Last night Denise and I joined Ruth Klein again for our second free teleseminar on Branding and Blogging – what we are naming as the missing link in 9 out of 10 businesses that are seriously under-branded. Close to 400 people were on the line.
You only have a few days left to join our tele-workshop; there are only 6 seats left since the group is limited to only 20 people. We are going to spend a lot of individual time working on finding great branding for your business, and show you how to leverage your blog. It starts Tuesday, September 11 and you can get info and register here: www.brandingandblogging.com.
In doing research on why many professionals were struggling to find clients and build revenues, we discovered some common mistakes. Here are 7 Deadly Branding Mistakes You Can’t Afford to Make.
7 Deadly Branding Mistakes You Can’t Afford to Make
By The Blog Squad™ Patsi Krakoff, Psy.D. & Denise Wakeman
And Ruth Klein
Branding is a marketing concept that’s been around for decades. But, do you know how important it is to your business and career for getting known, getting found, and getting clients?
Many professionals and entrepreneurs are either brandless or under-branded. They don’t stand out from their competition, especially on the Web. As a result, their effort,time, energy and money spent marketing doesn’t pay off as well as it should.
When you have an effective, memorable brand and use powerful Internet tools like a business blog to reinforce your message, you can get big results. Your name and your business stay top of mind when someone is ready to hire or buy.
Here are seven common branding mistakes we frequently see among the small business entrepreneurs and professionals with whom we work:
Branding Mistake #1:
Trying to market to everyone. Often small business professionals aren’t specific about who really needs or wants their products or services. Consequently, the right people don’t pay attention to their marketing message.
There is a direct relationship in creating a distinct brand designed to attract a specific niche market and the success of your business.
Branding Mistake #2:
Not knowing what’s being said about you on the Web.
It is critical that you are aware of where your name, business and products are being mentioned online. Set up Google Alerts with your name, business name, products, services and keywords for your niche so you are on top of your online identity.
Branding Mistake #3:
Spending the majority of time working "in" the business rather than working "on" the business.
Working "in" your business is doing operational activities and projects, delivering products and services. Working "on" your business is marketing and building your brand…they are future income-producing activities.
Marketing and branding projects bring in future revenues and clients. It’s essential to schedule time everyday developing your image, reputation, and thought leadership in your niche.
One way to do this is with a business blog. Writing on your blog is an opportunity for readers to get to know you and your expertise. The more authentic you are, the easier it is for them choose your services or products as a solution to their problems. Blogging is a long term investment in your business.
Branding Mistake #4:
Focusing on the features rather than customer-oriented benefits.
Focusing on features gives information while focusing on benefits drives the motivation in clients to buy your product or service.
What problem does your business solve? What are the pain points experienced by your target audience? What are their hot buttons that move them into action?
Again, your business blog is a great vehicle for exploring the wants and needs of your readers and clients. You can survey them to find out what they want from you, ask for their experiences, feedback, and input so you can deliver exactly the right service to the right people.
Branding Mistake #5:
Having a business name that does not stand out from the crowd. Many professionals don’t take advantage of the opportunity to name their company or services with originality and pizzazz.
As a result, they get lost in the competition and much of their marketing efforts are wasted. If prospects can’t easily remember you and what you do, you may have a ho-hum brand. If your name or your company name is ordinary, then spice it up with a memorable tag line or Unique Selling Proposition. You have 15-20 seconds to capture someone’s attention and interest; how are you using those crucial moments?
On the Web, you have myriad opportunities to control your message and how people remember you. For example, the name of your blog and its tag line should encapsulate your purpose in blogging, who you are writing for, and your name as the author.
Branding Mistake #6:
Not leveraging the Web to extend a business brand online.
Many professionals and business owners market in one channel, such as networking events, and ignore the Internet.
Today’s competitive and global environment creates new opportunities to reach more clients, deliver more services and sell more products.
To extend your brand online and control what people see, you must use the Web: a blog is one of the best ways to get your message out, build relationships with prospects, and establish thought leadership in your field.
Using the Web, you control what people read about you and your company. You must be continually learning to use these marketing and branding opportunities, because your competitors already are…
Branding Mistake #7:
Leaving money on the table by not leveraging intellectual property. Many professionals invest a lot of energy in creating one product or service, ignoring other potentially lucrative possibilities. Extend your brand AND your income by repurposing your content into multiple formats.
A speech is not just a speech, a book is not a book. From one blog post, speech or book there are articles, ebooks, e-courses, tips lists, teleseminars, bonus reports, white papers, press releases, home study kits, and audio programs. The more options you offer, the better your chances are of attracting and connecting with your ideal clients.
Don’t Make These Mistakes
The solution? Spend time developing your memorable business and personal brand. Brainstorm names and slogans that encapsulate the spirit of your business. Stand out from the crowd (and your competition!) by developing a clever name and memorable symbols that make you unforgettable.
Great branding isn’t always easy to create, but when you do find it you’ll know immediately. Once you find a great name, you can extend it to name your products and programs. Then, use your business blog to communicate your core message and philosophy. With this strategy, you continually reinforce your brand with everything you do, write and speak.
Please join us for our small group workshop, www.brandingandblogging.com.