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7 Steps Any Solopreneur Can Use to Build a Winning Brand

InCredibleHands@verizon.

By Mary Foley Category: 0

Submit your Articles Here!

InCredibleHands@verizon.net.

Best regards

Mary Foley
http://www.gobodacious.com

7 Steps Any Solopreneur Can Use to Build a Winning Brand
Copyright (c) 2007 Mary Foley

What does your brand say to your customers? What, you
don't have a brand because you're a solopreneur; a
one-woman shop? Ah, but you do. If you have business, you
have a brand, whether you realize it or not.

Think of some of the world-wide brands we experience every
day ? Target, Dell, and BMW. Just mentioning these names
conjures up a feeling, doesn't it? For example, when you
thought of Target you may have felt a bit light and happy
because of their upbeat commercials. When you thought of
Dell you might have thought "They're a friendly computer
company. I could see myself buying a computer from them."
Or, when BMW crossed your mind, perhaps the image came to
your mind of your hands intensely gripping the sterling
wheel of the "Ultimate Driving Machine" while your foot is
seriously on the accelerator as you swerve around tight-in
corners. Oh, the feeling of power under your feet!

When someone says your company's name, people get some kind
of immediate gut feeling, too. Something goes through
their mind - That's your brand.

The question is, "Is it working for you?"

Your brand is the experience your target customers have
while interacting with you. If their experience evokes a
strong, positive emotional response, then you've got a
great brand. Why? Because customers buy from emotion and
back it up with their head. If your customers have trouble
remembering your name when you're not actually in the room
then you need to work on your brand.

Creating a brand isn't just for the big companies; it's for
companies of all sizes because we're all fighting for
attention from our target customers. Here are seven steps
any solopreneur can use to building a winning brand:

Step 1: Rekindle Your Passion ? Why did you start your
business? What really brings you satisfaction when you're
working with your customers? Tap into your passion about
your business and let it resurface. Therein lies the
essential emotion of your brand.

Step 2: Describe Your Target Customer ? We don't sell to
everyone, we sell to some ONE. Think of your best existing
customer and write a paragraph describing him or her ? what
he/she looks like, his/her age, marital status, any kids,
how much money he makes, his/her occupation, needs,
interests, etc. Compare this composite to your brand.
Would your target customer find your brand emotionally
attractive?

Step 3: Identify Your Brand Personality ? Even with all the
technology tools today, people still buy from people, even
if it's your photo on a website. Your personality plays a
huge part in creating your brand experience. And you can't
fake who you are so be clear who what you're working with.
Identify 3 to 5 adjectives that define who you are. These
are the cornerstone of your brand as a solopreneur.

Step 4: Name It And Claim It ? The name of your company is
often how others first interact with your business.
Whether your company name is "Virginia Plumbing and
Heating" or "Back in Action", it sends a strong message
that either supports or distracts from the experience
you're trying to create. Is it the message you want to
send? If not, time for a change.

Step 5: Be Consistent ? Every way you interact with your
customers needs to reflect your brand personality: Your
business name, logo, tag line, corporate colors,
stationery, brochures, product packaging, even how your
phone is answered and how you respond to "what do you do?"
Write down all the ways a person can interact with your
company? Is each interaction supporting or derailing your
emotional brand experience?

Step 6: Create Experiences, Get Feedback ? You have to
start somewhere. So, you launch your company and brand and
see what works. What ultimately matters is what the
customer thinks and feels. Ask current customers what they
like about doing business with you, and what they wish was
a bit different. Ask potential customers for comments on
what caught their attention to check out your business.
Listen for specifics.

Step 7: Keep Tweaking ? Your brand is a living thing so
expect it to change and don't get up tight if you didn't
get it quite right the first time. No one does, not even
the big guys. The key is being deliberate about what your
brand stands for, translating that into specific
experiences with your customer, proactively getting
feedback, and having the courage to make changes.

Working to perfect your brand takes time and deliberate
action, but it will pay dividends beyond your wildest
dreams. Creating a great brand ? one that sparks a
positive emotional response in your customers ? will have
you perceived as an expert in your field, have raving fans
(your customers) singing your praises plus bring big
profits to your business.

----------------------------------------------------
Mary Foley and Cheryl Thompson, the bodacious branding and
marketing experts, are dedicated to helping women with
small businesses achieve big dreams. Their mission is to
show women how to get the customers they want who will pay
them the money they deserve. Get their ?52 Ways to Make
Branding & Marketing Easy!? absolutely free at
http://www.BusinessSuccessForHer.com .

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