How do you brand yourself or your business? HalYes, I have your answer!
You can achieve a shorter and more effective start up time by branding BEFORE the beginning of your business. How do you build a NEW brand in an existing world?
Let’s start with the basics. Are you a commodity vs Why are you special?
A public figure (i.e. comedian) vs a non-franchised local brick and motor vs a site on Amazon.
How can you test this?
If you’ve become a branded company: They search directly for your company name.
A non-branded company: They search around your name in the industry.
When you want an “as-seen-on-tv” item. You can’t remember them all. But when you do a google search directly for Sham-wow. You didn’t even search for a “cleaning cloth” you searched by brand name. It’s important to note, no one searched for A.J. Khubani , president of Tele-Brands, the company that markets these items.
So, WHAT exactly are you trying to brand?
Test your industry and yourself now. When you google your company name…are all the responses posted BY you?
If your own company website isn’t ranked high, then you have a bigger problem.
But, how many of the top responses ARE NOT FROM YOU?
Are there people talking about your industry or specifically about YOU? For instance, if you’re a comedian and you search clean kid humor…and YOU pop up VS they searched for your name directly!
Part two: The unbranded
You’re entering a crowded category and you’re afraid your phone just won’t ring. It was noted in a New York Herald Tribune article in 1956 “Doing business without advertising is like winking in the dark.” You know you’re doing it; but no one else sees you! Let’s modernize that for the way the world works now; how do you obtain and convert friends, likes, comments, referrals, and contacts into a branded and profitable venture?
When starting a new business, there are some things you MUST do, and some things you can WAIT to do, but if you get the steps wrong your brand will be broken from the start!
Before you finalize your brand name, do your due diligence and search THAT name (number) very thoroughly. No one wants to start their business by inheriting customer service complaints from the previous owner of the number.
This is an example of a recently purchased CLEAN 800 phone that also spells the client’s web domain name. That super high level of branding takes a business to the national level. Global levels exceed the reach of a US based 800 number.
With specialized assistance, unique vanity phone numbers can be found with a matching web domain name) (Example 1-800-FLOWERS) and the matching www.1800flowers.COM
WOM: Word of mouth
Sometimes, customers are already there. For example, a barbershop can change names and owners and the locals still remember. You get serendipitous word of mouth traffic as people say there is a barber shop on Detroit Ave across from the coffee shop https://www.facebook.com/Belle-Barber-Shop .
Becoming a human brand:
Now, when people search directly for Liam Dunning, they’ve heard he’s worked with the Cleveland Cavalier cheerleaders. A-list celebrities we contractually can’t list. https://www.facebook.com/LIAM-DUNNING.
(image credits: heathis.at)
How do you start branding once you’ve established your name, color theme, logo, motto, slogan, unique hashtag, physical address, phone, etc.
If you’re not currently branded, but have amazing credibility and are not standing out. You need to MAKE your name appear within that category. Time to create a promotion, event, mascot, or campaign that “gives them something to post and comment about”. Develop a reproducible proof of concept demonstration/sample/portfolio/white paper/donation/appearance/ mascot/ sponsorship/free performance/webinar or something that gets people talking and posting about your brand. So how long will this take?
Search your name in a web browser? What’s the first search engine you thought of?
And Google is only 10 years old~
Contributing writer: Hal Yaffe. Hal@HalYes.com
Hal is a certified Zig Ziglar trainer and an award-winning Dale Carnegie graduate and has trained and entertained millions of folks in 48 states since 1979.
Hal is also an Administrator and moderator of the https://www.facebook.com/groups/techandfacts/
Authored by Hal Yaffe
Republished with permission 3/14/17