Standing out in a crowded marketplace, it’s one of the greatest challenges in the modern landscape of information overload. How do you cut through all that noise and interference to ensure that your voice is heard? This is nothing less than the Holy Grail of marketing and brand strategy.

And most businesses get it backwards. Of course, they want to connect and convert as many leads as possible, and so they focus their energy on those tangible results. But, like an everlasting pyramid, the clear path to success and differentiation begins with the foundation, not at the apex.

A powerful brand rests on a solid foundation of values, vision and purpose. When you are clear on these essential elements, everything else falls into place. You will attract the right team members who will rally around your cause, and your office will brim with raving fans who share and admire your core principles. This way your differentiator becomes your guide, not your goal.

Brand like an architect and stand out

Builders and businesses want to stand out and leave a lasting impression on the proverbial skyline, but that’s only possible with a rock-solid foundation. Without it, a building will gradually sink and shift with compromised integrity.

That’s fine if you’re the Leaning Tower of Pisa, but that’s not the model for any aspiring architect. The Hunchback of Notre Dame was equally unforgettable, but Quasimodo is no role model for a prosperous chiropractor. Success begins at the base of the pyramid, with a cornerstone in perfect position, and everything else in true alignment.

In terms of architecture, the logic is plain and clear. But how does that translate for brands and businesses?

Brand Essence as your basis

Most businesses seem to be so preoccupied with promoting their products and services, that they overlook the foundation, their overarching philosophy, or what we call the Brand Essence. This consists of what you believe in, what you stand for, where you see yourself and your industry in the future.

But why do those things matter? After all, you’re not trying to sell yourself, you’re trying to promote a product.

That’s where people get it wrong. Consumers and audiences are inundated with products, gadgets and gizmos. The stores and social media feeds and overflowing with special offers.

But people don’t connect with things and deals; they connect with people.

What people seek, more than anything, is genuine human connection. They crave authenticity and integrity. And these things have grown scarce in the multinational, multimedia marketplace.

Turning traditional strategy on its head

In the good old days, a business may have only had a small reach, within a limited community. And the business had a human face, a member of the community who others knew and recognized. In that setting, it made sense for a business to attract as many customers as it could.

But with urbanization, mechanization, and the age of the internet, markets exploded in size and businesses went faceless and digital in the name of efficiency. For a handful of enterprises, it was possible to leverage the power of technology to reach an audience of billions. The profits were great enough to literally send CEOs into space.

But for the vast majority of entrepreneurs and small businesses, another strategy makes more sense. It’s not about attracting the greatest possible number of leads, but connecting with the greatest quality of clients.

As a small business, you don’t need billions of customers with a passing interest in your products and services. What you want are a few thousand, or maybe just a few hundred, who are truly passionate about what you do.

Know your niche

With access to larger markets than ever before, it’s not about the greater quantity, but zeroing in on the greatest quality of clientele. It’s about standing for something, taking pride in your values, and attracting those who share your vision.

In the end, you might alienate a few people. They might be turned off because they don’t believe in what you do, they belong to a different school of thought. But doesn’t it make more sense to filter those people out anyway?

If you’re passionate about what you do, you probably want to convert the non-believers. That makes sense. But there’s a time and a place for that. You don’t need to spend all day trying to persuade the skeptics when you could be serving those who already value what you do. And at the end of the day, you’ll feel so much better from working with people who truly appreciate you for who you are and what you do.

Save the proselytizing for a social media campaign or the occasional open house event. Maybe write a book and go on a speaking tour. But to fight that uphill battle day in and day out? Most people would get burned out quickly.

If it’s a successful and rewarding business you’re after, then stick to your tribe. There’s enough of you out there, trust me. And as you’re following grows larger and more enthusiastic, you’ll find them doing the proselytizing for you, with their friends and family members.

Strategy from the ground up

So instead of wrestling with how to word your website, or how to design your next banner or product packaging, get back to basics. Clarify your purpose and your vision. Remember why you do what you do. Talk to your clients and team members about it.

When you take a deep dive, the answers might surprise you. And more importantly, they can also guide you. With a clear foundation and direction, every business decision is easier. Choosing between A and B is no longer a roll of the dice. It’s a matter of recognizing which one better aligns with your vision and values.

When audiences see that you’re speaking to them, rather than trying to appeal to everyone, your message will resonate. The right people, both customers and employees, will naturally gravitate to your business. And ultimately, all of you will feel happier and richer because of it.

Stick with why and know your way

Ready to get started? Or curious to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this! 

• Schedule a Discovery Call with Pacha
• Join our brand strategy Facebook Community: Balanced Brands
• Get professionally designed and curated content for your social media channels: Sign up for Social Stream

Dive deeper and take a look at these related articles.

• An Introduction to Brand Archetypes
• Adopting Brand Personas
• Speaking with Brand Voice