Tip for Coaches 1.7: Develop Your Branding

Branding is not the same as marketing. Branding is the image and positioning of your product or service. Developing a consistent, strong brand is the foundation of your marketing efforts.

How to do it?

1. Define your brand by brainstorming what you think your business’s brand is, then surveying your customers to see what they think the brand is.

  • Identify any differences between how you perceive your brand and how your customers perceive it.

  • Assess whether your business’s pricing, customer service, product or service quality and other factors support your desired brand image. If not, you must either bring them in line with your brand or modify your brand.

2. Once you have defined your brand, develop a brand message that is short, memorable and will appeal to your target customers.

  • You should be able to describe your brand in one paragraph, but also boil it down to one sentence and even to a tagline. The goal is to capture the essence of your business.

3. Promote your brand:

  • Protect Your Name. As an entrepreneur, your name is vital to your brand & the identity of your business. Be sure to secure a domain name in your name. For example, www.myname with .com, .net and/or .biz. It's usually a good idea to register multiple domains in case someone types the wrong extension, that way you can be found. Network Solutions and Go Daddy are two choices to register a domain name.

  • Create a Founder Profile Page. Brand yourself on your Web site. Create a profile about you to build trust with potential clients. Make it easy for visitors to find info about you. Clients and prospects want to know who you are in terms of industry, experience and personality. Personalize your Web site and share info to build a relationship with visitors to your site.

  • Prepare for the Future. Millions of people use mobile devices to connect to their business, when they are out of the office. Make sure your Web site is accessible to these devices and will load quickly and easily. Even if your site is not yet formatted for .mobi, get the name. By registering a domain with a .mobi extension you secure the name for your company.

  • Protect Yourself from Spam. Search bots troll the Web looking for email addresses. This can lead to spam emails to your inbox. Protect your business email box. Use email addresses on your Web site like: contactus@domainname.com, media@mybusiness.com or moreinfo@mybusiness.com.

  • Considering joining LinkedIn or ZoomInfo. These popular, social networking sites give you a free way to post a biographical profile. Be aware: everything you post is public information. You give up some privacy when you post info. The sites can provide connections between people with similar interests. The sites add to search engine results for your name & your company name.

4. Periodically reevaluate your brand to ensure it is keeping up with changes to your company’s product, service, focus or target market. If necessary, re-brand your business.

You are invited to attend to our next BECOME A PROFESSIONAL COACH free orientation.

Reference: ScoreOrlando

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