Brand Strategy: Establish Your Competitive Position

Brand Strategy: Establish Your Competitive Position

Branding
We’ve laid the foundation to build your branding strategy in a previous post. Now, let’s talk about your competitive position, which in a nutshell is your differentiation in the market. Now, I could bore you with a bunch of technical marketing jargon, but that’s what you’d hire a marketing pro for. Instead, here’s an easy to use quick version in lamens terms so you can begin to create your differentiator to establish your position in the market. Answering these questions will put you on the right track! Develop a market profile as related to your niche. For example, I’m a marketing strategist for small businesses in xyz industries, and I'm based in Atlanta, GA. So, I may start with finding out how many small businesses in xyz industries there are in Atlanta, how many years…
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Branding Tip: Create Your Gravatar!

Branding Tip: Create Your Gravatar!

Blogging, Branding, Social Media
What in the world is a gravatar?! A gravatar is an image that appears beside your name when you comment on blog posts, web forums, etc.  It’s a custom avatar that follows you all around the web. Why should you care? Because those generic animated pics do not look professional! Your company and personal brand will appear far more polished when your pic appears with your username next to your post. Why is a gravatar important, as it relates to your brand? Your gravatar is a part of your brand identity. Just like your social media username, it will follow you all over the web. When you comment on articles/blog posts that have this feature enabled, your pic, or gravatar, will show up next to your comment. I don’t know about you, but…
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Lay the Groundwork to Define Your Brand

Branding, Marketing Strategy, Tips and Tools
Let’s define the word BRAND as it relates to your company. In a nutshell, a brand has to convince me to spend my money, time and effort with you and not your competitor. Think about iconic brands like Starbucks, Ferrari, ESPN, and Neiman Marcus. When you hear the names of these companies you immediately think of a host of attributes for each of them. Well, it’s their BRAND you’re thinking of! Now do you understand why your brand is so important, and why you need to manage your company’s brand? Good, we’re on the same page. Consider these criteria to start defining your brand: Company name: does it say anything / mean anything to your ideal client? Is it easy to remember? Hard to pronounce? Keep in mind, you can leverage…
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Social Media Usernames Count!

Social Media Usernames Count!

Branding, Strategy
One of the fantastic consequences of our socially connected world is that we can connect to people, clients and prospects around the world 24/7. But how does this relate to your brand, from a first impression perspective? Think about it: when you meet someone face-to-face, your first impression includes their clothes, neatness, appearance, handshake, etc. However, when meeting online, the dynamics of the first impression change. We meet people online by communicating across different platforms, and what’s one of the first, if not the first, things you become aware of when you meet a new person online? Their username, not their legal given name, but their profile username. Hence the reason why your social media username is critical as you define your brand! When choosing your social media username for each…
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Can You Define Your Brand?

Can You Define Your Brand?

Branding, Marketing Strategy
So you’ve been in business for a while. Can you give me a definition of your brand? For example, I’m a small biz marketing powerhouse who comes in, peels the surface layers back to reveal the true core of your biz, evaluates and, if necessary, overhauls your entire marketing strategy, immerses your biz across the appropriate social media platforms, syncs your day-to-day operations with your firm’s long term objectives, and re-energizes your passion and perception of your own business. I ask clients to describe my brand to me and this is pretty much a summary of what I’ve been told. Do I like the way I am perceived by my clients? Absolutely! Did I strategically develop my brand into this? Nope. I just do my work, like most of you…
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Why Use Social Media As A Marketing Tool?

Why Use Social Media As A Marketing Tool?

Strategy
I read an article this week that made my jaw drop! It talked about how 64% of small businesses don’t think social media is important. What?! If this is the case, this means these business aren’t incorporating social media into their marketing strategy. My only caveat: there was a small sampling of business owners, and stats can always be misconstrued. However, these stats are alarming, sample size and industry aside, so I was compelled to discuss. I could write a thesis on the value of social media but neither of us has time for that. I will give you some answers to help bridge the social media divide, from the perspective of a person who started a marketing career before the age of the internet and social media, back when we…
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10 Quick Twitter Tips for Beginners

10 Quick Twitter Tips for Beginners

Social Media
Need a little more twitter-savvy? Use these quick tips and have fun! Save hashtags you like. I save them for offline events and tweetchats so I can go back and review the discussions I like. Think of it as building your own transcript. Build lists so you can target specific tweeters, and make sure you have lists for local tweeps, tweeps in your industry, and target clients tostart. Lists will make a big difference as your following and timeline grow. You already know to get rid of that egg pic. Use a human picture, not a logo. Logos can’t tweet and we want to know who we’re talking to. Make sure it looks like you. Suppose we cross paths? I want to recognize you. Use your location in your bio.…
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Brand Communication Is More Than Your Website

Branding
Branding is all about the communication of your image to the world, yes I said world! You’re familiar with the whole six-degrees-of-separation concept right? So, in effect, your presence is global, whether or not you realize it. How Is Branding Communicated? In a nutshell, your brand is communicated in every single action you take with regards to your business, whether it’s with a prospect, client, employee, partner, vendor, etc. Most business owners know a company’s brand is communicated by a business card, a website, and customer service. But let’s dig a bit deeper shall we? Your company's brand is also communicated by: the way you answer the phone your voice mail message on the phone how you greet a person (smile, handshake, hug, eye contact) verbiage used in all communication…
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