If you can jot your breakthrough idea on the back of your business card, you’re on to something! Coach and founder of SelfBrand, Catherine Kuputa, says, “Forget the big idea, go for the small idea. That’s the fundamental paradox of business: big ideas are small, simple, focused and specific so they can occupy a specific niche and dominate their category.”
Kaputa is author of Breakthrough Branding, published by Nicholas Brealey Publishing, $19.95. The book is full of concepts and ideas and real stories from Red Bull, Honest Tea and Innocent, among many others to keep you motivated and focused on success.
Follow Kaputa’s BRAND Formula:
Brand Idea: Find that small idea that will make a big impact.
Represent the brand: You need to establish your brand DNA and create a strong personality.
Analyze your customers: Find your brand persona by targeting your exact audience.
Engage your customers: Give them the brand experience through interaction and information.
Digital touch points: Expand your brand by consistently connecting with your audience.
Find your “word.” FedEx has “Overnight”; Google ‘owns’ “Search,” Starbucks has “coffee” and Zappos has “shoes.” What’s one word that defines your enterprise?