Boost Your Brand: Mastering the Influence Kit

But before we dive into the offer framework, I do want to cover what we've done so far in the visibility transformation challenge. So we started with goal alignment and then we did the business one liner. And I know at least everybody on this call has crafted a business one liner, at least taken a stab at it. Hopefully you have refined it, finalized it, and it is now part of your brand influence kit. We also spent some time crafting an ideal customer Persona and it gave you a very detailed framework for how to do that. And so now that should be an asset that is in your brand influence kit as well. Then we actually talked about brand influence kits and I gave you an entire structure, knowing full well that we probably didn't have all of those assets built out for our businesses at this point. But having the directory structure set up on your computer, as you build these things, you can start filling up those folders with those brand assets and assets is really the right word because they are documented, they are all in one place. And as most of us being in service businesses, unlike businesses that have physical assets, we are often challenged in valuing our businesses because people think you have services, but you don't have a lot of physical assets. But your the assets that you build around your business, the content that you develop, the frameworks, the scripts, the proprietary approaches, all of those things have value, but they have value only if they are documented and they are part of what your business brings to the table. So that's why having that brand influence kit structure and then starting to build and add to it, where it's all in one place, it's outside of your head, it's actually documented and put in a single place, that becomes an asset in your business.