For many people, recognizing that they have a “personal brand” may be a foreign concept. After all, products have brands, right? Yes, that’s true but so do you! And, if you’re a business professional, you should realize that your services, whether as an entrepreneur, or an employee, are not commodities. To set yourself apart from your competition, it’s crucial to develop and promote your own, unique, personal brand. So how do you do it? We’ve covered the topic of personal branding in the past, but it’s one that’s certainly worth revisiting. Continue reading “Building Your Personal Brand”
Tag: Brand Management
What Defines an “Expert” in 2016?
In the “old days” finding experts was largely limited to identifying them through academic circles or highly regarded trade and professional publications. Experts were, in essence, “vetted” and those seeking their input could rely upon their veracity, authority and credentials. But, things have changed. Today, quite literally, anyone can be positioned as an “expert”–whether they really are or not. This has become possible because of the World Wide Web and a plethora of online communication channels, including websites, social media, blogs, etc. This is both a good and a bad thing. Interestingly, it is both good and bad for experts and non-experts. Here’s why: Continue reading “What Defines an “Expert” in 2016?”
How Well Are You Managing Your Personal Brand?
Most of us are familiar with the concept of branding from a marketing perspective. Brands like Nike, Coca-Cola, IBM and Target are well known. Also well known is the time, effort, expense and attention that goes into managing brands. But brand management isn’t just for organizations. Individuals have brands too, and, just as with major companies, those brands need to be carefully managed to achieve desired results. Here’s how.
Continue reading “How Well Are You Managing Your Personal Brand?”
Brand Building for Service Professionals: Some Practical Tips
We recently received an inquiry from a physician regarding ways to develop and manage his online brand, and it seemed like a good time to take a look at brand building tips for online brands for professionals in general. Whether you’re a physician, an attorney, an accountant, a business consultant or any other type of service professional, your business’ brand is necessarily tied closely to your own personal brand. We wrote extensively on this topic as it relates to the legal profession in “Business Development and Marketing for Lawyers”; however, the concepts are applicable to any profession. Continue reading “Brand Building for Service Professionals: Some Practical Tips”
Podcasts Offer Potential for Advertisers
About 10 years ago, in June 2005, Apple began supporting podcasts through iTunes and the rest, as they say, is history. The popularity of podcasts has ebbed and flowed since then-most recently flowing as popular programs like Serial, NPRs Fresh Air and the TED Radio Hour attracting masses of listeners on a regular basis. Marketers haven’t been immune to the trend. Continue reading “Podcasts Offer Potential for Advertisers”
Rookie Mistakes that can Kill Small Businesses
It’s not easy starting a small business. One of the reasons entrepreneurs are so admired by the rest of society is because of the risk involved in striking out on one’s own. Many leave the stability and certainty of a salary, health insurance and a retirement plan to bet the farm on a venture they are confident in and passionate about.
Unfortunately, many of these intrepid business people fall prey to some very avoidable pitfalls. Continue reading “Rookie Mistakes that can Kill Small Businesses”
The Impact of Technology on Storytelling
Marketers often like to talk about brand storytelling and, for many, a marketing strategy isn’t complete unless the brand is telling a compelling story. Brand storytelling represents the complete narrative you create for your audience—beyond your individual commercials, print media or website banner ads. As The Story of Telling notes on their website, “It’s about building something that people care about and want to buy into. It’s about framing your scarcity and dictating your value.” Continue reading “The Impact of Technology on Storytelling”
When It Comes to Brand Management, Small Businesses Have an Edge
One of the biggest challenges (or perceived challenges) for small or new businesses is competing with the big, established industry players. Whether it’s gaining leverage with vendors, attracting top talent, navigating a complex legal and regulatory climate, or achieving economies of scale, small and new businesses often feel outmatched by the big guys. However, when it comes to branding, the tables are often turned. Continue reading “When It Comes to Brand Management, Small Businesses Have an Edge”
Creativity Means Nothing if You Can’t Deliver on the “Brand Promise”
Inc. magazine recently put out an entertaining list called “Top 9 Brand Blunders of All Time.” Most of these blunders were one-off decisions or short-term campaigns that had a major—and negative—impact on an established brand. These blunders highlight some key mistakes, both practically and conceptually, when it comes to branding. Continue reading “Creativity Means Nothing if You Can’t Deliver on the “Brand Promise””
How to Get Customers to Spread the Good Word
by Linda Pophal
I wrote a post recently about the value of positive public relations compared to other ways of generating awareness and preference for organizations. I made the point that what others say about us (e.g. positive word-of-mouth) is always more impactful than what we say about ourselves. One reader followed up with a question: “So how do we get our satisfied customers/alumni to talk about us more?”
This was my response: Continue reading “How to Get Customers to Spread the Good Word”