Have you ever found your business in a rut, stuck in the niche you created but wishing desperately to be something else — something more? Your clients know you as a trusted expert, your peers think of you as the go-to person with all the answers, and you’re bored beyond tears.
Be careful how you brand yourself.
At a recent writers’ workshop, I met a woman who specializes in creating commercial real estate content. All day, every day, she writes blog post after LinkedIn article after tweet about all things commercial real estate. Her work is shared and liked and retweeted. She’s kind of a big deal and has moved on from branding 101 when it comes to commercial real estate content.
We talked for a while about our careers, and while she was describing hers, she mentioned that she’d really love to delve into the pop-up shop industry. Specifically, she wants to utilize all those empty storefronts and offices as temporary retail spaces. Genius, right?
She’s done the research, she has the first-hand knowledge of the viability for such an endeavor, and she quite possibly has a long list of potential clients and investors. It’s just that no one knows about her brilliant idea, except for me. What a shame.
Bringing Up Your Suite of Services
If you’ve got a goal to expand your services, but keep finding yourself unable to successfully accomplish it, you might want to reconsider your branding strategy (and go back to branding 101). Here’s how:
- Educate your clients on what else you can do. Show them that there are more reasons to hire you than the skills you originally brought to the table (for example: we’re more than a content marketing agency. We help our clients create the perfect marketing strategy, design the process to generate awareness, develop the content and distribute it, and then analyze the data and tweak the strategy to maximize results). Chances are, your vision may match their needs perfectly.
- Start doing the work you actually want to be doing. It’s difficult to make room for unpaid or unproven work, but it’s necessary to fit it in any way possible. In the case of my pop-up pal, she could benefit greatly by embarking on a one-day-only retail spot benefitting a local charity of her choice. She’d dip her toe in the pop-up waters and do some good while she’s at it.
- Blend your new skill set into your client offerings. Initially, you may have to show your clients fresh possibilities before they believe in you. Be flexible, and give yourself some space to be authentic and strategic.
Above all, when you’re adding a new profile to your services, don’t undersell your skills; they’re now part of your complete strategic package. Remember to talk less about what you bring to the table, and show more.
If you’d like some ideas to rebrand yourself, just ask us instead of going back to Branding 101. We’ve helped a lot of clients reinvent themselves.