Building a Foundation with Branding

I had a great chat with a prospect yesterday who was interested in a new website. That was what she wanted. As we chatted about her goals and where she wanted her business to go, it became clear quickly that a new website was NOT what she needed – at least not yet. She needed a brand overhaul first.

To quote Susan Powter, “Stop  the insanity!”  Stop throwing money away. Slow down and use your cash strategically. If you cannot articulate your business proposition (your brand promise) in a few sentences, if you do not fully understand who you are talking to, what their needs are, and how you solve their problems – may I ever-so-humbly (not) suggest you stop marketing briefly and get clear on those elements first. A designer can build you a beautiful website. A coder can give it all the bells and whistles you could ever want. However, if your purpose is not immediately clear, if prospects do not look at your site and know that you understand them and can solve their problem (and how you do it), and what you want them to do next – your marketing dollars are being wasted.

We all know the old saying: “If you build it they will come.” It is true. They will come, and if you have built a solid foundation that they understand – they just might decide to play.

Building a Foundation with BrandingAsk yourself these questions:

  1. Who are you now?
  2. Who are you taking to?
  3. Who is your competition?
  4. What do your clients or prospects currently believe?
  5. How do you want them to see you?

If you do not know the answers to these questions, it is time to re-evaluate your foundation!  If that is you, visit  our branding pages to learn more about building the right foundation for your business.


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About Lauren Pibworth

Lauren Pibworth is an internet marketing strategist specializing in growing the business of professional speakers. Lauren and her team of graphic designers, web developers and online product and course development and launch specialists work with speakers who want to diversify their revenue streams and move 'beyond the keynote' through smarter marketing solutions, delivered with care.

Lauren (an amateur sommelier) and her husband enjoy fine Ontario wines, great food and travel to exotic, warm destinations where they spend the majority of their time underwater - scuba diving.

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