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Module 1: How to Position Your Brand to Sell
Section 1: How to Differentiate Your Brand
Post 1: How to Be a Hero to Your Customers
We live with more uncertainty than ever before. Change happens faster and faster. New industries emerge, old ones are disrupted. Bubbles and bursts, booms and busts – the volatility is frightening.
We are bombarded with messages at a rate 28,571 times the amount our brains were built to process them. Since we can’t handle them all, most of them go completely unnoticed by our conscious minds.
A simple trip to the store can require more decisions than our cave-dwelling predecessors made in an entire lifetime. Many people feel overwhelmed with these little decisions, not to mention the major ones.
They’re looking for heroes. You can be one.
You can help them feel courage in the face of change and uncertainty. You can serve as a filter so they feel confident making decisions and moving forward. You can be by their side so they never feel alone.
They’ll reward you with their trust. They’ll support you with their money. They’ll sustain you with their loyalty. And they’ll happily recommend you to people just like them – the kind of people you want as customers.
Then, you’ll make the kind of money you’ve always wanted, you won’t have to work so much to make it, and you won’t have to spend so much money to grow your business.
The three secrets every hero knows
The question is: How do you get started? How can you be a hero to your customers? Remember the 3 R’s:
- Ring true
Authenticity is critical today. Nobody likes a fake. You have to know your superhero powers. After the next two bullet points, we’ll spend the rest of this post discussing this subject.
You strike a chord when you’re both relevant and timely. You have to read the situation so you understand the problem. And you have to be there when they need you. We’ll talk more about resonating – especially in the next post but you’ll see it through the whole program.
You promised to relieve a pain or give them a gain. But hero worship is suspended until you actually save the day by rescuing the victim! This is another subject which we’ll visit throughout the program.
We’ve learned something interesting about these three secrets – the best way to tackle them is two at a time…
In order to get the desired results, you have to resonate with customers. In order to resonate, you have to ring true.
As the owner, your brand is a reflection of you. So how do you ring true? Bring your true self from the depths of your being to the top of your mind.
Here are the five areas to look at:
(NOTE: Just read through the following for now. Then go to Part 1 of the Differentiate Your Brand Guidebook which will walk you through the four items.)
We start with the question mankind has pondered since the dawn of civilization: Who am I?
Think about yourself in a very holistic way. Describe yourself in your current state in as many ways as possible. If you’ve already started your business, think about it as well. What is it?
There’s no editing here, just a free flow. Record every thought that comes to mind in the Guidebook.
Once you’ve established where you are, you can think about where you want to go. Think five years from now. Who do you want to become by then? What do you want your business to be like?
Don’t try to conjure up specific, measurable goals. You’re just trying to get the desired “look” and “feel” of your life and business five years down the road.
Once again, let the ideas flow and jot them down in the Guidebook as they reach your conscious mind.
Strengths and weaknesses
Use your powers for the greatest good and you’ll be a hero. So it’s important to discover what you do best.
We want to point out a mistake people often make: Passion and strength may be related. But they don’t have to be.
You may have a passion for something you do as a hobby. It’s a part of you. It’s also a way to resonate with customers. Some of your strengths may be used for both. But there’s a difference between passion and proficiency.
First, you may downplay your strengths. When you can do something so easily it’s almost second nature, you may think it’s like that for everyone.
Second, we’re taught to be humble. So many people are bashful about proclaiming they’re outstanding. Don’t be one of those people! You won’t reach BIGG success unless you play to your strengths.
So if you’re finding it challenging to define your strengths, reach out to your family, friends and colleagues. Tell them you’re working on building your own brand so you can serve more people better. Ask them what they think you do really well.
Another way to find your strengths is to think about your weaknesses. The opposite of a weakness is often a strength. BIGG picture people often struggle with details and vice versa.
A notable example is Albert Einstein. He didn’t start talking until he was three, a year slower than normal. At sixteen, he failed a language exam. He was considered a terrible lecturer.
Research shows the “linguistics part” of his brain was smaller than normal. But the “math and spatial intelligence part” was unusually large. His genius stems from a liability.
As you think about your strengths and weaknesses, write down every thought in the Guidebook. We’ll get to the filtering process later.
When it comes to business, what’s most important to you? Notice the distinction we made here – your business values may or may not be the same as your personal values.
For example, you may highly value innovation in business. In your personal life, you may put a high price on stability. As a matter of fact, there are good reasons to do so.
However, business is a social science. Ultimately, it’s all about people! So you’ll want to makes sure your business values honor how you feel about people.
What are your core values? Record them all in the Guidebook as they come to mind. We’ll get back to them later.
What business are you in? It’s surprising how many people don’t give this much consideration. By doing so – you’ll understand yourself more thoroughly, serve your customer better and uncover more opportunities.
In the Guidebook, we’ll take you through all the various ways of looking at your business.
With this background, you can either go through Part 1 of the Differentiate Your Brand Guidebook or go on to the next post. (We recommend that you dive into the Guidebook, but it’s up to you!)
Also note – if you have any questions, email us at
firstname.lastname@example.org with “BTS QUESTION” in the subject line.