Demystify the ‘fluff’ around your business – it’s what your customers like, trust and buy

Business isn’t ‘fluffy’ – that is what we are taught…..

Business advisors, consultants and practitioners all work hard to help us to manage our systems, processes and time to make sure that turnover, profit and process, sales, marketing and recruitment are all in line.

Yes, these are all necessary components in building a successful, profitable business.  There is also a huge ‘and’ that really makes the difference and is the foundation to you optimising the potential of your company – it is your Fluff!!

Your Fluff is difficult to articulate because it’s an intangible feeling that people get when they interact with you.
Your Fluff is a perception of who you are as a company and what you represent.
Your Fluff is what makes you uniquely different to competitors
Your Fluff is what attracts employees who are a good fit for your company
Your Fluff is your truth – your ‘why’ and your ‘who’

Demystifying the Fluff is a phrase that was used by one of my clients after experiencing my Brand Discovery process.  It’s a lovely onomatopoeic word that represents everything and nothing at the same time – as does the essence of your brand.

Your Brand Essence should underpin everything you do as a company so that customers and employees see you for who you really are.  It informs your branding, marketing and crucially, your recruitment.  When customers feel that they are aligned with your purpose and your values they are more likely to like you, trust you and engage with you in an ongoing business relationship.

If you are looking to consolidate the success of your company for future growth and success I urge you to take a little time out from working in the business to demystify your fluff.