Today, I had the privilege of speaking to a group of professionals about branding and what it means. The group was made up of professionals from all industries, business owners and independent representatives of a variety of organizations. The fact that nobody got up and left or screamed obscenities at me, tells me that they were actually interested in the topic.
I started the presentation (no formal PowerPoint for me) handing out scrap pieces of paper (recycling helps you reduce costs) and told the attendees to write three words that describe them. Who are they? I then proceeded to give my presentation on the following:
What is your brand?
The inability to articulate what you do isn't a confidence problem - it's a branding problem. You might have a hard time telling people what you do for a living if:
1. You are using vague words and trendy industry jargon to describe what you do.
2. Your expertise can't be summed up in one small title or job description.
3. You feel more like a Jac (or Jane) of all trades and a master of none.
Know what you do and what people want you to know you do. In addition, know what sets you apart from your competition. If you haven't done your research to figure out your competitive landscape, you have already put yourself way behind your competitors.
What is your positioning statement?
Your positioning statement is just a few sentences that describes what you do and for who. Think of it as your elevator speech...you're 30 second commercial (without the music bed).
1. Make is short and succinct. Giving someone a lecture when all they wanted was an introduction can be a major turn off and will not help you get their business.
2. You should be able to incorporate your position statement into your website home page and in your social media profiles.
3. Your position statement is NOT your values or mission statement.
'Trial and error' is not an option.
You want your brand to reflect your true style and voice in a way that will attract your dream clients. Your overall brand should align your passion and talent with your career. If you are not passionate about what you do or believe in your service, it will be very difficult to persuade others (and you should probably consider a different career).
What about the logo?
A major part of branding is the logo. Your logo should match up with and reflect your brand. it's not just a pretty picture. It needs to serve a purpose and have an appropriate design:
1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Relevant
After I finished presenting I was asked what I thought the most important part of branding or marketing is. To be clear, branding is just ONE element of marketing and the most important aspect of branding is to know who you are and why you do what you do.
I then asked each attendee to flip the piece of scrap paper over and write three words that describe what they do. I applaud everyone who shared what they wrote - their three words that they used to describe themselves were in alignment with the three words they used to describe what they do. hats off to a great group of knowledgeable and professional individuals!
If you or someone you know would like to learn more about the essentials of branding and strategic marketing, please feel free to reach out to us! We pride ourselves on helping others succeed (how's that for a positioning statement?). www.skconsulting911.com.
GREAT article Monica!
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