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How to Brand Yourself/Business, Define Your Values and Standout in Your Market


(upbeat music) – How to brand yourself? In today’s video, I am going
share with you guys how to stand out in the marketplace. I am going to talk to you about how to ensure that people
remember you and more importantly
remember your name when they’re trying to
solve the problem that you solve in your business. Branding is really about
creating a mental movie around the problem
that the customer has and thinking of you. So whatever challenge
they have in their life, when they encounter that they think of your company and I’m gonna talk to you guys
actually how to really extract that from you. I have been building
companies now for 17 years. I am on my sixth company and with everyone I have sat down with
branding specialists, I have worked with positioning
people with the best marketers to really just
understand what makes a great brand and how to incorporate that
into your business, you know. Not too long ago, I was
actually contacted by my sister-in-law and she is
a real estate agent and she wanted to ask me – “Dan how
do you think about branding?” Cause she’s heard me talk
about this with so many different people.
I said here is the deal, buy some food come over
to dinner, bring the kids, and we’ll sit down and
chat about your brand. I’ll walk you through my
framework for doing that and at the end of it she looked
at me and she said “where did you come
up with this,” and I’m like it’s just years of studying it, of being such a student
around really what makes companies stand out in
the marketplace and that’s why I want to shoot this video so that I can share it with
you guys all at home. So, the first thing you need
to understand is your values. Every person has values,
they have a belief system that drives every decision they
make, the way they operate, the way they act in the world. You have them and the
question to ask is you know, if you have kids or
just your loved ones and it was the end of your days, and you can only share 5
to 10 beliefs or values, what would they be? That is powerful stuff,
because when you can get down to the core of what makes
you tick, how you operate, or kind of the things you have
learned throughout your life that is what is going
to change everything and getting to that foundational
level of values is step number one. You can’t build a brand from that. I don’t believe you can
manufacture a brand, it is extracted from the
soul of the entrepreneur. So this is the first step,
is to just figure out what do you believe in,
what are your values and write them down,
five to 10 maybe seven, get that list. The second step is to really understand who’s your core customer
and here is the way I look at it: who would you
love to do business with? And the trick is not only love,
but actually that has money, because those are two parts
you need to ensure you have. The way I do that is ask
people, who is a customer that you had over the
last few months that you absolutely adored,
that you love that if you had a thousand of
those people that you would just be pumped to go
to work everyday, because that is the fallacy is business is, yes it is about solving a
problem you are passionate about, but the truth is, you also
have to choose your customers. ‘Cause if you work for the
wrong type of customer and you don’t like them, or you
know that they are stingy, or they’re rude,
whatever they are, you’re gonna hate your day. So, choosing that core
customer that you love and that has money, is the
second step in naming them. So I just say okay whoever
that customer when I asked you who have you really enjoy
working with recently, just put their name to that
core customer identity. Once you have that, you’ve
got the foundation, the values, then you talk about the core customer. This is the perfect person
I would love to serve in my business, then the third aspect is what is your irresistible offer, right? What are you going to do that
is going to make you stand out in the marketplace?
What are you willing to offer? What guarantee? Some people
call it a risk reversal. Like thinking about from their position, if it is a major investment,
like buying a house or if it is something even as simple as like what place should I
bring my dog to get manicured. Those are decisions that they
are going to have hesitations around and you need to create
an irresistible offer so that thing that is going to
make them want to reach out to you, that also meets and
attracts the core customer. Those two things need
to work together but a lot of people are using education. I was recently talking to a friend that runs a large sales organization and they explained to me that recently, they do air purification,
they have this machine for air purification and what they
did was changed and renamed their whole sales team to
air quality specialists. Alright not sales people,
air quality specialists and what they offer is a free air
assessment to let you know if you are up to code, so
that’s an irresistible offer. If I had a big apartment building
or a commercial building, I needed to know the air quality, I am going to call the
air quality specialist. Have them come in,
do the assessment, and then let them, let me
kind of hear from them what they recommend and I think that is the way you need to think
about the irresistible offer. But you get those three things, you figure out what drives you,
your values that foundation, you identify and you focus
in on that customer that you would absolutely
love to serve and then figure out some kind of
offer that you can present to them from their point of view
that is irresistible, that is how you build a
brand that people love. That is how you ensure they
don’t forget your name and that you are remarkable
in your market. So with that I want to invite you to subscribe to my
newsletter to get other business tips and startegies
exclusive to you and as per usual, I want to challenge
you to live a bigger life and a bigger business. I will see you next Monday.

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