I recently repositioned my brand. Now, I have the potential to 11x both my profit and impact. I refined my message using a simple three-step process: Why, How, What. Step 1: Start With Why Like Simon Sinek says... People don’t buy what you do. They buy why you do it. Think about Apple: Their why — to challenge the status quo — runs through everything they create. (Like their famous think different ad.) That’s why they have such loyal fans: They just feel authentic. And you can't do market research to gain authenticity. You have to know yourself what is authentic to you — otherwise, it not truly authentic. Having an authentic why is what makes people form an emotional connection with your brand. After all, emotion is what makes people take action. And if they believe in what you believe in, they’ll go to great lengths to buy from you. (People stand for hours waiting for Apple's new phones.) So make sure to get clear on your brand’s purpose, cause, or belief. Mine? Guiding people to their full potential. I refine my messaging to resonate with my audience, but it always stays true to this core belief. Step 2: Positioning (How Your Brand Is Perceived) Boiled down, branding is association. It’s what people immediately think of when they hear your name. And the key to this? Clarity and consistency. If you constantly change what you stand for, you confuse your audience. Just like a farmer’s tag on a cow marks ownership ("oh, this is John's cow"), your brand marks what you stand for. If you claim to believe in organic raw milk, but then start selling almond milk, people will be confused. Worse, if you pivot to selling washing machines, your brand loses all meaning. So ensure your messaging is clear and consistent. It’s better to be clear than clever. Simplicity always wins. Step 3: ICP (What Does Your Ideal Customer Look Like?) Who do you serve? What problems have you solved for yourself that you can now solve for others? For me, I overcame procrastination, overwhelm, and burnout. And, I realised other creatorpreneurs struggle with these things (big time). So, I decided to focus on solving this problem. But I didn’t stop there. To make sure creatorpreneurs were the right avatar, I used Alex Hormozi’s 4 criteria for choosing a market: They’re in pain (have a problem that needs solving) They have purchasing power (can pay for a solution) It’s a growing market (market is on the rise) They’re easy to target (hang out in places I can reach them)Check, check, check, check. If you choose someone who faces problems you've solved, and they match this 4 criteria, you're bound to win. Summary: Proper brand positioning isn’t about gimmicks. It’s about building something real. Something that people connect with. And when you do that? You don’t just gain customers — you build a movement. Do this, and watch your impact (and income) grow exponentially.
