Whilst brand strategy and business strategy are two totally different things – you need both to work together to achieve the overall vision for your business!
In fact, they are tiiiggghhtt – like gin and tonic – they need each other to make the perfect summer cocktail [ok wait, let’s not get distracted – back to business]…
Take Joanna* as an example…
she wanted to grow her business by 20%, for her small business – it meant an increased client base of 12 people a year (on her higher package), to so that more effectively – she needed different systems in place, and had to bring in a new team member.
That… is her business strategy.
It’s pretty clear, right?
So why didn’t she hit similar business goals last year?
Having goals like those are great, but it’s what you do with the brand, that decides whether you’ll get there!
You see… last year she had similar dreams, but she was working on lots of “bitty” jobs until the bigger clients came, and these clients were so demanding that she struggled to find time to breathe – let alone connect with higher end clients.
She actually didn’t get to even bring in one new client at the higher package. She really struggled to even connect with the higher end clients [between you and me, it was mainly because when they saw her brand – they were put off + unsure if she would be able to deliver at the higher end].
Insult to injury… thanks to all those bitty jobs – she was able to get by [but not loving it and burning out fast].
Time for a shift in Brand strategy.
With her new brand strategy in place, she is clear on what that higher end client needs, and where / how to market to them… in fact she’s already connecting with them! They love her new brand, and now she is finally positioned as someone who is credible – that they can partner with. She is getting her systems ready, and is even starting to connect with people who can help her deliver – when those fab clients come in!
The year is looking like a forecasted perfect storm of Gin and Tonic brandedness!
Many people underestimate the fact that the brand you project really impacts your business goals.
Putting out badly designed work will chase those ideal clients away [even if it’s “pretty” if it isn’t attracting your ideal client, it isn’t working for you!].
But that the bigger shift you can make to your business strategy…
is getting super clear on your brand’s strategy!
When last did you revise your business & brand strategy to make sure they are talking to each other – to great the perfect G + T combination in your business?
x Emma
*Joanna is a fictitous character built on multiple examples I have seen with most of my clients… so no, numbers aren’t exact – but the sentiment + business shifts are based on real examples!
