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Hey hey, my Legacy Leader's Patty Dominguez here in this episode. It's just me with real talk. Things that I've come across concepts that I hear about that I want to share with you because I share with my clients and they get an aha moment and then I say woo I got to share that one it was a good topic So what I want to share is the kind of an extension of a concept that Simon Sinek talks about.
He has it the whole Golden Circle start with "Why Book" which is absolutely stellar came out quite a while ago and it is such a great concept of asking yourself as a business owner as a brand. It's not what you do. People don't follow what you do or how you do it but why. Why is it that you do what you do? And so when you hit the why and you share the why. It is a very powerful concept.
And he gave the analogy and I'm going to paraphrases heavily where when Martin Luther King Jr. was giving his speech people didn't follow him because he had the exact components of his plan. They followed him because he talked about why why he was up there what he was standing for why it mattered why this was a movement that people could get behind. And it was very powerful. So when you hit on all the right points with why in mind.
That's what makes a difference. So as I was thinking about this I related to kinds of mine is talking about your reason for being. Now back my corporate days when there was a new product product introduction innovation I'd sent in on some of those meetings and I remember hearing where people say well tell me about the reason for being what's the brand's reason for being like
What is it? What. Why do they do? Why do they exist? And so I was talking about that concept with a kind of mind. And I said Well just consider it this way. Consider is what your promise is. Right. And so I figure if there's different ways of saying things sometimes someone will hear it one way and that's when it hits the mark and I could see the epiphany and that's just the best. And I said what is the promise? What do you promise your ideal customer?
What is the promise that no matter what you stay? Tried and true to this concept and then that's when they got it. And the promise is all about the promise that you're making of what do you want your customer to know about you. What do you want them to know about your brand your business? What are the stories to support that promise. Do you want them to hear about and then it really comes down to reminding people what you want them to know about you.
Your brand your business and the brand behind it is a difference maker and that and the way that the brand establishes its equity the brand equity is when you're telling that story over and over and over again where you're telling your promise over and over and over again and then you're delivering on that promise. That's it. The promise plus the delivery of the promise helps to build the brand as easy as that now that is a question to you for you to think about.
What promise do you want to make to your customers? What do you want me? If I were an ideal customer what do you want me to know about you about your business. Maybe your story. What is it that you want to share? And then it's just a matter of you repeating it succinctly consistently so that it resonates over and over and over again so that people then remember it and they share it with others.
And so for me my promise as I've evolved as a business owner it is not about the funnels that I can help to explain how to create it's not about the traffic strategy that matters. It's not any of that....
