You help your clients with branding in their businesses every day, but what about you? What’s your brand and how does it show up in your promotional products business?
You don’t have to be famous like Oprah to be a brand. In fact, like it or not, you’re already a brand. Your brand is simply the total experience that someone has when they do business with you. It is so much more than your logo and website. Those are just elements of your brand.
As Jeff Bezos, CEO of Amazon, is quoted as saying. “Your brand is what people say about you when you’re not in the room.” What words do you want to come to mind when someone thinks about you and your promotional products business?
Here are some ways to make your brand memorable and to attract more of the clients you want.
Be clear. Your brand is communicated in everything you do. How do you regularly communicate with your clients and most-wanted prospects? Is your website targeted to entice your ideal client? When people meet you at a networking event or visit your website, do they understand why they should do business with your promotional products company rather than a competitor?
Be consistent. People buy from others they know, like, and trust. When you always show up the same way, you build the know, like, and trust factor and will get more business. Returning phone calls within a short amount of time, answering emails promptly, apologizing for any mistakes in a timely manner, always thanking your clients and letting them know how much you appreciate their business, using a consistent logo, letterhead, and slogan are all ways you can provide brand consistency. And consistency over time gets results.
Be current. When was the last time you updated your marketing materials? Do your clients know all the ways you can help them? Does your business card or self-promotion reflect the image you want to project? Do you regularly update your social media status and posts?
Be highly visible. What publications do your most-wanted clients regularly read? What trade shows do they attend? What email support forums do they post in? Because I specialize in coaching promotional products sales professionals, I regularly write for publications that people in the promotional industry read. I also speak at industry trade shows and post on email forums and social media sites for the promotional products industry, that’s part of my visibility strategy. How can you apply those same strategies to your business and brand?
Be YOU! The interesting thing about creating a brand is that you don’t have to change anything; you just have to show more of who you already are. Do you have a favorite color? Reflect it in your logo and the way you dress. Are you high energy or are you more laid back? Your website and how you communicate should be an extension of this. What are your core values and how are they reflected in your business? Are you fun-loving, creative, and diligent? Let your values show in all you do!
Rosalie Marcus, The Promo Biz Coach, is a promotional products business expert, coach and speaker. Combining her skills and years of experience in promotional sales, she helps her clients sell more at higher profit margins and quickly and easily increase their incomes. Get a free special report: 10 Proven Ways to Thrive in Promotional Products Sales… in Any Economy at www.promobizcoach.com. Contact her at Rosalie@promobizcoach.com.