Preston Bailey — one of the finest event designers in the world, master of transformation on a grand scale, creator of majestic visual theater. Vicente Wolf — one of the finest interior designers in the world, whose work crosses boundaries of time and culture to create singular spaces unique to Vicente's modern vision. Sylvia Weinstock — wedding cake master — the first and best baker to take a traditional wedding cake and turn it into high floral art.
Every creative business and artist has to have a sound bite — a sentence that defines who you are and what you do. I call it your Core Value Proposition (CVP) because it should tell the listener all that they need to understand the essence and expression of your art and your brand. The essence of a brand is the universal truth which you and your business embody and to which you want your clients to embrace. Many businesses, creative and not, will have the same essence to their brands. Take Oprah, Martha, Rachel Ray, Suze Orman, Tony Robbins, and The Biggest Loser — the essence of each of these brands is to "live your best life". The expression of a brand is what the business offers that both captures and legitimizes its essence. For Sylvia and Preston, their essence is the joy of celebration. For Vicente, the creation of home. The better the CVP, the easier its listener will be able to decide whether they are your customer or not and, if they are, why they NEED to be working with you.
Words like "finest", "best", "master" are subjective to the listener, but should be pre-requisites for you. You have to believe you are the best at what you do. First of all, why would anyone want to do business with you if you didn't think that of yourself and your art? Second, your goal as a creative business is to inspire your clients with what you provide them. Hard to do if you don't believe what you offer isn't all they seek. Have the courage to put yourself all the way out there.
If what you do is make blue dolphin ice cubes, make sure your listener knows THAT and not just that you make ice cubes. If you won't distinguish your art and what it embodies, you open the door to those who will.
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Excellent tip on branding!
You use “essence and expression”, but could “perception” also be a factor? It’s not uncommon to see ‘high end’ brands that are in fact mediocre. But sometimes perception (through great marketing) matters more than the level of art.
I love this post…great advice…this is something I must get better at.
I so agree! However, I find it difficult to “speak grandly” about my business without feeling like I am being egotistical. I have no problem posting about honors or comments others have given me, but to say “I’m the best” is not something I do. For example, Sean, if you say “Bella Signature Design creates exquisite events” it’s SO much more meaningful than if I run around saying/writing the same thing. I am comfortable quoting other experts, or even my clients, but not as comfortable just creating my own praise and using it.
I have so much passion and love for what I do, and I DO believe that I am the best locally at the particular services that I offer, because of that passion I put into it, the feedback I receive, and because of how my events typically turn out 🙂 However, I 1) have no idea how to bring that across and 2)have been stuck in getting to the next level….
Thoughts?
This is one of the reasons why I am going to Engage – to see how to take it to the next level!