All Articles Tagged "branding"
Perhaps more than in any other time in history, your name is your brand, according to business and branding expert Pamela J. Green.
“I think most of us get this concept – we live in a celebrity-obsessed society, so we understand how a person’s name can also be their brand,” she says. “Social media also reinforces this idea. Our names are usually one of an infinite chorus of brands. People can see who liked a New York Times article, who criticized a political position and who recently became engaged to whom. Most people today meet our name/brand before actually – or ever – meeting us in person.”
While many may see this as cold and impersonal, Green says this could be an opportunity to more objectively improve who we are – whether on a personal or business basis.
If you’re a mompreneur, thinking about starting your own business or want to take charge of your career path and life, Green, author of the new book “Think Like a Brand,” offers these seven super steps to improving your brand.
• Begin by writing your mission. What drives you? To know this is to help you determine what success means in your life. Football hall of famer Michael Strahan, for example, knew that he didn’t want to disappoint his parents. Whatever drives you, Green says, a clear mission achieving it will act as a discernable path on a reliable map.
• Identify your organization’s brand, needs and priorities. This is for those who want to better bond their own name/brand to another brand/organization. What’s the connection? If your company’s brand is about making healthy tasty treats, and you are developing a personal brand centered on music and art therapy, there could be a mission disconnect. Or, you simply haven’t found the sensible way to make the underlying connection.
• Conduct your brand research. Determine the future skills needed for what you want to do, and research the industry and businesses in the industry that have success in your ideal future. For the more personal branding perspective, ask yourself, “What are the long-term habits I need to adopt in order to be the person I want to be five years from now?” That could be learning a new language or adopting a new diet.
• Create your brand template. If your brand were a can on a shelf, would it be dented, disheveled and would the label be torn? If you ignore, reject or skip this step, Green says, then you’ve volunteered to live the life you have instead of the life you want.
• Grow strategic visibility. In a room or a business meeting, would you describe yourself as a church mouse or a brave eagle? Even if your brand emphasizes a sort of low-key class and subtlety that already features an enviable client who’s who list, you don’t want your image to be diminished.
• Identify your brand adjacencies. While building your brand today, do not dismiss what it could be a decade down the line. You likely have unidentified talents. Or, your brand/business may be utilized in a way you haven’t yet considered.
• Scale your brand. EVERY brand needs to remain relevant to remain sustainable. To be sustainable, your brand needs to be scalable. Your ability to deliver consistent performance at a high level is what leads to brand sustainability. Assess who will help you be accountable for the achievement of your goals and the continued sustainability of your brand. On a personal level, that person may be a personal trainer; business-wise, it could be a promising employee.
About Pamela J. Green
Pamela J. Green is a business executive, leadership consultant, keynote speaker and published author with more than 25 years of business leadership experience. As the former VP/Chief Membership Officer for the Society for Human Resource Management, the world’s largest association for HR professionals, she was responsible for membership revenue and strategies to engage and retain more than 260,000 business professionals. She is a certified Senior Professional in Human Resources (SPHR), an Associate Certified Coach (ACC) and holds a bachelor’s degree in business and human resources, and a master’s degree in business administration (MBA) from Franklin University in Columbus, Ohio. Since launching her consultancy in 2012, and now as president and CEO of The HR Coaching Institute, she has been serving as a leadership consultant to global corporations, small businesses and non-profit organizations.
Rihanna is winning and apparently, that’s not going to change anytime soon. A recent report released by the NPD group suggests that RiRi is the most marketable celebrity for brands, WWD reports. This means that an endorsement deal with Rihanna can potentially yield greater returns than one with Beyoncé, Ne-Yo, Usher, Jennifer Lopez or even Steph Curry.
The report explains: “Rihanna’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity.” A list of all celebrities who made the top 10 list has been provided below.
Rihanna – 367
Beyoncé – 336
Ne-Yo – 334
Usher – 334
Wiz Khalifa – 325
The Weeknd – 318
Jennifer Lopez – 313
Kevin Hart – 306
Dr. Dre – 301
Khloé Kardashian – 298
“[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions,” said NPD Group vice president Barbara Zack, “We can now prove what has been suspected when making expensive sponsorship decisions—that celebrities are media properties in their own right, with audiences that have nuanced brand preferences. In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”
Moms, what will you do differently in 2016 with your personal brand and career? Are you ready to get uncomfortable by channeling your ultimate authenticity? Have you had enough of the same results each year and ready to start believing in your magic? I know I am.
Enter Kimora Lee Simmons, the hardest working mom in Hollywood. KLS is 40, a mom of four, newly married, a savvy entrepreneur, author, philanthropist, producer, top model, television personality and–most importantly–the ultimate #resetter as it relates to rebranding and challenging herself to push the envelope.
So, what is branding, anyway? Simply defined – branding is a consistent experience you (enter name), give off each time you interface with a person or client. Just think of yourself as a delish order of fries from McDonalds, it simply never lets you down no matter what. Can you say the same for your brand?
Just last year Simmons, our favorite brand mom, announced that she was ready for a new challenge and was going to shape-shift her brand by launching KLS Kimora Lee Simmons, a collection of clean, tailored and taut designer ready-to-wear (prices range from $500 to $2,400) that reflects a new phase of her life. “When people look at this they say, ‘Oh, this is Kimora when she was 12 or 13 at Chanel,’” she told WWD, referring to her teenage modeling days, when she was famously plucked from Missouri and put on the Paris runways. “I didn’t have on makeup when I was at Givenchy and Saint Laurent. I worked with the greatest people in the business and this is more back to that person.” Word.
Life is always changing – if we listen to self, commit to dreaming big and tapping into our inner power we can rebrand, redesign and press reset for the next phase of our life. 2016, here we come!
Let’s learn a few rebranding tips from KLS for 2016:
- Be authentically you! Enough said.
- Embrace change. Manage the ups and downs of your lifestyle (divorce, career, stress, family) with class.
- Upgrade your style for 2016. Define your signature look and work it like a rock star.
- Diversify your business portfolio. Create an international marketing/pr plan for your business/brand and go for it. Think huge and don’t be afraid to put your face on the product.
- Empower the next generation of entrepreneurs. It’s important to groom our children — teach them everything and make certain they understand the business.
- Claim it fiscally! It’s not how you start; it’s what you do with the knowledge you have. Start to make changes towards a better life financially.
- Make love to your thoughts. Each word, sentence and prose you utter will impact your outlook; make them strong, sexy, and righteous.
While most of y’all are probably watching the adorable video of Torrey Smith’s son doing “the whip,” there’s a bigger picture at hand.
Have you ever considered using a viral video for your hustle, or how one can affect your brand?
I know you’re probably thinking what the heck am I talking about, but come and sit at the brainstorming table with me. Viral videos are a highly popular way for businesses and individuals to get exposure. Some deploy them with the intention of touching on a particular message, while others use them for pure enjoyment. Regardless of your goal, successful execution on a social media platform can score you major points when it comes to your brand and its popularity.
I don’t personally know Torrey but would make an educated guess he had no idea how big this 15-second clip would become. In just a couple of days, it’s already received well over 3.3 million views and counting on Facebook, not to mention news coverage from People magazine to the Today show. He posted a follow up video of his one-year-old son dancing a day ago that already has over a quarter million views. Do you know how much you would have to pay to get this kind of exposure?
Now let me ask you a question: Before these videos went viral, did you know who Torrey Smith was?
I did, but that’s because we graduated from the same alma mater and he played on my hometown’s football team, the Baltimore Ravens. Unless you’re a Ravens fan, a 49ers lover (he recently signed with San Francisco), or an NFL junkie, there’s a good chance you had no clue who this cat was — and that’s okay. Hopefully now you do as Torrey does some pretty great work for charity and his community off the field. With a bigger audience viewing his social media accounts for clips, one can only assume other posts will get a few more eyeballs.
When it comes to branding — whether personal or about business — it’s important to think about your image and how you plan to get your message out to the public. Entrepreneur says “your brand is derived from who you are, who you want to be and who people perceive you to be.” In Torrey’s case, a quick glance through his social media accounts would reveal he’s a family man about football and his faith. Looking beyond this cute video of his son dancing, any advertiser or sponsor can learn a little more about his personal message that might entice a few to offer new endorsement deals.
This is why it’s so important to think (and think again) about what you put on front street for the world to see. Too many celebs and public figures are tainting their brands because of a few goofs, or stupid mistakes that have cost them dearly. The last thing you want is to corrupt all of your hard work.
Here are a few more takeaways on brands for us to remember.
It’s OK to get personal. Folks are more likely to buy what you’re selling if you can resonate with them on a personal level. Don’t be afraid to lower your walls.
Viral videos are quick, catchy and in most cases, free. Who knew that a short video could lead to so much press? There really is something to be said about viral videos and their effectiveness in today’s society. This can help level the playing field when it comes to smaller companies and their exposure.
Stay consistent with your message. You’ll find it real hard to sell that you’re professional if you’re constantly cussing folks out online. It’s also counterproductive to post questionable content that would turn off the audience you’re trying to attract. Take a look at your social media and make sure there’s a cohesive message that backs your mission.
main image: Instagram
As anyone involved in the music industry knows, public relations is an ever-important part of launching (and maintaining) one’s career. How you handle your relationship with your target market could either help or hurt, so having someone on your team whose job it is to manage and leverage those relationships is crucial.
Meet Sasha Brookner founder of boutique public relations firm Helio PR. Over the past 16 years, Brookner has worked with artists such Ceelo, N’Dambi, Katt Williams, Goapele, Ledisi, and Lira. We chatted with Sasha about her background, what it’s like being a publicist, and how she believes the branding and publicity paradigms are changing for emerging and established artists.
Check out the interview below!
MadameNoire (MN): What inspired you to be come an entrepreneur and launch your own PR firm?
Sasha Brookner (SB): When I was growing up, my mother and grandfather both had their own businesses. I was able to see the freedom they had as business owners. That was always in the back of my mind.
I went to UCLA and majored in history. During my last year, I didn’t have enough credits to graduate on time, so I decided to do some internships in publishing, A&R, promotion, and the last one was publicity. It was cool because I was working directly with writers to develop stories. I didn’t have to deal directly with the politics of music executives and labels. That was the beginning where I figured out I could do this.
As soon as I graduated, I got a job at Red Ant, a subsidiary of BMG, as an assistant publicist. When Red Ant went under, an associate called me up and wanted me to come over to The Courtney Barnes Group. I worked there for a couple of years and branched out and started my own company.
MN: What were some challenges you faced early on?
SB: When you start your own business, you have to be the rainmaker. At the time, I had saved up enough money so that I really wasn’t stressing it that much. Public relations is great because there wasn’t a lot of overhead. I started working at home. There weren’t a lot of hurdles because I was already seasoned as a publicist. Everyone told me that if I really did a good job and focused on whatever I was doing, things would spread word of mouth.
Another challenge was that I had to be very creative because I was working with independent grassroots artists who didn’t have radio, marketing, or worldwide tours. We were up against corporate firms who are already established and working with major label artists. In the beginning, you had to be much more creative with pitching.
MN: Who was your first client?
SB: N’Dambi. She had such an interesting story. Before we knew it, we got her in L’Uomo Vogue and Vogue Hommes. She was getting so much press even Erykah Badu (who she sang background for) was like “Wait, who’s doing your press?” This was before the female neo-soul thing took off. Now, it would be almost impossible to get a background singer selling CDs out the trunk of her car into these outlets.
We get 85 percent of our clients through referral. That started with N’Dambi. Then, Ledisi and Goapele were calling me. I saw artists that were falling short in marketing. That was our niche in the beginning. We expanded to painters, graphic designers, actors, and spoken word artists.
MN: What is it like to work with mainstream celebrity clients versus more grassroots artists?
SB: It’s easier. We started working with Katt Williams during the end of his Wildin’ Out season on MTV. He was taking off with Pimp Chronicles. When you’re working with someone who everyone wants to interview, it’s more work, but it’s not as challenging. It’s not like you have to pitch. Then again, there are problems such as personalities and missing photo shoots. When there’s a lot of money involved, there are a lot of issues and then you have to do crisis management.
Grassroots artists are my favorite and more satisfying. You’re taking people who normally wouldn’t get this type of exposure who are seasoned in their craft and helping them get to a plateau that they probably would not have.
With bigger artists you don’t want to over-saturate the market because you are getting so many requests. With independent artists, you want to do as much as you can that is quality press.
MN: How has the PR world changed over the years?
SB: The biggest shift has been the digital world. When we first started off, it was just magazines and television. Magazines worked four-to-five months in advance. Now, you can do a story and 24 hours later the story is up on an online site. The pieces are much more topical and newsworthy.
When I started off with music artists, they were just in musical publications talking about music. Now, the majority of my clients are all using fashion (and other creative avenues) as outlets to promote whatever projects they have.
MN: Why has celebrity branding become so prominent in our culture?
SB: The word “branding” has become a buzz word. I like my clients to be more fluid. I like to go and let it happen organically as opposed to typecasting someone, putting them in a box, and then selling that to the media.
However, I understand the importance of creating an identity that is recognizable to the people and the fans. Some people skip over the “Why are you important? What void do you fill?” You definitely have to live your brand, master your craft, and be known for something.
If it doesn’t match your personal brand, you shouldn’t do it. There are people like Taylor Swift who turn down movie scripts all the time that don’t reflect who she is. Or, someone like Immortal Technique, a rapper, who turns down corporate endorsement deals.
Reinvent yourself. Beyonce is the paragon of this. Do it so that it is an evolution and not a marketing scheme.
MN: How would you advise the everyday woman trying to build her brand?
SB: Interacting on social media is important. You have to figure out a way to mix the professional and personal. I’m really big on presentation. Find a good photographer and good writer for your bio.
That’s really important and is the first thing that you should do. When you’re dealing with media, they are top-notch English majors that went to journalism school and know their stuff. You can’t just hit them with something that is wack.
Network. I’m on Facebook all the time. I realized that all these people (like editors at Vogue) who may not have gotten back to me before were following my political tirades on Facebook. They loved my radical ideas and were like, “If you need anything, just shoot me over an email.” I realized that I was creating more relationships when I wasn’t even trying to.
Go to the sites that you want to be on and look for the Contact or About Us in the masthead. You can reach out to editors just to establish a relationship.
MN: What has allowed you to get so far in your career?
SB: Picking clients wisely is important. I won’t take on a client if I don’t think I can get them any press. I don’t care how much they’re paying. The industry is so small. People talk. We get 85 to 90 percent of our clients via word-of-mouth. I don’t want anyone unhappy. We’re very selective, however, yes, you do have some pay-your-bill clients.
Be proactive. Meet people. I always tell people, “Be careful. You could meet a guy at a party. He could have on ripped jeans and Birkenstocks and you pay him no attention. He could be the brother of the CEO of Coca Cola. You never know who somebody is.”
Be organized and get back to people. There are a lot of publicists I know who don’t. Even if I get back to say that an artist isn’t available or we can’t do it at this time, I make a point of trying to get back to people. I know publicists who worked at major labels and ignored everyone. Then, they branched off and started their own PR firms and those same editors won’t deal with them.
MN: Where do you see Helio PR going in the next few years?
SB: People have been asking me that for years, but it’s really just been consistently what I’m doing such as finding new acts that are dope. I don’t see myself being in a high-rise or corporate entity.
Although I only have four to six clients at a time, they are clients we are really invested into. What I do sustains my lifestyle. I get a lot of freedom. I get massages. I sleep eight to nine hours. What I do affords me the ability to live my life and do what I want to do.
Brand Gabourey Sidibe is winning. She is working consistently in Hollywood and using brand consistency to showcase her confident, bold and determined personality to make the most of her big break since Precious: Based on the Novel Push by Sapphire. She is a NAACP Image Award recipient, Academy Award nominee, Saturday Night Live host alum, co-starring in the monster hit Empire and recently scored another coup with a lead role in the upcoming Hulu comedy, “Difficult People.” Not bad for an actress who had never acted before and doesn’t fit the Hollywood mold.
Branding is an overused word. How do you create the perfect brand – in life and in business? By being a bold dreamer and allowing your authentic beauty, personality and winning attitude to shine. Real talk: Sidibe is the unlikely next big star. But she has fomented demand simply by being herself.
This isn’t to say that she’s oblivious to the people out there talking smack. She’s just particularly good at shutting it down and moving on.
To people making mean comments about my GG pics, I mos def cried about it on that private jet on my way to my dream job last night. #JK
— Gabourey Sidibe (@GabbySidibe) January 13, 2014
As mentioned in my previous articles branding is simply a consistent feeling, image, and experience desired from a product conveyed to the general public. Basically, you – the entrepreneur – are the brand. The minute someone interfaces with you, they are deciding if they should do business with your brand based on their perception of you.
As entrepreneurs and women we must learn from Brand Sidibe to love the skin we are in to attract the big break. How many of us miss the mark because we don’t believe in our gifts? Is it because we are worrying about the competition? Or, because we lack confidence in our talent? All you need to succeed is within you.
Start dreaming big and bold today:
1. Dreams don’t happen overnight. It takes heart, persistence, money and blessings to make one’s dream become a reality.
2. Dreams must be gargantuan. It’s not acceptable to just dream. Your dream must be out of this world so that when you tell people about them they laugh. As they say, if your peers are not laughing then you are dreaming too small.
3. Dreams only flourish with confidence.
4. Dreams must have clarity. Know what you want, how you want it, and with whom you want it. When you ask, you will receive. Make certain you are asking wisely.
5. Dreams are ordained. Tap into a higher spirit and simply believe.
6. Dreams have vampires. Stay away from those who can seek to rob you of your chance. Keep the haters at bay.
Bold, Beautiful and Determined Reset: Dream in color. See the moment, feel the moment and actively participate in the realization of the moment.
According to Amanda Miller Littlejohn, a Washington,DC – based personal branding coach and creator of The Branding Box, a personal brand home study system designed to help individuals clarify their message, position their expertise and increase their visibility, “This is a great time to be a Black woman.”
“Women are embracing their natural hair, getting into shape and shedding generations-long bad eating habits. It’s like a renewal. We are embracing digital tools, starting websites, and expressing ourselves,” says Littlejohn. However, are you ensuring that the brand called YOU is clearly defined? Can it be leveraged to bring you new opportunities?
We spoke with Littlejohn about some of the personal branding mistakes she’s seen individuals make over the years. Check out the blunders she identified as well as her tips on how you can turn these mistakes into successes and starting building your personal brand today.
1. Having an “Employee Mentality”
Amanda Miller Littlejohn (AML): Many are comfortable marketing and promoting the company or person they work for, but have hesitation when it comes to promoting themselves. They think of self-promotion as braggy, obnoxious or self-serving, when in fact they would do the same thing, if not more for their employer, especially, if they are in a marketing role. People who go out and decide to do their own thing and start their own business can still suffer from that mentality when they don’t want to step out of the shadows. They might want to promote the work of something bigger, instead of promoting their own brand. They sometimes forget that they are the bigger brand.
To fix this, embrace the spotlight. Speak up when people ask you questions. Step out when you are invited to speak. Look for opportunities to share what you know. At the end of the day, your brand may be all that you have in the next fifteen years.
2. Waiting Until The Last Minute To Build Your Brand
AML: Many times individuals may wait until they are ready to switch jobs or get new clients to start building a brand. A lot of people come to me in that situation. They need to start building a brand immediately because they need an opportunity. That’s a backwards way to go about doing it. Building your brand steadily is more authentic. Opportunities will come to you.
College is a good time to start building your brand. Work on your Linkedin profile (and build your experience) during your undergraduate years. Collect recommendations from advisors and professors. Build the social proof that you need to create credibility around who you are. Although most people won’t be able to look at your college transcript, they can look at your Linkedin profile and see if you are highly recommended, dependable, punctual, etc. Nowadays, everyone is previewing Linkedin profiles before they hire you. That’s a really easy place to put positive information about yourself.
3. Not Being Proactive
AML: It’s a great thing to get opportunities that come your way. A better thing is to go after opportunities. The best thing to do is to create opportunities. For example, an example of me waiting for an opportunity would me waiting for you (the reporter) to reach out to me to schedule an interview. Me being proactive (or going after the opportunity) is me calling you up and [pitching] my expertise directly, and saying, “ I know you write for MadameNoire, would you like to interview me?” Me making an opportunity would be realizing that you may not be interested in me at the current time, but [deciding] to create a blog and write something that is reflective and fills a need for the audience I am trying to attract.
People have to be more proactive now because the barrier to entry to create have fallen drastically in the last 15 years. When I was in high school, if you wanted a magazine, website, or newsletter, you had to go to people to make that happen for you. Now, anything you want to do is within reach. If you want a TV show, you can create a YouTube channel. If you want to write a book, you can type it up and submit it to Create Space. This is a response to the technological advances we are experiencing. There are no excuses for the person that has something to say and wants to create a platform.
4. Using social media only to “be social”
AML: A lot of people use social media for recreation and as a way to keep in touch, but don’t use it as away to make it work for them. I love seeing funny things on Instagram, but are you also putting out your expertise and services? Are you making it for you? I use Instagram to create more awareness around my brand, what I’m doing, what I offer, and what I can do for a new client. I am building an audience. If your social is just fun and games, it’s like you are working for it. It’s not working for you. I don’t think people think strategically. Everyone doesn’t have to use social to create new clients or new business opportunities, but you should be thinking about how social can help you get the things that you want. How can you use it to connect with people across the country or around the world? Use it to create for more credibility for yourself. Your biggest fan might become your biggest customer.”
5. You don’t invest in your brand
AML: In the next 15 years, people who have taken the time to make sure people know who they are and what they can do are going to have a much bigger advantage over those who haven’t. The work world is getting leaner and more efficient. Companies are getting smaller because we have all these tools. In the workplace, questions that test your proficiency with WordPress, digital photography, page layout, video or sound editing will be commonplace. It’s because tools are universally available, inexpensive, or even free. If you don’t know how to use them, you will be behind the times. It may get more cutthroat as far as where opportunities go. For people who are creating opportunities and building their brand, they will have a big advantage over others who are waiting for things to come to them. Investing takes time, thought, and sometimes money. Don’t be afraid to take courses and fill in some skill gaps. These are investments that appreciate. Once you have knowledge and understand how to position and promote yourself, your career always benefits. We invest a lot in how we look, but how are much are we investing in how we “look” in the perceptions of the marketplace? How much are you investing in your reputation and how you come across to other people?
Brooklyn Wine Yard was packed with business-minded women looking to take their startups and companies to the next level. Hosted by Innov8tiv, Ibom LLC, MadameNoire and Social Media Week NY, “Grow Your Brand” provided attendees with invaluable knowledge on what makes a great pitch and ways to brand yourself in the digital age.
The pitch portion, which was hosted by Ariel Lopez, founder of 2020Shift and career coach at General Assembly, and yours truly featured Jessica Santana, co-founder of Brooklyn On Tech and Worldwide Boss; Kianta Key, founder of EveryBody; and Michelle Gall, founder of Digital Girl, Inc., among other women in tech. After each entrepreneur delivered a three-to-five minute pitch, the pitch coaches—Anthony Frasier, co-founder of The Phat Startup; Chana Ewing, founder and president of littlebigGirl + CO; Eddie Washington, business development producer at General Assembly; and Associate Managing Editor at Black Enterprise Janell Hazelwood.
The conversation spread beyond the four corners of the venue and across Twitter timelines via the event’s hashtag, #smwnetworq. Here are several tips shared during Tuesday’s Social Media Week event:
“provide a story, give stats, and provide solution” #smwNetWorq
— Shirley Schutt (@OhShirl) February 25, 2015
— Derrica (@DerricaNM) February 25, 2015
— The Phat Startup (@ThePhatStartup) February 25, 2015
— Shantae J. Edwards (@theshantaej) February 25, 2015
— Desiree Frieson (@dfrieson) February 25, 2015
Pitching advice: you don’t need to tell your whole story in your deck. Problem, solution, why you #smwNetWorq
— The Phat Startup (@ThePhatStartup) February 25, 2015
For more advice on how to grow your brand, check out “Who Run the (Social) World: How Millennial Women Can Grow Their Brand Through Social Media.”
Business cards may be the conventional marketing foundation of every company, but being standard doesn’t mean being boring. While nine cards out of 10 are on white stock with colored lettering, there is no rule stating yours can’t be a tool for highlighting the company culture behind your unique brand. These nine creative business cards aren’t just placeholders for your name, website and email. Instead they offer the receiver a glimpse into the lighthearted, serious, techie, or educational nature of your business.
Once you have decided that you want to start a business, you are going to have to figure out what your business stands for and how you are going to make money. Since your brand is an extension of you and how you market that brand will determine how long you stay in business, it is extremely important that you create a viable marketing plan so your ideal client will know about you and your products and services and vice versa.
Christine St.Vil and Julian Kiganda, sisters and co-authors of Whose Shoes Are You Wearing? 12-Steps to Uncovering the Woman You Really Want to Be and owners of Moms N’ Charge and Bold & Fearless, respectively have over 20 of years of combined experience in marketing and branding as small business owners.
They shared their tips for marketing and branding your business. Here are three of Kiganda’s tips about branding:
Have total clarity on your WHY. So often, we get into business because we see an opportunity that is too good to pass up, but we’re not always clear on WHY we really want to get into business. The opportunity is less important than the WHY. Why? Because your WHY defines your passion. Your WHY defines your mission—the foundation of a successful company. Your WHY defines your commitment. Your WHY will keep you pushing even when you feel like giving up.
Know who you are. When you know who you are, you understand your value. As it’s been said: You don’t get paid for the work you do in an hour; you get paid for the VALUE you bring to that hour. How can you know your value if you don’t know who you are? I’ve found that taking the time to get clear on who I am, what I want and what I deserve, has helped me become much more focused and clear on the direction in which I want to take my business. Because of that, I can resist the wrong opportunities—no matter how good they look—because they are not aligned with who I am or the vision I have for my life.
Deliver on your promise. There is no faster way to destroy your brand than by making promises to customers and clients that you don’t keep. In this age of social media, it is more important than ever for your brand to deliver. Providing consistently great products and customer service is one of the best types of marketing there is!
Here are St. Vil’s top marketing tips for new entrepreneurs:
Focus on relationship building. The money is in your relationships. People refer business to those they can vouch for, those who they know, like, trust and will go the extra mile. Build relationships that matter and surround yourself with people who you can learn and grow from.
Focus on creating and sharing great content that your audience wants/needs/will benefit from. When you focus your marketing on giving rather than receiving, you will inevitably attract clients/prospects. Don’t make it all about you and what you have to share (sell). Make it about your target audience and what they need, focus on their pain points and strategies to solve them.
Tell your story. People connect to the mess behind your message. Everyone has a story. Until you can face your own and share it with others, it will prevent them (your true audience) from connecting with you. Allow your story to put you in a position of authority and increase your credibility. Do you relate more to those who have never gone through struggle or those who show that they’ve gone through struggle and show you how you can overcome it like they did?
When your business grows, make sure your head stays the same size. Stay humble. When you become a “local celebrity,” or your status in your industry becomes elevated, never forget where you came from. Have integrity with everyone you interact with because you never know how people are connected. Don’t ever stop feeling like you have to stop being humble because you’ve “made it.”
The #BrownGirlBoss Series seeks to provide inspiration, information, and support to aspiring brown girl entrepreneurs. This is Part II of the series.
Connect with Kara @frugalfeminista. Learn more about The Frugal Feminista at www.thefrugalfeminista.com Download her free ebook The 5-Day Financial Reset Plan: Eliminate Debt, Know Your Worth, and Heal Your Relationship with Money in Just 5 Days. Join Kara’s closed $20 Cash Crash Diet Facebook Group to get some sistergirl support and accountability for reaching your savings goals.