I was speaking with marketing guru Joel Alpert of MarketPower at an event last week, discussing the idea of positioning and clarity of the marketing message. During our conversation, Joel was kind enough to give me some marketing pointers (I am a strategist, not a marketer, Joel!), one of which was the importance of presenting your goods and services in a manner so that people can quickly ascertain what what your company offers and who it is targeting.
For example, Aepiphanni is a business strategy company. We help business leaders create extraordinary businesses. If we decided, suddenly, that we wanted to sell memberships to timeshares, potential buyers would begin to doubt us as a company because they couldn’t make the connection between business strategy and timeshares.
While, logically, maintaining consistency with your brand is a no-brainer, I cannot tell you how many business leaders I run into who are trying to sell so many things that they really have no identifiable brand or trademark expertise. Their projects, products or services, while good, don’t ever reach the potential that they could because the business leader cannot devote enough time to a single focus in order to make it exactly what it needs to be. People are hesitant to purchase from their companies because they don’t truly understand what it is they will be purchasing.
This is especially important in the professional services industry, since we are selling experience, education and Aepiphanni’s. If we decide that our organizations need “multiple streams of income” and they have nothing to do with our core business, nor serve our core market (see your mission and vision statements!), something is going to suffer.
Keep in mind – the clearer and more aligned your business is, the easier it will be for your potential market to purchase from you. The more scattered your sources of income, the more confused you and your business will appear.
Be extraordinary. Avoid the chaos.
Aepiphanni Business Consulting: The Business Strategy People is a Strategy Consulting Firm dedicated to serving the needs of small to medium sized business leaders and executives. We specialize in helping leaders create extraordinary businesses. We welcome clients in the personal and professional services industries, including Creative and Design Services, Software & IT Services, Professional Services and Healthcare Services. As always, we welcome your comments, thoughts, questions and suggestions. If you are seeking a business assessment, or have further questions about creating your strategy or developing your vision, please give me, Rick Meekins, a call at 678-265-3908, or email us at [email protected].