Launching & Building a Brand For Dummies - Amy Will

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the product or service as its own brand, be sure to position and define that brand. See Chapter 3 for details.

      

If a new product or service dilutes or clashes with your existing brand, create a new brand. Don’t try to expand your offerings with something that doesn’t fit.

      Furthering your career

      You don’t have to start a business to benefit from branding. Just about anyone in the workforce who’s looking to advance their career can benefit from creating and managing their own personal brand. As I mentioned previously, your reputation is part of your personal brand. You just need to be more active and intentional about the content you’re putting in front of potential employers and clients. Here are a few ways you can start to strengthen your personal brand:

       Create your own website or blog, and post regularly to it to demonstrate your knowledge, expertise, commitment, and generosity. See Chapter 7 for guidance on creating a website or blog. Unless you’re consciously building a career as a critic or political pundit, don’t post negative content or attack any person, group, or organization. Remain positive. As your parents probably advised, “If you can’t say something nice about a person, don’t say anything at all.”

       Post a unique and engaging bio on your website or blog and all your social media profiles. See Chapter 8 for information about writing copy that promotes your brand.

       Include your website or blog address in all your social media profiles.

       Create a LinkedIn account. LinkedIn is the best social networking platform for professionals.

       Join and participate in popular online discussion forums (including those on LinkedIn) that are relevant to your industry or areas of expertise.

       Post regularly on your favorite social media platforms. Before posting anything on any social media platform, assume that a potential employer will read it. Ask yourself whether your post would impress that person or turn them off.

       Solicit testimonials from people you’ve worked with or for to post on your website or blog and social media accounts.

      Becoming an influencer or a celebrity

      If you’re famous or influential (or want to be), building a strong personal brand is a key to your success. Your branding goal is to become popular — to have tens of thousands or even millions of followers on social media and to be in high demand due to your influence or celebrity status.

      The key to building a personal brand to become famous is finding topics that resonate with large populations and that align with your own personality and goals, so that you can develop content that’s both genuine and engaging.

      

With a personal brand, charisma goes a long way. Think about the charismatic people you know. They’re confident, optimistic, approachable, engaging, and energetic; they tell great stories or jokes; they have strong convictions; they’re not afraid to take risks; and they live life to its fullest. Start with those qualities, and you’ll be well on your way to stardom.

      Fundraising for a not-for-profit organization

      People give an organization money only when they believe it’s going to a worthy cause and trust the organization to use the money wisely toward that cause, so having a strong brand is essential.

      When you’re building a brand for a not-for-profit organization, focus on three areas:

       Storytelling: First and foremost, people need a compelling reason to donate to the organization. They need to believe that the organization will make the world a better place in a way that matters to them.

       Credibility: The organization must demonstrate that it uses money wisely to fulfill its mission. If money or projects are mismanaged, people will be reluctant to donate.

       Transparency: The organization must keep donors informed about where the money is going and about successful and unsuccessful projects. Transparency builds trust, and people won’t donate to an organization they don’t trust.

      Raising capital for your business

      Whether you’re trying to attract private investors or planning to take your company public, branding is an important first step. You need to build a brand to convince investors that they can expect a respectable return on their investment.

      When you’re starting a new business, you’ll be recruiting private investors, who want to see the following:

       Clearly defined products or services that have a reasonable expectation of selling well and generating a profit

       A strong management team with a track record of success or at least the knowledge and expertise to start and run a successful business

       A solid business plan, showing how the business will pursue success

       A clear and compelling brand story

       A culture of innovation to drive future growth
Only after you’ve created a highly successful and popular brand should you take your business public. Branding at this stage focuses on highlighting the company’s track record for success, its future ambitions (such as earnings and profits projections), its innovations, and its ability to execute planned initiatives.

      Expanding into new markets

      If you already have a brand and are planning to expand into new markets — in different regions of the country or in different countries — consider how your current brand will play in those locations and whether any adjustments need to be made. Certain colors might elicit different emotions depending on the culture, for example. You may need to hire a marketing firm in the location you’re expanding into to provide guidance on design elements and content.

      Although the approach to building and launching a brand differs depending on the brand type and purpose, the overall approach is pretty much the same and can be boiled down to ten steps. In this section, I lead you through the process. Subsequent chapters cover specific steps in greater detail.

      Step 1: Creating something to brand

      Before you can build a brand, you need to have something to brand or at least a concept for it: a business or other type of organization, a product or service, or yourself. This step involves the following activities (see Chapter 2 for details):

       Deciding what to brand

       Identifying a market niche

       Formalizing your brand as a business (such as forming a limited liability company or corporation)

       Coming up with the money to build your brand

      Step 2: Positioning and defining your brand

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