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How to Maximize Brand Profit Potential Through Distinctive Excellence

Lisa Patrick
Lisa Patrick

Deal Maker. Investor. Founder Bravura Branding, Award-Winning Branding Expert, Speaker, Author.

There are billions of people on the planet, but those who stand out and exude distinctiveness have a clear advantage. Rising above all the noise isn’t just about being louder. It’s about finding what makes you truly different and unique.

So for the next 7 minutes, together we will uncover the keys to help you differentiate from the crowd, highlighting those points that make you distinct and shining brighter than the rest. It’s all about showcasing your Bravura.

Step 1: Harnessing the Power of Distinctive Excellence – Why You May Not Stand Out Online: Discover Your Unique Frequency

Today, you have mere seconds to grab someone’s attention. This is why it’s crucial to swiftly pinpoint your unique frequency, allowing you to effectively convey how you can assist them by highlighting your distinctive qualities.

To do this, you must first understand what or who you are not. This involves asking yourself many critical questions and living those questions out loud.

Some of these questions include:

  1. What activities or tasks engross me to the point where I lose track of time? This is what I call the creative zone.
  2. What values or principles do I hold dear and consistently uphold? For example, transparency, loyalty, and accountability are crucial to building meaningful relationships.
  3. When do I feel most authentic and aligned with my true self, and conversely, when do I feel out of sorts or uneasy?
  4. What don’t I like about how others treat me or others?
  5. Which topics or subjects do I naturally gravitate towards in conversations? If someone said go, talk for 8 minutes – what would you instinctively start to talk about?
  6. What kind of impact or change do I aspire to make in the lives of others, and what actions or words ignite or dim the light in someone’s eyes?
  7. What strengths or talents have others acknowledged in me throughout my life, and how does that make me feel?
  8. Which life experiences have significantly shaped my perspective and influenced who I am today?
  9. When have I felt the most fulfilled or proud of my accomplishments?
  10. Taking the time to contemplate these questions can provide immense clarity about how you can assist others using your unique capabilities. Tuning into your own frequency is akin to adjusting a radio dial to find the perfect channel where your message resonates most. This intentional tuning enables you to effectively share your value with the world, ensuring that your offerings stand out amidst the noise of the digital world.

Recently, during a long, contemplative drive, I was reminded of the days when I was a child, riding on a tractor, surrounded by the hum of the engine and my own thoughts. I often didn’t turn on the radio because being with my thoughts was interesting, entertaining, and provided me with valuable perspective. ( And I grew up in Rural Saskatchewan, where truthfully, there really was only two ‘good’ (I say this loosley) radio channels!)

During this drive, I had three hours to formulate thoughts about how I help others, my unique capabilities, and why people seek me out for conversations to navigate their unique abilities, preferences, and dislikes.

Creating a Unique Value Proposition can provide clarity swiftly. It’s a statement that defines who you are and the problems you solve. To learn how to craft one, you can download my free ebook, “The Distinction Factor: How to Find Your Unique Value and Craft Your Narrative.”

Clarity also entails narrowing down your ideal audience/customer instead of targeting a general buyer. Attempting to appeal to everyone with a one-size-fits-all approach ( the road most travelled) results in a diluted message that lacks relevance. It fails to connect with the core of your most valuable customers.

Everyone seeks personalized and tailored solutions that address their unique challenges and goals. Differentiating the message and tailoring the communication inspires people to commit to investing more in a brand that understands their needs and offers a premium experience than one that does not.

Embrace the power of focus and authenticity, and you’ll attract high-value audiences/customers who recognize and appreciate the true essence of your brand and ultimately maximize profit potential.

The poem – ‘The Road Not Taken’ by Robert Frost keeps creeping into my mind – specifically this one passage:

I took the one less traveled by, and that has made all the difference.

Step 2: Consistency – The Art of Making a Genuine Impact: No More Guesswork

Inconsistency can weaken your impact and diminish your relevance. Being consistent in your messaging, branding, and customer experience is vital for maintaining a strong online presence. Imagine playing a game of “Guess Who” with a different photo for each round – it would be challenging for others to identify you easily. The same principle holds true online.

First and foremost, consistency is the practice of showing up day in and day out, regardless of circumstances. This not only yields results but also fosters a deeper understanding of oneself. It’s not just about making progress; it’s about building character, honing skills, and aligning actions with aspirations and values.

Consistency means living by your values and speaking the truth, even when it’s difficult or uncomfortable. This unwavering commitment to truth and ethical behavior, even in the face of challenges, establishes integrity and a culture of honesty for your brand. People know what to expect, even if they may not always like it. When we step back from the day-to-day of our brand and business, we gain a clearer perspective. The downside is that the message may not always be what others want to hear, but it’s what they need to hear. There’s no guessing who’s showing up; they know what to expect from the start.

To protect confidentiality, let’s refer to our protagonist as ‘Joe’ for this example. Joe isn’t just navigating the challenging startup landscape; he’s conquering it with distinction, clarity, and brilliance. He’s achieved remarkable victories, securing impressive clients and validating his product.

Like many startup trailblazers, Joe has worn multiple hats while relentlessly pursuing success for several years. However, his current challenge lies in scaling his business. While Joe has maintained a consistent level of service to his clients, his messaging and brand presentation have lacked the same consistency. This has led to market confusion, leaving people uncertain about the problem Joe is solving, and tampering his ability to maximize profit potential.

Joe can eloquently articulate the problem in a 20-minute conversation, but distilling it into a clear and concise message has proven challenging.

Secondly, visual consistency is crucial for standing out and being easily recognizable. Let us guide you on how to make it effortless for others to identify you across multiple platforms, ensuring that your brand remains consistent and memorable.

A prime example of visual consistency is Coca-Cola. Close your eyes, and you can likely visualize their wholesome, somewhat retro, and playful advertisements. You can picture their distinct font and the signature red, white, and black color scheme.

Their unwavering commitment to visual branding creates a sense of security and trust—a feeling that you’ll consistently get what you paid for every single time.

PERSONAL BRAND PRO TIP: Maintain visual consistency by using the same photo and bio across various platforms. Capture attention swiftly in a world where people often skim through content. Don’t miss an opportunity to be easily recognized!

Step 3: Adaptability – The Key to Sustaining Relevance

Market dynamics and customer preferences are in constant flux, staying relevant is paramount for long-term success and achieving personal goals. Regularly assessing and adapting your Unique Value Proposition to align with evolving needs and desires is essential. Staying relevant means staying adaptable, embracing change, and adjusting your approach to suit the prevailing circumstances.

Relevance is not about blindly following trends or compromising your core values. Instead, it’s about staying attuned to the ever-changing environment and making deliberate choices to keep your trajectory aligned with your objectives. Remaining relevant enables you to seize opportunities, make well-informed decisions, and maintain forward momentum in pursuit of your goals and aspirations.

Being in sync with not only your target audience’s needs but also staying true to your unique values and capabilities at the core is the essence of consistency. These core principles act as guideposts, ensuring that you stay top of mind among your audience.

Now, let’s delve into the concept of aligning with evolving needs in the context of Twitter’s rebranding to Twitter X. When Meta launched Threads, Mr. Beast announced a Tesla giveaway, and Wendy’s brought their snarky personality to the new platform with memes and witty banter, they demonstrated how to ride the wave of trending topics and maintain relevance online.

The World Wildlife Fund (WWF) provides an excellent example of how to leverage trending topics for relevance. During the internet frenzy surrounding the new Twitter X logo, WWF seized the opportunity to draw attention to endangered species. They creatively incorporated Twitter logos into their campaign visuals, effectively standing out at a time when environmental preservation wasn’t at the forefront of public consciousness. This ingenious approach allowed them to capture attention, raise awareness about endangered species, and have a meaningful impact on a trending platform.

Step 4: Be Clear – The Art of Simplification: Personalization

While you may possess a wide array of skills and experiences, presenting them all at once can overwhelm your intended audience. Clarity is key; We need the presence to personalize the opportunity for others and communicate it clearly. That’s really the key to showcasing your distinction for others and the result is standing out.

By now, if you’ve been listening and doing the work – you should be able to clearly start to articulate:
a. Your Strengths
b. Your Passions
c. Your Accomplishments

To start simplifying your business brand messaging, do a quick self-assessment:
a. Identify Your Company Strengths
b. Determine Your Company Purpose
c. Assess Your Company’s Greatest Accomplishments

However to try to stand out – you and/or your company brand – you need to also evaluate the internal desire of your best customer/client
E. Who and what they want to BECOME.
F. What’s the ONE PROBLEM that is holding them back

Tailor your brand message accordingly.

At _________( your company name) or I/we know you are the kind of person who wants to be _________(aspirational identity) In order to do that you need to _________________The problem is _______________That’s why )i/we company name) can help you ___________________. We believe _______________and Understand___________ so that you can start______________.


Step 5: Consistent Presence

As amusingly simple as it may sound, merely showing up can set you apart in today’s competitive landscape. I recently had a conversation with my daughters about how to make a lasting impression.

The running joke in our household is that “showing up” means arriving on time, preferably 10 minutes early, before anyone expects you to be there. So, when they used to take babysitting jobs in their younger years, if the parents expected them at 7 pm, they would arrive at 6:50 pm – for them, that was being on time, and 7 pm was considered late.

In today’s cutthroat environment, being available and delivering work punctually demonstrates reliability and a proactive approach. It positions you as a professional who is willing to go the extra mile.

Especially with the proliferation of automated dial systems and chatbots, people crave interactions with real individuals and appreciate transactions conducted with a human touch. While AI can automate mundane tasks, it’s essential to remember that customer experience is far from mundane. So, be present and save time on the backend, not the frontend.

PRO TIP: Respond to direct messages and engage with all comments on your social media posts. People follow brands not just to make purchases but because they seek a sense of connection. Building relationships with your audience is key to maintaining a loyal following.

Conclusion: Differentiate, Maximize Profit Potential, and Shine On

In the grand scheme of things, it all boils down to embracing your uniqueness, crafting clear and compelling messaging, and upholding consistency across all platforms. These are the cornerstones of success that not only set you apart but also maximize your profit potential.

So, let your brand shine like a beacon, guiding your audience through the vast digital ocean straight to your doorstep. By staying true to your distinctiveness and delivering value consistently, you’ll not only stand out but also thrive in an ever-evolving digital landscape.

Lisa Patrick
Founder Bravura Branding