Brand You (part 2)

Market recognition

Back to my friend, the insurance man. His name and picture appeared weekly in the newspaper. He was on TV offering his opinions. He spoke at least once a fortnight and he blogged his way to on-line recognition.

Then he repurposed his content by uploading clips to YouTube, his own web site and other digital media like Facebook. People come to recognize him, his name and his area of expertise.

Use a photo on everything   

He added his picture whenever he could. Spend the money and pay to have a professional head shot done. It’s amazing what a good photographer can do.

Hold a local seminar. Joint venture it with another business. Your out-of-pocket expenses are limited to emails, promotion, the rent for the venue and the cost of a large pot of coffee and some muffins. It’s a great way to get some face time with prospects.

Build Trust 

The basis of any business is trust. Without it, you may as well close up shop. Trust develops over time based on honest, ethical, transparent interactions and word of mouth. Here are some trust-building steps that demonstrate your commitment to quality service.

  •  Join the local chamber of commerce and attend meetings. It’s great for networking new prospects and it’s a trust builder for prospects who come to your office and see the Chamber plaque on the wall.
  •  Join professional groups and associations, and display certifications and licenses where they’ll be seen by all prospects.
  • If you have won an award or two, line the walls of your office with them and other proof of success. Nothing builds prospect trust than awards and recognition from your peers.

Branding yourself happens quickly in this age of high speed, information velocity. Join LinkedIn and start answering questions with authority. Offer a free review, analysis, examination or inspection – something of value to your potential clients.

Never walk away from an unhappy client

This falls under the heading of reputation management but deserves its own headline because of its importance.

An unhappy client may not say anything to you. The job is paid for, the client got something – but s/he’s not doing handsprings. That client needs some shoring up. Additional services. A redo at your expense. A refund of payment for services rendered. Whatever it takes, even if it hurts in the pocketbook.

An unhappy client is a lost opportunity. However, if you can turn that unhappy client into a happy client, well there’s no one more fervent than a convert. Make it right. Make it good. And keep the client satisfied at all costs.

These recovered clients become your number one sales resource and branding tool. Your company’s reputation for integrity and client care skyrockets through word of mouth.

So advertise, establish authority and trust, promote your face and personalise your company image, use the web and local resources to build your brand. And remember, the customer is usually right.

In the previous post we looked at recognising the potential of your own brand







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