Once you’re very clear on the value you offer others – whether that’s within a corporation or your own business – and how you’re different from the competition – it’s time to craft that into a message that’s sticky, meaningful and memorable. Ask yourself the following: Can you make your message fit on a Post-It note? (That’s what I call Post-It Positioning, and it’s something that I cover in my branding courses A LOT. http://www.LibbyGill.com/Branding) Post-It Positioning is short and succinct, goes right where you want it to land, and it sticks.
What’s the most important thing you want your audience to remember? How can you say it with humor or punch that gets their attention? Who’s gonna forget Pop, Pop Fizz, Fizz, oh what a relief it is. Alkaseltzer. Or …I wish I was an Oscar Meyer weiner. Both of these brands incorporated their brand name into a catchy little song. You deserve a break today.
A PR firm I’ve worked with is owned by a fellow whose last name is Morse, who for obvious reason calls his company Morse Code PR. His tagline, or positioning statement, is “Connecting the Dots”. Now, because he provides the kind of service, unlike most PR firms, where he is really concerned with promoting all aspects of your business and connecting clients with people who can help them grow and expand – Connecting the Dots is more than just a catchy slogan. It’s an authentic expression of who he is and what he does.
Stop today and ask yourself: What’s my core message? Maybe it’s on your business card or website, or maybe it’s how you describe yourself or how other people describe you at the office. Listen for things they mention, like: You’re the Logical Thinker, the Roll Up Your Sleeves and Get it Done Person. Those are all clues to your brand message.
Remember, it’s ALL branding, and you have a PERSONAL brand. That’s vital to recognize.
Now let’s talk about some of the negatives and how to counter them to protect – and promote – your personal brand. Those sales objections you need to be ready to deal with. I love to get objections on the table as soon as possible so that you can counter them to your customer right away. Or be able walk away if the customer isn’t right for you and not waste time converting a client that would not be happy (and would make YOU miserable).
But if you think or you know that this is a good customer for you, then how can you reframe any perceived negatives as positives? One of my clients is an attorney who never went to college, she skipped over it and went right on to law school. At first, she thought that would be perceived as negative when people asked where she went to school. But she didn’t hide it, and when she discovered that people thought she was brilliant when they found out she’d tested out of college, believe me she used that as a selling point from then on.
So if you’re a one-woman shop and your competitor is huge, you’ve got to create what I call your “Success Spin,” and position yourself as hands-on, boutique, and in partnership with your client – as opposed to the Big Box store approach. Basically, you’re the Mac guy.
If you’re the PC (that is a large well-established company), you may be full-service, one-stop shopping, part of the community. Get it? Whatever the position you’re in, owning it and getting it out there in a memorable, Post-It Positioning way is VITAL to your brand identity and the ability of your growing client base to FIND you and REMEMBER you.
To learn more about my upcoming Branding Course, go to: http://www.libbygill.com/branding
Until next time,
Libby Gill Branding Expert, Executive Coach, Keynote Speaker
PS, My Branding Webinar starts in less than ONE weeks – there’s still room for 3 more participants. Register now to save your space: http://libbygill.com/mindshare-branding-webinar