Below is a simple exercise you can use to evaluate and improve the strength of your small business’s branding. It is adapted from Adam Morgan’s highly regarded book, “Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders.”
First, put on the wall every piece of your marketing activity from the past two years (or less than two years, if your business is less than two years old), plus anything that’s planned for the future.
Divide the activity into three groups:
1. Which activity strongly communicates your solo-business brand?
2. Which activity is consistent with the brand but doesn’t strongly promote it?
3. Which activity is not consistent with your brand?
Discard anything that falls into categories 2 and 3. How much is left on the wall? Which are the areas and activities from those you have taken down into which you should be devoting your creativity and energy, in order to communicate your brand?
Remember: consistency with branding is not enough. Always look for ways to project strongly who you are and what you stand for.
“Eating the Big Fish” is available in The Solopreneur Life’s Amazon Store.
How Do You Sharpen Your Branding?
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