5 Ways To Narrow Your Focus For A Better Brand
Most business-owners are pulled in a million directions on a daily basis, making it easy to lose sight of what’s important. Here are 5 ways to readjust your focus for the benefit of your brand.
Let’s face it: Your mind’s on something else right now. It’s okay, I understand. I own a business too and I’m thinking about ten different things I’ve got to do later today even while I’m typing this. It’s kind of like what Uncle Ben said to Peter Parker, “With great power comes great responsibility.” Except if you’re a manager or CEO, it’s more like, “With great power comes great distraction.”
Having your focus pulled by new trends, social media, and the day-to-days of running a company comes with the territory. But while you’re losing focus, your brand is suffering. So I’m going to help you narrow your focus with 5 tips for creating a clearer, more streamlined brand.
1. Reevaluate Your Mission
Over the last few years, there’s been a movement for businesses to be “full-service,” meaning they “do everything.” But we’ve learned that doing everything makes it tough to do one thing really well. Because truthfully, you can’t be everything to everyone. So take a look at your mission and figure out where your strengths lie. Focus on being the expert on one thing and filling that niche. More often than not, your distractions are coming directly from spreading yourself [and your company’s assets] too thin. So trim some of the fat, and give your attention to the things that really matter.
2. Edit Down
We tend to overshare when a business prospect is on the line. “Let me tell you everything that’s great about us so that you’ll hire my company.” But trust me, you can say a lot more with a lot less. Look at your website copy and try cutting it in half to ensure everything you’re saying is relevant to your brand. Take what you did with your mission and apply it to the practical components of your online presence and your marketing materials.
3. Have Production Meetings
One meeting at the beginning of the week can tremendously realign everyone’s focus. Get everyone in the same room, check-in with status reports, and communicate clear objectives before you adjourn. The hardest part of instituting weekly production meetings is sticking to them. They’re easy to blow off, but don’t do it. They can make you feel much more at ease that things are being taken care of.
4. Admit When It’s Not Working
There are times when you find yourself spinning your wheels over a problem that’s plaguing your attention. You’re stressing out at the office and you’re losing sleep at night over a problem you just can’t solve. And more often then not, it’s not you — it’s the approach you’re taking. Maybe you’ve been trying to fit a square peg in a round hole and you just have to admit to yourself and the client that the focus is wrong. Start fresh and look at the problem from a completely different angle. Bring in staff with fresh eyes to see if they notice something you didn’t. Stressful, unsolvable problems can usually be solved when you scrap the clutter and start clean.
5. Embrace Calls to Actions
Narrowing your focus isn’t just for you. Being clear in the way you communicate to your audience is just as beneficial. And there’s nothing clearer than ending a marketing piece or a blog post with an instruction to the audience to provoke an immediate response. Everything you put out in the world (from Facebook posts to outdoor ads) should have one [and only one!] intended action in mind:
- Subscribe to the blog to receive further information.
- Sign up to receive the company newsletter.
- Download the latest eBook.
- Visit your website.
- Pick up the phone and call.
More calls to action create more confusion for your audience, so make it as clear as possible for exactly what you want them to do.
Clearing away the clutter in your brand is as much for your sanity as it is for your staff and your audience. Call it Zen if you want, but it helps with the day-to-day and the big picture. And more than anything, it distills your message so that people can actually hear you above the noise. And that’s the entire point of branding.