3. Creating your Brand Definition forces you to identify your best clients, so that you can start thinking like them.

Your business brand's job is to communicate what your business is all about to the clients who you want to work with, through words and pictures. So, in order to do that, you have to figure out who you want to work with and what you need to tell them about your business.

You know, things like:

  • What problem you solve
  • How you solve it
  • How you take care of all the things around their problem that they worry about
  • The kinds of experience you have with their problem
  • Who else you've helped
  • Why you can help them even if you haven't helped someone in the exact same situation
  • What your process is
  • And all those other questions that people are always asking you when they call or meet with you.

Luckily, many of these questions are a part of creating your brand definition. And, so is figuring out who your target audience. So, the only step that's left from there is figuring out how to tell them what they need to know in a way that they'll respond well to – and want to hire you.

This step is basically a matter of putting yourself in their shoes – thinking about their worries, wants and needs, and then telling them the things that they need to know about your service or product in order to make the right decision about hiring you. Now, the job of your brand isn't to convince people who really don't need your stuff to work with you – rather, to help them to decide whether or not you're the best fit for their needs. That's because you don't want to wind up working with a client who you're not helping to the best of your capabilities.