When you build out your product for your business, no doubt you develop a process or processes for creating your product. Or maybe you aren’t creating the products, but you have a particular selection process for sourcing products. Or if you are a service business you will develop a process for applying your service to a client’s business and achieving success for them. Even if it’s just in your head. This process that you develop comes about from learning from others, actioning yourself, trial and error, analysis, and then tweaking the process until you create something that feels really right for your business. And the more you work on, and refine this process, the more it becomes unique to you.
“You were born an original work of art. Stay original always. Original costs more than imitations.” ― Suzy Kassem
Once you get the process right, that’s not the end of the story. You will find you will often come back to it and make small adjustments to improve it. You can’t think of this process as a rigid set-and-forget. It will flex with you and your business over time.
There are three main reasons as to why you want to clearly define your unique process/es:
- So that others in your business can learn the way you do things which will then build out consistency for the way your business operates.
- It becomes a powerful point of difference in your brand. When you can clearly articulate the way you do things, which is different to your competitors, then it becomes another reason as to why a customer may choose your business over another.
- In today’s climate customers love transparency. The more transparent you can be with how you do what you do, the greater trust you will build with your customers.
How to communicate your unique process?
With simplicity. The best way to communicate your unique process is through a simple single page diagram. The idea is that you want to simplify it into the key points so that people can easily understand the process. It’s all about clear and easy communication.
If you want to learn the exact steps on how to do this, take a look at our How to Build A Rockstar Brand course. Defining a unique process is a module within our course that guides you on exactly how to do this.
Examples of brands communicating their unique process
Pauline Nguyen is an Australian entrepreneur, one of the country’s leading speakers and is also a renowned business coach and spiritual teacher. When it comes to mapping out her unique process for coaching clients to success, she has a fantastic diagram that makes it easy to understand how Pauline works with her clients and achieves the results that she does.
Noopi is a New Zealand company that is dedicated to making a positive contribution to healthcare and the planet. They are on a mission to address the huge environmental crisis we all face. They create environmentally friendly nappies and other baby products. They reduce the plastics going into landfill and off-set their carbon footprint by supporting the 1 million trees planted campaign and contributing funds to reforestation and species recovery programmes. They outline their unique process to create environmentally friendly nappies with a diagram displaying a number of icons. They have a sentence of text that always accompanies their icons.
For the founders of this brand it’s not about fashion exclusively. It’s about ethics. Ethical Fashion cares for the planet and they respect nature and human rights. They want to live in a world that is sustainable and fair.
They are a small group of digital marketing consultants, fashion writers, designers and developers, who have come together to drive that change. Their mission is to discover upcoming ethical fashion brands around the world that respect the environment and the people involved in the production process by applying sustainable principles during the garment lifecycle.
They have documented the process of a circular economy in the fashion world, and it is this process that any new brand they identify must adhere to and respect.
You might be thinking, I can’t see every business out there documenting their product or service process. It’s true, it’s only those businesses that truly understand the customer that see the value in this process. Today’s customer is crying out for transparency. They want to know where products are made, how they are made, and why they are made a certain way. They want to know what they are buying. They want to know the specifics of your processes and how they will achieve success for them. They want to know why you are different. If you can create clarity and transparency in your processes, you are one step closer to winning the customer.
Jodie + Em xx