Brand marketing can help you or hurt you — it’s up to you to decide. As a work from home entrepreneur, you are the single biggest factor in determining the effectiveness of your brand marketing.
Here’s how to make sure that your brand marketing portrays the image you want.
Brand Marketing is Pre-Defined
If you were to hire an image consultant to help you with brand marketing, the first thing he or she would do – if they were worth their $125 an hour – is not to tell you what to do. It would be to ask you a line of questioning such as: What are your strengths and weaknesses? What three words would you use to describe yourself? If you were a sandwich, what kind of sandwich would you be?
What does any of this have to do with brand marketing? You want to start marketing your brand NOW. Hold your horses! Just doing something without knowing if it fits your brand image is like flying a plane without training — you’re going to crash. It will be worse for your brand marketing, and possibly your profits, than not starting at all.
What our fictional brand consultant is trying to discover is what makes you a unique, interesting individual with something of worth to contribute – and how to market that brand image to reach your goals.
It’s an art and a science. Take a little pinch of character traits, interests, and expertise, add a dash of polish, presence and professionalism – pepper to taste – you have the perfect brand marketing mix.
Brand Marketing is Focused
Don’t try to be all things to all people. Your brand is all about what you do better and differently than others.
Remember the three words to describe yourself? Those three words – not a sentence or a paragraph – are the core of the brand marketing message. Work on living up to those words every day to strengthen your brand.
Similarly, when you write articles and blogs about your area of expertise, stick only to what you know and represent. You simply can’t be an expert on everything — nor would you want to be, as it would conflict with your brand.
Brand marketing focuses on the core promises of your brand.
Brand Marketing is Consistent
Be consistent with brand marketing. If you are portraying positivity in your brand, don’t complain or slander others — competitors included.
If your brand image is professionally inclined, eliminate misspellings in your Web site – or anywhere else. If you want to be associated with financial success, don’t declare bankruptcy (yes, people can find that out). Brand marketing needs to be consistent in every area of your life.
Some of the most powerful marketing techniques, though, represent a transformation, as in: I was fat and now I’m thin; I was poor and now I’m rich; I was disorganized and now my home is a showpiece. It is a powerful way to market a brand, because people relate to the before and want to be the after. Your marketing campaign needs to show how they, too, can achieve that ideal state.
By the same token, look for ways to push your branding agenda even further – sign up as a guest speaker, volunteer as a columnist, and comment on relevant blogs. Other marketing suggestions: Enter trade association award competitions and send out press releases with a newsworthy slant to every applicable media outlet.
The most important thing you can do in brand marketing is to be out there each and every day, proactively seeking opportunities to build your personal brand.