Radiant Branding Module 4
Often in business, there is talk about competition. I appreciate that for brands that don’t have the loyalty and respect of their clients/customers, this cutthroat, dog-eat-dog way of operating may be a reality. It’s draining, unsustainable and, I suspect, not the aspiration of anybody doing this course.
The good news is, it doesn’t have to be that way. I strongly believe this (and there are more learned people on the topic who can put researched evidence behind this).
My belief is partly down to my outlook on the world – that there is abundance available for each and every one of us. But also…
… When we are true to ourselves,
… when we tune into what makes us special
… and we share that with the world
… and reach the people who resonate with us,
… people who want or need what we have to offer…
… Given the diversity in this world, we will never have to compete with anybody else.
Price is irrelevant
When you’ve clicked with your tribe, you will never have to compete on price, let alone justify yours. Those who don’t like or understand it are probably not for you. Those of your tribe who can’t yet meet it, will still be valuable ambassadors and, in time, will likely find a way to find the money.
Think about instances from your own experience. How many times have you found a product that you absolutely fall in love with, or come across a service that is exactly what you need but, your first thought is “I could never afford this”. As you keep thinking about it and dreaming about it, your thought turns to, “how can I afford it?”. Then, somehow, you find a way to make it work. Sometimes almost immediately, sometimes over time.
Knowing where you stand
While I don’t believe in competition, I do think that it’s very important to understand the market landscape within which you operate in and, to be aware of your peers.
Your peers could include:
- Homeopaths offering products and services that are in some way similar to yours
- Therapists offering products and services that complement yours
- Brands that have similar philosophies and personalities to yours (though their products and services may be different)
- Others whose businesses you aspire to emulate in some way or another
There are several reasons why its good to identify your peers:
- To challenge yourself to further differentiate your offering, making it truer to you, stronger, more valuable and more compelling
- To challenge yourself to better communicate how your offering is distinct
- There may be opportunities for collaboration and co-creating great products or services, that add even more value to each brand’s respective clientele
- There may be mutually-beneficial opportunities to work together and leverage each other’s audience base (e.g. you see this often when highly successful and influential bloggers and coaches guest post on each other’s platforms and sell each other’s programs, for an affiliate fee)
- Plain old inspiration
Exercise: A landscape of opportunities
This module’s exercise is an exploration of your landscape. You’re going to start to identify your peers, how they are similar, how they differ, what you can learn from them and, whether there are any future opportunities for collaboration or some sort of exchange.
This module’s worksheet is a table that you can use for this exercise.
Your peers could live in the same town or city as you but, they could also live thousands of miles across the world. Think widely and engage your imagination when thinking of potential peers.
Extra credit/just for fun:
This time, extra credit is simply to get involved with your fellow participants. Join this module’s webinar and share what you’ve been working on.