Brand Discovery - Dan Tripp

A Final Note About Your Brand Discovery Process

A FINAL NOTE ABOUT YOUR BRAND DISCOVERY PROCESS

As mentioned, the purpose of the Brand Discovery is to identify the strongest USP in your business and rebuild your brand message to bring better focus to it. This often requires removing distractions and confusing aspects that compete with your USP and dilute your message. The Brand Discovery will often require changes be made to anything that affects how people perceive you. On the surface, your USP may sound the same as others in your market, but no one else can communicate and deliver it the way you can. The more personal touches you add to your marketing, the more people will feel a connection to you and want to do business with you. They will choose you not because you’re the cheapest, but because they like you and trust you. They like how you make them feel when they work with you. This perception is established and controlled not just in your visual brand, but in the tone of your marketing materials, in your sales process, in your operations, and in how you continue to “talk” and “present yourself” to your past, present, and future clients. You may find that the greatest change that needs to be made is not just in controlling how people perceive you, but in how you perceive yourself. People will almost always accept the value you place on yourself and your products and services. And that valuation begins in your own mind. As you make changes to how you look on the “outside” remember to make the appropriate changes to how you “think” on the inside. The skills, talents, and gifts that you have are uniquely yours. No one else has them in the combination that you have them. And no one else can communicate and deliver them the way

Advocacy Architects Summary Report 23