It’s a dog-eat-dog world out there. Unless you are marketing a generation-old family secret anti-aging potion it’s likely you will have competition in the marketplace. In order for your business to thrive, you need to differentiate yourself from the rest to rise to the top.
But how do you do this? You know your products are great. You’ve trained your employees to know the products and provide the best customer service in a five-county area. That’s all important, but to really set your business apart, you need to start with the basics. And for that you must establish your WHY.
According to Jackie Lackey, Marketing Strategist at BioZyme® Inc., when you discover your “why” you are building your own personal brand. That brand is what will help set you apart from the rest.
“Developing a personal brand is valuable, but it is not about you. It is about delivering value to others,” she told attendees at this year’s Dealer Retreat.
There are ultimately four characteristics that make up your brand, which should reflect what you say and do. Let’s review each of those features, and while you read these, think about how they apply to your individual brand.
1. Who. Before you can start building a brand, you need a solid foundation, and that foundation begins with understanding who you are. Each person has unique, authentic, genuine traits, so take some time to reflect on those. What is your passion? What really drives you and motivates you to get out of bed each morning? Is it helping others? Selling a great product? Making a profit? What talent and interests can you share with others?
2. Why. Knowing your “why” will help you discover your purpose. Everyone has a purpose and that purpose should show through in everything you do. At BioZyme, our purpose is to “provide care that comes full circle,” and we can do that every day in multiple ways. We show care for animals by providing products to enhance their health, and therefore should help producers achieve profitability. That care also extends to the dealers and employees within the company who make sure those products are available. Determine your purpose or reason for getting out of bed each morning.
3. Values. Everyone has values and they will vary from person to person and from region to region. But if you don’t know what you believe in, who will? It is important to have a strong value system in place. If you feel strongly about your values, why not write a value statement and display it prominently in your business or home? Perhaps your values are best displayed by the way you treat others on a daily basis.
4. What. What are your future goals and objectives for your business? You obviously want to achieve growth and while doing that, help others be successful. But what other goals do you have? Remember, goals should be SMART (specific, measurable, accountable, relevant and timely), and they become more concrete if you write them down and review them often.
Once you have established your brand and you know how to differentiate yourself, it is time to start promoting and marketing to let others know about you and your brand. Here’s how BioZyme can help. Set up a meeting with your ASM and the marketing team to inform them of your why and how you would like to share your message. They can help you with unique marketing messages to target your audience and set yourself above your competition.