(upbeat music)
- How to brand yourself?
In today's video, I am going share with you guys how
to stand out in the marketplace.
I am going to talk to you about
how to ensure that people remember you and
more importantly remember your name when
they're trying to solve the problem that
you solve in your business.
Branding is really about creating a mental movie
around the problem that the customer has
and thinking of you.
So whatever challenge they have in their life,
when they encounter that
they think of your company and
I'm gonna talk to you guys actually how to
really extract that from you.
I have been building companies now for 17 years.
I am on my sixth company and with everyone
I have sat down with branding specialists,
I have worked with positioning people with the best
marketers to really just understand what makes a great brand
and how to incorporate that into your business, you know.
Not too long ago, I was actually contacted by my
sister-in-law and she is a real estate agent and
she wanted to ask me - "Dan how do you think about branding?"
Cause she's heard me talk about this with so many
different people. I said here is the deal,
buy some food come over to dinner, bring the kids,
and we'll sit down and chat about your brand.
I'll walk you through my framework for doing that and
at the end of it she looked at me and she said
"where did you come up with this," and
I'm like it's just years of studying it,
of being such a student around really what makes
companies stand out in the marketplace and
that's why I want to shoot this video so
that I can share it with you guys all at home.
So, the first thing you need to understand is your values.
Every person has values, they have a belief system
that drives every decision they make, the way they operate,
the way they act in the world.
You have them and the question to ask is you know,
if you have kids or just your loved ones and
it was the end of your days,
and you can only share 5 to 10 beliefs or values,
what would they be?
That is powerful stuff, because when you can get down
to the core of what makes you tick, how you operate,
or kind of the things you have learned throughout your life
that is what is going to change everything and
getting to that foundational level of values is
step number one.
You can't build a brand from that.
I don't believe you can manufacture a brand,
it is extracted from the soul of the entrepreneur.
So this is the first step, is to just figure out what do
you believe in, what are your values and
write them down, five to 10 maybe seven,
get that list.
The second step is to really understand
who's your core customer and here is the way
I look at it: who would you love to do business with?
And the trick is not only love, but actually that has money,
because those are two parts you need to ensure you have.
The way I do that is ask people, who is a customer that
you had over the last few months that
you absolutely adored, that you love that if
you had a thousand of those people that you
would just be pumped to go to work everyday, because
that is the fallacy is business is,
yes it is about solving a problem you are passionate about,
but the truth is, you also have to choose your customers.
'Cause if you work for the wrong type of customer and
you don't like them, or you know that they are stingy,
or they're rude, whatever they are,
you're gonna hate your day.
So, choosing that core customer that you love and
that has money, is the second step in naming them.
So I just say okay whoever that customer when I asked you
who have you really enjoy working with recently,
just put their name to that core customer identity.
Once you have that, you've got the foundation, the values,
then you talk about the core customer.
This is the perfect person I would love to serve
in my business, then the third aspect is
what is your irresistible offer, right?
What are you going to do that is going to make you stand
out in the marketplace? What are you willing to offer?
What guarantee? Some people call it a risk reversal.
Like thinking about from their position,
if it is a major investment, like buying a house or
if it is something even as simple
as like what place should I bring my dog to get manicured.
Those are decisions that they are going to have hesitations
around and you need to create an irresistible offer so
that thing that is going to make them want to reach out
to you, that also meets and attracts the core customer.
Those two things need to work together but
a lot of people are using education.
I was recently talking to a friend that
runs a large sales organization and
they explained to me that recently,
they do air purification, they have this machine for
air purification and what they did was changed and renamed
their whole sales team to air quality specialists.
Alright not sales people, air quality specialists and
what they offer is a free air assessment to let you know if
you are up to code, so that's an irresistible offer.
If I had a big apartment building or a commercial building,
I needed to know the air quality,
I am going to call the air quality specialist.
Have them come in, do the assessment,
and then let them, let me kind of hear from them
what they recommend and I think that
is the way you need to think about the irresistible offer.
But you get those three things,
you figure out what drives you, your values that foundation,
you identify and you focus in on that customer that
you would absolutely love to serve and
then figure out some kind of offer that you can present to
them from their point of view that is irresistible,
that is how you build a brand that people love.
That is how you ensure they don't forget your name and
that you are remarkable in your market.
So with that I want to invite you
to subscribe to my newsletter to get other
business tips and startegies exclusive to you and
as per usual, I want to challenge you to live a bigger life
and a bigger business.
I will see you next Monday.