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Casual Articles - Why You? -- Professional Identity Branding
This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.comClick in the box, where you want your text to appear.Type in your text. Make sure the text is where you want it. For example, in my card the bottom text wasn't under my logo. To put it under the logo, I highlighted the text I wanted under the logo and clicked on the left button on the tool bar.You can change the font, by going to the 'Format Menu' and choosing 'Font'. Choose your Font size and the ty
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will re
As I write my 64th article about the Yellow Pages, it reminds me of how the best things continue to stick around. For example, the YP were started as a pamphlet in Wyoming over 100 years ago. It became an easy way to keep track of a small number of local businesses. Today, they are a household name. They are still the book picked up when someone has a need. There are few service businesses that don’t have an ad in the good ole YP.With the advent of the Internet, most nay-sayers have doomed the YP to the way of the dinosaur. They claim that people prefer the speed of the digital age. They point to more su
As Robert Krumroy, Identity Branding, Inc. says: “Branding is about the customer--who has never met you--being able to answer the question: ‘Why you?’"
Your “Value Proposition”
Your brand can be based in large part on your “value proposition,” which is what differentiates you from your direct and indirect competition—and, if it’s good enough, will draw people to you.
Your value proposition should be a clear, concise statement of why your business is unique and a better choice. Your market positioning, competitive analyses and SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) gives you everything you’ll need to develop a value proposition based on your strengths, your competition, what your “ideal” customer wants from you, and how this benefits people in your markets.
This message must be delivered to your markets consistently and repeated frequently. If prospects understand what they need, trust you and connect emotionally with your message, sales resistance melts before your eyes. Yes, it’s that powerful!
My Value Proposition:
First Impressions, Last
Short-term, smart professional branding gives you the immediate recognition, market access and momentum you need to attract customers and build sales; long-term, it can help increase market share, foster customer loyalty, sustain your client-building efforts—and practically guarantee clients will eagerly refer you to others (“Hey, look what I’m part of! You should be too!”).
Branding should be part of your annual marketing/advertising expense budget. The Small-Business Administration advises entrepreneurs to use 5% of gross sales on advertising, but that varies depending on sales volume and location.
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will rem
In just about every important thing we do in our lives, we look to find authorities that understand the intricacies of what we want to accomplish. If we want to build a building, we turn to an architect. For advice on how to grow a business we seek out marketing experts. It only makes sense that if we have a major project that involves plumbing, we would go for plumbing consulting.Not often understood as the profession within a profession that it is, plumbing consulting is a task that is only undertaken by the most knowledgeable of persons in the plumbing field. There is not really a school to go to or a
Your value proposition should be a clear, concise statement of why your business is unique and a better choice. Your market positioning, competitive analyses and SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) gives you everything you’ll need to develop a value proposition based on your strengths, your competition, what your “ideal” customer wants from you, and how this benefits people in your markets.
This message must be delivered to your markets consistently and repeated frequently. If prospects understand what they need, trust you and connect emotionally with your message, sales resistance melts before your eyes. Yes, it’s that powerful!
My Value Proposition:
First Impressions, Last
Short-term, smart professional branding gives you the immediate recognition, market access and momentum you need to attract customers and build sales; long-term, it can help increase market share, foster customer loyalty, sustain your client-building efforts—and practically guarantee clients will eagerly refer you to others (“Hey, look what I’m part of! You should be too!”).
Branding should be part of your annual marketing/advertising expense budget. The Small-Business Administration advises entrepreneurs to use 5% of gross sales on advertising, but that varies depending on sales volume and location.
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will re
If there's one thing managers know best, it is this: recognition is a powerful motivator. If you praise your employees and acknowledge stellar efforts on their part, you will make them feel better about themselves and the hard work they put in.The Myth of Raises One of the key factors in improving employee productivity is recognition. In the old days, it was believed that a salary increase is the most obvious tool for encouraging employees to work harder. Since then, several studies have debunked the idea. Employees do not become more productive simply because they are paid more. After all, employees do
This message must be delivered to your markets consistently and repeated frequently. If prospects understand what they need, trust you and connect emotionally with your message, sales resistance melts before your eyes. Yes, it’s that powerful!
My Value Proposition:
First Impressions, Last
Short-term, smart professional branding gives you the immediate recognition, market access and momentum you need to attract customers and build sales; long-term, it can help increase market share, foster customer loyalty, sustain your client-building efforts—and practically guarantee clients will eagerly refer you to others (“Hey, look what I’m part of! You should be too!”).
Branding should be part of your annual marketing/advertising expense budget. The Small-Business Administration advises entrepreneurs to use 5% of gross sales on advertising, but that varies depending on sales volume and location.
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will re
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one…or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.The latter precept, that a headline should actually try to sell something, is not as universally known as it might be. The vast proportion of headlines actually say nothing whatsoever about the product and the benefits of owning it. And the reason for this is that good, selling headli
Branding should be part of your annual marketing/advertising expense budget. The Small-Business Administration advises entrepreneurs to use 5% of gross sales on advertising, but that varies depending on sales volume and location.
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will re
If you could cram all of your dirty laundry in the washer at once, wouldn't it make more sense than putting in the recommended load? After all, if it saves time and money, why not? It's simple: not only might you blow up the washer, but you become painfully aware that most of the "clean" laundry is still dirty. It sounds bizarre, but you can compare the amount of space in a washer to how much space you have on your business card or advertisement in the yellow pages. When you try to get too much in, you end up not getting the result you want. Just like the washing
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger, The Marketing Coach™. “You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message people will remember whenever they think about you. When part of a coordinated marketing plan, your professional identity brand will drive customers to your business. You will also need to give some thought to which medium to use.
Example: This is Joe Financial Advisor’s brand identity. It’s deceptively simple, yet sends a compelling message to his target market, Tool & Die Makers:
Insurance Solutions – Precision Business & Personal Planning
Why are we a Tool & Die Maker's insurance solution? Because we care and take the time to understand your unique needs.
Write your own message here:
Need help building your brand? Try this…
• Give stamped, self-addressed envelopes to 25 personal and business acquaintances.
• Ask them to write down how they’d describe you to someone who doesn’t know you or what you do. Let them know you’re looking for objectivity, not what they think you want to hear.
• Don’t pressure them; they don’t even have to tell you who they are their replies (it would be better if you didn’t know).
Compare the results of this survey with your own view of who you are and what you do based on your value proposition.
• Brainstorm: begin jotting down key words that could become part of your businesses brand name and slogan.
• Compare against your SWOT analysis.
• Then stop: leave these alone for a week, then come back and repeat this exercise until you’re satisfied with the results.
Choosing media
Brainstorm ideas for communicating your brand. Write them down, confer with others, research…
• Which media will be the most effective?
• Which media will be the most efficient?
• Which media will integrate well with each other?
• Which media do you have the resources to implement and sustain now?
• How frequently should you communicate with your audience?
• What combination of effectiveness, efficiency and simpl
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