Some People Feel That “Branding” Is Bunk. But It DOES Work EXTREMELY Well When Done Right. Here’s How.
Many feel that branding is bunk, because there are so-called marketing companies that sell “branding services” who don’t help you develop a powerful brand the right way with the right things and plain just doesn’t work. The results are usually very expensive and delivers nothing.
Big Company Branding Vs the Way YOU HAVE to do it
They are trying to build a brand the way big companies do it, talking about the company instead of about the excting results that you deliver. There is a big difference between the way “BIG” companies do branding and what is needed for small companies. BIG companies can also afford to throw lots of money at branding. Brute force it.
But a small company has to make the best use of their money. When they spend money it MUST deliver right then and right there and not take weeks or months to build their name. They have to be efficient, and effective with their marketing, but usually aren’t because they don’t know how, and because they attempt to copy what they see the big companies doing.
Golden Arches Branding
Just imagine that you are driving down the highway and see “the Golden Arches” on a billboard, and of course this is before you knew they had fast food hamburgers. You’d have no clue what it meant. You wouldn’t be thinking, as you do now, “I’m hungry, and your mouth waters”. That causes you to start looking for the nearest exit to find that McDonalds. Wouldn’t you love it if your prospects saw your ad along side of the road and it made their mouths water for what it is you do? Well, placing your logo upon the billboard, like The Golden Arches, just plain won’t do it. You’d have to put a hamburger up there that was so enticing that it’d pull people in, or you’d have to put something up there that would make their mouth water for it. My point is, logos usually don’t do that. And your logo is probably what you think of as your brand.
So, when you do your branding by putting a logo on your marketing brochure what does it tell anyone. Is it COMPELLING or is it just a picture, or your company name. Does it GRAB anyone? Does it make their mouth water? Does it get someone EXCITED enough to call you almost BEGGING for what you have?
So, what would you have to do to make that happen? That’s what we have to do for your from this point forward, right?
Leave them with their mouths watering for what you do, jumping up and down with excitement
For marketing to be REALLY effective it has to GRAB attention for something that’s important to your customer, usually HIS PAIN, paint a picture of him getting your SOLUTION to that pain, and an even bigger picture of the MEASURABLE results he’d get. Maybe a picture of him enjoying the results. Get his mouth watering for you. Get him jumping up and down with excitement about what he’d look like when he gets that kind of result.
Most logos either have nothing to do with your customer or you, or they are strictly about you and your company. TOTAL WASTE. It doesn’t GRAB your customer’s attention.
Logos are usually a waste, unless they leave your mouth watering
I can also remember early in my business going to a graphics company and paying them to develop a logo and a brand. Now that I think back over that, it was the dullest thing I’ve ever seen, and, of course didn’t make the slightest difference to my business.
Sometimes I find that logo laying around in a file folder and get reminded of just how that didn’t work. But let me change that thought from “the way most people do it” to what you should be doing. ·
You want to be known for something . . . that’s branding. That’s something that when they do see something of yours that it reminds them of you AND the RESULTS you provide. however, that’s passive branding. ·You want to be known for something GREAT . . . that keeps you on their mind even after you and your information is out of their eye sight. ·
Coach — Your Brand Is Your Measurable Results
The ultimate branding is , about the RESULTS your client gets and will actually get them so excited that they will run everywhere blabbing about how great you are . . . and spread the word for you. That’s active branding, and active marketing. Now THAT’s a REALLY GREAT BRAND. ·
Active Branding vs Passive Branding
You want ACTIVE branding, not passive. Active is something that isn’t just SEEN and reminds someone of you and your results, but has people actively talking about you, running around telling everyone about those great results. That becomes VIRAL marketing that infects everyone it touches and spreads and spreads..
I want ACTIVE branding. That’s where people who have experienced you are so excited that they are running around blabbing to everyone about those great results that you helped them with, and, if it’s exciting enough that will go several levels beyond that, where it spreads. After hearing about you from someone, that person tells someone else. Usually at deeper levels these people haven’t directly experienced you, so they aren’t as excited, but they do remember that ULTIMATE OUTCOME that was so spectacular.
Make it EXCITING . . . “Grow your business by 72 times”
As a coach your brand should be the exciting results that you clients get. Let me share how the results one of my clients got work for me.
I met with a Mary kay lady back at Christmas time. Before we met I had attempted to find her on the internet and couldn’t find her at all, even on the national Mary Kay website. So, when we met I asked her, “How many new clients do you get from the internet?” Her answer was 1 or 2 a year, that she works her local market and sends people to the website to buy.
I pointed out to her that there were 1,000 people a month looking for what she did right here in Kansas City, and my rule of thumb is that 5% os those searching is a reasonable target, would she like to throw $30 to $40 at the wall to see what sticks?
Two weeks later she had 72 calls, and 10 sales. That’s 72 times more than a whole year of calls from the internet for her. So what do you think happened next?
Viral Branding . . . Viral Marketing
She runs from networking group to networking group, and from Mary Kay meet to Mary Kay meeting telling them about me. She’s so excited that when she tells the story she’s bouncing all over the place. My phone rings constantly just from her telling everyone. And I even got a speaking engagement to a statewide conference because of it. And those people are telling other people. It spreads like wildfire. I get calls from people that have heard it rippling around not just this city, but from all over the country. That’s the viral branding side of this equation.
But I use that story when talking with prospective clients all of the time. Instead of saying, “I am a coach” I’ll ask a prospective client, would you like to see 72 times more clients than you have now? And I can even send them to that client when they say, “That’s not possible. . . Is it?”
Remember how you’ve heard “don’t oversell, undersell”? That has created the wrong mindset in coaches and consultants that they shouldn’t let everyone know the value that their clients will get, so they all tone it down until no one knows your value. Your prospect makes a buying decision on the value that he perceives. Be willing to stand up and lay your value on the table as your brand.
The measurable results you deliver, and the excitement it generates should be your brand.
So, what do you want to be known for? What can you be known for that’s exciting. Find something. Make a difference to someone and then be known for that.
Would you like to find your exciting results and be able to say in such a way that would attract tons of new clients?
Do you want to learn more about how to increase your coaching business?
I have just completed my brand new guide to coaching/consulting marketing success. You’ll also get a free invitation to join a mastermind group of other coaches and consultants as they build their business. Hear what works and doesn’t work.
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