What is your passion?
What will your legacy be?
What do you hope to accomplish?
Whatever that is, is what you stand for. And that separates you from your competitors.
People want to do business with people who have a purpose. They want to work with people who are driven by something greater than money.
For me, that’s helping small businesses grow through their marketing. I’m deeply passionate about it.
The hard part about standing for something is that you will inevitably turn some people off because not everyone will share your passion.
For example, there’s a marketing strategist named Pia Silva who wrote a book called “Badass Your Brand.” In fact, she built her entire brand around that concept. Her message was that your company can’t be wishy-washy. You need a strong position in the marketplace. Many people were drawn to her “bad ass” message (including me!)
But just as many people were turned off by it. And that’s ok because those people aren’t her customers.
The point is, that if you try to be everything to everyone, your business will never reach its potential.
You need to stand for something. By being known for something, you will attract customers who are drawn to your message and they are your ideal customers. The ones who don’t get it, are not meant to work with you so let them go.
What do you stand for? What are you known for?
About the author: Meg Huwar is a small business marketing expert and Principal of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at email@example.com or 412-848-8822.