What Came First, the Chicken or the Egg?
It’s easy to think yourself in circles when you ponder the answer to this popular debate. The process to brand your business leads to a hatched egg, or a brainchild, of sorts. During the branding process, the way your business is defined accentuates the added value points of you versus your competition.
Don’t be a commodity. A commodity can’t charge a single cent more than anyone else. You must be known for HOW you do what you do. Once this message is out there, you have to be comfortable being the wrong choice for some people. Then, you become the ONLY choice for everyone else. In this case, we might say, for the sake of a good blog post, that branding your business is like telling a chicken it’s a chicken when it only used to know it was a bird.
Let’s say you’re the chicken in this story.
If a handful of your best assets were extracted from who you are during the branding process, they will undoubtedly serve some sales and marketing purposes. It’s essential that your identity derives from authentic qualities. Once you’ve acknowledged this identity, it’s time to embody it. Now that you know you’re a chicken, it’s time to act like one!
Branding easily sets the tone for marketing pieces with cohesive campaigns, memorable messaging, and professional design. However, a big piece of the puzzle that may not come as naturally is adopting customer service practices. This will help you BE THE CHICKEN. For example, if you’ve promised eggs from happy chickens on your free-range farm, there are a million ways to back up your claim…
- Answering phones: “It’s a happy day at the farm, how can we help you?”
- Playfully implying your staff works for the chickens, not the other way around
- Regular blog posts of chickens enjoying leisurely activities
Don’t Have a Branding Identity Crisis.
Goalpost Group believes the chicken must come first in branding. This way, you know what kind of bird you are and you’ll know a good egg when you see one. Embodying your brand will give your business a true identity that will resonate with your customers/clients. To bring this story back full circle, being known for your message is what will separate you from your competition and elevate your status.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.