3. WHAT ARE THE VALUES WHICH DRIVE MY BUSINESS?
Your business values basically determine how your business operates. The values act as guiding principles which assist to establish a cohesive and authentic work culture. They also contribute to your brand positioning and how your audience perceives your business.
It is important to ensure that your business values connect with who you are and the business that you want to build. It is pointless to create a generic list of values, only because you feel like you should include them.
Think about the values which are important to you and how you can apply these to your business. For instance, one of your values might relate to continuously moving forward and always putting in your best effort.
6Q Blog provides a list of incredible examples of company values in their blog post, ‘190 Brilliant Examples of Company Values’. Check it out to get your ideas flowing on how you can create your own list of values and let us know your thoughts below in the comment section.
4. WHAT AM I OFFERING?
This might seem like a very straightforward question. However, this question is not about the products or services that you provide. It is about the actual benefits of purchasing those particular products or services.
Features are a factual statement about a product or service. For example, a feature of a website design service could be the 4 week turnaround time.
Features are not why people decide to buy. This is where benefits come in. The benefit is the result or consequence of the feature. It is the outcome associated with the offering – the answer to the question of “what’s in it for me?”.
So, if the feature is the 2 week turnaround time, then the benefit is a speedy turnaround time. This means your brand new website will launch within less than 14 days. No more waiting weeks or months to go live! Time is money!
Essentially, it is the value that is provided as a result of your product or service.
5. WHO DO I WANT TO WORK WITH?
When creating a brand for your business, it is important to consider who you are providing your product or service to. Most importantly, you need to ask yourself who you would like to work with aka your user persona.
One of the things I ask my clients to do when we work together is to think about their ideal client. What type of person would inspire them to do their best work and remind them of why they started in the first place? What is there age? Where do they live? Where do they spend their disposable income?
What would their personality be like? How would they dress? What would interest them? How old would they be? Would they have children etc.?
When we think about the people that we would like to appeal to we tend to group them together in a general range of ages, personality traits, marital statuses, interests etc.
They might live in a city apartment, have a house in the suburbs or live in a big family home with their husband and kids. They might be between 25-42 years old, be an only child or have five or six siblings.
The best thing you can do is to get as specific as possible. You want to get to the point of describing an individual person rather than a general range of consumers. This doesn’t mean that you have to turn people outside of this description away from your business. A specific set of parameters allows you to identify, understand and connect with people who are right for you and your business.