Check Your Brand Wellness

Just as you reg­u­larly go to your Doc for well­ness checks you should also be doing the same thing with your brand.  The pulse of your brand’s heart and sub­se­quent abil­ity to cir­cu­late your mes­sage through out you tribe is extremely impor­tant to your suc­cess. You should make it a habit to check its’ health sev­eral times a year.  The best way to do this is to ask your tribe through a survey.

In addi­tion to a sur­vey of your tribe it is impor­tant to reg­u­larly review the health of your brand by look­ing at the fol­low­ing areas:
Are you known for a unique and dis­tinct iden­tity? Are you known for some­thing more than your work?

• Check to see if you are known by who you are rather than what you make.
• You should be iden­ti­fi­able by your val­ues, your presentation.
• Peo­ple should see your work and be reminded of you how you see the world and what you rep­re­sent.  In other words poten­tial fol­low­ers should be able to rec­og­nize the total­ity of your value, inter­ac­tions with you should be seen in the con­text of their total inter­ac­tive expe­ri­ence. They should think of you when they feel the need for bring­ing more art into their lives.

Are you known to the peo­ple you want to serve?

• is your unique­ness known to you
• do you know what makes you attractive
• what dri­ves peo­ple to choose you over some­one else.
• is your unique­ness known to poten­tial buy­ers  do the peo­ple who would best be served by what you have to offer know

Is your mes­sage consistent?

• Does every­thing you present to the pub­lic project the val­ues and qual­ity you want to be per­ceived as offer­ing? or are you mate­ri­als, you booth, your image dis­or­ga­nized, incon­sis­tant and lead to unfaith­ful rep­re­sen­ta­tion of the value you offer.

Does your pric­ing reflect and com­mu­ni­cate the value of what you offer?

• Your pric­ing should reflect your value not what you think the buy­ers will pay. It must not only cover your costs but also reflect your own value in what you have to offer.

Do you have to sell?

• In a nut­shell you should not have to sell. Peo­ple should be able to eas­ily asso­ciate you with what how well you sat­isfy them and how enjoy­able the expe­ri­ence of work­ing with you is. You should auto­mat­i­cally come up in their minds when they have an art related need.
• Hav­ing to sell implies per­sua­sion or even worse happenstance…connecting with your buy­ers elim­i­nates both.

Do you have lit­tle or no repeat buyers?

• More than just repeat trans­ac­tions you should aim for repeat inter­ac­tions as part of a long term rela­tion­ship with your followers.
• To have repeat buy­ers you need be a leader, and a friend with your buy­ers. The most impor­tant ele­ment of repeat buy­ers is stay­ing in touch.

Are you stressed and feel­ing a lack of joy from your work?

• This really needs no explanation.…if you don’t derive joy from what you do you shouldn’t be doing it!

Audio version…click the arrow to play or click the down­load to down­load and lis­ten later.