How do I know that? Because I’ve been where you are. Let me explain.
I have a Bachelor of Commerce degree, which led me into sales. As a creative person, I was quite successful at it but felt something was missing. After nearly 15 years of it, I decided to answer the cry of the artist inside me. I enrolled in a college for Graphic Design and Illustration and upon completion, started my new career.
I worked a couple of years as an employee before my entrepreneurial spirit shouted, “No more!” I felt I was stagnating under the direction I was receiving and wanted more.
So I hung out my own shingle and began to work for myself.
At first it was relatively easy. I mainly worked on contracts for advertising and design agencies that had solid infrastructure and deep client pools. But I still wanted more.
I wanted to be creating those concepts and influencing market behaviour. For the type of contracting I was hired to do, there was no opportunity for that. Us creative types can be quite territorial, but that’s mainly because the opportunity to truly be creative doesn’t come along often enough. When it does, it’s like throwing raw meat into a pack of wild dogs…let the battle commence.
So like a bad habit, I quit being a hired gun–cold turkey. In hindsight, it was a mistake because I didn’t have a plan in place. My major mistake was setting up my business the same way as every other designer, yet somehow thinking my uniqueness would just be recognized.
I had the same kind of pages on my website, wrote similar content about the pursuit of creativity, blah, blah, blah and essentially packaged myself like every other designer out there.
What was I thinking? Of course I wouldn’t be seen as different.
Eventually, I sat down and took inventory of my skills. Leaving no stone unturned, things finally started to take shape. I had mistakenly forgotten my roots as a salesperson.
That skill, combined with my aptitude for strategic thinking and creativity, brought me to the specialization of branding.
Branding is the art and science of defining your product or service in the minds of your target market. Without branding, it’s difficult to attract the right clients, reduce price resistance and gain a competitive advantage.
I think a lot of business owners make that same fatal error. Ultimately, you go into business to do things your own way but you lose your nerve. Somewhere along the way, you begin to see your competition as successful, so you do what they do to try to achieve that same success.
It’s not enough.
When you have the epiphany I had, you’ll realize you need to differentiate. But you can’t differentiate without first knowing what makes you different.
I’ve created a process for that. A process for differentiating your business from your competition. It all starts with the individual that is you.
Don’t let your business get lost in the crowd.
I’d love to help you make your mark mean something. Let’s talk.
Decide to be different today.