Can Your Brand Answer This?

Your brand has to answer this question:

Why should I do business with you above all other options, including doing nothing?

The better your answer, the better your brand.

We live in a world where everyone claims to be different. And everyone assumes their area of difference matters to the client.

Your answer to this question needs to be clear.

Here's how to ensure your answer is strong:

• Identify Your Unique Value Proposition: What sets you apart from everyone else? Your answer needs to be relevant and valuable. Miss the mark on those two things and you'll forever spin your wheels trying to gain brand traction.
• Clarify Your Message: The clearer your answer, the more portable your brand story. If you want people to spread the word about your brand, your story has to be portable.
• Understand Your Audience: Get to know who you're talking to. Know what they want and need. Understand why they behave the way they do. This is how you make sure your message resonates with them.
• Become The Authority: Create valuable content that showcases your expertise and benefits. Be helpful. Out-teach your competition. Become the only option they consider.
• Leverage Social Proof: Nothing shows your impact and effectiveness like social proof. Testimonials and case studies are your best friends. Let them help you showcase your brand's impact.

Why should they do business with you, above all other options, including doing nothing?

Answer this well and you're golden.

Answer this poorly, and you'll find yourself trying to convince people to give you a shot.