What's Your Business DNA and Where Do You Fit?

Sometimes, we lose sight of the core traits that make us great and distinguish us from our competition. It’s human nature to get caught up in what we do and lose sight of why it really matters.

I once worked for a company that changed their tagline just about every year. By doing so, they unknowingly demonstrated a lack of focus and left people wondering what they really stood for. By chasing the shiny objects on the hill and declaring, “Us, too!” they risked losing their unique identity and authoritative voice. A business that should have taken off and changed their market floundered instead.

It’s always a good idea to take a step back and be more introspective about your unique qualities and strengths. By looking beyond short-term distractions, we often discover that we still have a place to fit in.

Try taking an unbiased view of your brand promise and what it means to your clients and prospects. If your message is high-level (think 30,000 feet), you can withstand lower-level market change and still have flexibility to adapt. If you find yourself constantly retooling in reaction the latest trend, then, perhaps, your message isn’t broad enough. If even a small amount of change risks confusing your audience, then you have most likely marketed yourself into a corner (think 10,000 feet).

What is that deep-down characteristic that makes you the expert? Why does it matter to your audience? What makes you the go-to resource? How can you build on your marketing without creating confusion? Can you do it yourself, or would you benefit from the objectivity an outside consultant brings? How about surveying your best clients to see why they’ve stuck with you over the years? Sometimes, we find that the best way to see our own business is through the eyes of others.

It seems that market dynamics are constantly shifting. That’s the reality of today’s fast-moving world. But, with it comes huge opportunities. Those who fail to embrace change and seize the moment to reinforce their role will quickly be marginalized.

Your Credibility is On(the)line

by Step2 Branding & Design | Feb 6, 2019 | Marketing

When you meet new prospects, network or attend industry events, the moment you hand out your business card, your credibility will be on the line. If you’ve taken a long time to build a first-rate reputation, don’t let a second-rate website undo it.

A Great Brand Requires Enduring Vision

by Step2 Branding & Design | Dec 15, 2018 | Branding

As the year closes, ask yourself how your current challenges and objectives align with your overall vision. Have you lost your way, or are you sticking to your Brand Promise? Is it still meaningful to your customers and prospects? Have you allowed yourself the room to evolve with their needs, or have you boxed yourself in?

How You Can Participate in Man’s Greatest Achievement

by Step2 Branding & Design | Oct 19, 2018 | Communications

While I was enjoying a great pastime, I was also learning about the power of human potential. I discovered how greatness can be achieved through sheer will or by overcoming the challenges of unforeseen circumstances.

What’s in a Name, Anyway?

by Step2 Branding & Design | Jun 12, 2018 | Branding, Communications, Marketing

If your business is like ours, you don’t have a bottomless marketing budget to build awareness of a name that lacks clarity. We have to be more calculated and deliberate.

Five Messages to Avoid in Your Marketing

by Step2 Branding & Design | May 3, 2018 | Marketing

Common clichés, tired sales pitches and unrealistic claims no longer work. In fact, they’ll likely be viewed as disingenuous and undermine your marketing efforts. Here, we’ve outlined five ineffective marketing messages and what you can do to avoid using them.