In an earlier blog post, I talked about the 15 steps to establishing your brand. In this blog post, I invite you to question yourself about different aspects of your business to get to know it well and make it grow. It’s crucial. You must have a story to tell and be able to answer any questions about it.
Here are many questions to ask yourself about the inside story behind your business.
Know your story
First of all, you have to know your own story. Of course, you already know in which year you started it, but there’s more than that. Think about the beginning. What motivated you to launch your business? Was there a specific trigger? When did you realize that there was a need for your products/services? What led you believe that your clients like them? What advantages do they offer? What problems do they solve?
When you stop for a moment to think about all those questions, there’s a lot to say. You only need to question yourself a little bit about your business. Even if you don’t have an incredible story, you still have one and you must know it all and be able to answer any question when the time comes.
Create an avatar
Are you able to easily answer this question: Who is the ideal customer my products/services are targeting? The more you know about your target customers, the more you can focus your selling on the right people. Here are a few things you need to know to easily define your avatar.
- Civil status
- Average age
- Professional area
- Job title
- Average yearly income
- Daily routine
- Technologies or tools used
- Level of education
- Personality type
- Interests and hobbies
- Place of residence
- Ethnic origin
- Political beliefs
- Life goals
- Shopping habits
- Favorite books, magazines and blogs
- Personal values
- Favorite kind of music
- Travel habits
- Role models
- Type of websites visited
Once the avatar is established, remember that the following process has to be reviewed regularly, and when needed:
Building the avatar (questionnaire)
Researching your answers
Analyzing the results
Modifying the avatar based on your analysis
Other important questions to address concern your mission. Ask yourself why your business exists. Ask yourself about your long-term vision. How do you imagine your business in 1, 5 or 10 years from now?
What values do you want to convey and what is your positioning regarding other companies? What are the keywords that best describe your business? How do you want it to be perceived?
Who are the media leads, the influencers and which communities are you targeting? What is your competition? How does your company differ from it and how do you stand out?
What constraints could stop you from growing your business? Are there many similar products/services?
As you can see, getting to know your company is more complex than you might think. To help you untangle all this information, I created a pdf questionnaire for you to complete. You can download the editable version and fill it in using Acrobat Reader, or you can simply print it out and fill it in by hand.
Pssst! In Acrobat Reader, push the Highlight Fields button at the top right corner of your screen to hide the blue editable fields.
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Are there any other aspects that you believe important to clearly define your company? Please share them with me!
See you soon!