Business Branding Success
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Don't Get Caught In the Trap: The BIG Difference Between Personal and Business Branding
With hundreds of thousands of home-based businesses starting every year, and few ever flourishing, the topic of branding has become hot, hot, hot. And thanks to experts touting the need for a personal brand� in sole proprietor businesses the confusion is growing. It's no wonder.� Business... personal... personal... business--what IS the big difference any way?
What is Private Franchising? It is Nothing Someone Made It Up
This of course is good for attorneys who make money on these ambiguities for lawsuits and great for Federal Trade Commission tenure and job security. A few also realize it could allow for additional travel budgets of governmental employees during these rule making processes on the taxpayers money. It would also trigger more time-out, "let's think about this one"-coffee breaks on various floors of the Federal Trade Commission's fully furnished 1970 desk style ambiance. However it is not good for consumers or industry and creates unleveled playing field on one hand and complex barriers to entry for start-up entrepreneurs with regional dominance and efficiencies, which lend them selves well to the franchise business model on the other. This is because Biz Op MLM salespeople are purporting that they as similar to franchised business, by using terms like 'Private Franchising' in their presentation.
Id Buy That: Getting A Brand Mindset
I don't know about you; but for some reason this time of year lowers my normal customer resistance to retail and turns up my desire to buy, buy, buy. And not just anything. Products I've come to know have reliable value to me. You too?
Go Ask Alice
"If you don't care where you are going, it doesn't make a difference which path you take."
For businesses bent upon success, it does matter which path you take. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.
Positioning: What Is It?
You should not confuse a positioning statement with your market position. As Harry Beckwith states in his book Selling the Invisible, "A position is a cold-hearted, no-nonsense statement of how you are perceived in the minds of your prospects. A positioning statement, by contrast expresses how you wish to be perceived. It is the core message you want to deliver in every medium."
Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Of the three, it is your market which holds the key to your positioning. That doesn't mean that your acumen and aspirations are irrelevant. You must have a clear understanding and shared agreement on these at the management level in order to develop an effective positioning statement.
My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining this understanding. Here's how we go about it, and you can too:
- interviews with management and employees to learn job responsibilities, current marketing practices, as well as to surface questions for customer interviews
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary customer benefit of your product
- how your customers currently position your brand. how customers perceive your competitors
- what media habits, lifestyles do customers share. what industries do they work in, what are their titles, what associations do they belong to
- how do customers want to be communicated with
Once all the information is in, you may develop a positioning statement that clearly says who you are, defines your audiences, indicates what markets you are targeting, and states what makes you different from your competitors.
Once this is done, everyone knows where they are going and then it's easy to find the right path.
About the author: Harry Hoover is managing principal of Hoover ink PR, www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
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