By Guest Blogger Lou Bortone
“Who Are You?” Yes, it’s an old rock classic by The Who, but it should also be the very first thing any coach or entrepreneur asks themselves when they’re starting out and developing their brand. Too many small businesses have it backwards. They rush to put up a website and have a logo designed, only to realize later that they have left out a crucial step: How to distinguish themselves from all the competition.
Oftentimes, entrepreneurs will contact me about creating a video to market their business, when they have yet to even define their brand. While online video is an excellent tool for building a brand, you’ve got to have a foundation already in place.
Fortunately, as a “Book Yourself Solid” Certified Coach, I use some of Michael Port’s tried and true principles to help entrepreneurs create breakthrough brands that help them stand out from the crowd. Here is the five step system I use when helping clients create a compelling brand:
1. Develop a “who & do what” statement – The “who” is your target market and the “what” is the primary benefit they get from you. For example, my “who and do what” is: “I help entrepreneurs build breakthrough brands on the Internet so that they can get more clients!”
2. Define your “why you do it” statement – The “why” is the reason you do what you do. It’s what you stand for. It’s important because it’s what will attract the right clients to you. My “why” is: “Turning struggling entrepreneurs into Online Rock Stars!”
3. Focus on building relationships – Social networking and video are similar in that they are tools to help build relationships on the web. You gotta give before you get! Engage, contribute, share… Build your social capital.
4. Maximize social media and online video – Entrepreneurs can accelerate the branding process by using social media and online video strategically. For example, YouTube has become an enormously powerful business tool for creating connections, demonstrating your expertise and enhancing your online visibility.
5. Use Online Video to stand out and be noticed – As a long-time “video guy,” I’m especially partial to video as a resource to break out of the pack and be noticed. Online Video builds an immediate connection and makes you memorable. It is quickly becoming the ultimate brand-builder.
Whether you’re just starting out or looking at rebranding your business, these five steps will put you on the right path to creating a distinctive brand.
About the Author:
Lou Bortone is an Online Branding Specialist who helps entrepreneurs and coaches build breakthrough brands on the Internet, so they can have more visibility, credibility and profitability. Lou’s clients get more business and make more money, because Lou assists them with innovative online branding strategies, including social media marketing and online video coaching.
Lou is a former television executive who worked for E! Entertainment Television and Fox in Los Angeles. He is also an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach. His website is at www.LouBortone.com.
