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The Secret To A Strong Brand Position

Forbes Coaches Council
POST WRITTEN BY
Whitney Mullings

For you to be at the forefront of your soul clients’ minds when they are ready to invest, it is all about positioning — or, I should say, it is all about brand.

It's more than making an impression. It is imprinting your brand in their mind as a solution to their problems. It's blinding your soul clients with the brilliance of your offer so there is no doubt in their mind you are who they need to get to their next level. Simply put, it is about your brand resonating with your client in a way they know they want you.

There are a number of things you need to get their attention: clever copy, of course; images that stand out; a memorable logo. But taken back to its core, the one thing you need, really need, is crystal clarity of your message. This is your brand, nothing more, nothing less. This is what will get your soul clients to look up -- this is what will convey the essence of your brand through your marketing to touch their hearts and nurture a relationship with them.

You need to be bold, clear, different and remarkable. Boldness can be controversial, creating a polarizing effect in your marketplace, allowing you to stand out from the crowd. Another way to stand out is to become a thought leader, so you can share your vision and your views for a better future without fear. It's also important to fill a gap in the market that will take you through to future generations.

There is a secret to being bold, clear, different and remarkable. It is to know yourself inside out.

You must know yourself well; this allows you to stand strong in your view, in your value and in your own sense of personal power. Be like a tree in a storm, standing firm, waving in the wind, managing the weather, still reaching for the sky while sending roots into the Earth as a foundation. Knowing yourself well removes any fear of judgment when sharing your perspective. And this inner knowing is reflected in your brand value with a premium price tag being directly related to how well your brand is perceived.

I was in a speaker panel with incredible brand strategists and experts at Flourish Media Conference this year. My answer to a question about positioning wasn't the most common -- in fact, the audience reciprocated with moments of silence.

Remember, you and your brand aren’t for everyone. But watering down your brand presence to speak to the general population will weaken your message. It's not about making good impressions or fitting into some kind of cookie-cutter shape; it is about making a soulful stance, building connections and receiving income.

The experience from speaking at the panel and otherwise standing in my values even when it seems unpopular taught me the following:

• Knowing yourself well comes with the ability to speak passionately to what's important to you. It allows you to elaborate freely and clearly to back up your point of view.

• It brings deep trust in yourself while sharing your perspective and authenticity. Standing in your power creates resonance from your soul.

• Knowing yourself pours love all over your brand and is a magnet for those gorgeous soul clients.

• Focusing on love removes the fear of being wrong. There is no wrong, only heartfelt perspective.

All you ever need is to stay true to your own journey and experiences when sharing with others. In these moments of being you, standing strong in who you are, deep understanding and clarity to your values are liberating. Boldness doesn't need to be controversial, but knowing yourself well enough to speak with conviction stands out with vibrating brand energetics. Reaching a state of speaking your intellect freely makes sharing joyous, which leads to consistent visibility with more ease. So go on and start having some fun being yourself as your brand.

Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?