Why A Budget Brand Comes At Too High A Price!

At a recent event I had numerous exchanges with owners of businesses not unlike many networking opportunities. Of the dozen and a half business cards that I took back to the office with me I would have to say only three were professionally done. The rest were obvious design-it-yourself models or the very least done by "think they're graphic designers models."

In the pursuit of saving money, these business owners are putting professionalism on the sacrificial altar. Oddly enough, there appears to be no scrimping on office furniture, equipment or accommodation. These short-sighted entrepreneurs have to yet to recognize that a professional brand image sets a powerful impression in the minds of their target audience. You might accuse me of being self-serving in this observation, if you can also dismiss that most major players in any industry have impeccable brand images. Your logo is the first exposure to your brand. Let's just say it is the face of your brand. If it is miserably uninspiring it becomes one more hurdle to being taken seriously.

In this economy, competition is fierce (no news here). Smart companies are saving money to become flatter. Is scrimping on your brand image really the smart thing to do? I argue no. I take my brand image very seriously. My promotional materials are top drawer. Once I walk away from a networking opportunity, it is my brand that must carry me forward. When the individuals leave my presence and visit my website and blog, it is my brand image and support materials that they will use to draw further positive conclusions as to whether or not they want to start learning more about me.

People want to trust you and believe that you can help them. The last thing you or I want, is any impression that I may not be the person I present myself as. You have but one opportunity to make a powerful impression, at that point it is too late to regret putting a cheap price on who you are.

How much are you worth?

The Reality of Brand Building

One thing I always tell people interested in pursuing brand building (versus simply marketing or selling their product) is that it takes time and money.

If you don't have time, you better have a lot of money; and, if you don't have money you better be persistent and give it time to succeed.

Guest post by: Edward Burghard
Retired Harley Procter Marketer, Procter & Gamble
Executive Director, Ohio Business Development Coalition
614-857-0900
eburghard@mac.com
www.OhioMeansBusiness.com
http://blog.ohiomeansbusiness.com

7 Reasons Why Sales People Love Uniquely Positioned Brands

Sales people are on the front line of any business. They get the crap when things go south, and they get praise when all is well. They are typically at odds with the marketing department, because they are not part of the loop. Campaigns are usually on the street long before they are briefed as to their intent. Branding done right means your brand can be a leader through unique positioning.

Sales people resonate with uniquely positioned brands because:

1. Sales people can sell from the high ground. They love to look down on the competition.
2. Differentiation that is genuine, is a powerfully honest story sales people can embrace.
3. Sales peoples' attitudes are invigorated by uniquely positioned brands.
4. Make the brand positioning a winning team effort when sales people are part of the solution.
5. Sales people have buy-in when the brand positioning reflects a reality.
6. Sales people enjoy the confidence a uniquely positioned brand delivers.
7. Sales people can make more money with a uniquely positioned brand because the value often extends to higher pricing equalling more commissions.

When sales people are included in the solution, the ROI with a uniquely positioned brand is swift and enlightening.

Brand Perception versus Brand Reality

Is your brand in tune with the reality that is the minds of your customers? If you're finding that customers have the wrong impression of your company then this is something that you are going to want to address. The problem with bad impressions is that perception is reality in branding. The fastest way to find out what a customer's perception is, is to ask them. Survey your stakeholders and determine what the popular perception is of what your company does.

Walk up to the first person you see at your company tomorrow morning and ask- "What is it we do here at ***?" Their answer will give you a basic read on your brand's perception. Is it reality or at least the reality you would prefer? If not, you have to start taking steps to generate experiences that guide your brand towards a more favorable perception. In this development it is key, to be sure that the experience is genuine and has authenticity. All great brands are build on this solid foundation.

You'd hate to miss an opportunity because of a poor perception of your competencies. Getting the story straight is one of the key stepping stones to landing new business.

How to Brand Yourself.

I'm asked this question from time to time. Of course my first reaction is that you already have a brand. You're not aware because you you are not paying close attention to yourself. You're like most small businesses and looking outward. You're looking for opportunities, and you're correct in doing so.

I would guess that if you're reading this post, branding yourself is something that's concerned you lately. Are you purposely building your personal brand, or are you letting it grow itself? Myself, I actively exercise my personal brand every day. I blog extensively, both on my blog, blogs I write for and numerous other places where I leave comments. I look for speaking and networking opportunities to get my brand out there. I contact other bloggers and authors I admire and get interviews from them with their take on branding (ie: the Laura Ries interview a few posts back).

One thing that is important to me is that I practice what I preach. I can't tell you how many businesses I see in my field that tell you to do something, they themselves aren't doing to get new business. It's like bad parenting. This affects their brand - but they seem blind to it. The point is your brand has to be genuine. As my slogan says, "Lead don't follow."

Do what you can to put yourself out there. Give back in your community, mentor young minds and generally help and give advice. Your brand will shine and be rewarded.

Arm Yourself With My 25 Item Brand Arsenal!

1. Business card
Your business card is your personal billboard. Use both sides and make it as professional as possible. This is your image, don't cheap out.

2. Business stationary
Hardcopy: envelopes, letterhead, checks, proposals
Digital: invoices, statements, proposals
Make sure each item has a consistent image with your business cards

3. Signage
If you have a bricks and mortar location your sign must match your business cards and stationary

4. Brochure
Professional full color paper presentation. Include pictures of people and express to your target audience what's in it for them. Touch on their pain points.

5. Postcards
These are great leave behinds. You can focus on individual pain points.

6. Presentation folders
Some businesses need these to submit RFPs and quotes. Make sure they match other materials.

7. Banner stand and/or trade show booth
For use in trade/consumer show, speaking engagements, networking etc.

8. Back banners
These are handy for charity events and small events

9. Digital presentations (PowerPoint)
For speaking opportunities where you can spread your message of the day. Be sure your brand image is on every slide

10. Resource website
A website that has information users can take advantage of. Not simply a brochure site. Have an email harvester on the home page

11. Blogs
Have your own blog speaking to your audience and also write for larger more established blogs

12. Digital email giveaways (ebooks, videos, white papers, podcasts etc.)
For use with the email harvester to build your opt-in email audience

13. Digital picture of yourself in various resolutions
You will need this to send to various media people for articles about you, for use on profile pages etc.

14. Canned digital ads
To submit to charity events, website banners and general marketing efforts

15. Canned bio
For publicity requests and linking back to you. Keep it up to date with current bragging points

16. Digital versions of logo in various resolutions
For linking, charity events, profile pages etc.

17. Belong to various social and networking media
Using vehicles like Facebook, Linkedin, Twitter and others, you can constantly develop relationships with individuals

18. email marketing service
Keep your message in front of your audience on a regular basis

19. PayPal pay area on your website
Make it easy to get paid, removes some of the risk.

20. Join networking groups on and offline
Look for ways to connect with professionals in your target audience and build resources and co-op opportunities

21. Volunteer (give-back)
This is where you can give back to your communities. Great for personal branding

22. email signature
This is the bottom of your emails, be sure all your contact info is there as well as your slogan or positioning statement (like an ad in every email)

23. professional email address
Don't use anonymous email addresses like anyname@gmail.com as this doesn't look like your a serious brand. Every connection on a professional level exposes your brand

24. Logoed swag
Good giveaway stuff for grab bags, keeping your brand out front, reminders

25. Logoed apparel
If appropriate, it can position you in environments where you are positioned as a product or the culture admires it

The number one rule of everything mentioned here is absolute and utter consistency to a fault. It will not only strengthen your brand image, but build trust and respect for you. You will absolutely recognize the power of a consistent brand image regularly. People WILL notice and tell you so!

Brand Positioning

This video is the visual presentation I use when I speak to groups on positioning a brand. The goal of positioning is to have your brand focus on what separates you from the competition. Based on differentiation, what can you embrace that makes your brand a "leader" not a follower? Even though I don't have a voice over explaining the finer points, I still feel this video may have some value in the direction it points you in.