Have you ever asked someone to describe you in one or two words? What would your clients and/or colleagues say if you did?
Here's why I'm asking, our brains are wired to associate words with things -- that's basically the idea of language, after all. And when two things are repeatedly associated in our minds, then the likelihood of one of those linked thoughts leading to the other increases exponentially over time.
So, when it comes to branding, it's all about that one or two-word association people link to you and no one else.
Here's what I mean. Who comes to mind when you think of:

• Electric cars?
• Motivational speaking?
• Style?
• Business savvy?
• Financial security?

Whoever does, owns that space in your brain.
Anyone else looking to establish themselves as the go-to in those areas has to overthrow whoever is occupying that space now, which can be a long, difficult battle to fight.
But, here's the good news: There are plenty of associations that are blank spaces for people, meaning no one, in particular, comes to mind.
Those blank spaces are opportunities to establish and make your branding stick in a way that's pretty priceless.
​So, what's the word, idea, or concept you want to own in other people's brains? If someone else is already living there, figure out their weak spots and either take them on or take up residency "next door" using a word or term that speaks to your superior value. Eventually, you'll supplant them in people's minds.
Once you figure out the space you want to occupy, it's that much easier to hone your branding and messaging, because your mission is to drive home that association.
If you're struggling and want some help, simply book some time on my calendar.
Missed my recommended list of business books and podcasts from last week? Find it here.

Your success is our strategy!