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Standing Out from the Pack: Branding Strategies That Work By Beverly Flaxington, The Collaborative
The world is crowded with so many offerings of products and services of many different kinds. We're all bombarded every day with messages, information and (so-called) communication from firms wanting to sell us something. The problem is that many of us are not just receivers of the information, but we're senders, too. We all want to grow our businesses and to get out message through to the people and firms who want and need what we do. But with so much noise, it can be difficult to cut through and get "heard" by the right people. What easy steps can you take to set your business apart from the others clamoring for the same attention? Branding, marketing and positioning are key. But you can't do any of these things if you don't know your message and have it clear and well-defined. So what's a small business to do? Here are five steps to carving a niche for your business in a crowded marketplace: 1. Put your firm through the "So What?" Test. Why would I want to do business with you? What's really different about what you do and how you do it? Can you clearly and succinctly articulate your differences versus other firms like yours? 2. Be clear about the "W.I.I.F.M." ("What's In It For Me?"). Many firms know their own story but they can't translate it for the receiving audience. How is what you do or what you offer going to make my life any better, easier, more effective or happier? 3. Be consistent in your messaging. Review all of your materials and everywhere you appear. Is the message the same? Keep in mind that politicians stick to the same themes repeatedly--reinforcement is key. 4. Reach your audience through varied media. Focus on marketing materials such as the web and brochures, etc., but make sure you are finding other ways to reach your audience. Write an article (TCI is a great place!), speak at conferences, or hire a PR firm to get your message out. Broaden your reach all the time. 5. Communicate! Remember you are always selling. Keep employees "on message," and remember, even current clients should know what you do well so that they can be your "referral sales force." It's not hard--but it takes effort and focus. Sometimes we're so busy doing the work and running the business that we don't make the time to clarify and solidify our messaging. Once you've defined who you are and what your firm stands for that is truly different, you've translated it for hte audience you're trying to reach and you are consistently pulling it all through a variety of media and venues, you'll find it gets easier and easier to stand out of the crowd. Try taking the five steps--commit to yourself and your business. Invest the time to do each one until you're clear and confident about what you've got--and watch what happens!
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