How many times have we heard “Xerox this”, when the
copier involved may not be a Xerox brand at all?
What brand do you think of when you hear the words
“Just do it”?
How about ordering a “coke” when what you really wanted
was another soda?
Branding is a powerful tool in our business lives.
While Nike and Xerox are prime examples of this idea,
all businesses can benefit from branding.
But can YOU, the solo operator of a small business (and
this does apply even if you work at home alone) use
branding to your advantage?
More importantly, does branding really matter in your
I believe the answer is yes. Not so much because you
might “hit it big” and become the next Wal-Mart but
because good branding lowers sales barriers.
Read that again …
Good branding lowers sales resistance.
Let me give you two examples from the online marketing
One is Armand Morin and the other is Alex Mandossian.
Both are very successful online, one for creating the
Big Seminar and a range of software tools.
The other for teaching people how to market online
using tools like teleseminars.
These men have paid careful attention to branding and
it has paid off.
But the KEY is this … they paid careful attention to
branding from the beginning!
In how they wrote sales copy
In how they provided customer service
In how they worked with others
In how they answered emails
Everything they did was with a mind toward creating a
brand that said “this person delivers quality”.
Because of those efforts they are successful today.
AND, perhaps more importantly, when they introduce a
new product or service it is met with happy
anticipation, NOT skepticism.
Why? Because they created that image, that brand.
Now, how can YOU profit from this?
I believe there are seven ways you can begin today to
build your brand.
It does not matter that you are not famous online.
It doesn’t even matter if you are yet to make your
first dollar — thinking about branding now will pay
big dividends in the future.
Here is a seven step formula that will give you a great
start toward establishing yourself as the brand of
* * * Know Where You Stand Now
What name pops into your customer’s mind when they need
what you do? If it’s not your name, why not? Do you
have a name or slogan that is easy to remember and
clearly describes what you offer?
* * * Know Where You Want To Go
What do you want to be known for? Like it or not,
customers will define us if we don’t define ourselves.
Do you want to be the low-price leader? Do you want to
be the value-added vendor?
We can’t (as much as we might like to) be everything to
everyone. Choose a theme for your business and promote
that theme at every opportunity. Soon, you will become
associated with the ONE benefit that is your strong
* * * Narrow Your Niche
Be such an expert in your field that you are the
natural choice to call when what you do becomes what
Marketing, either offline or online, creates the
greatest impact when it frames YOU as the smart
solution to a client’s problem.
* * * Give Away Some Work
If giving away your expertise means increasing your
exposure, strongly consider it. You are BUILDING a
There is nothing wrong or manipulative in trading work
for exposure, rather than cash. Sometimes a good word
from an influential customer pays bigger dividends than
the best advertising.
* * * Be Everywhere At Once
Oh, if only wishing made it so. The Internet can get
If you market online, participate in several forums or
blogs where decision makers and people of influence
Choose your answers very carefully, but answer every
question you can, always bringing home the message that
you are the best choice.
If you market offline, consider adjusting your budget
to have a presence in each medium (TV, radio, print,
billboard) to reach the widest possible audience.
* * * Listen And Follow Up
If you give your product or service (or even advice) to
someone, follow up to see how it worked out. Be brief
and humble, but follow up to make sure you are on the
When you do this you not only evaluate the quality of
what you have given, you have an excellent opportunity
to see how it effects real people in the real world.
* * * KNOW Your Stuff
Nothing can replace the good will you create when you
do your very best work for every client or friend.
The key factor in branding is this. On the most basic
level, the level where clients live and work, your
company is represented by a person.
In your business that person may be YOU.
If you really know your stuff, and are willing to
invest some time, you can become the natural choice for
solving problems that arise in your field.
When those calls come, or those emails arrive you can
begin to build an endless chain of referrals that will
carry your business to new heights.
And that is a beautiful thing indeed!
Charlie Page helps people succeed online with products
that educate combined with personal support.
To see all that Charlie offers, including a chance to
work with Charlie personally, visit him now at …
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P.S.You’re probably wondering how I learned all this online marketing stuff. All I did was follow a system, it’s really not hard if you have a system, get the system I use here