As an entrepreneur building a brand, it can be difficult to find the right messaging or the best positioning. This results in the wrong messaging that confuses your audience, or you aren’t infusing personality into your brand voice that ends up crafting the wrong messages. The question is, why does this happen?

It can be a number of reasons – you may have new things on your SWOT in the threats category that’s throwing things off, or you’re having challenges trying to scale. If you have a partner, when things go south between you, your brand can quickly shift into an off-balance stance. When you get to the bottom of things, though, the one consistent element there is distraction. Distraction causes chaos in every element of your brand – from your customers to your internal processes.

How can you overcome this off-balanced feeling?
 First, you must be honest with yourself. You can’t solve problems for others if your brand is having internal problems. Your brand addresses functional and emotional needs for your customers so you must start doing it for yourself. While you’re thinking about what your customers want and need, consider what your brand wants and needs. This will help you focus on the uniqueness of your brand – it also takes you back to your WHY.

Use your insights to see where the gaps are in your funnels. Even if you’re a staff of one – you can figure it out. Consider this –

What’s the need that you’re solving and how are you different from the competition?

How do you express value? Are you being authentic with your audience? What about to your brand?

How do you inspire your customers?

Do you really understand your target audience? Look at behaviors and not just their demographics.

Your goal is to influence customer desire and evoke emotion so they’ll have an emotional connection with you and your brand. Your story won’t stick if you’re off balance. You’re human – make sure your audience knows that, and you do too. 

Once you’re back on the road to balancing things for the brand, it’s time to think about yourself. Here are a few tips:

·       Focus on what matters
 Remember what I said about distractions? Don’t let them get you down.

·       Take breaks and create a time to stop working every day
 Stick to this – as an entrepreneur, your days and nights can easily merge if you don’t create those buffers.

·       Spend time with your family and friends
 Make time every week to spend time with the people you love without distraction – no phone, no email, just YOU.

·       Consider two phones
 If you have two phones, you can shut off the one you use for business.

·       Delegate when you can
 It may seem difficult, especially if you’re a perfectionist, but start with something small and work your way up.

 Balance is key to avoiding burnout. Don’t fall out of love with your brand because you’re lacking balance. Take a minute, find the issues, brush yourself off, and keep going. You got this.