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http://www.SmartSimpleMarketing.com Sydni Craig-Hart from Smart Simple Marketing breaks down what branding really means, what it has to do with you and how to create a compelling brand that is clear, irresistible and client attractive.
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“What Your
www.SmartSimpleMarketing.com
“What Your
Clients Really
Want Is YOU!”
Sydni Craig-Hart
The Smart Simple
Marketing Coach
Branding
• What comes to mind when you think of a
brand?
– Company logo?
www.SmartSimpleMarketing.com
– Company logo?
– An image that represents you?
– A particular tag line?
• If so, this is a misconception!
Brand – YOUR Business!
• Logo and tagline do play an important part
• Most important part of your brand is:
YOU!!!
www.SmartSimpleMarketing.com
YOU!!!
• Your brand HAS to be reflective of who you
are and the services and products that you
offer
You
• What are you know for?
• Why do clients come to you?
• How do you make a difference
www.SmartSimpleMarketing.com
• How do you make a difference
in their lives?
This is key!!
Changes Over Time• Your business will change and grow, but your brand
has to stay relevant and fresh
– What you are known for has to be pertinent to your target
market
www.SmartSimpleMarketing.com
market
Example: I started my company as a virtual marketing implementer. Today,
I no longer am the technician for my clients. I simply teach them how to
strategically and consistently use marketing to increase their profits. Now,
I'm known for "teaching smart, simple marketing" strategies to my clients
instead of "implementing" for them. My brand has evolved over the years
to reflect how I serve my clients and the value I create for them.
McDonalds
• Continues to refresh its brand as it adapts to
changes in the food industry
• Has adjusted with the times and has kept it’s
www.SmartSimpleMarketing.com
• Has adjusted with the times and has kept it’s
brand relevant and fresh as it continues to
dominate the fast food industry
BE-ing Your Brand
• When marketing your business, your
prospective clients instantly develop an
opinion about YOU and what you are offering
www.SmartSimpleMarketing.com
opinion about YOU and what you are offering
• If they feel that they can trust your brand, or
YOU, they will likely work with you to solve the
problems that they are facing!
What should you do then to make sure that
you stand out from the crowd of
businesses who offer the exact same
services and products that you do?
www.SmartSimpleMarketing.com
BE your brand and stand apart from the
pack.
Unique Selling Proposition• If there are 100 competitors who serve the same target
market as you, how can you separate yourself from
them?
– You will need to highlight your Unique Selling Proposition
www.SmartSimpleMarketing.com
– You will need to highlight your Unique Selling Proposition
(USP). This is the substance of your business and personality
that makes you different from those 100 or even 1,000
competitors.
– Just like your fingerprint and dental imprint, there is not
another person who has ever lived that can offer what you do
in the way that you do it.
What Makes YOU Unique?• Interests
• Passion
• Experience
www.SmartSimpleMarketing.com
• Experience
• Education
• Your big WHY
– The reason WHY you started your business in the
first place
In The Market Place
• Don’t be shy about this important position
• You have made your mark and are here to stay
• Your brand has already benefited your
www.SmartSimpleMarketing.com
• Your brand has already benefited your
previous clients
• Continue to stand alone as the one who can
serve your industry like no other person!
Identifying your USP• Accentuate the benefits that your clients
receive from working with you
• Service professionals are really problem
www.SmartSimpleMarketing.com
Service professionals are really problem
solvers
– Experts at taking our clients from challenge to
solution
• Prospective clients need to see clearly what
you have done for others
Talk to Previous Clients• Pick your BEST clients and ask:
– Why they came to you in the first place
– Why they choose you
www.SmartSimpleMarketing.com
– How did you help them to increase their income,
improve their health, save more time or avoid a
catastrophic problem
• Answers are the EXACT words you want to use
to convey the value of what you offer
Credence To Your USP
• Proves that you ARE truly remarkable and
one-of-a-kind
– Trusting that you truly are unique and generously
www.SmartSimpleMarketing.com
– Trusting that you truly are unique and generously
expressing how you make a difference in the lives
of others will ensure that your brand is fresh and
relevant.
“BE”• “BE” more you
• “BE” your brand
– Walk it
www.SmartSimpleMarketing.com
– Walk it
– Talk it
– Live it
Clients will hire you because you are more
confident in who you are and in what you
have to offer them!
“YOU”
• The more “YOU” you infuse into your brand,
the more effective your marketing will be
• The more effective your marketing is, the
www.SmartSimpleMarketing.com
• The more effective your marketing is, the
more clients you enroll
• The more clients you enroll, the
more profitable your business is!
Thanks for watching!Visit www.SmartSimpleMarketing.com
NOW to pick up your FREE marketing
tools, including the free training “5
Simple Steps to More Clients, More
www.SmartSimpleMarketing.com
Simple Steps to More Clients, More
Visibility and More Freedom” and to
schedule a complementary “Business
Breakthrough” session with Sydni! Sydni Craig-Hart
The Smart Simple
Marketing Coach
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