Decide who you are and who you are not? Then plan by the end of next year what four things you will have a reputation for in your market place. Those four things need to differentiate you. It’s not so much about what you do anymore i.e.: architect, designer, IT consultant, photographer etc. It’s about how you add value, how you influence and how you inspire people to think differently.

Ask yourself what do I want to be? What values do I have and never want to compromise on? Does what I do make a difference? Why am I distinctive? Ask yourself these questions regularly and if you can’t answer them, get your customers to.

This should start you thinking:

1. Who are you?

2. What is your purpose?

3. What is your product offering?

4. What is your value proposition?

5. How different is it to the others?

You are the brand. You are the business there is no escape. It’s not about how well you manage your business, it’s actually how well you lead yourself, your customers and the team around you.