Don't Lose Sight of Your Brand

I was at a political event the other day for a candidate I am supporting. This candidate has a rock-solid personal brand:

1. Extremely hardworking

2. Intelligent - does the research and studies both sides of the issues.

3. Honest - no sugar coating, tells you like it is both good and bad.

4. Caring- about all people but especially those the candidate represents.

5. Integrity

During the conversation the candidate expressed great concern that their opponent is getting greater frequency and volume even thought this is primarily due to their input from personal wealth. This concern is justified, but I think there is a lesson here.

Brand trumps Wealth

Just as a candidate wants to know what the competition is doing and saying we as business owners also want to know about our competition - to an extent.

If we expend a tremendous amount of time and resources chasing the competition we take our eye off the ball. If we try to constantly counter their actions then we will find ourselves playing catch-up with no finish line in sight.

If your business has a strong brand utilize your strengths and move accordingly. In this example, I suggest capitalizing on the strengths and reaching out to customers/constituents to help with the frequency and volume.

Rethink Your Competition

I also think the strengths that this candidate has with their brand can master the wealth of their competitor. How? By thinking about the competitor in a different way. As in business, your greatest competitor is your customer's mind. You have to show the customer how you help them and what value you have to them.

A candidate can do the same not by attacking the competitor, but by getting into the customer's mind how they help and what value they bring to them. I will admit there will be some voters this won't work for no matter what you do or say because they are hard-wired to think they way the do, but swing voters will want to know your value to them.

Don't Loss Sight

Know your competition and keep informed of their movements, but take your finger off the competitor's pulse and keep your eyes straight ahead; otherwise, you'll lose sight of your real purpose and passion. Utilize your personal brand.

What do you think?