Looking to improve your sales? What Brand Are You?

Have you spent time and money to hire an expert in "branding" to help with your business and sales?

There's an old adage in the real estate tax planning - "if you do not provide your trust and will, when you die the state will provide one for you" - but probably will not like.

The same is true with regard to your name, reputation, image and appeal. If you do not consciously "brand" yourself - or look at what "brand" to demonstrate that they are - others on the market - your customers and prospects - will do it for you. Not only could you not like it, but could cost a lot: delays, loss of business from existing customers and worse - loss of customers!

I'm not suggesting you need to go out and hire a consultant to "branding". I'm suggesting that you be aware that de facto "branding" happens every day and every customer interaction. Need to define and plan the proactive responses so you do not have to re-act and make things worse.

If you are absolutely clear on the company's vision, values, mission, objectives and strategies to achieve them - which will form the foundation of any "branding" you should pay. These can be easily incorporated in a structured way to make customers and business approach and their references. (If you're not clear on these key aspects of your business, maybe you should consider working with and supported by a professional business coach).

How have you branded - or allow others to brand? What is your perception of your market position and place, your professionalism and competence, the quality of your services or products, how easy it is to do business with you, your character and integrity?

For example, if you sell items of special printing, you're known as that "annoying insistence printer predominantly intrusive promotional products"? Or you're welcome as the "master-mind wonderfully magical about making money marketing materials"?

Maybe you're a bank official. You are perceived as a "grumpy curmudgeon cantankerously classic conservative critique of cash" that causes customers to cringe when they approach for help? Or read your bio "incredibly brilliant banker blisteringly brilliant business-building" that generates loyalty and referrals from customers?

If you are an entrepreneur, manager, attorney, CPA, sales professional, entrepreneur, consultant, school principal, director of customer service, or ______ (fill in the blank) every day in every interaction, the "brand" has been created and affects absolutely the opportunities and success.

There is a choice to make. You choose who does it!

ACTION STEPS

Here are two action steps you can take to help control "brand you".

First, pay close attention to how you interact with customers, potential new customers and all those who come into contact with. Notice the "answers" and how they are received and perceived by others. You're making defensive or confident and secure? This will help to recognize that de facto "branding" is constantly in progress and effectiveness that you are. It will also help to recognize how you branded in your mind. You can not consistenly sell yourself in a way that is consistent with the brand you think you are.

Then, go out on a limb and relief some of your "best" and "worst" customers. Learn how and why they are branded. Ask what brand they need you to be and what are some steps you might take to "build" that brand. You may feel a bit 'dangerous out on that limb, but remember, it is out on the branches where the fruit is.

(C) 2006 Larry Gassin...