Recipe for Branding Success
As a Solo Practitioner you are going to be branding yourself in order to bring your services to market. I talked about branding here. Branding, however, is a very misunderstood word. Yet we indiscriminately create identities and tag lines and don't really give much thought about how it will truly impact our potential clients and "brand" ourselves, quite often, incorrectly. And to make matters worse, we test drive those tag lines on colleagues rather than our potential target audience.
Rob Frankel, branding expert to Disney and Burger King among others, gives you his insight into branding and how you can start to target your potential client base more effectively with your blogs, websites and all literature that bears your name: A few ideas he shares:
- "Most people think branding is about identity and awareness. This is just a very small part."
- "You need to be perceived as the "only" solution to your customer's problem. By only, you don't have to be the best or the cheapest; you have to be the "only" because once you are the "only", they can't shop anywhere else."
- "Brand isn't about you; it's about them (your clients)"
- "Brand from the outside in......."
"Remember, people don't really need to hear how wonderful you are. They need to hear how you are going to help them out."