May 10, 2021

cruciforme

travel, Always a step ahead

How To Own And Create A Brand Category That Dominates Your Space

6 min read

In a sea of competitive brands, how do you make yours stand out?

It may seem like a question without an answer. But one man has found a way to dominate his space without forfeiting hours of his time. That man is Tim Ferriss.

Ferriss is an American entrepreneur, investor, and author, best known for his acclaimed ‘4-Hour’ book series, including ‘The 4-Hour Body’ and #1 bestseller ‘The 4-Hour Workweek’. Listed as one of Fast Company’s “Most Innovative Business People,” Ferriss is a notable investor of countless business ventures, including StumbleUpon, Evernote, Shopify, and even Uber. 

His method of “lifestyle design” asserts that you don’t have to work grueling hours just to relax after retirement. Instead, he claims that the “4-Hour” mindset will help you truly take charge of your work and escape the 9-5.

Leslie Garner of The Telegraph comments that Ferriss “strikes a chord with his critique of workers’ slavish devotion to corporations.” That statement holds true: with his methodology, over 2.1 million readers have begun their journey towards newfound freedom and accelerated productivity. There’s no doubt that Ferriss commands his brand category through the promise of fast, life-changing results. For entrepreneurs looking to do the same, people must identify with and embrace everything about your message.

Ferriss puts it best: “If you are insecure, guess what? The rest of the world is, too. Do not overestimate the competition and underestimate yourself. You are better than you think.” His message is clear as day: To dominate your space, you need to have complete faith and conviction in the solution that you bring forward to your audience. It’s a statement supported by data – according to a 2019 study from HavasGroup, a staggering 77% of respondents reported buying from brands that share the same values that they do. The modern business not only needs trust in its consumers, but a sense of purpose and meaning to drive the operation. In doing so, your audience can resonate with everything you stand for.

With the right guidance, you can stand out from competitors and make 2021 a truly unforgettable year. Using this expert advice, here’s how to own and create a brand that dominates your space.

Support and serve your people.

According to Kim Constable, founder of The Sculpted Vegan, too many businesses put profit before people, which can be detrimental to long-term growth. 

“Most people in business go about it all wrong. They focus on trying to find more people for their programs instead of more programs for their people,” Constable explains. “From the outset, I focused on supporting and serving my people more than I focused on finding more customers. This wasn’t a strategy – it’s just who I am. I know that when somebody tries something new, they are vulnerable. They need support. And when you’re there for them every step of the way, loving them deeply and upholding them when they cannot uphold themselves, something magical happens. They realize that you aren’t just there to ‘take their money.’ They realize that you truly care.”

A homeschooling mom of 4, Constable became a winning bikini competition athlete at age 37, and then a multi-millionaire CEO just one year later. “In a superficial world, we have lost the value of caring for others. We have forgotten that these are human beings we’re interacting with, not online avatars. When you truly, deeply love your customers and want the best for them, you create loyal, raving fans. And naturally, these fans will tell people about you because they want others to feel the way they feel after interacting with you. That’s the first step to dominating a space. Most entrepreneurs just don’t care about people enough. In a world of fake, be real, and you’ll stand out from the crowd,” Constable asserts.

Love what you do.

Taryn Lee, founder of Awakin, believes that three key elements make up a successful brand. “I get my community and clients to focus on three areas of their brand: value, profit, and joy. Value and profit are obvious in creating a successful brand, that’s the business aspect, but people often forget to ensure their own personal elements of joy are reflected inside of their brand. 

If you love what you do, it resonates in everything you do. It enables you and your business to operate at a higher vibration and reach a flow-state to produce content that inspires, educates, connects, and entertains. Plus, the more you love what you do, the more your own high vibrational codes are infused inside your brand, which creates a highly attractive brand that will resonate with your ideal soul clients.”

Despite Lee’s conviction to thread love into everything she does, she understands that not everyone will feel the same way. “Don’t be afraid to niche your branding and your message to your ideal client – if you try to please and speak to everyone, you end up pleasing and speaking to no-one,” Lee says. “Remember, what and who you seek is also seeking you.” 

Lee is dedicated to creating high vibrational leaders and brands and believes that to do so, you need to “Immerse yourself deeply into the heart, mind, and soul of your client. Understand their deepest passions, their bliss point, their secret desires, and fears. Play in that emotive space! Knowing what truly motivates and resonates with your clients, what turns them on and what turns them off, is highly magnetic.”

She continues, “The world needs more purpose-driven businesses and heart-led leaders to step up, innovate and drive change – that’s how you truly create a disruptive brand. Ask yourself – is your brand soaked with the belief that you’re here to serve your customers, your community, humanity, and this planet? Or are you here just to cash out? Tapping into a higher state of consciousness transcends your organization. It’s bigger than design, communication, operations, products, or sales. It’s a tangible energy your clients will feel. It’s a dedication to put so much positive intention and love behind your brand that your customers can’t help but feel inspired by the essence of why you do what you do. And when they get inspired by you, they’ll fall in love with you.”

Be provocative.

Rasmus and Christian Mikkelsen, AKA the Mikkelsen Twins, are the joint founders of PublishingLife.com. They claim that “To be noticed in your industry, you have to do something worthy of people’s attention. Using the same language, having the same opinions, and teaching the same methods as your competitors is a guaranteed way to never get any attention. To stand out, you must say or do things that go against the grain. Ruffle some feathers. Yes, there will be people online that don’t like you. That’s inevitable. You will have haters. Accept that now if you’re serious about becoming a figure in your industry because you can’t please everyone.”

As best put by Elbert Hubbard, “To avoid criticism, say nothing, do nothing, be nothing.” 

The twins claim to be outspoken and unfiltered, inviting any criticism along the way. “The best way to do business is to share your true opinions – the same way you aren’t afraid to tell your friends. Don’t have the safe, socially acceptable opinion that won’t get you in trouble. Because it also won’t get you noticed by anyone. How did we do it in a boring industry like book publishing? We’re twins – we make stupid jokes, and we’re unfiltered. We’ve got lots of comments from people telling us to clean up our language. Well, our content just isn’t for them. But those that like our stupid jokes and opinions love us way, way more for it,” the twins maintain.

Closing Thoughts

To truly dominate your space, our experts offer one clear message: put people first. In providing for your audience and offering relentless value to enrich their lives, loyalty becomes an afterthought and an inevitability.

In doing so, don’t be afraid to go against the grain and distance yourself from competitors through outspoken honesty. Be raw and unfiltered: invite criticism, and welcome doubters. Remember that it’s never your intention to please everybody. Be who you are, and allow for your very self to proliferate throughout every aspect of your business.

Authenticity builds passion, and passion sparks creativity, memorability, and success. If you love what you do, your community will too. Because when you stand boldly in your truth, people notice.

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