Let it All Hang Out

One thing I have noticed while working with new clients, big and small, is their fear of being special. Inside our heads, we all know we are special, want to be seen as special, yeearrrnnn to be applauded for our outstanding specialness and then...we sit in silence looking for permission to let it out instead of acting in an authentic way. But you can't launch an effective branding campaign if you don't know what image to capitalize on.

Listen peeps, no one is going to give you permission to be special on the outside because they are all also busy wondering about their own authenticity. This becomes even more true when you run a business.

Do not be scared to push unique aspects of your business to the forefront. While it seems you may be cutting off a part of your target market by differentiating, in the end you aren't BECAUSE YOU CAN'T BE ALL THINGS TO ALL PEOPLE. Do what you do well and don't worry about the rest. People are attracted to exceptional-ism, even if that particular service does not apply to them.

Find your niche and keep it simple and stop being scared of bring your insides out. The heart beat of you business-whether it is quirky or innovative or aggressive or sexy or Christian or shocking-will be the pulse that builds loyalty and keeps people talking about you.