June 09, 2006
June 9, 2006
Vol. II, Issue 10
A Note from the Editor
Hello to All,
Welcome to this issue of The ART of Business newsletter, and a big welcome to all the new subscribers. I've been so busy lately with moving-related stuff that I've gotten behind on some of my website projects and I do apologize for that. The good news is, though, that I finally managed to finish up work on the two new eReports that many of you have been waiting for, and I think you're going to be very happy with them. Especially for those of you who have taken the free Infopreneuring 101 e-Course and are anxious to get started--these reports will help you put your plans into action.
The first report, How To Create A Website That Works In 3 Easy Steps, gives you detailed information on building your own website so that it will get traffic (including how to write web content and sales copy); and the second report, SEO Magic, provides detailed information on how to optimize your website so the search engines can find you, which means they'll deliver potential customers right to your virtual doorstep!
These reports are essential for anyone who wants to start an infopreneuring business or add information marketing to their business model. The writers among you will also find it priceless if you want to add web content writing services to your portfolio. And since I know many of you can't afford to take the full Infopreneuring Intensive course right now, I've marked the reports at a low introductory price of only $20 for both (until June 15, which is a $4 savings). This way you can get started building your own website or blog right away. Visit our website at: Products and scroll down to the bottom where it says "Limited Time Offer" to order your copies today.
Okay,
enough with the self-promotion, let's get on with the business of
business. I hope you enjoy this week's feature article, "Branded! How
To Build Brand Identity."
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Branded! How To Build Brand Identity
You've heard the saying, "Image is everything." It's not only true, it's also a commanly-used slogan in advertising. Businesses like McDonalds ("I'm lovin' it") and AllState Insurance ("You're in good hands") use slogans, or tag lines, to help build brand identity. It's part of a bigger-picture marketing strategy and it's important that businesses, no matter what size, implement such a strategy to carve out their own niche in the marketplace.Even if you're a solo entrepreneur, you want your customers to identify you as the "go-to" person in your field. That's what brand identity does: It helps differentiate you from the competition--it tells your customers, "This is who I am and what I stand for, and this is my approach to business."
But how do you, the small business owner, go about building your brand? Do you have to spend big bucks on an image consulting firm or a public relations company? The short answer is: no. What you basically have to do is figure out exactly what your core product or service is, and then decide what direction to go in order to achieve the maximum profit potential from it.
According to expert Vickie Sullivan (www.sullivanspeaker.com), you need to:
- Determine your business model (what do you do--what do you have to offer--what are your strengths?)
- Identify revenue streams (what are the different ways you can make money from your expertise)
- Establish your manifesto ("put your flag in the ground": This is what I do and this is my approach)
- Plan strategies for executing your business model
She calls this strategic planning "Marketing Intelligence"--plotting your course by looking at the marketplace to see which segment you should target to make the most money from what you do. After all, you deserve to make top dollar for your services, so it only makes sense to approach the customers who can afford to pay what you're worth, right?
This method emphasizes your approach rather than the tools you'll use to implement your plan. In other words, identifying the highest paying segment of your market will help you determine what product or service to offer, and what marketing methods you should use to reach that segment.
When you think about it, this is a great way to figure out how to build brand identity. You'll use only those marketing methods that target the kind of customers you want to sell to, and you can customize your "brand" using the tools best suited for attracting those particular people.
Marketing tools can include:
- The media (local, national, or international)
- A website
- Publications (books you've written, articles written about you)
- Promotional materials (company brochure, trade show giveaways, direct mail)
Regardless of the tools you use, your message, or signature style, will remain consistent--it's your platform, or brand identity, expressed in your slogan, logo, elevator speech, sales pitch, etc. When you develop your style that says: "This is who I am and this is my approach," you've established your brand identity.
Until next time, here's wishing you much success in your endeavors,
Angel Brown
www.womens-business-gallery.com
Please feel free to forward this newsletter to your friends and co-workers. You can subscribe to this newsletter by visiting:
www.womens-business-gallery.com/newsletter.html
Copyright 2006 by Angel Brown. All rights reserved.
Published by the Womens Business Gallery, Woodland Park, Colorado