Friday, April 4, 2008

Brand your Uniqueness

Distinct. Unique. Two words that should describe you. Two words that should describe what you do. Two words that should describe your business. Do you measure up?

It is not enough to be open for business and do a "good job". You need to have your own personality. Your own Brand. It needs to be something your competitor is not.

A few years ago, when one of my radio stations was a talk format station, we were near the bottom of 25 stations in the rankings for listenership. However, we were the number two talk station. That was unique.

I worked with helping a successful real estate agent brand herself a few years ago. At the time, there were around 6,500 licensed agents in the area. How would you like to set yourself apart from 6,499 competitors?

We began with narrowing our focus, and when we were done, we discovered she was one of the top 2 agents in her brokerage, which was the largest in this area. She went from being in the top 25 of 6,500, to number 2 with the number 1 firm in town. It all depended on how you looked at the numbers.

I urge you to find your uniqueness, your distinction, and if it is a positive attribute that customers relate to and are looking for, then brand it. You probably need an outsider trained and experienced in doing this to help you. (Contact me).

Brand it long term, not just for a few weeks, or months, but years. Use your Brand in everything you do, from answering the phone, to having it printed on your business cards. Include it in all your marketing efforts. This is one of the basics of marketing that will never go out of style.

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