One of the most popular pieces of Branding advice that you hear over and over again is that “it’s not about you, it’s about them”.
Meaning that your focus isn’t about you, but about who you serve and adding value. Well of course, this makes perfect sense, yes?
I get the logic behind this, and it makes sense when you think about providing value and being the reason that those mysterious-they-people choose you as the best solution.
But if you are struggling to get clear around who you are and what you offer then it’s not about them at all, because you don’t know who “they” are and what “they” want. If you don’t know what you stand for and how to communicate it clearly, then really “them” doesn’t matter because they are not listening anyway.
So… you need clarity.
Clarity starts with awareness:
Awareness of who you are
Awareness of your gifts, strengths, talents
Awareness of why this all matters (why should ‘they’ even care)
Awareness of your Core Values
Awareness of who you love working with
Awareness of what ‘they’ struggle with and how you can help (mega bonus points if you have actually experienced it yourself)
Here’s where it gets sticky:
Most of the time this awareness doesn’t come until you start doing the work…which can be as frustratingly clear as mud while you feel like you are wallowing around in it.
So while it seems reasonable to wait until you have all of the above in place…the truth of the matter much of that will change and grow.
Everything starts with an idea from one person. From the biggest corporations to the one-woman show, it all comes back to one idea that one person had to do something differently or better.
While it’s true that it is about your Right People, your Ideal Audience, and your Dream Clients…it all starts with you.
Let yourself in in order to let yourself out.