Just like a great recipe, there are certain ingredients needed for a successful business.  It takes each of these working in concert to create the “secret sauce”.  Today, let’s talk about brand story.  Here is the simple fact of launching a company.. people join people.  People do not join companies.  

The fact that people join people and not companies is a reality that escapes far too many founders with a brick and mortar back ground.  In brick and mortar, people do join companies.  They follow a pay check.  It is very different in the world of direct selling. People here join a movement, a cause, they want a visionary, they want to be part of something larger than themselves.   

Your brand story is that revolution.  It has to be more than a clever mission statement.  It needs to be the heart of your founder.  It needs to exemplify the passion of your founder.  Your brand story is how you let potential consultants know who your company is.  People can smell a cleverly crafted, marketing driven story from a mile away.  There is lack of depth to it.  This lack of depth fails to speak to people, fails to touch their hearts.  The extra polish marketing gives a story is important but there must be an underlying heartbeat.  

Brand story is the “heartbeat” that speaks to would be team members.  Nothing is more important to a start-up than recruiting.  Any company grows by drawing new members.  A start-up rises or falls on it’s ability to do so. My advice: spend some time on why you began this company.  Distill that down to the change you wish to be in this industry and in this world.  If that seems overly emotionally to you, you may be in the wrong “swimming pool”.  This is an industry of heart, passion and emotion.   

_____________________________________________________________ 

Michelle Archer is a seasoned, veteran executive in the direct selling industry with 25 years of experience. Her past corporate and field experience gives her a fresh perspective on business, success and direct selling. She partners with young companies and individuals through executive coaching and consulting to explode their potential. Connect with her on Facebook Learn more at http://directsalesinstitute.com/