3 Steps to Strengthen Your Brand

by Dana on February 20, 2014

Weight-Training-For-WomenMany people think of graphical elements like logos, websites and brochures when they hear the word brand. But a brand is SO MUCH MORE than that. Your brand is made up of the TOTAL EXPERIENCE that your customers and prospects have with your business—at each and every touch point—and how that experience makes them FEEL. It is the foundation that all of your marketing, products, services and programs are built on. Here are 3 critical steps to strengthen that foundation.

Step 1: Get clear.

The first step is to get clear on exactly who you are as a business and what you stand for. Here are some questions to consider:

  1. Who do you serve?
  2. How do you serve them?
  3. Why do you do what you do?
  4. What results do people get from working with you?
  5. What makes you stand out from competitors?
  6. How do you want your customers to feel when they interact with you?
  7. What do you want to be known for?

Step 2: Do your research.

Now that you’re clear on who you are and what you stand for, it’s time to see how well you’ve been doing in getting that message across. Reach out to a few of your current clients, past clients and prospects to find out how they describe you and your business to others. Once you have a sense of the words and phrases they’re using, it will help you strategize the changes you may need to make in your marketing and business practices to help your community better understand what makes you unique, special and different.

Step 3: Integrate your brand into everything you do.

Whether you’re aware of it or not, every day, in everything you do, you are communicating your brand. So be intentional and consistent in creating that ideal experience for your customers and prospects. Here is a sampling of places you can begin to integrate your brand more purposefully:

  • Your elevator pitch
  • Your customer service practices
  • Your sales/enrollment conversations
  • Your client welcome kit
  • Client “extras” (e.g., birthday cards, gifts, special “inner circle” discounts, etc.)
  • Your voicemail message
  • Your email signature
  • Your business card
  • Your website
  • Your lingo
  • Your business model
  • Your charitable giving practices
  • Your personal appearance
  • The quality of your products and services
  • Your content
  • Your social media posts
  • Your personal story
  • Your signature talk
  • Your follow-up
  • Your logo & visual elements
  • Your events

Feedback?

I’d love to know…What did you think of the steps outlined here? Do you have any additional tips for building your brand? Please share in the comments below…

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facebook

Since launching my business, I have taken advantage of Facebook to market my business—and I have seen a great return on the time & effort I invest there… I often get asked the following question: “Dana, if I already have a personal profile on Facebook, do I also need to have a business page?” The short answer? Yes! Want to know why? Read on to find out.
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My biggest business lessons learned in 2013

by Dana on February 6, 2014

reviewAs you’ve heard me say before, it is critical to do a thorough evaluation of the past year before moving on to setting goals for the current year. Once you identify what went well and what didn’t, you can get clear on the lessons you want to carry forward with you. In this week’s success strategy, I thought I’d give you an inside look at my personal biggest business lessons learned in 2013 and how I am integrating them into my plans for 2014. Read More

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magnifying-glass-valuesI believe that secret to building your ideal business and life is to get crystal clear on your core values and then to let them guide every decision you make and every action you take. In fact, helping my clients get clear on their core values is something I like to do at the beginning of our work together because ideally you want to design your business around them—from your business model to your day-to-day activities to your systems and processes to your marketing.  No one but you can define them…and it takes careful thought. Find out my favorite strategies for identifying your core values—and ways to integrate them into your business and life—below. Read More

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keep-active-stay-motivated-new-years-resolutionWhile I love the “fresh start” feeling of the New Year, I often see the entrepreneurs I work with struggle with how to keep their motivation going after the excitement dies down. It reminds me of one of my favorite Zig Ziglar quotes — “People often say that motivation doesn’t last. Well, neither does bathing. That’s why we recommend it daily.” I 100% believe that keeping your motivation up on a daily basis is essential if you want to hit it out of the park with your goals—in both your business and your personal life. So in this week’s Success Strategy, I’m addressing ways to stay motivated after the momentum of the New Year fades away. Read More

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How to Handle Refund Requests

by Dana on January 16, 2014

refund-1In this week’s Success Strategy I’m tackling a bit of a touchy subject—how to handle refund requests. It’s inevitable that at some point in your business, you will encounter a dissatisfied customer. It’s certainly not fun—but the way you handle it can have a big impact on your future business success. Here are my top tips for how to manage this sticky situation. Read More

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goal-setting-mistakesIt’s that time of year…time to create your goals and set your course for the year. Do you have your plan in place yet?

There are six common mistakes I often see people make when they set their goals. Are you making any of these? Read More

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A Few of My Favorite Biz Books

by Dana on December 19, 2013

BookOne of the things I’m planning to do during my downtime this holiday season is to catch up on my reading…and I was thinking that you may be doing the same. So I decided to share a list of some of the books that have been most influential in helping me grow my business. Enjoy! Read More

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stockingsI LOVE this time of year! But one thing’s for sure—business tends to slow down a bit. But since it’s predictable, you can plan ahead to take advantage of the downtime. Check out my list of 10 things you can do to make the most of this time… Read More

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The Best Time to Post on Facebook

by Dana on November 22, 2013

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Do you know the best time to post on Facebook? This is one of the most frequently asked questions related to Facebook marketing—and the answer is that the best time to post is when your fans are online. And the great news is that with the new Facebook Insights, it’s super simple to find out exactly when that is… Read More

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