We’ve been doing interviews for our next Project Manager recently, and whenever we do that, it’s always a little bit of a learning experience for me. Part of the process is sharing what we’re looking for, and what Upswept is all about, and I always end up spending some time thinking about that and re-evaluating those values.
The thing is, if we’re going to find the perfect fit for our little team, we need to know who we are. I need to have a clear idea of what we want Upswept to become, and what we want from the people who are part of helping it get there.
Brand is much the same: to build a brand that really works for you, you need to know yourself. When it comes to your work, clarity is what makes the difference between a good brand and a great one. If you don’t know who you are (as a business), how are you going to communicate that to your potential clients and friends?
Take a moment to think about what makes your business memorable. You may have a vision of that already, but if you don’t, thinking about what your clients say can be just as valuable. (and yes, you can ask them what they think!)
Who is your business? Are you quirky, fun, glamorous? Are you organized, creative, detail-oriented? Do you work fast, or thoughtfully, very closely with your clients? What are the people in your company like? How would your favorite clients describe you? What do they say about your work to their friends and colleagues?
In the land of branding, knowing what you want is just as important as knowing who you are. It’s going to help you clarify where you’re going, so you know what kind of people you want to reach, and how your brand can connect with them.
What do you want? What kind of people do you want to work with? Are you hoping for a big-time corporate contract, or do you want to work with small companies or individual people? What is it about your work that is most important to you? Are there particular specializations in your line of work that you’re really good at, or really excited to get into? Are they going to connect you with new people, or more of the people you want to work with?
These are just a few thoughts to help start you thinking. Try letting your thoughts flow out from there, and see where the rabbit hole takes you!