Most companies and entrepreneurs struggle to discover their brand DNA – the professional identity and core message that sums up exactly who you are and what you do. Can you clearly explain your unique value to anyone in ten words, before the elevator door even closes?
An awful lot of money is being misspent, or left on the table, because otherwise solid providers fail to go to market with clear, focused positioning and messaging.
Of course, no-one actually believes that there is positive ROI in a go-to-market message that is unclear, or in a business direction that is unfocused. But you’d never know if from most of the websites, slide decks, and marketing collateral I see. Which provides a great opportunity for you to differentiate.
Recently I was in the midst of this process with a talented and successful digital agency in the Northeast. As I queried them about their core strengths, they kept coming back with nice-sounding (and true) phrases, none of which really distinguished them. So I scribbled J.A.D.A. on a piece of paper and pushed it across the table.
They sounded like Just Another Digital Agency. A commodity.
Now, in fact, they weren’t, and I knew it, but they hadn’t boiled their message down to a unique, differentiating identity. The raw material was there, but it took some more pointed questions to finally bring it to the surface. They had revenue, they pleased their varied customers, but they were on a treadmill. Commodity brand positioning does that to you.
Q1: Why do companies need Clarity Therapy?
A1: It’s simple, really – we’re all too close to our own work. We get so immersed in our companies and offerings, that we can no longer see clearly who we really are – call it unclearism.
Q2: Who is the target audience for Clarity Therapy sessions?
A2: Primarily (though not exclusively) entrepreneurs/small companies (1~35 people).
Q3: What’s the goal of Clarity Therapy?
A3: Together, we distill down the business brand to the Core Four –
- Your differentiating offering
- Your one-sentence summary
- Your compelling brand story
- Your key marketplace analogy
It’s intensive and enlightening creative brainstorming, with an external expert, and there’s a certain magic that occurs when we re-define a company within a very short period of time (and without agency overhead!)
To appreciate the epiphanies that can occur for both companies and individuals, read the testimonials from people who’ve experienced the process (scroll through the comments).