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Mark Patterson
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5 STEPS TO BRAND SUCCESS |
- Discover Your Uniqueness: Your brand starts with you, the real you, not a carbon copy of someone else or your best effort to emulate an industry leader. It’s all about the “True You”. Because that’s what your clients are actually buying: you. They are diligently searching for someone who has the ideas, the knowledge, and the personality that will mesh with theirs. You are a perfect fit for a huge segment of the market, if you can discover and package your uniqueness.
- Stand for Something: Part of your demonstrable uniqueness is who you are and what you believe. We don’t live and work in a vacuum. Industry knowledge and expertise is a given in the mind of the client. They want more than that. They want a confident leader who can take that knowledge and guide them. You need to have a personal vision for yourself and what you deliver to the market. Your vision should be clear and relevant to today’s world. It’s called leadership and your clients need it more today than ever before.
- Deliver a Total Experience: You have to do more than just a good job. You have to do it in such a way that it is not only effective but enjoyable. More than delivering the plan or the product, deliver the client an experience that wows them, one that they will share with their family and friends. That’s how you get referrals – delivering the kind of experience that compels your clients to shout your praise. Instead of nervously asking them for the names of three good friends let them tell the story of their experience at work or on the golf course or at dinner parties.
- Package Yourself Professionally: Your brand marketing materials represent you in the marketplace. Make them the best you can afford. I see it every day. A business owner lives in a million dollar home, drives an $80,000 car, wears a Rolex and hands me a business card that his nephew did. It just makes no sense. Of course, everyone has to watch expenditures but to relegate your brand to the realm of free relatives or low cost graphics kids is nothing less than slow suicide. Professionally packaging your brand will pay for itself a hundred times over very quickly.
- Celebrate Life: Be yourself, have fun and celebrate life! Every client you have or ever hope to have is looking to find their personal happiness. They want you to be their guide. If they don’t see that in you how can you expect them to trust you to help them achieve their life goals? Your clients want to work with someone who has mastered life, someone who has it together and can help them do the same. Your confidence, your success and your personal happiness are a testimony to your ability to deliver your brand promise.
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