1. Know Yourself
When it comes to minding your business, one of the biggest lessons I have learned is that I have to know myself.
For some reading this it might seem obvious, but the truth is that we live in a time where what is a pretense and manufactured seems to be the norm and what’s accepted. Some will tell you to fake it until you make it. Others will try to define who you are.
What I have come to realize is that if we’re truly going to build something long-lasting that can make an impact, it must be built on authenticity. Now, the other side of that is that it also means it might take longer than you would like. The important thing, however, is that you don’t lose yourself along the way.
I have the privilege of working with three amazing changemakers: Dr. Teresa A. Smith (aka Dr. TAS), Chanelle Coleman Wesley and C. C. Fann. Each is using her platform to not only talk about the importance of authenticity but show by example why you have to know yourself when it comes to connecting with others and making an impact.
Was it always easy for them? Not at all! In fact, they all through their work share the journey of not only knowing they were enough but trusting that they had something to share that others could benefit from. The result of them doing so, however, has been them building a platform that includes not just books but speaking and pouring into others online and offline.
This key will work for you in ways you might not even imagine if only you give it a chance. By knowing yourself and choosing to lead with your own authentic self, that will set you apart from others in your industry, and make sure that people don’t forget you.
You will make an impact, and in the world of business and brand-building that is the name of the game for all of us.
2. Know Your Why
When I began really developing my brand in 2003 it was due to my realizing what my WHY was. I can say 21 years later, that WHY has stayed the same. I have expanded on the vision, but the core of what I wanted to do has remained the same.
That just shows the importance of your WHY. It’s not enough to say you want to start a business or make a lot of money or buy this or that. This key is all about realizing that what you are doing has to be based on something REAL. For me it was giving a platform to those who didn’t have their voices heard, whether it was individuals in the artistic community, doing community work or in business.
The same is true for another client and friend named Tina Siemens. Today she is an award-winning author of two books, SEMINOLE (Some People Never Give Up) and The Little Sandals That Could), but the path to her getting there has been through connecting with her audience through history and the importance of knowing that your story matters.
It’s been great watching her go from appreciating the sacrifices and achievements of her own family to imparting that to others so they will realize the value they also have in the world.
Using history and storytelling Tina runs The West Texas Living Heritage Museum and is stepping outside her comfort zone showing up in virtual and in-person events, highlighting the value we all bring to the world.
For you it might be to solve a problem that you see around you or to offer something that you know others will need and benefit from. This is something that may take you some time to determine, but doing so is worth it because it will also keep you moving forward.
Now, as I said, my vision and WHY have expanded. The same will probably be true for you. The important thing is to stay focused and know that if you put in the effort, great things can happen.
3. Know Your Audience.
This key is going to be challenging for some, but once you have determined your why it is the most essential.
One of the problems that I see is that individuals try to be all things to all people. Though it seems like a good idea, it’s not something that is sustainable when it comes to building your business and establishing your brand.
We must know who we serve and who is going to resonate with what we have to offer. If we don’t take this important step we will be meandering around blindly, jumping from thing to thing trying to find something that sticks.
Two great examples of individuals who have learned who they serve and stay focused on that are Robert Helm, the creator of the AllSports Headgear and Dr. Velma Bagby, the bestselling author of The Catch Series.
For Robert the idea for AllSports came from a need that he saw, first with athletes to wipe the sweat from their face as well as give them a way to keep themselves cool. He has in the process tailored the brand so it can fit individuals of all ages and walks of life, making it fashionable, functional and something that stands out.
The same can be said about Dr. Velma. Her Catch Series was different from her previous books, and she knew exactly the audience she wanted to reach with them. Doing her research, having conversations with her family and women that she met allowed her to craft books that speak to the heart and opened up dialogue about relationships and marriage: exactly what she wanted to achieve.
Think about what you have to offer and then think about who needs it. As I mentioned, for me it was giving a platform to those without a voice. That means I was not at the time going after those with recognizable names and businesses. If I had I would not only have been going against my why, I would have also been shutting the door on those I hoped to serve.
Again, it might seem like a great idea to go wide from the very beginning, but if we want to be effective, we will identify those we know need what we have to offer and give them our attention.
4. Know Your Strengths and Weaknesses
No one likes to admit there are things they can’t do, but I have found that recognizing your strengths and your weaknesses is key.
When it comes to your business you need to think of this objectively, because you will need to know the areas where you shine and where you might need help. All of us at some point WILL need help in one area or another of what we do.
Knowing where you shine will allow you to focus your attention where it matters and bring help for the areas that might be a challenge. The other thing to think about with this key is that time also plays a role. There are things I know how to do in my business, but I CHOOSE to delegate or hire for it because it might not be the best use of my time.
Another way to think of your weaknesses is that this is also an opportunity for you to work on becoming better. NONE of us can do everything well all the time. Be aware of where there is an area that needs some work (or maybe ask a trusted source), and then look for way to make yourself stronger.
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