You may not be Jay-Z, Taylor Swift or Tom Hanks…but you do have a brand.
According to Dan Schawbel, “each and every one of us is a brand…as a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like them.”
You can position your business in the marketplace so that you are perceived as the best and logical choice.
First it’s important that you understand what a brand is.
Next I’m going to offer you a 4 part strategy to create an effective brand positioning in your marketplace.
What Is a Brand?
You will find thousands of definitions on what a brand really is. I like Seth Godin’s. He calls brand “a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
A logo, typeface, colors, and uniforms are all part of a brand, but they themselves are not a ‘brand’. They may support your brand but they aren’t the key to your brand.
Here’s another way to think about this: Your business or personal brand is everything you do and say that forms how people perceive you. What’s important here is the “how people perceive you” part.
Because in fact, you can, by taking specific actions and steps influence how people view you.
Applied to consulting, by creating an effective brand strategy for yourself and your business, you can position your business in the marketplace so that you are perceived as the best and logical choice. CONTINUE READING »