What's Your Business-In A Word?

What's in a word?
How about your entire business?
Capturing the essence of what your business offers and what you represent to your clients in a single word is hard to do, yet that word is the very foundation upon which your business and marketing will be based. That word should reflect what you represent to clients, the benefits or solutions you offer and encompass your unique selling proposition (USP). That one word will serve as the foundation for all you do in your business.
Wondering what your word is? Fill in the blanks below in this simple exercise.
In a word what is it you do in, or through, your business? Think broadly here. If you are a consultant, don’t just think “I consult”. What is it about what you do that creates the results for your clients? Perhaps you “inspire” them through your amazing ability to listen, or you know how to “interpret” their dreams or goals.
"I ______________" (verb)
Your chosen verb is the very foundation of your business. Some verbs that reflect what you do could be: provide, empower, manage, organize, eliminate, recommend, preserve, provide, negotiate, repair, refine, publish, support, supply, guide, design, change, influence, eliminate, shape, transform, write, etc.
To clarify even further what you do, let’s identify your target audience.
"I _________ __________"
(verb) (noun)
Again, fill in the blank. Options could be: women, men, children, executives, handicapped, teachers, dog owners, underprivileged, the elderly, organizations, non-profits, athletes, companies, etc. You can add an adjective for further clarification. For example, if you chose the word “companies”, you can clarify by adding “start-up” or “technology” or “men’s sportswear” companies.
Found a noun? Great! Now, the next step.
"I __________ _________ to _______________________."
(verb) (noun) (action, results or solution)
Note that the word "to" can be replaced with other words such as "on, by, through, in, for or with, for example.
These examples may help guide you in identifying your action, result or solution.
I illuminate women entrepreneurs’ hidden assets.
I inspire the elderly to stay active.
I identify business drivers to improve margins.
(verb) (noun) (action, results or solution)
The verb you choose will serve as the North Star for your business. If you "inspire" then all your business activities, your personal actions, your marketing, your speeches, your elevator pitch, your events, your presentations, your way of being should reflect "inspire" or inspiration.
A very powerful approach in marketing is to highlight what might occur when your clients are not "inspired." Guiding clients or prospects to identify their own areas of pain helps set the stage for presenting your solution.
Take some time to ask clients, vendors and friends if they feel you represent your one word. If they don't feel you do, ask them what word, in their minds, reflects what you do or who you are to them.
Your one word is the cornerstone for your business. Keep your word in front of you always. Create a sign with that one word and put it on your desk. Make it your screen saver. Carry an inspirational quote with your word in it. Keep it in front of you always. By doing so, you will keep your product or service offer focused and your mission clear.