Your Brand and Linkedin
If you have completed your profile as I have described, you now have all the ingredients of your own brand. Unless you have a totally unique product or service, you are always selling YOU. Let’s break down this brand called YOU.
Recently, I needed a new furnace for our home. After receiving several bids from local heating contractors, I went on line to do my own research. What I found was a mess.
Every websites was full of pictures and promises about their products. No just one product but dozens and dozens of products. I just wanted one website that could clearly show me the advantages and disadvantages of the various brand names and furnaces I was seeing. I never found it. When I mentioned this fact to the contractor who finally sold me our furnace, he said, “You’re right. Even I am confused when I go to the websites?”
Creating the Brand YOU
What do you do? Your first challenge in creating a brand is to provide the prospect with a clear picture about what you are offering. What do you do or what does what you are selling do? You must be able to answer this question simply and clearly. Confused buyers never buy.
Write down the answer to this question in simple and clear words. Then show it to three people. Is it simple and clear to them?
What is your specialty? A second branding question is what is your specialty? People don’t buy from Jack of all trades and masters of none. They have too many buying options. When you try to appeal to everyone, you appeal to no one. Make it clear about your specialty.
How are you different from the competition? How are you different or better than your competition?” You don’t just want to be different. You may be the only sales person with green hair. That would make you different. Does this different matter to your customers?
Here is the heart and soul of branding. Does your difference make an emotional connection with your customers? What’s the one thing they can get from you that they cannot get from your competition?
When you think of Tiffany’s—what do you think of? Fine jewelry and romance. When you think of Tiger Woods, what you think about? Golf! Your difference is what makes the deep connection with your customers.
Dominate your market. The fourth quality, do you want to just be another peddler in the market place? Be the best. Be recognized as an expert in your business. Understand your customer better than your competition. Tell the world about your expertise. Dominate. Don’t just exist as a brand.
When you bring these qualities to the market place, you have a successful brand. You become enviable. People will look at you and admire you. And that makes your entire business operations more enjoyable and prosperous.
To be continued, your comments are always welcomed…
Al Hanzal
Tags: Branding and Linkedin