There’s a lot of information out there on how to brand products and product lines. Most of it pertains to million dollar companies, not small business people who aspire to perhaps one day earn a million dollar salary, and ultimatley need a business (not a brand) that gets more customers.
With that said branding isn’t just for corporations – it’s for anyone in business.
When you have a brand that is easily recognized as an authority in your niche, you’ve got a symbol that goes out into the world and brings back business. And you’ve also got a tangible asset you can one day sell, if you build your brand correctly.
I recently took a course on branding from Debbie LaChusa. And while her course was geared towards coaches and consultants, some of what she taught can actually be applied to the majority of small business owners as well.
To begin, there’s a lot of confusion concerning what branding is, so for our purposes Debbie defines branding as simply, ‘Who You Are and What You Stand For.’ It’s how you position yourself in the marketplace, or your point of view on your particular topic.
Bottom line, it’s what you want to be known for.
The benefits of branding yourself or your business:
– You’ll get more clients and customer because you stand apart from your competitors. It’s easier to get and hold the attention of your customers.
– You’ll attract the RIGHT clients. When you take the time to decide exactly who your ideal customer is, you can tailor your branding and your marketing to attract that exact customer.
– Your unique point of view attracts opportunities like speaking engagements and guest blog posts, and possibly even media exposure.
– You understand who you are and what you’re about, giving you more confidence and allowing you to make better marketing decisions.
– The right name can allow you to charge more for the exact same products and services. For example, Anthony Melchiorri of Hotel Impossible says you can charge 70% more if your brand name includes the word “hotel” instead of “motel.”
Google Translate – You might find your word in another language works perfectly:
Urban Dictionary – You never know what you’ll find here. Today the first entry is “horizontal peeing.” If you use that for your company name, I guarantee you’ll be remembered, although I doubt anyone will do business with you.
Visual Thesaurus – Stuck for synonyms? Use this 21st century thesaurus to get you unstuck
And here are some domain name generation tools:
Sixth, do your research. Google the name to see if you can find it, who’s using it and in what capacity.
Then make sure your brand name is actually available throughout the social media channels by using:
Carefully choosing your brand takes some time and effort, but it can pay off in multiple ways for years, making you a recognized icon in your niche.
Download’able Quote Card “Building a Brand That Gets More Clients”
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