Roger Federer recently served up a memorable commencement speech where he proudly acknowledged his achievements but pointed out that despite an almost 80% match winning percentage he only won 54% of the points.

What?!?

You may ask and yet it’s true. Its not what the mind conjures up is it?

All tennis players must face the fact that in any tournament at the end there will be as many as 127 ‘losers’ and only 1 ‘winner’ – It’s not all triumphant and all conquering – or is it?

What separates Roger Federer from his opponents; one in which history will view very favourably while others will remain only in the margins?

What secret ingredient or ingredients does Roger Federer have that most of his opponents did not?

• He was always looking to create opportunities
• He always believed in himself
• He very carefully cultivated an admirable public persona that created a legion of devoted fans on his side

From the service line to your bottom line

Like Federer you will be amongst many competitors but how do you gain that bit of magic that puts you over the finish line – how you manage your brand can be that difference. His qualities are a bit like the ingredients your brand needs. The difference your brand can make in the marketplace is a bit like this – you will have assembled your team and put your plans together and when it comes to standing out from the crowd you need:

• to get people to notice you
• to compel them to engage
• to convince them to convert

Your brand messaging can be the foundation from with which you can achieve that. Competition can be fierce with many players so all the things you do can make a big difference. Your brand can be the difference between increasing your profit margin or being left in the margins.