How To Prevent Someone Affecting The Intellectual Property Of Your Business & Brand

If you’re finding it difficult to attract the type of higher-paying clients that will help you hit your next financial milestone, and the reason they’re giving is that they don’t believe you’re the best fit for them (even though you believe you ARE) ….

It may be because your business identity has been sabotaged by well-intentioned experts as your business has grown, and they’ve imprinted your business and marketing with their creative interpretation of what they believe it should look like, sound like and act like.
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It’s a very common and damaging issue for the potential growth of any business, it can turn off new, higher-paying customers, and left unchecked, it can make you feel like you’ve lost control of your own business.
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One of the reasons this happens is ...
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As your business grows it’s understandable that you get hungry for the next level of growth, and the usual next step is to invest in improving things in your marketing.
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So, you may look to improve:
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👉 Your website – how it looks and feels (your branding)
👉 Improving the copywriting of sales pages
👉 Employing someone to do your social media (maybe you even hand this over completely to them so they’re writing and posting on your behalf)
👉 Employing a sales team or business development manager
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I’ve got countless examples of business owners I’ve worked with over the last 25 years who, under the day-to-day pressure of running their business, have contacted an expert or agency to help them with any of the above, and have only supplied them with a basic business overview or high-level client (avatar) information… and then left the professional to ‘improve’ their marketing or brand.
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When it happens, a conversation can typically sound like this …
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“Hi, can you help me with XYZ for improving my business/marketing/social media?”
“Sure, what are you looking for exactly?”
“Oh, I want you to improve/change/alter the XYZ”
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(They then have a conversation about logistics, pricing and if they like what they hear the conversation then concludes with …)
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“Okay, yes, we can help you with this, have you got any ideas/information you can send me about your business and customer type(s) and a link to your existing website, if you have one please?”
“Yes, sure, we can send you that information.”
“Brilliant, get that over to us and we can take it from there….”
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Okay, so yes, I’ve deliberately diluted/shortened this conversation to prove a point.
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However, what I’ve found to be true is that the information supplied to the professional/expert by the business owner (or their team), is either EXISTING or OLD/OUTDATED information and the expert/professional will ‘improve’ upon what you’ve sent them.
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That’s what you want them to do, right?
Hmmm, it is, but here’s why it won’t work attracting your ‘next level’ growth customers/clients (or at worse, completely repel them) ...
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1. To uplevel your business in growth, you need to also uplevel the type of clients you want to attract in the future (people who spend more and stay longer). The issue of using existing information, data and examples such as your current website, wording and even existing customer types, is that it doesn’t reflect where you want your business to be in the future, or the type of clients you really want to work with. Leaving this up to another person will mean that THEY put their creative interpretation on your business and the customers you want to attract - I call this IMPRINTING.
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2. Even if you DO change your targeting to a new client type, and have different copy and content for social media, your website, or sales pages etc. if your business voice, style, preferences, and personality don’t match at the ‘level’ of preference/standard that your future ideal customers are looking for from a supplier, then this will cause a mismatch, and it’s a big turn off for potential new customers.
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As the business owner and leader, it’s crucial that you retain the DNA and intellectual property of your business as it grows so that you can attract the right type of people for your offers and repel the ones you don’t want to work with anymore.
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It’s also something that’s incredibly important if your business has gone off track for growth (maybe you’ve been distracted by issues in your personal life that have left you feeling unfocused and lacking strategic direction?). Doing this can bring your business, and you, back into alignment.
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This is how I help my clients reconnect to their business, by thinking of it as if it’s a person (in the future tense), and then helping them match this ‘person’ with their ideal future client/customer type(s). I then take my clients on a virtual customer journey with their business and future ideal customer types ….as if they’re a group of friends.
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The reason this is so powerful in aligning a business with an ideal client/customer type is that ...
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👉It allows you to connect with your business (at an owner/leader level) and learn about its preferences, style, voice, likes and dislikes so that you really understand its core, authentic nature (its individual DNA if you like) which will be represented in colours and styles (used in branding), voice and tone (used in copywriting and on your website) and preferences/opinions (used to attract like-minded people i.e. ideal client types). This means you can fully brief any expert, professional or agency and know the integrity of your business and brand will remain intact.
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👉It allows you to understand its purpose and how it wants to be positioned in the marketplace because, just like a person, it can let you know its dreams, visions, and objectives. This is powerful stuff because it will allow you to brief your team, suppliers and spread the message to potential customers throughout all your marketing, and ensure its values and beliefs are aligned in everything you do.
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👉By taking a virtual customer journey with your ideal customer/client type, you can eavesdrop on conversations to understand what they’re looking for from your business, the problems they have (hearing things that they wouldn’t say in public perhaps) so you can correctly align all your products or services with them and your marketing. This makes briefing your team and any suppliers, experts and professionals a breeze.
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One of my clients (a multiple 6-figure business owner) was amazed after doing a virtual customer journey, where I introduced her to her ideal ‘future’ clients and business ‘persona’, to discover that her brand, and therefore her website, was completely the wrong colour (it was red, and her business ‘persona’ said it preferred blue and blue/silvers).
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Afterward, when she dug a bit deeper and looked at the high-worth companies she was trying to attract, she noticed that ALL of their brands were blue or blue/silver tones, none of them used red!
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She immediately briefed her designers and changes were made to her website and brand, and low and behold, she won the contracts from those businesses who had previously said they weren’t a great fit with what she was offering. This added an additional 100k+ to her bottom line.
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So, when you've made the decision to take your business up a gear and attract more higher-spending customers, knowing your ‘next generation’ business identity and customer types is key to your success.
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This is just one part of the work I do in my 90-day, 1-on-1 programme to help experienced owners of established businesses gain greater clarity, focus and strategic direction (especially if they’ve been distracted by a curveball in their private life) to get their businesses back on track for growth, so they can hit their next scaling milestone.
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I also help them move from a stress response (which can be triggered by changes in business and their personal life) so that they can make clearer decisions for the direction of their business and marketing. And, even if you’re not in a stress response, these are life-long skills to enable you to ride any storms in your business or personal life.
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I help them remove all the ‘noise’ of ideas and suggestions in their business (and from outside influences) that are distracting them so that they can direct their team and discern what ideas will net them the greatest return on investment and finally, I help them feel calmer, more confident in their leadership role so they can direct their team and move their business to greater growth.
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If you like the sound of this, send me a direct message and we can have a chat to see whether this is a good fit for you and your business. 😊