What Makes You Unique is What Your Brand DOESN’T Do

What Makes You Unique is What Your Brand DOESN’T Do


Two paths north from Bentley Lane into Reeds Wood Park. Image uploaded to geographer.uk by Jonathan Billinger. Accessed via Creative Commons Search via  Wikimedia Commons.

This is a follow-on post to our last one featuring brandmaster Kurt Bartolich of GUTS Branding. Kurt is emphatic about the importance of being objective about what you DO do. Asking OTHER people what you do is part of being objective. Surveying them works, and having a third party do this for you helps.

I’ve always had a hard time explaining what RAISING CLARITY does. But the other thing Kurt told me when we worked together and tells us in his post is that you can use contrast and opposition to help you identify what your brand DOESN’T DO and thus, see your brand’s unique offering more clearly.

The importance of this approach came home to me after working as an editor with Kurt’s post. I began thinking about my recent job searches in other areas of my life beyond RAISING CLARITY.  I’m a masterful copyeditor, book coach and translator of published works from French to English; I’m just as intuitive, passionate and precise about commas and energetic flow of someone else’s work through my hands as I am about RAISING CLARITY’s coaching and blog posts.

I had been shoving those other gifts of mine under the RAISING CLARITY rug. For example, I quite often write and publish blog posts that have little or nothing to do with RAISING CLARITY’s brand mission on this very blog! I do this because writing them feels so satisfying. But they feel that way because I’m not giving them a proper outlet. And it makes marketing RAISING CLARITY a lot harder: it’s like showing off your gorgeous rug with these weird bumpy things stuffed in under it! And continuing to stuff the unrelated work I do under the RAISING CLARITY rug continues to sap me of the authentic satisfaction of honoring these other aspects of myself.

These other aspects give SUCH a wonderful light by which to see that THEY are simply, truthfully NOT part of RAISING CLARITY’s incredibly incisive, precise, insanely intuitive work helping people vision and resource their new work, heal wounds getting in their way of abundance, sculpt their time, and love themselves through wise practices. Wow! I’ve never had such an easy time saying what RAISING CLARITY is and does!!! (And that’s what RAISING CLARITY blog posts should address–and only that.)

What a way to raise unclarity–and now clarity!  I embrace RAISING CLARITY’s unique work BEST by seeing how it is different from the rest of what Beth Raps does. Beth Raps does a bunch of things. RAISING CLARITY does ONE THING.  I’ll  create another website: “Beth RAPS in French and English,” export blog posts unrelated to brand mission there, and have a much easier time promoting with integrity two distinct things rather than one mushy bumpy thing. “Integrity” means wholeness! I can’t fragment RAISING CLARITY and affirm my own integrity! (If you will miss our unrelated-to-RAISING CLARITY posts, email me. I’ll add you to our new list).

Have you been doing any similar (un)clarity-making? What will you change? Spring is a time for proliferation–and for pruning and thinning!

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    […] But you do (to play our game here) “have” to choose ONE (1) idea to act on. Which will it be: the wildest? the silliest? the easiest? the least expensive? the safest? the most creative? the one you think will build the best relationships with your people? the one that gets you indelibly branded as…your brand? […]

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