Copyright 2006 Marketing Maven
For a consultant, solo professional, or other type of entrepreneur, YOU are the brand. Marketing your business is about marketing YOU as the best choice for your customers’ needs.
Starting today, make sure that you are positioning yourself as the brand the expert. Begin to make a list. What makes you different from your competition? What traits make you stand out? What do people remember most about you?
By branding YOU, you build the power of influence. Your prospects begin to perceive you as the best resource in your field. Create a tagline for you that describes your benefits – are you a straight shooter…compassionate…a big thinker…a problem solver? What things about you make you absolutely different and valuable from someone else in your industry?
When you are in the process of branding your personality, its time to forget about modesty. Become as visible as possible. Show up at events and speak with passion to people about what you offer. This is very difficult for some people. But theres a saying; if you dont toot your own horn, who else will?
Tell prospects and customers about your accomplishments and your expertise. Give case studies about other clients you have helped. Use your picture on your marketing materials. Remember, packaging counts. Everything you do and say lends itself to the brand you are creating. What you wear and how you interact with people all give a message.
Here are some key reasons for branding YOU:
– It makes you stand out from your competitors.
– It reinforces your core marketing message in the minds and hearts of your prospects and customers.
– You will be perceived as an expert.
– You can deliver your messages clearly and personally.
– It will give you a distinct voice – your own.
– Branding YOU allows you to let your personality shine!
– It strikes an emotional chord in your prospects and customers.
– You build relationships more easily fundamentally, people want to do business with other people, not a faceless company.
YOU will bring prospects in the door and YOU will keep them coming back. Many small businesses and solo professionals present themselves without a heart and without showing their passion. They come across as mediocre and bland. Forget mediocrity. As an entrepreneur, you have a HUGE opportunity to let your passion shine through. Be yourself and be authentic!
Craft your branding around your personality, your skills, your style, and your values. Be sure to incorporate your clients as central to your brand. When the brand is YOU, you begin to INSPIRE people to work with you. Your personality will come through in all of your marketing materials.
Branding YOU will begin to build long-lasting relationships with your clients that can never be eroded by a competitor. You will have absolute loyalty because people will believe in you. Because you have branded YOU. Don’t forget – you are in charge of the brand that is YOU, so start today and get started!