As a high-achieving entrepreneur it’s absolutely critical that you have what I call a “Brilliant Brand”–a brand that clearly represents you and the results you consistently deliver to your carefully selected niche audience.
Here are some tips that will help make sure your brand is “Brilliant” and represents you and what results you deliver to your clients:
- Your brand is NOT your logo, tag line, or colors. It’s the promise of the experience they get by working with you. Your fonts, colors and designs are just means of conveying your brand but they aren’t your brand.
- Make sure you speak to a specific audience with your brand and brand promise. For me it’s high-achieving entrepreneurs with 70% of them being women. You must have a focused, targeted niche for whom your brand speaks. You can’t be all things to all people and market to anyone who breathes. If you’re not Coca Cola or McDonald’s don’t try to market to everyone who breathes. You’ll go broke. Fast.
- Make your brand PERSONAL. If you’re a high-achieving entrepreneur with a carefully chosen niche market it’s absolutely critical that you let your personality shine through all your marketing materials–from your website, business cards, ezine–absolutely everything. You have to get out there and let your potential clients get a feel about YOU. They don’t want to deal with a nameless, faceless company. They want to deal with YOU.
- Don’t waste your money on “Image Advertising”–ever. If you can’t track your advertising results then it’s not worth your running an ad–ever. This premise is true for both on-line and off-line advertising. They may not be beautiful, but using a Direct Response style ad with an offer or promotion or fre* give away of some kind that can be tracked will yield you far better results. Once more, if you’re not Coca Cola or McDonalds don’t spend your money on Image Advertising. Ever.
- Know WHO your business is for? (Tightly, Targeted Niche) Many high-achieving entrepreneurs know WHAT they are offering (Brand Promise) but they aren’t clear on their WHO which can weaken their Brand Promise. Don’t let this happen to you. Know both your WHO and your WHAT.
Check your brand for its Brilliance and see how you can tweak it or re-design it if necessary to have it really sparkle for you and help you attract your Ideal, High-Paying Clients.
