Live Your Brand…How to Personify Your Business
Sometimes this is easy – you own a tanning salon, you are a lovely shade of mocha.
You own a fitness center – you are in great physical shape.
You own an investment firm – you have wisely invested your assets.
Sometimes this is harder to do – you own a heating and air conditioning company.
You own a paint store.
You are a realtor.
The point of living your brand is to showcase in real time the benefits of the product or service you are providing. Sometimes that proof can be made visible. If you are a car salesman, you may rotate the vehicles you drive around town in order to let people get a better sense of how the cars on your lot look and drive.
If you own a teeth whitening business, you may have a beautiful white, glowing smile.
But there is more to it than that and there are more ways to show what you do than merely showing off your product or shoving your business card in people’s hands or inserting your company credo into every conversation.
Living your brand starts with knowledge. Knowledge is one of the key factors that sets you apart from your competitors.
(Malcom Gladwell video clip: why knowledge will set you apart)
(spaghetti sauce/horizontal segmentation)
Let’s take a step back for a moment and look at that statement. What does it really mean?
Is it enough to know how to install cable or repair a computer? That’s certainly a requirement if that is your job – but what else? Do you stay on top of industry trends locally? Nationally? Globally? Are you aware of changes in the market, new adaptations, better customer advantages? What if there is a way to save your customer money – have you ever considered that part of your knowledge base? Do you share that information with your customers?
All of this is part of what living your brand truly means. You want your customer to not only come to you because they want your product or service – but because you personify that product or service. Striving for more than a mere transaction creates the type of customer that is more inclined to be a repeat customer and more inclined to share with their friends and associates the positive experience they’ve had with you. (Which is also called doing marketing for you!)
(Seth Godin video clip: Why customer experience is part of your brand) http://www.youtube.com/watch?v=3vzuLbaMAF8 (tribe building link)
http://www.youtube.com/watch?v=Lhk9fGYGddg (personal brand)
http://www.youtube.com/watch?v=ammimNTfaG0 (purple cow/be remarkable)
Some of you may be familiar with Tony Robbins, the lifestyle guru and motivational speaker. There is an authenticity to how he communicates with his audiences and his clients – would you agree?
Not only does he convey a certain passion in his presentations that is in keeping with the message he is trying to relay – but his own life success stories mirr