In my prior post “Why Do You Exist?” I wrote that Lego CEO Jorgen Vig Knudstorp asked that question when he initiated Lego’s transformation leading them to quadruple growth over the past ten years. He commented that Lego had “lost its way in terms of its own self-identity” and needed to clarify “what is Lego uniquely about” to develop strategy and properly align resources to the market.
In that piece, I listed a number of benefits gained for the established business owner, senior manager, those starting a new business or job seeker in answering that question. The following will help guide you in initiating a business or personal branding exploration process to establish a branding narrative and strategic foundation.
- What is your mission? Career objective?
- What are your values and operating principles that you will not compromise?
- What are your products/services? Competencies? Skill-sets?
- What examples represent the impact that your product, service or skill offers?
- Describe your target: profile client, prospective employer. What are their needs? What can you help them solve?
- Why would a customer buy from you or an employer hire you?
- What makes you memorable? What distinguishes you from the competition? Your uniqueness?
- What are your employees telling you about what your customers are saying?
- What does your network (customers, co-workers, employees, friends) already think of you or your business?
- What qualities do you want them to associate with you or your business?