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Brand Moi™, Make your Mark with a Personal Brand
Directed toward professionals and business leaders who want to excel with a personal brando want Brand Moi™—Make your Mark and Succeed. By Karen Post Personal Branding for Professional Speakers. For any professional speaker, a strong...
Growing your Company in today's Chaotic Market!
I think we've all heard enough bad news to last us few months to last us several lifetimes! Our mantra for clients is "get over it" - cut your losses when where you can and focus on the basic building blocks to grow your business. Here are some...
No Time For Ezine
How many times have you read How many times have you read "the best way to market your site is to start a newsletter?" I'm here to tell you this is bull puckey. Is this blasphemy? Probably! But before you get all bent out of shape, hear...
“The Hidden Traffic Strategy That Skyrockets Your Profits”
If you agree that traffic is the true currency of the web, then you’d want to read this article very carefully… Every web site owner and Internet marketer with a commercial goal understands the true value of the visitor, studying the synergy...
The True Facts about MLM and downline Builders.
The fact is that if something works, and worked for a decade then... it will keep working. The internet made this business much easier than before. A real business has a proven method that works, and no gimmicks or tricks. I am not talking about...
 
Lessons from the Power Brands

Lessons from the Power Brands
You have heard of power brands like Harley-Davidson, Nordstrom, and Domino’s Pizza. Their names evoke specific emotions and feelings. Each of these brands stands for something special. They are the modern day version of original branding, “burning a unique mark”.
Can these power brands teach you how to get more clients or increase profits from your own business? In this issue of The Small Business Tool Box, I will share two of Rob Frankel’s branding standards from The Revenge of Brand X. Compare your business efforts against these two standards and see what you can learn.

The first Law of Big Time Branding: Brands are not about you. Brands are about them.(1)

Tell me about your brand. Were you going to tell me about the products and services you developed? Were you going to tell me about your qualifications and what you have to offer your clients? Were you going to tell me how you identified the needs of your clients and how you convince, prod or otherwise sell them your products and services?
Branding is all about them, not you. Your brand must be about solving the client’s problems, their wants, their pains. Do you know what they really want?
Knowing your client is more than knowing demographics, i.e. how many people eat chocolate; it is knowing why they love eating chocolate! Branding is all about finding solutions to your client’s problems. Power brands do this extremely well.
Think of the brand, Head and Shoulders Shampoo. It clearly communicates the purpose of eliminating your dandruff problem. There are many brands of shampoos on the market shelves. But if you want a shampoo that gets rid of your dandruff, where do you turn.
Does your product or service do the same for your clients?

Branding is not about getting your targets to choose you over your competition. Branding is about getting your prospects to see you as the only solution to their problem. (2)

Now here’s a challenge! In today’s crowded market place, does your product or


service command this position? Let’s look at how power brands do this.
Federal Express understands the fear of not delivering a package on time. Other overnight services have come into the market place, some even cheaper than Federal Express. But if you absolutely had to get a package there on time, who would you trust?
Becoming the only solutions for a client’s problem builds loyalty. Clients become evangelists for your product. Compare the Microsoft brand with the Apple computer brand. Microsoft is larger and spends more money on their business. But ask any Mac/Apple user and you hear how loyal they are to their brand! They will never give up their Mac!
I have compared my own brand with Frankel’s second branding standard. My business “eliminates business frustrations for small business owners.” My business mantra tells you what I do and with whom I do it. But do I have the power of being the only solution for my clients?
No. I need to add something more. Perhaps, I could add the word, “guaranteed” to my business brand. Can I fulfill such a promise? Now I am challenging my abilities and the abilities of my company.
Power branding raises the bar of your company. Branding is not just being cute or clever or having a logo. It is about challenging your business to be a business for the client. It is challenging your business to be the only solution for the client’s problem.
Are you up to the challenge? Are you willing to stretch your business muscles and make sure every aspect of your business matches your brand? Are you willing to go the extra mile to make sure your brand achieves the power it needs in today’s economy?
(1) (2) Rob Frankel’s The Revenge of Brand X

Copyright Al Hanzal, 2004 All Rights Reserved


About the Author

Al Hanzal has been working and helping small business owners for over 14 years. He provides easy to use, low costs tools, producing outstanding results for small businesses. Check out his website at www.innovativesellingskillsforsmallbusiness.com

 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
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Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
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AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
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Branding and positioning news and opinion.
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The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
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See all blog posts tagged with branding on Technorati.
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Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
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Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
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Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
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Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
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iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
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Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
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Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
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