Imagine walking into a bustling brewery. As you walk towards the bar, you notice the same drink on a few tables. Having not been to this bar before, you lean in and ask someone at a table what they're drinking. They tell you it's the bar's signature drink.
Curious, you head to the bar and order one; it's like nothing you've ever had before, and that is exactly what your brand should be – a signature drink in the world of business.
In a saturated market, there tends to be an overflowing of brands that all look and feel the same, which is why you need to blend your professional expertise with some personal flair to concoct a brand that’s distinctly yours.
You wouldn't settle for a generic drink, so why should your clients? So this week, let’s unravel how to infuse your brand with the uniqueness and character of a signature drink that's both refreshingly personal and professionally potent.
Identify Your Unique Ingredients
Distilling Your Essence: What Makes You, You.
In the cocktail world, every unique drink starts with a selection of distinctive ingredients. Your brand is no different, which means you get to play mixologist with your business ingredients.
You're brand's unique ingredients include:
- Identifying the core values.
- Your unique selling propositions (USP).
- That special flair that's uniquely you and sets you apart.
Let's dive into each a little further.
Your Core Values: The Base of Your Brand Cocktail
Just as a masterful cocktail is built on a foundation of quality-based spirits, the strength of your brand is rooted in your core values. These aren't just jargony words to slap on a website; they're the guiding principles that dictate decisions, strategies, and interactions with your clients. They're what make your brand more than just a business.
Take a few minutes, sit down, and write out your values. Identify those things that are non-negotiable for you and your business.
- Are you all about innovation?
- Do you prioritize sustainability?
- Is cutting-edge technology your thing?
Your core values are the soul of your brand. They're what keep your brand steady, no matter how choppy the market gets. Like the perfect ratio of gin to vermouth in a martini, getting your core values right sets the stage for everything that follows.
And what follows is your USP.
Your USP: What Makes Your Business Uniquely Irresistible
Your USP is your mixer; it's the element that combines with your base to create something new and exciting. In a world where everyone is pouring variations of similar drinks, your USP is what captures attention and makes your business or brand stand out in a crowded market.
How do you define your USP? Ask yourself the following questions to get started.
- What do you offer that no one else does?
- Do you have a unique approach, service, or customer experience?
Your USP is not just a marketing tool; it's the essence of your brand’s identity. It's the reason your brand will be remembered, talked about, and chosen.
Like Erica, who recently created a unique signature service for her business using The Brand Messaging System™. Her new high-ticket service is the perfect playbook to set her apart in a very crowded field.
Speaking of being unique, I want to make sure this newsletter not only adds value for you each week but also answers the most pressing questions you have about branding, messaging, and personal branding for solopreneurs.
So, I'd like to humbly ask if you'd be willing to answer three quick questions to help me keep StraightUp relevant for you.
Here's the LINK.
For those who answer the questions, I'll have some goodies for you on the other side of the survey. Sorry, I can't send you a drink, but if we ever meet in person, I've got you.
Your Unique Flair: Blend Your Professional and Personal Flavors
Every memorable cocktail has that final garnish that elevates it from good to unforgettable. In the same way, your personal flair is the finishing touch that sets your brand apart.
It’s the twist of lime on the edge of the glass that adds extra pop. Your personal flair makes your brand relatable and memorable.
Take time to conduct a personal flair audit. Ask:
- What are your unique traits?
- What experiences can you infuse into your brand?
- Which personal characteristics make people sit up and take notice?
Maybe it’s your quirky sense of humor, your background in an unconventional field, or your passion for a particular cause.
Whatever it is, your personal flair is about turning your business into an experience, one that resonates with your audience. Your personal flair can transform your brand from good to unforgettable.
Like Chris, who recently blended his love of cycling with his passion for helping founders grow both professionally and personally by knowing when it's time to shift gears.
It will take a little while for you to go through each of these elements, but like a master bartender, when you combine them in the right way, they'll create something that not only separates you from others but also tells a story. Your brand’s story.