Oh no!!!!! Big boys don't cry in public do they?

Gulp!  The big guy's eyes turned pink and teary as we spoke.  What now?????

There I was, listening intently to the man seated across from me.  He looked a toughie and was the owner of a chain of outlets which he and his wife had taken great pains to build, successfull too wey hey! Now they were ready to expand, and we were meeting to discuss enhancing their Brand.  What had set him off?

Well, I had asked "What is your tag line"  and suddenly he became very emotional.  His voice choked and his eyes filled with tears.  Wow! Talk about passion!  The couple had begun with a vision, stayed unwaveringly with it, built upon it, and now had a profitable niche to tap into.  When hfe told me their tag line, I saw immediately why they had been successful - they and their staff LIVED it!  And their clients were simply delighted.

So, why did they need me then? Weeeell, this couple had substance and strategic implementation, but their Brand was not widely enough known. That means they were undervalued, and found that expanding posed a few challenges because of that.

You know what one of the things I noticed was?  He knew their tag line (ahem, you'd be surprised that some business owners don't) implemented their tag line, their tag line reflected the essence of their Brand and kept attracting customers, BUT it appeared NOWHERE on their promotional material! Fancy that huh?

The pity is this is SOOOOOOO common among business owners!  We're so in love with our brand and know it so intimately that we forget to educate others on what our business is about. OUCH!!!!

I actually sat for hours facilitating some very senior planners from a financial institution once, and, they did now know what the essence of their Brand was, leaving them open to competitors. They knew their tag line, but not the essence of what their corporate culture was supposed to deliver.  So, they too were undervalued. :(

And you?  Do you know what customers see in you that makes your services desirable?  Can you identify the essence of your brand?  If you'd like my help to crystalize it so that you can shout it out, deliver it, and lock your competitors out, just call me on 03-21697704 :)

BRING ME THE BRAND & I'LL INCREASE ITS PROFITS!