SHINE A LIGHT ON WHAT MAKES YOU UNIQUE
I’ve adapted the “Brand Positioning” approach I use with household-names you buy every day, to the needs of small business.
The entire approach comprises eight sessions plus prep, most effectively delivered in a two-day intensive workshop*.
I believe “an expert is someone who makes complex things simple” – so I take absolute responsibility for getting you to the answers you need. I have an easy and engaging step-by-step approach to ask the right questions.
We’ll dig in to a proven toolbox of exercises and methodologies. The agenda will evolve as your needs crystalise but broadly, we’ll cover the following:
PHASE 1 : DEFINING YOUR OFFER
Because people make generic assumptions about what you offer ("life coach, personal trainer, web designer") you may struggle to explain how you are different and better, without "blowing your own trumpet"...
The secret is "brand positioning": focusing on the essential things that set your offer apart from others. Looking at it through their eyes is usually different from how you see things yourself, and from what what you have been taught to say.
1 – Inventory – what have you got to offer?
2 - Target – who needs it, why do they need it?
4 - Competition – where else could they get it?
5 – Positioning – how to relate WHAT we DO, to WHO needs it while DIFFERENTIATING from competitors.
You really CAN fit everything you need to say on one page.
PHASE 2 : COMMUNICATING TO YOUR TARGET
Phase 2 very practically focuses on customer-facing-statements you can use both in person and in your profiles/promotions to help you communicate with clarity and confidence.
6 – Strapline/description/manifesto: what to say in a few seconds so people can sign up to your business idea– includes the headline for the website
7 – Personality and Tone of voice: How to present ourselves & keywords to use/avoid
8 – Personal profile: Building a statement about yourself that supports the offer with relevant experience
9 – Media Message Matrix: How to focus what we say, when, to who.
You’ll get the output from each of the exercises to take away with you, plus a “Brand Positioning Statement” which will guide everything you do and say in the future.
IT'S EASY WHEN YOU KNOW HOW
I hope when you read about each session above, it’ll seem straightforward. Nevertheless people often find it overwhelming trying to pin down the best answer for YOU that separates you from everyone else, and makes you appeal clearly to your ideal customer.
The sessions will be intellectually stimulating, challenging and engaging. I won't let you just "form-fill" but will bring exercise after exercise to force you to make choices and help you take pride in the unique benefits only you can bring.
My experience has been that participants really value the way the process sorts their thoughts plus the guidance and focus I bring to answering each of the questions with tools and examples to unblock and clarify throughout.
*The eight sessions are best combined into an intensive two day workshop, based in Brighton, but for clients with time or budget constraints the phases can be bought separately or the process can be split into four half-day or evening sessions.
ARE YOU CONFIDENT WITH YOUR IDENTITY?
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