Small Business Tips Archives

How Do You Communicate Your Brand?

You are a start-up entrepreneur and you are wondering, “What is the best way to communicate my brand?”

That is a terribly good question and one that you must seriously take the time to answer.

Why?

Because what you communicate and how you communicate it determines whether or not you attract the right clients.

Attracting the right clients not only means that you will generate revenue, but it also means that you will enjoy what you do all the more. I mean, let’s be honest, who wants to work for themselves and hate doing it?

That would totally defeat the purpose of entrepreneurship, right?

It would also indicate that you are not walking in your divine personal brand, but I digress. brand man gold

 Let’s get back on track. :)

So, it is critical that you are very strategic in creating your brand communication program. Before you can do so, several things must be clear:

1.  You must know whom you have been called to serve so that your focus is strictly on them.

2.  You must know them inside out so that you are aware of why and how they buy your services.

3.  You must also know how the competition positions their businesses to gain trust and attention from your ideal clients.

4.  Finally, you must have your very own well-defined positioning statement.

What is a Positioning Statement, Kellie?

Just in case, you get the first three “must-knows”, but you are not sure about that positioning statement thingy, here is a little formula for creating one:

I offer (your service type)

For (Your ideal client type)

That Need/Want To (The problem you solve and why your solution is different)

The one thing that I want you to be mindful of more than ever is: why your solution is different. This portion is commonly known as your USP or your unique selling proposition. It is the one thing that makes you distinctive from your competitors in a way that your ideal clients will value most.

You really want to nail that USP because the more your positioning statement accentuates your divine distinction from your competitors, the easier it will be to promote your products and services.

Back to the Brand Communication Program

Now, that you are clear on the “must-knows”, you can sit down and create a brand communication program that aligns with your brand positioning in the marketplace.

You see, behind every bit of communication you do, there must be a reason (a profitable reason) why you are doing it. You should not just jump on the bandwagon and do what you see other brands doing.

Your communication tactics, if you will, should support your goals as it relates to building your clientele and increasing your revenue through authentic connections and interactions with your ideal clients.

In other words, what you do must appeal to your ideal clients, so much so, that they say, “Hey, you are the answer to my prayers because you hold the solution to my problem, pain, or predicament.”

With that being said, here are 20 communication tactics you might consider:

  • ·         Speaking to groups—webinars, teleseminars, seminars, workshops, keynotes

  • ·         Teaching groups–online courses, Lunch-n-Learns

  • ·         Article Marketing

  • ·         Video Marketing

  • ·         Direct Mail

  • ·         Postcards

  • ·         Internet Advertising

  • ·         Podcasts

  • ·         Blogs

  • ·         Ezines & Newsletters (through the mail)

  • ·         Email Marketing

  • ·         Social Media

  • ·         Trade Shows

  • ·         Press Releases & Other Forms of Public Relations

  • ·         Networking

  • ·         Joint ventures, cross promotions

  • ·         Contests

  • ·         Sponsorships

  • ·         Referrals

  • ·         Case Studies

 

How Do I Create My Brand Communication Program?

Remember, you are just starting out in business and entrepreneurship is no joke. Your time must be utilized wisely, so this is what I advise—choose three to five tactics that you believe will most effectively support your positioning statement and help you achieve your goals.

You can even use these criteria below to help you choose your first three communication tactics:

1.  Choose a tactic that allows you to have a steady flow of communication with your new “leads” (i.e. blogging, email marketing, or direct mail)

2.  Choose a tactic that establishes you as a thought leader in your industry or market (i.e. write a white paper or special report, start a podcast, give a free teleseminar on frequent basis, start a video channel)

3.  Choose a tactic that boosts your reputation online (i.e. redoing your website to increase email address capture rate, optimizing the site for search engines, and revamping your site to make it sell and convert traffic more easily.)

Set A Schedule To Make It Happen

Once you have selected your first three, get a calendar that can go on the wall in your office. Select the days of the week that you will follow-through with each tactic (for example, blogging on Mondays) and place a sticker or use a Sharpie to mark the calendar for that day every week for the rest of the year. 

If there is a tactic that requires you to delegate it…do so.

Commit and be consistent and your brand communication program will reward you with clients that love who you are, what you do, and how well you do it.

 

 

You are an “employed entrepreneur”.

You work for someone else full-time but you are agitated because you know, that you know, that you know that you have been called to do something else. You have been called to be the CEO of your own business– a divine business that you did not necessarily choose but one that has been placed within you by God Himself. You have been called into entrepreneurship and the longer you are working in an environment that is contrary to that, the more frustrated you become. ericka's book

Well, I have good news for you.

There is a way to emancipate yourself–a stress-free way. There is a way to plan your exit strategy and do what God has called you. Would you like to learn more about that?

Interview with Author, Evangelist, and Kingdom Trainer Ms. Ericka Jackson

erickajacksonToday, I interviewed Ericka D. Jackson, who is the author of When God Calls, Living God’s Purpose for Your Life. It was an incredible 55 minutes.

Listen now to find out:

  • The top 5 tips on how to plan the emancipation from the full-time J-O-B to living God’s purpose for your life on a full-time basis.

  • The components of a well-structured business plan and how often it should be updated

  • The top 3 marketing methods you should implement and why

  • How to view yourself as a shepherd and your target audience as your flock

  • What vision really is and how it impacts your daily decisions and ultimately whether you live out God’s purpose for your life

Listen Now

Listen to internet radio with kelliegardner on BlogTalkRadio

Connect with Ericka Jackson

Before You Go

  • Share a comment or question about the show. :)
  • Pay it forward using the social media icons below.
  • Subscribe to Books That Transform right here.

What Do You Say When Someone Asks, “So, what do you do?”

Watch this video to find out how to create a magnetic elevator speech that allows you to pull new clients or business partners to you in 60 seconds or less.

Leave a Comment. :)

Did this video help you in creating or tweaking your elevator speech?

Which part seems easy to you? Which parts seems challenging?

How can this information help you in the future?

 

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Educating The Market About Your Value

You hate selling.

You hate promoting yourself.

You were taught that it was not polite to do. You were taught to be humble and let others praise you.

Well, what if I told you that marketing is not about selling? It is about offering your products and services to those who really, really need or want them. And, what if I told you that by keeping your products and services to yourself or hoping that somehow, some way your target audience might “come across them” is really doing a disservice to hundreds of thousands or possibly millions of people?

What would you say then?

Watch the video below to find out how you can change your perspective and see yourself as an educator–educating the market about your value as an act of service.

And, please don’t forget to share your thoughts afterwards. :)

Action Steps

Share your thoughts.

  • Have you steered clear of marketing because you think it makes you feel like a cheesy salesperson?

  • Does this perspective help you look at marketing in a different light?

Subscribe.

Listen to Catherine Kaputa Interviews on Personal Branding.

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