In his book, Winning The Story Wars, Jonas Sachs speaks of the "brand gift" -- that sometimes "intangible, emotional wildcard" that secures you in the hearts and minds of your audience. When you are clear about what it is, you can help us understand how we can benefit from what you offer.

The brand gift represents the essence of what your audience is going to receive. It's the thing you become known for. It calls forth an emotional connection. Sachs calls it that "empowering magic" that draws us back again and again. When you encounter it in a company or service, you might not even be able to put a name to it, but you know it when you experience it.

Sometimes this brand gift is obvious. What comes to mind when you think of Starbucks? Coffee? Yes, obviously. Is that the brand gift? How about the gift of community? Starbucks sells coffee and other retail items, but they also are known as a place where people gather, share good times, and experience friendship and community. This is the emotional gift. We can get coffee somewhere else, but Starbucks gives us community and belonging.

Do you know what your brand gift is? If not, how do you find out?

Sachs suggests you might find it in your USP -- unique selling proposition. But, if that is based on a logical brand positioning statement, that's probably not it. What we're looking for here is magic.

Here are three questions to give you some insight. Two come from Daniel Pink's book, To Sell Is Human:

1. If the person you're selling to agrees to buy (or learn or give), how will his or her life improve?

2. When your interaction is over, how will the world be a better place than when you began?

The third is my question for you. It reflects what I think is my brand gift -- a deeper awareness and closer connection to your authentic voice, which you can then bring into your speaking, your marketing, and your daily operations, and feel happier and more fulfilled knowing you have made an important contribution.

3. What do you have to do because it is you, and you couldn't leave it out even if you wanted to?

This question strikes at the heart of your authenticity. It's that wonderful quality, way of speaking or perhaps tangible gift that represents your brand.

Once you know what that is, how do you back it up?
First, your audience experiences what you represent. Second, consider how you can anchor that experience. I often share a small physical token with my clients that represents something inspirational or aspirational -- my wish for them as they continue to express their authentic voice. It's a simple way of sharing my gratitude for the opportunity to work with them, and a way to secure their experience of our work together.

What is your brand gift? If you're interested in finding out, I'd love to help you!