be able to step fully into who you are in their presence, and take a stand for them in delivering what they want and need.
I’m curious, what brands do you feel deeply connected with and what did they do for you or say to you to develop that feeling? Leave me a note in the comments – this is the kind of gold the Ignite community is seeking.
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