Branding | TheCEOMamma Business Marketing Blog

Everyone has a special quality that makes them unique. What makes you…YOU?

Being able to identify your unique selling proposition is critical to creating more revenue in your business. The more you can distinguish yourself from your colleagues and leverage your unique skills, the more your ideal clients will want to work with you and the higher fees you can command.

You can think of your Unique Selling Proposition (USP) as part of your “expertise” and what sets you apart from other people in your profession. By focusing on your special skills and qualities and setting yourself apart from your competition, your ideal clients will view you as the expert that you are and be more inclined to engage your services. Keep in mind, anyone seeking the support of a service professional ALWAYS wants to work with the best of the best.

Obviously, whether you are a coach, speaker, interior designer, virtual assistant, graphic designer or a consultant you have “competition”. (Though I like to think of them as colleagues and not competitors.) Your colleagues are simply other service professionals who are working to serve the same target market you are .

But you know something that they don’t. The importance of having an ideal client profile. And once you’ve created your ideal client profile, based in part on your USP, you work to consistently market to ONLY that ideal client. This allows you to attract people who “get” what you do and are actively seeking your unique services. It also allows you to create a top-notch experience for your client, because you’re offering solutions specifically for that individual’s unique challenges. Focusing on your USP also helps you to create a “raving fan”, because your client sees you, and only you, as their problem solver. Thus you create a win-win for you AND your client!

This type of success all starts with determining your USP. It can be as simple as identifying and marketing your strengths as a business owner. For example, if you are a personal development coach that helps women become financially independent, then your USP could be that you were a former financial adviser that has helped 1,000 women become financially independent. Because of your expertise, you are uniquely qualified to help them develop a plan to get out of debt, save money, invest and plan for retirement. That is no easy task! Because you have already demonstrated your expertise with your previous experience, that makes you unique. Women who are looking for financial independence will be drawn to your experience and results – and they will pay top dollar to work with you! So, think about your profession and what makes you a better choice over your colleagues.Why should someone work with you rather than Susie Smith? Use that as your USP and leverage it to attract your ideal client by incorporating the details in your marketing messages. You can even use your passions as a USP – get creative! The more you can differentiate yourself, the more successful your business will be. And the more successful your business is, the easier it is to create your ideal lifestyle, which is why you became self-employed in the first place. I’d love to hear about your USP – please stop by the blog and tell me all about it!

About the Author: Sydni Craig-Hart, The Smart Simple Marketing Coach, is founder of SmartSimpleMarketing.com Known for her simple, tech-savvy, integrated approach to marketing, she also has the unique ability to find untapped profit centers in her client’s businesses so they can create money NOW. Visit www.SmartSimpleMarketing.com to listen to Sydni’s F.R.E.E. audio class, “10 Proven Steps to Powerful Marketing Results!” and to schedule your F.R.E.E. “Profit Breakthrough” session!

How many times are we asked that question? How many times do we stumble over the response? Let’s see. . . I provide financial services to seniors. . . or I’m a research analyst at the university. As a coach the main problem I encounter with my clients is coming to grips with what they do and why they do it.

Most of us know what we do but to say it in a way that engages people is another thing entirely. It’s rare that I meet someone at a networking event who says what he or she does in a way that engages me. Usually I have to figure out how to get engaged with the person. Or worse still, after they say what they do, it falls flat. I’m not sure what to say next. In contrast our goal should be to tell people what we do quickly in order to peak their interest and engage them in a conversation.

Here are some tips I’ve learned about developing your quick, elevator speech in an engaging manner.

* Focus on the benefits your product or service offers. Instead of saying, I’m a financial manager, say: “I help people make money by investing.” What is it that you do, that others might benefit from? I have a colleague who says, “I help organizations turn sales into money.”

* When you say what you do, say it with passion. Give the important words emphasis. Recently during a workshop I asked the participants to tell me what they do. One woman went into a long description about how she finds the right jobs for the right people. When I challenged her to think of benefits and to give words emphasis, she came up with a new description of her services. Now she says, “I’m a match-maker. I connect the perfect person with the perfect job.” The excitement of her new elevator pitch came across in her words. She said it like this: “I’m a match-maker. I connect the perfect people with the perfect job.”

* Your goal is not to tell it all, but to engage. You want the person you are talking with to ask you that all-important question. How do you do that? Essentially you want to get the other person asking you questions.

* Remember your target market. Many entrepreneurs do not wish to limit their market. I have clients who tell me they do not want to create a niche because that limits their service reach. In reality, the target is exactly what it says. It’s a place where you aim. You might hit another spot and if you do, fine. But, you aim for your target. What does this mean? I have a client who finally narrowed her target to coaching for people in religious settings. She can focus on developing group coaching, seminars, written materials and all kinds of other materials for her target population. If, however, someone outside the religious community wishes to engage her services, that’s fine. Recently a skilled sales person defined this concept for me as “land and expand.” Once you land with your foot in the door, you can expand. The trick is landing!

William Osler was one of the foremost teachers and writers of medical education during the 20th Century. He was a great physician who paved the way for many young doctors. Before his death he instructed his friends what he wanted to be remembered for-not the many medical discoveries he made, not the textbooks he’d written-instead, he said, “I taught medical students on the wards.” That was his target and his elevator speech. What’s yours?

Joan Curtis, EdD is founder of Total Communications Coaching where she specializes in helping smart, capable professionals move ahead in their careers by becoming skilled communicators. How Effective is Your 10-Second Pitch? Take this free assessment
http://www.totalcommunicationscoach.com/how-effective-is-your-10-second-pitch.htm.

Dr. Curtis’ new book, Managing Sticky Situations at Work: Communication Secrets for Success in the Workplace, will be released in June 2009. See it at http://www.managingstickysituationsatwork.com

Guest Post By: Jessica Swanson

As a small business owner, you’ve undoubtedly come across the concept of branding. Most likely, you’ve heard that if you want to succeed and skyrocket your biz to the top, then you need to create a powerful and memorable brand that your prospects believe in.

The main problem is that most small business owners are confused, overwhelmed and frustrated about the entire branding process. Is it the creation of a logo? Is it the website? Or, maybe it’s the particular combination of colors used in the sales literature.

While all this is a piece of the branding process, it’s really not embracing the entire concept.

So, what is branding? According to Bill Chiaravalle, Principal and Creative Director of Brand Navigation, “brands are promises that consumers believe in.” He simplifies the entire branding process down to the fact that if a company has done a good job branding themselves, the consumer will trust them and ultimately develop a strong emotional attachment to them.

I want to introduce you to a company that embraces the branding concept brilliantly and, as a result, has built a multi-million dollar business in the process. Introducing: The Geek Squad.

The Geek Squad is not, in and of itself, a small business by any means, but they certainly have a lot to teach the small business owner about branding. Even if your office consists of a small kitchen table and you’re the President, Vice-President and your own personal assistant, you can borrow the concepts of The Geek Squad and incorporate them into your own small business.

When you visit the Geek Squad website, it makes an instant impression on you. Furthermore, you immediately understand what they are promising you. They’re the funny, dedicated “geeks” who understand absolutely everything about computers. They’re the same “geeks” from your high school math class who knew every answer on the tests and helped you out with your homework. They’re safe, reliable and as smart as it gets.

The Geek Squad understands that branding covers every single aspect of business. It’s never just about your website or business logo (although that’s part of it). Branding is about creating a feeling and a response in the minds of your clients and customers.

Here Are 10 Ways That The Geek Squad Can Help You Explode Your Own Brand:

1. Company Name. The name of your company is an integral part of the branding process. You need to ensure that your customers understand who you are and what your represent through your company name. Obviously, the name “Geek Squad” speaks volumes.

2. Website. Your website needs to offer your prospects a big picture look at your entire brand. Everything on your site should promote the promise that you are making to your clients and customers.

3. Mission Statement. Your company mission statement should be a natural extension of your brand. The Geek Squad states, “We’re an army more than 18,000 strong, on a singular mission to rid the world of rogue technology. We’re still oddly dressed, but we’re now oddly dressed and saving the day across the globe.” Brilliant.

4. Phone Tactics. Yes, branding even entails how you answer the phone. Think about ways that you can integrate your brand and your business phone. The Geek Squad doesn’t just “answer the phone.” Instead you are prompted to enter your “top secret pass code” or speak to a Geek Squad Special Agent. The on-hold music consists of a compilation of spy movie theme songs.

5. Dress Code. If you can incorporate your brand into the way that you or your employees dress, this will even add more believability to your brand. Of course, Geek Squad employees dress in white shirts, dress pants, “geeky” ties and yes, some even flaunt the pocket protector.

6. Tweets. If you’re going to use Twitter as a marketing tool, make sure that you use it as a platform to develop powerful brand awareness regarding your small business. @GeekSquad tweets daily tips about fixing your computer, removing spyware and other “geeky” topics that their dedicated customer-base loves.

7. Blog. One of the most important marketing tools for today’s small business is maintaining a blog. There is no better way to communicate directly with your prospects, customers and clients. At the Geek Blog, the writers go into depth about geeky technology, geeky facts and geeky jokes.

8. Videos. Have you heard about GeekSquad TV? That’s the ingenious Geek Squad videos that showcase the intelligence and utter geekiness of these likable employees. Again, their videos continue to drive home the fact that these guys know what they’re doing.

9. The Car You Drive. If you are creative enough, branding can even be a part of the car you drive. Take a look at the “Geek Mobile,” a compact, little VW emblazoned with the Geek Squad logo. If that doesn’t create brand awareness, I don’t know what would!

10. Consistency. One of the most crucial aspects of branding a small business is that you must be absolutely consistent. Every single interaction that your customers have must send the same message. You are ultimately creating experiences for your prospects, clients and customers that create trust and build emotional attachments to your company.

So, as you begin the task of building a brand that creates fierce and intense loyalty in your market area, don’t forget about the Geek Squad. They are branding masters.

——————————————

Yes! You can use this article in your ezine, blog or website as long as you add the following bio box:

Jessica Swanson, Founder and President of Shoestring Marketing, Inc., has helped entrepreneurs, all over the world, explode their businesses using cutting-edge, proven and completely free marketing strategies. To receive your FREE Shoestring Marketing Kit, that has helped thousands of entrepreneurs, just like you, learn the exact techniques for marketing their businesses for no-cost, visit:

www.ShoestringMarketingKit.com

Identifying Your Unique Selling Proposition to Increase Revenues

What is it You Do?

10 Unique Ways to Brand Your Small Business

My Tweets

Connect & Network:

Blog Categories

Blogroll

Recent Posts

Top Commentators

Archives