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Brand YOU (r) -- 7 Steps to Cultivate Your Brand & Bring Out the Best in YOU   by Eric Gelb



You have permission to publish this article electronically


or in print, free of charge, as long as the bylines are


included. A courtesy copy of your publication would be


appreciated -- send to: Eric@PublishingGold.com

Brand YOU (r) -- 7 Steps to Cultivate Your Brand & Bring Out the Best in YOU

Have you ever noticed that some people exhibit a special or


unusual quality, trait, or characteristic? And this feature or


mark identifies the person and draws you to those people?





This is a ‘brand.’ And it is instrumental in helping you build


your business and advance your career. Here are seven (7) secret


ingredients to help you develop your own personal brand.








1.Assess Your Strengths and Key Competencies





What separates you and your business from the pack?


--The value you provide?


--Your unique experience and insight into the marketplace?


--Your ability to solve customers’ problems?


--Reliability: Your ability to deliver on your promise?


--Your customer service?


--The purchase experience?




Make a list of your key standout qualities and expertise.




2.Study Your Market to Determine Which Benefits are Most


Important to Your Target Customers





For example, consider the homeowner who buys a ¼-inch drill;


doesn’t he actually want a ¼-inch hole?





--What benefits do your customers value most?


--Which do they actively and vigorously seek?





Review major trade publications and search the Web for news and


trends about your market and your customer base. Survey your


customers to gather data.





Compile your findings in a list.








3.Compare Your Lists from Steps #1 and #2 Above and Circle


the Matches From The Two Lists





When the benefits you offer match your target market’s key


wants, you have the Highest likelihood of becoming a ‘call brand.’


This means your customers request your products and services by


name.


Then you’ll grow your business, especially repeat business.





Make sure your talents serve your market. And be sure to


cultivate the talents and skills your market seeks but which you


lack. In a free market, the buyers’ needs and wants overpower


the sellers’ individual strengths; this is because the ‘Market


Drives All.’





For example, you could be the world’s top ‘Blue Widget-maker’


but if no one buys Blue Widgets you’ll starve.








4.Select The Top One or Two Benefits from Your List and


Position Them As The Cornerstone of Your Brand





Many marketers call your key benefits and the way in which you


structure your offering a ‘Unique Selling Proposition’ or ‘USP.’





USP encompasses your special attributes, features and


Talents--those particular qualities and traits that make you


special and separate you from your competition. The secret to


building your brand and your business is to define your USP


and organize your offering around your USP, which then becomes


your brand.








5.Bring Your Special Qualifications and Kernels into the


Limelight with a Tagline





In other words, promote your USP & Your Brand to your market.





Give Yourself a Nickname and Name Your Products and Services!


--A nickname, tagline or slogan, similar to a newspaper


headline, helps you stand out and position your offering in your


marketplace…


--Make sure your name is memorable--pleasing to the ears.





Over the years, I’ve accumulated several choice nicknames: ‘The


Recovering Accountant,’ ‘Revenue Generation Specialist,’ and


‘The Gelberator’ to name a few.





Given my past work experience as a CPA, you can guess how The


first nickname began. As a marketing expert and copywriter, one


client bestowed the second name. And one of my attorneys spawned


number three based on my surname; ‘Gelberator’ sounds like an


automobile’s accelerator, and that meshes nicely with my goal of


wanting people to think of me as a motivator.





Perhaps more important, a brand name or tagline makes you [more]


memorable with your target customers and makes you stand out


from your competitors.





6.Create a Domain Name (URL) that Highlights Your Brand





To establish our brand, we purchased the domain


www.PublishingGold.com. To promote our brand and present a


consistent image, we renamed our copywriting and marketing firm


PublishingGold.com, Inc.





Our company name, including the ‘.com’ appears on our business


cards, publications, e-mail signature files, etc., which lure


people to our Site.





Create a matching e-mail address, for example,


Eric@PublishingGold.com





These tactics reinforce your brand and its identity and signal


a professional and consistent image.








7.Feature Your Brand Name On ALL Your Materials, and


Promote Your Brand Actively and Vigorously, 24/7

Broadcast your unique offering--your USP--to your target market.


Make your target customers aware of The Benefits they will get


when they make a purchase from You; this strategy entices buyers


to purchase from you rather than the folks next-door.





Publicize your offering. In other words, ‘Get the Word Out.’


Write articles and special reports; get media coverage (not


advertising); and organize workshops to present on your area of


expertise--your unique brand.





Call attention to yourself and your offering whenever and


wherever you can. Position yourself squarely before your


[target] customers’ eyes so they can’t miss your offer and they


are compelled to make a purchase. Be consistent and persistent.


Then you will really make Your mark in your marketplace.

.


What steps can you take to develop your unique brand to catapult


your business into overdrive?





Even a small yet novel approach, special trait, or standout


quality will help you create your own distinctive brand, which


in turn will set you ablaze in your marketplace. Then you’ll


truly multiply your business fivefold, tenfold, or more.





-30-








Eric Gelb, MBA & CPA, is a copywriter, brand management


consultant, and editor of the Publishing Gold e-zine.


T: 516.374.1387 or Eric@PublishingGold.com








Copyright © 2005 PublishingGold.com, Inc.



Author Info:

(Above)


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