There was a teenage boy on the corner near my favorite grocery store.  He had a sign that asked for money so he could go to his prom. Now, my head told me he should really try getting a minimum-wage job at that grocery store right around the corner instead of asking for handouts. My gut told me otherwise. When I asked him why he was doing this he said that he was already working two jobs and that his parents were both laid off and he had taken his money he had saved and put it toward his SATs.   I have to tell you; I gave him $20.  Is it possible he was making it up..yes, but my gut told me otherwise.  And frankly, I thought it was brilliant that he had the courage to go out and ask for what he wanted.    I appreciate that he was “working” toward an end goal and his story had emotionality to it, which appealed to me.  You’ll see a lot of the panhandlers who communicate their story in a similar such way.  It’s these folks that you may be able to relate to because their story touches you in some way.  Importantly, you’ll notice that their story ISN’T based on price.

In business, this story is your brand and in order to relate to your potential clients, you need a compelling and relatable hook with emotionality that connects them to you. Just like in the story above, the brand of your company should reflect the personality and character of the product or service it provides, both physically and emotionally. The image you are aiming for makes your product or service more desirable than your competitors’.  Your brand image should be trying to meet your affluent target customer’s expectations, needs and aspirations, it is important to try and reflect exactly what they are looking for.

Now is the time to take these lessons to heart.  Do NOT settle for less than what you want and deserve. Decide now to create the results you desire, design your plan accordingly and then focus your passion and aspirations on success!

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