an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; socce

Let's get something out of the way. Yes, you ARE special. Yes, you ARE different. Yes, your brand IS unique.

Your brand marketing system however, doesn't have to stand out and take notice. It does need to exist and it needs to work FOR you, consistently.

As a small business branding coach, I am often presented with the question, "but that will never work in my business," or "we've never done it that way, so it just won't work."

Phooey!

Achieving the results you want in your small business is possible if you apply these four brand marketing success keys. These four keys apply to any and every business. If you don't have this formula implemented in your business infrastructure, it's not too late to start.

SUCCESS KEY #1

Lead generation is the lifeblood of all businesses. But it's not getting leads that's important -- it's about getting good quality leads.

There's a big difference. But first, you have to identify them!

Sure, you're thinking that's obvious. But ask yourself this - can you describe your ideal client as though they were one person? When you can imagine your ideal client as a living, breathing, human being instead of a 'target' to go after, you are creating the foundation for a marketing communication system that is personal, relatable and memorable.

Here's an example: Sally is a 41 year old former administrative assistant who loves to craft, has two small children that are active in sports, participates in PTA functions, does all she can to help out in her community with an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; soccer

e never done it that way, so it just won't work."

Phooey!

Achieving the results you want in your small business is possible if you apply these four brand marketing success keys. These four keys apply to any and every business. If you don't have this formula implemented in your business infrastructure, it's not too late to start.

SUCCESS KEY #1

Lead generation is the lifeblood of all businesses. But it's not getting leads that's important -- it's about getting good quality leads.

There's a big difference. But first, you have to identify them!

Sure, you're thinking that's obvious. But ask yourself this - can you describe your ideal client as though they were one person? When you can imagine your ideal client as a living, breathing, human being instead of a 'target' to go after, you are creating the foundation for a marketing communication system that is personal, relatable and memorable.

Here's an example: Sally is a 41 year old former administrative assistant who loves to craft, has two small children that are active in sports, participates in PTA functions, does all she can to help out in her community with an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; socce

tion is the lifeblood of all businesses. But it's not getting leads that's important -- it's about getting good quality leads.

There's a big difference. But first, you have to identify them!

Sure, you're thinking that's obvious. But ask yourself this - can you describe your ideal client as though they were one person? When you can imagine your ideal client as a living, breathing, human being instead of a 'target' to go after, you are creating the foundation for a marketing communication system that is personal, relatable and memorable.

Here's an example: Sally is a 41 year old former administrative assistant who loves to craft, has two small children that are active in sports, participates in PTA functions, does all she can to help out in her community with an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; socce

human being instead of a 'target' to go after, you are creating the foundation for a marketing communication system that is personal, relatable and memorable.

Here's an example: Sally is a 41 year old former administrative assistant who loves to craft, has two small children that are active in sports, participates in PTA functions, does all she can to help out in her community with an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; socce

an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

SUCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can bet you'll find others like Sally at; soccer and other ball games, philanthropic and other fund raising events in your community, craft shows, pet adoption fairs, get the idea? If you know your ideal client does not frequent the usual business-networking event, why would you attend?

SUCCESS KEY #3

Now that you know where to find your most ideal clients and customers, you'll need to develop a system to convert a high percentage of them into leads you can engage with. This is where you get to show-off your brand a little and involves sharing your brand story in a compelling, unique and remarkable way. How do you currently invite people into your 'world.' Do you try to sell them your wares upon first meeting them?

I liken this step to dating. If you met someone for the first time and they immediately asked you to hit the sheets, it would be a huge turn off. If you're immediately trying to sell someone you've just met, you are missing an opportunity to establish a long-term relationship. Are you looking for the equivalent of the business one-night stand or a lasting relationship? There's nothing remarkable about an approach that's overused, and predictable.

SUCCESS KEY #4

If you've followed the success keys, and done so in the right order, you have a plethora of ideal clients and customers that are curious about you and your business. Your job now is to retain them so you can sell your products or services to them and do so on a regular basis.

While it may seem like an obvious step, far too many small businesses drop the ball at this success key, bec