When Branding, Start with YOU (Not Your Clients)
Yes, I said it.
When I see messages out there saying “it’s not about you, it’s about your client,” I have a little bit of a palm-to-the-forehead moment. Yes, I realize what I’m saying is the exact opposite of what most marketers would say, but let me explain.
It is about your client. Of course it is. But it's most definitely also about you. Especially if you’re building a business for any reason other than to simply make money. I’m guessing if you’re here reading this, that’s you.
If you want to build a business that you actually enjoy.
That inspires you.
Where you can show up authentically.
Where you can operate in your zone of genius.
A business that lets you do the work you feel deeply compelled to do.
It must 100%, unequivocally start with YOU.
The magic happens when you — your values, your message, your mission —intersect with a potential client’s values, but also their their desires and dreams. This is what I call the brand and messaging sweet spot.
What I see lots of new business owners do, though, is create a brand that skews too far to one side or the other – too “You-centric” or too “Client-centric.” And more often than not, especially for women, they tend to lean too “Client-centric.”
Too Client-Centric
So for example if you’re stretching too far into the “client-centric” side of things, you might be in a scarcity mindset and stretching hard to get more business and win new clients.
You might pay attention to what people say they need and do everything you can to meet that need (even if it takes you off course). You might find yourself thinking things like “well that’s not exactly the approach / price / type of work that gets me excited, but…]
You might be caught up in the comparison trap, scrolling for hours on end trying to find the magic bullet or breakthrough for your business to soar.
This can also look like:
Operating out of integrity with your values
Content that hits the mark on paper but that you really didn't enjoy creating (meh...)
Feeling like you have to hustle to be successful
What can happen is that you align yourself so tightly to “the client” that you find yourself totally out of alignment with yourself. Nobody wants to wake up and realize they have a thriving business they hate, so don’t cut yourself out. You are an essential part of the equation.
Too You-Centric
On the other hand, if you’re holding your ground too far into the “you-centric” side of things, that won’t work out either. Remember, your client’s point of view matters. A lot. I just advocate for taking your own internal inventory first before bringing them into consideration.
What this can look like is you doing something you absolutely love without a willingness to get feedback and match it up with market demand. Ask yourself: Is this thing a business or a hobby? I realize that might sting, but better to be honest with yourself now than years into it.
Operating without consideration of your clients can also look like:
"Look at me" content that doesn't serve or inspire your community
A biz idea you haven't validated
When building a new brand and business, it is about you. Start there. Be honest, be real and don’t settle for anything less than what lets you show up as your most authentic self.
And yes, it is about your clients too. You want to build a business that’s in service to someone else.
The best way you can do that? Being the truest version of YOU.
