With A Twist
(c) 2001 Sharon Dalton Williams
of the things that are important for you to do as you
build your business is to "brand" yourself.
One of the definitions of "brand" according
to Merriam-Webster's online dictionary is "to impress
you want to do is get the word out about yourself, your
company, and your products or services in such a way
and at such a frequency so as to make an indelible mark
on the minds of your potential customers.
not a hard thing to do if you are selling the first
ever miracle widget. But what do you do if you are in
a business that is commonplace, like selling office
supplies, or in an affiliate program with thousands
of other resellers just like yourself?
take a look at some examples of excellent branding.
Saturn, a car manufacturing company.
the owners of Saturn were contemplating opening the
company, they needed to find a way to stand out from
all the other car manufacturers that had been around
owners decided to find "better ways for people
to work together to design, build and sell cars. [They
would be a] car company that would talk straight, do
what it promised and deliver solid value at a fair
price" (taken from http://www.saturn.com).
strategy worked. Saturn is one of the most popular make
of cars on the road today.
Home Depot, a warehouse hardware store.
Home Depot came into the market place, hardware stores
were in almost every town. What did the world need with
yet another hardware store? In our area, there was even
a warehouse hardware store chain
already in existence. What could Home Depot do to stand
out from the rest?
Depot hired professional contractors to work in their
various departments. This meant that when a customer
went, for example, to the paint shop, the customer actually
spoke with a professional painter for
tips and advice.
Depot went a step further and created a do-it-yourself
university, where customers could take classes on the
weekend to learn how to remodel their own kitchen using
supplies purchased, you guessed it, at
Depot is fast becoming synonymous with the term "hardware
store" because it is one-stop shopping and tutoring
Progressive Auto Insurance
Progressive Auto Insurance emerged online, they were
one of many car insurance companies, some of which had
been around for decades and boasted of a solid customer
base. To add to their challenge, they
entered the internet world.
Auto Insurance did something that was unheard of in
the insurance industry. Whenever a customer asked for
a price quote on their insurance, Progressive gave them
price quotes of 3 auto insurance
competitors. Progressive counseled customers to go with
the company that could save them the most money, even
if the company wasn't Progressive.
should have been disastrous - encouraging customers
to go with other companies to save money - actually
became their strongest selling point, because they built
the trust of their customers.
can this work for you?
Develop your own mission statement and decide what kind
of company you want to be like.
Check out your competitors to see what services and
products they are offering and how they are marketing
themselves. Do you see any gaps in the market place
that they are not filling? Find a way to fill
Determine what extra service or product you can provide
to make life easier and better for your company, even
if you give it away for free.
if you are in a business that thousands of other business
owners are in, there is something unique about YOU,
and you can use this uniqueness to brand yourself with
Dalton Williams is the author of "8 Steps to Abundant
Success." Learn how to reach the goals you have set
for your life and business. Surf to http://www.sdwassociates.com
to order your copy.
how to use what is uniquely you in building your business.
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