Where do I start?
Often when I begin with a new client its not unusual for them to be unclear on the problems they actually help with. It may seem that you offer a certain service, but instead look at it from the consumer’s point of view.
The problem you solve for your clients… it may not be what it seems… for instance:
– McDonald’s wanted to provide a clean bright place for family dinner, now its become about ease, convenience and consistency… you know that the burger you buy in NYC is the same in Kansas City.
– Zappo’s wanted us to buy shoes online, but that had too much risk, so they offered free shipping and returns to minimize risk. They focused on the experience (as did McDonald’s) as they took us by the hand to understand on-line shopping. Now they offer many more products. Where they began is not the same problem/solution as where they are now.
– My acupuncture client was struggling to serve ‘everyone’, and was serving not enough of anyone… yet when she honed in on active adults with certain ailments she filled her practice in a few months. Knowing what problems she solved allowed her to speak on radio, write articles, or attend networking events to engage discussion and generate referrals with ease.
So, this is the first step:
Understand the gap by assessing where you are now and how it relates to your end vision.
Then you’ll know where to start.
Stay your Unforgettable self!,
Branding Specialist and Strategic Planner, J. Winslow brings decades of solid experience to each project and leader she interacts with. Clients range from non-profits such as the Boys & Girls Clubs of America, to Madison Avenue Biggies including: Women’s Day Magazine, Cover Girl and Elizabeth Taylor. She also enjoys working with TEDx speakers and students ready to leverage their own brand stories.