Your Best Online Marketing Brand Will Be Invisible

Recently I was chatting with “Mary,” a neighbor who holds a responsible senior position in a major hospital. I told her I had just reviewed a really awful book on personal branding.

Mary frowned. “I hate all this branding stuff,” she said. “I don’t want a brand. I don’t have a brand. I’m just me.”

“But I bet you’ve got a reputation,” I said. “You’ve been around awhile. People say things like, ‘Mary’s the go-to person when we have a crisis.’ Or, ‘Mary’s completely reliable: when she says something, you know she’s as good as her word.

Mary nodded slowly. You could see the wheels turning as she realized she had plenty to brag about… and her brag would be the beginnings of her brand.

“You know, you’re right,” she said. “I guess I do have a brand after all.”

Mary is not unique. Many business owners claim they don’t have a brand. Sometimes they tell me they can’t see other people’s brands either. “Sam is a famous millionaire marketer,” they say, “and he doesn’t have a brand. He’s just… Sam. He doesn’t even have a logo!”

Of course Sam has a brand. It’s just invisible. And that means it’s even more effective. It’s stealth marketing: you don’t realize it till you’ve experienced the power.

It’s like make-up or a really good hair coloring job. “Professional make-up job” means people assume tell you’re wearing any. And we compliment our hair stylist when people say, “Oh, do you color you hair? It looks so natural.”

Bottom line: When it’s invisible, we feel we’ve reached the real YOU.

Recently I was listening to a teleseminar by a well-known media coach. I was struck by her unique speaking style, which communicates her brand: smooth, confident and completely different from most presenters. She doesn’t seem to be selling. She sounds casual and conversational.

But if you listen closely you will recognize some fine-ly developed marketing techniques. She seems to be telling stories but every line and every anecdote has a purpose. I sounds effortless but I bet she’s worked a LONG time to create that impact.

Some other examples:

– A successful marketer brands herself on her personal story, from fumbling start-up to confident international success (and a bank account that’s growing along with her business).

– A consultant brands himself by his experience in an unusual occupation that seems completely unrelated to his present field… until you learn the whole story.

That’s REAL Branding

These business owners feel comfortable sharing their strengths and claiming their bragging rights. They haven’t gotten hung up on colors or catchy slogans; in fact, you’d be hard-pressed to find logos or slogans on their websites or even business cards. Their brand is about recognizing who they are.

DIY Marketing – Branding Your Business – Do You Know the 7 Key Steps?

In a sea of competitors in your niche, how will your company find a foothold? Your number one marketing goal is to make your company known. Prospective customers cannot buy from you if they do not know you and what you have to offer. “Branding” your company means to establish and project a consistent, dynamic, powerful and memorable message about who your company is and what your company does.

Here are 7 key steps to branding your company:

1. Write or refine your company’s mission statement. Explain why your company exists. A mission statement usually involves two parts. The first states a problem your prospective customer has that needs a solution. The second explains how your company can provide the solution — and do it better than anyone else. Express succinctly and accurately your company’s mission and you will have established the “theme” for your brand. Do this step first and it will make the rest of the branding process flow smoothly.

2. Clarify your company’s “theme”. Your company’s theme flows out of your mission statement. Your theme is a tangible or visual expression of the intangible, mental image you want the public to have of your company. Your theme should evoke emotion from the viewer based on the image you want to create of yourself or your company. If you are a personal injury lawyer, you may want to convey the image that you are an aggressive fighter for your injured clients. If you are a printing company, you may want to convey that you are fast and a perfectionist.

3. Write a memorable tagline that expresses who you are and what you do. Have some fun here and be creative. The key is to make it memorable. Humor or a play on words often help to make a tagline memorable. Spend some time looking at other companies’ taglines. Use them as a guide for creating your own.

4. Write a newsletter. Distribute your newsletter monthly or weekly via email or direct mail. The goal is for your company’s name and products to stay in the forefront of your prospects’ minds. When they go looking for what you have to offer, they will think of you as a trustworthy source, because they already know you and trust you.

5. Create a website. Add new, informative content at least once a week. Your website or blog should be the hub of your marketing endeavors. All roads should lead your customers to your website. It is here that customers and prospects can find everything they need to know about your company and the products and services your provide. It is here that you have complete control in creating the image you want the public to have of your company.

6. Write and publish articles regularly. Distribute your articles on the web in article directories like EzineArticles.com and in print publications. The goal is to establish yourself as the expert in your niche and then guide readers to your website or blog to learn more about your company’s products and services.

7. Participate in local and national conferences in your niche. Participate at least twice a year as an attendee, or better yet as a presenter, a host or exhibitor in local and national conferences. You want to become known not only to prospective customers but also to others in your niche as an active leader in your field.

My First Year Online In Network Marketing – Branding

By developing your own brand, you’ll have control over people’s initial perception. If you don’t brand yourself, someone else will, and that outcome might not be in your favor. It could be downright horrible.

Your strong brand in Network Marketing will influence other Networkers and work overtime to engage those who may not have been targeted at all. For example, someone looking for a new career comes across your blog because you talk about a career change. That person gets to know you a little through your blog posts. They, then, inquire about how to work for or with you. You now have a potential new distributor that wasn’t looking to join a home based business at all. A successful brand self-promotes, offers a unique experience, will breathe loyalty, and offers consistency in the quality of the service.

Here’s the hardcore truth on why branding is critical to your network marketing business. As a network marketer, you sign representative agreements to become distributors for your network marketing company. This means you are nothing more than a salesman and you own nothing. You sell THEIR product or service. Many people think that their network marketing business is THEIR business but you have to be aware that the company you are a distributor for can take that business away for any reason they see fit. If you don’t act in accordance with their policies and procedures….GONE is your downline. Some companies are really good at having you become loyal distributors for them. So understanding this premise, you should only see your network marketing company for what it is, an income stream. Understanding that business relationship, should set you free.

The concept of branding YOU in network marketing not only changed my business, but changed my life. The power of building You, Inc is that YOU control all the leads (and distributors) because you are building your OWN list of people. These people get to know you through your branding efforts and practically follow you wherever you decide to go. So YOU keep control of YOUR business.

Even if your current company went out of business, you have a list of people that joined you and you can practically start another down line overnight. Try this exercise to get you started in the right direction.

  • What am I naturally gifted at
  • What am I most passionate about
  • What do I get the most excited about doing or sharing

Tomorrow we will show more questions to ask and continue to drill down on your branding strategy.