Understanding yourself is the first step to developing a good business plan. Once you understand your strengths, talents and motivations you will have a much more effective way to market your business to potential clients and customers.
The first step to creating a marketing plan around certain personal traits is a process of self-discovery. You can do this either with one-on-one coaching sessions, or via online personality questionnaires. Often, we tend to overlook certain passions and strengths because we don’t see how they might have value for business.
The next step is to think about how to market your personal strengths. For example, think of how a trait like taking enormous pride in your product craftsmanship could be used to build a champion brand. Every consumer wants a handcrafted, authentic product – and they’re often willing to pay a premium for it.
Or, think about a passion that you might have. You can easily turn that passion or cause into a defining quality of your company. If you operate a children’s clothing boutique, you could decide to give back a certain percentage of its profits to support children from underprivileged families. If you are a restaurant owner, you might decide only to work with local suppliers in order to minimize your impact on the environment and to support local growers.
The important point is that just about any personal trait can be turned into a unique marketing angle. If you are a fun-loving, outgoing person, for example, that personal trait could be used to make your company a key part of the local community, by sponsoring events and becoming a platform for civic engagement.
A good coach can help to identify these personal traits and provide help with turning them into unique aspects of a personal brand. Your business represents who you are as a person, so it’s important to celebrate what makes you unique and different.