The ‘secret sauce’ that sets apart a brand
Many big brand foods hold a closely guarded secret. The recipe for Coca-Cola is said to be written on a piece of paper which is kept in a secure vault in Atlanta. Dr Pepper’s recipe is apparently split in half, with the two halves kept in separate deposit boxes at different banks. Lea & Perrins’ Worcestershire Sauce lists the spices it uses on its bottles, but the exact mix of these remains a mystery.
Heinz Baked Beans also holds a secret. During a programme which filmed the Heinz Baked Bean factory, they talked in detail about many of the ingredients. Except one. This ingredient came in a plain tub, simply labelled ‘sauce’. Even the factory workers don’t know what this sauce contains. It is Heinz’s ‘secret sauce’, the thing that makes their baked beans stand out from all the others.
While the ‘secret sauce’ is not visible in the tin's appearance, the difference it makes in terms of taste has been responsible for building Heinz's baked beans reputation as the premium product in the market. But what has a ‘secret sauce’ for beans got to do with accelerating your business?
Why a ‘secret sauce’ is important for your business
Whatever business you are in, you are competing with other brands. Your potential customers are likely to look around at the different options available before choosing which one is for them. On the surface, many of these might look the same. For example, the network pitches or websites of many small business accountants may essentially cover the same information. There is little to distinguish between them.
But whatever business you run, the last thing you want is to blend into the background, to look and sound the same as your competitors. Instead, you want to stand out. You want to be memorable. You want to give your ideal clients a reason to choose you. And this means defining your very own ‘secret sauce’.
This is the ingredient that makes you different from your competitors. Once you know your ‘secret sauce’, you can then ensure it shines through in everything you do, from your website to in-person meetings. Not only does it allow you to stand out from the crowd, but it will also attract the right type of clients to you. These will be the people who will love everything you do and shout about it to others, becoming advocates of your brand.
While your ‘secret sauce’ might seem like a minor detail, it is, in fact, an important foundation on which successful businesses are built. But how do you go about defining yours?
How to discover your secret sauce
When coming across the idea of a ‘secret sauce’, many business owners make the initial mistake of thinking this is something they have to create and add to what they’re doing. But the reality is, it will be something you are already doing. However, because you do it without even thinking, it’s difficult for you to identify.
What you need is a mirror that will reflect it back to you. There are a few ways in which you can create this mirror. One exercise that can be particularly useful is to:
This can take time, but it can help you recognise what differentiates you.
However, often it also requires a mentor with great listening skills. At Lesley Jones, we’re constantly having conversations with our clients to help them understand why they are good at what they do. We discuss their background, where they grew up, their career history and more. What they say often hides their ‘secret sauce’.
How you find your ‘secret sauce’ is less important than identifying it. Because it’s only then that you have the solid foundations upon which you can accelerate your business.
Accelerate your business
That’s why identifying your ‘secret sauce’ is a crucial aspect of The Business Accelerator. During this 12-week programme, we tackle the key challenges that can hold you back from reaching that next level. This includes topics such as pricing, scaling and creating teams. But lying underneath all of this is your ‘secret sauce’ which attracts the right clients and allows you to accelerate.
If you’re ready to discover your ‘secret sauce’ and accelerate your business, call 01438 833058 or email [email protected].