You’ve built a career, earned the experience, and have a track record of success. But now that you’re running your own business, does your brand positioning reflect that—or does it make you look like you’re just getting started?
If you’re unsure, here are some common brand clarity issues that might be undermining your authority:
Signs Your Brand Positioning Isn’t Showcasing Your Expertise
Your Website is Unclear
Visitors land on your site but don’t seem to “get” what you do. If your site is vague or unfocused, potential clients won’t understand how you can help them. If you’re tracking website stats, this will show up as high bounce rates, low time on page, or low engagement. This means people are not spending much time on your site before they leave and few people buying your products or booking a service.
A clear website starts in the planning phase by defining the main goals and objectives of your website (i.e. what do you want people to do on your site) and outlining a clear path to make it easy for visitors to take action (i.e. creating clear calls to action). If this all feels too confusing or overwhelming this free checklist will help walk you through the steps so you can plan, build, and launch your website with confidence.
Your Brand Positioning Isn’t Memorable
You’re networking, but people don’t seem to remember what you do. If nothing about your brand stands out or sets you apart, it fails to position you as an expert. Strong brand positioning sets you apart and highlights your experience in your field.
A memorable brand starts with you defining what makes your business or personal brand unique. What is something you do so well that people seem to always notice? If this feel too theoretical, think back to some compliments you’ve received about your business, product, or service. Those are the golden clues to what makes you memorable. Write them down and begin building your marketing around that Unique Selling Proposition. You can get started by using this Brand Clarity Starter Kit.
Your Messaging is Bland
Your brand messaging should have a distinctive voice. If you’re struggling to strike the right tone and your messaging sounds too corporate and stiff—or too casual and unpolished—you may not be connecting with the right audience. Here’s a quick exercise to help you notice the difference a few subtle changes can make to the voice, tone, and inflection in your messaging:
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
I didn’t say your brand messaging was bland.
Clear, distinctive brand messaging helps balance professionalism with personality, so you can connect with the right people in the right way. If you’re looking for a practical application to shape your brand voice, you can get started by using this Brand Clarity Starter Kit.
How to Align Your Brand Positioning with Your Expertise
To ensure your brand positioning matches your experience, focus on these key elements:
- Professional, polished design that reflects the level you operate at.
- Clear, confident messaging that communicates your value upfront.
- A streamlined website structure that reinforces your authority and credibility.
- A personal brand strategy that blends your corporate background with an approachable, entrepreneurial edge.
Proof It Works: A Branding Success Story
One of my clients, Jack Galloway, faced this exact challenge when he retired from Ramsey Solutions a few years ago. After more than 20 years of successfully building Ramsey Solutions from the ground up, he needed a brand and website that matched his high level of expertise—one that positioned him as a trusted authority, not a beginner.
After working together, Jack’s new brand was so effective that it caught the attention of communications expert Steve Woodruff, author of “The Point” and “Clarity Wins.” He spotlighted Jack’s website as a standout example of clear, compelling brand messaging and positioning.
Here’s what he said:
That’s the power of strategic branding—it doesn’t just make you look good; it makes your experience undeniable.
Is Your Brand Positioning Holding You Back?
Your brand positioning should reflect the level of expertise you’ve built over the years. If it doesn’t, it might be time for a brand refresh that positions you as the go-to expert in your industry.
If you’re ready for a brand refresh that positions you as the expert you are, schedule a free consultation today.
