You, Inc. Commandment #3- Thou Shalt Build and Promote Thy Brand

Brands are everywhere.

Right now, you’re surrounded by a ton of branded “stuff” be they goods or services even as you read this article.

Look down at your computer.  See the company?  Look up in your browser…see the name of a search engine?  Look down at your phone.  Yup, another brand.  Take a break, go to the fridge and open it….brands, brands and more brands.

So, what is a brand exactly?

Well, a brand can be either a trademark or a distinct name that identifies or represents a product of service.

Brands aren’t just a catchy tagline or logo…brands embody a customer’s experience and memories, be they good or bad.

For example, I was helping a client a couple of years ago with her mother’s estate.  I called Key Bank to get them to distribute the estate funds and close the account.

The account managers I spoke with were rude and clearly had no training whatsoever.  A couple of hours later, a Key Bank executive took care of us, but I’ve never forgotten it.

Every single time I pass by a Key Bank sign, I rehash the terrible service I received.

Now onto the positive…

I just LOVE my Apple products.  I can’t get enough of them!  Every time I hear about a new Apple product, despite their price and despite the fact that I just purchased the last greatest thing…I can’t help but take a peak.

I’ve had a fabulous experience with Apple products since I got my first iPod years and years ago.

Here’s the thing, brands aren’t just for mega companies.  If you want to succeed online, you’re going to need to create a brand and then promote it.

Your brand is way more than just the name your mamma gave you!

It’s made up of:

-       Your Reputation

-       Your products/services

-       Your customer service

-       Your Unique Selling Proposition

So what kind of brand?

Well, you could use a company name or you could just use your own name.  I think personal brands are the best, especially when you’re starting out.

Why Opt For a Personal Brand?

First of all, if you’re promoting someone else’s brand, you aren’t 100% in control of it.

If you’re a distributor for a network marketing or direct sales company and people only equate you to your network marketing company, what happens when your company shuts down through no fault of your own?

Poof!

There goes your brand. : (

Then you have to start all over again.

Building a brand takes time, and if you’re constantly having to start over, you won’t ever get any traction.

With your own brand, you’re in the driver’s seat.

Plenty of people that you know use their “Personal Brand”… Oprah, Dr. Phil, Tony Robbins, Celine Dion, Michael Jordan are just a few examples.

This is an evergreen brand that can change with you as your product and service offerings change or expand over time.

The good news is, if you have developed your USP, you’re well on your way to developing your brand.

A brand is all about distinguishing yourself and standing out from the crowd.

What is unique about what you offer? Is it of a higher quality? Is it one-of-a-kind?

While your “personal brand” starts with YOU it ends with your customer.  Make sure that your brand will align with your target market.

Once you’ve come up with your brand, now it’s time to…

Create a Logo and Tagline.

For example, my tagline is “Empowering Entrepreneurs to Build Their Brand Online”.

People know what they’re getting with me. You know whom my general target market is (“Entrepreneurs”) my Vision/Goal (to Empower) and the subject matter “Building a Brand Online.”

There are plenty of free Logo Design programs (freeware) out there.  Or, you can go to www.LogoNerds.Com or www.99Designs.com to have a professional create a logo for you.

PROMOTING YOUR BRAND

Once you’ve got your brand, now it’s time to promote it.  You’ll want to make sure that your website and social media are branded.

Announce your brand to the world and then advertise it! Whether that be through social media, pay-per-click advertising, forums, blogging, etc.

But if you don’t remember anything else, remember this…

When promoting your brand online, you must keep your Target Market/Avatar in mind.  You must always have a crystal clear vision of their likes, dislikes, fears, dreams, needs and wants.

Then you need to cater to those things.

If your target market isn’t so tech savvy, you should make your easy to navigate.  If your audience likes video tutorials, then provide them.

Writing for men and writing for women are different. If you’re writing for both, then make sure your site isn’t too “girlie” looking or too “masculine”.

If your audience is a group of professionals, you should use a professional tone.  No profanity!

Stay tuned for Commandment #4: Thou shalt not covet thy neighbor’s (or thy company’s) list

Like this article?  Share your comments below!

To the Top!

o the Top,

PS.  Top Secret News!  I’m in the process of creating hands down, the most comprehensive course on discovering, building and montizing your brand  that this industry has ever seen!  It’s called “The Beginner’s Guide to Building You, Inc.”

5 Responses to “You, Inc. Commandment #3- Thou Shalt Build and Promote Thy Brand”

  1. Edwin Arenas - Multinivel en Internet Says:

    Hi!

    This is one of the biggest issues with the people that is so brainwashed that they cannot see outside their company. You should promote and make a brand of you, not of your company.

    After all, your business is you and your team. Not the company, you have no power whatsoever over the company. If they decide tomorrow that the product that you sell the most is not profitable for them anymore, they’d take it out of market right away and you won’t have a saying in it.

    I think MLM is just like any other business. And if you have a supermarket you don’t promote the brand of the company that makes the food you sell, you promote and build a brand of your supermarket.

    Well, if you have a team of distributors, you don’t promote and build a brand of the company that makes the products you distribute. You promote your team.
    Edwin Arenas – Multinivel en Internet recently posted..52 Tareas Para Llevar mi Negocio Multinivel a Internet: #2 Conseguir 1000 Fans en Facebook

  2. Natasha Nassar Says:

    Hi Edwin! You raise a VERY crucial point that most distributors don’t realize until it’s too late. Too often people buy into the hype of being your own boss, when in reality, you aren’t. You are totally beholden to the company’s rules.

    I learned the hard way when my company gave me 48 hours to delete all of my blog content because they decided that they didn’t like people talking about the company unless the company approved of the content.

    I love your supermarket analogy, hope you don’t mind if I use it sometime! ; )
    Natasha Nassar recently posted..You, Inc. Commandment #4: Thou Shalt Not Covet Thy Neighbor’s List

  3. Steve-Personal Success Factors Says:

    Natasha, thanks for the excellent set of articles you’re putting together for us. They could not have come at a better time for me, as I am re-thinking all of these crucial pieces for my current blogs. I think that, as important as USP is, the customer service and integrity we bring to our business has to be intact and a cut above, as you so aptly pointed out.
    Steve-Personal Success Factors recently posted..Disregard This Advice To Remain Mediocre!

  4. Candice Michelle Says:

    Well explanation of a brand, but there is more to a brand than its contextual definition. I find its bookish definition to be a shallow meaning. As I understand what a brand is, it is a something that links the emotion, belief and thoughts of an individual to a product or service.
    Candice Michelle recently posted..Loans

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