Competition with a Strong Personal Brand
Your perceptions about those brands have been shaped by consistent and persistent marketing messages. When your personal experience as a customer confirms those messages, the brand perception becomes reality.
Do you know any small businesses with a strong brand identity?
One of the most powerful small business owner’s tools is personal branding. Examples of individuals who created strong Personal Brands and developed them into multi-million-dollar enterprises include Oprah Winfrey, Martha Stewart, Nora Roberts, Stephen Covey, Tiger Woods and Tommy Hilfiger.
However, very few small business owners will use branding to be distinctive from their competitors. You are likely to be aware of a business owner with a strong Personal Brand ONLY if they are active in your market space or network. Most small business owners just don't know how -- and won't make the effort -- to use personal brand reputation building as an effective marketing strategy.
Personal Branding represents one of the most powerful -- and under used -- small business owners tools!
How can you create a strong Personal Brand?
Follow the five steps to create your Personal Brand identity. The process is adapted from Brand Me, Inc: How to Be Distinctive and Remarkable in What You Do and How You Do It, a guide for small business owners.
Step 1: Define Your Target: Everybody is NOT a potential buyer for what you have to offer. The biggest mistake you can make is being unclear about your target customer. Write a detailed description of the person who is your ideal buyer.
Step 2: Identify Your "True" Competition: Never mind who YOU think the competition is. Who does your target buyer consider when shopping for products and services like the ones you offer?
Step 3: Find Your Point of Difference: A great marketing myth is that your Brand has to be unique. You don't have to be unique. But you must be different vs. the competition AND relevant to your target. List all the ways you are different from the people and companies your target buyer considers as alternatives. Then review the list and circle only what's most relevant to the target customer. You should identify one to three items that qualify as your Point of Difference.
Step 4: Write Your Personal Brand Statement: This strategic statement pulls together your results from steps 1-3. Write one paragraph with three sentences that (1) describes your target buyer and what they want, (2) your true competitive frame of reference and (3) your point of difference. This statement becomes your Personal Brand Identity. It is an internal reference, not something you say or write to other people.
Step 5: Create Your Personal Brand Marketing Plan: You bring your Personal Brand to life by how you communicate verbally, in writing and visually. Your Personal Brand Statement represents the fist steps for preparing a marketing plan. Now, you have the foundation to develop a brand promotion strategy. Use your Personal Brand Statement to create, evaluate or revamp ALL your marketing materials. Your Personal Brand Statement becomes the basis for everything from your 'elevator speech' to your web site copy, even how you answer your phone.
Build your Personal Brand and beat the competition.
You don't need a catchy slogan, fancy logo or clothes that match your marketing materials. Beat Your Competition with a Strong Personal Brand
Do you know any small businesses with a strong brand identity?
One of the most powerful small business owner’s tools is personal branding. Examples of individuals who created strong Personal Brands and developed them into multi-million-dollar enterprises include Oprah Winfrey, Martha Stewart, Nora Roberts, Stephen Covey, Tiger Woods and Tommy Hilfiger.
However, very few small business owners will use branding to be distinctive from their competitors. You are likely to be aware of a business owner with a strong Personal Brand ONLY if they are active in your market space or network. Most small business owners just don't know how -- and won't make the effort -- to use personal brand reputation building as an effective marketing strategy.
Personal Branding represents one of the most powerful -- and under used -- small business owners tools!
How can you create a strong Personal Brand?
Follow the five steps to create your Personal Brand identity. The process is adapted from Brand Me, Inc: How to Be Distinctive and Remarkable in What You Do and How You Do It, a guide for small business owners.
Step 1: Define Your Target: Everybody is NOT a potential buyer for what you have to offer. The biggest mistake you can make is being unclear about your target customer. Write a detailed description of the person who is your ideal buyer.
Step 2: Identify Your "True" Competition: Never mind who YOU think the competition is. Who does your target buyer consider when shopping for products and services like the ones you offer?
Step 3: Find Your Point of Difference: A great marketing myth is that your Brand has to be unique. You don't have to be unique. But you must be different vs. the competition AND relevant to your target. List all the ways you are different from the people and companies your target buyer considers as alternatives. Then review the list and circle only what's most relevant to the target customer. You should identify one to three items that qualify as your Point of Difference.
Step 4: Write Your Personal Brand Statement: This strategic statement pulls together your results from steps 1-3. Write one paragraph with three sentences that (1) describes your target buyer and what they want, (2) your true competitive frame of reference and (3) your point of difference. This statement becomes your Personal Brand Identity. It is an internal reference, not something you say or write to other people.
Step 5: Create Your Personal Brand Marketing Plan: You bring your Personal Brand to life by how you communicate verbally, in writing and visually. Your Personal Brand Statement represents the fist steps for preparing a marketing plan. Now, you have the foundation to develop a brand promotion strategy. Use your Personal Brand Statement to create, evaluate or revamp ALL your marketing materials. Your Personal Brand Statement becomes the basis for everything from your 'elevator speech' to your web site copy, even how you answer your phone.
Build your Personal Brand and beat the competition.
You don't need a catchy slogan, fancy logo or clothes that match your marketing materials. Beat Your Competition with a Strong Personal Brand