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Put
the “You” in Your Brand
By Karen Simmons
Branding usually
brings to mind a company name, logo, Internet address, and brochure. It is important to
create a distinctive company image which includes the quality and
uniqueness of your product or service. All of your marketing materials
should work together to create a look and feel that distinguishes
your business from the competition. And yes, it is vital that you
deliver the quality product or service you promise. However, company
image and product alone will not build your brand, particularly if
you have strong competitors. To truly brand your business, you must
put “You” in your brand.
For many “solopreneurs”, past education or employment instilled a
misguided need to project the image of a larger company. Does “We’d
be happy to help” or “Our business can provide,” sound
familiar? The “we” responses aren’t bad if they answered the
question, but they also didn’t help you build a relationship with
YOUR potential customer.
Introduce yourself. Tell your customers you are the owner of your
business, and let them know they can call you at any time with any
question. Don’t fall into the habit of using industry jargon in
hopes of sounding impressive. Use terms and phrases that your
customers will understand. Make a personal connection.
While your customers are only concerned with what will help them
with their needs, price isn’t the only factor. Customers who form a
relationship with your business, or specifically with you as a
solopreneur, will remain loyal even when they are offered a cheaper
alternative. Every customer contact gives you the opportunity to
build familiarity and to prove reliability, both of which instill a
sense of comfort. The more you do to foster a high comfort level
within each and every interaction or transaction, the better.
Remember you have one competitive advantage that your competition
can’t duplicate – You! How YOU build and maintain relationships, the
way YOU treat others, the rapport YOU establish at an individual
level are the brand elements that will stand the test of time. So,
if you are tempted to hide behind a corporate-style façade, rethink
your customer strategy and be true to yourself and the passion you
have for what you do.
_________________
Karen Simmons has
been a marketing and information consultant to small businesses, national publishers, and non-profit organizations since 1992. She is
the owner of
Info2000 Information Services
specializing in marketing consulting, competitive intelligence,
Internet marketing, group meeting and focus group facilitation, and
website design.
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