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The fragrance notes and impression of a perfume’s scent begins from first application to the last lingering hint of the scent. 

Perfume is like the essence of your brand.

What is the impression your ideal clients have of your brand?  Is it fleeting and evaporating quickly, largely being unnoticed?  Or, is it rich, deep, unique, and lasting?

A Melody of Notes

A perfume’s fragrance is described as having three sets of notes which harmoniously unfold over time: the Top Notes, Middle Notes, and Base Notes.

The immediate impression is formed by the Top Notes, and is VERY important to be able to sell a perfume—and your brand.

Like perfume, your brand must form a positive and attractive first impression to your ideal clients.  If your brand seems like every other brand, it won’t garner the attention you and I both know it deserves.

The “Top Notes” of your brand must be unique and differentiated, and targeted to a specific audience—your ideal clients.  Your brand personality, position, and message must capture your audience’s attention, or no one will pay heed to what you’re “saying.”

The Middle and Base Notes form the “heart” of your brand.

Once the Top Notes have evaporated and you’ve captured your ideal clients’ attention, you then have to create connection and build relationship.  Doing this forms a rich, deep, powerful and memorable brand.

So, how do you create a brand your audience wants to buy?  Here are three quick tips to help you.

Tip #1. Create a Unique Brand Position

First, realize your clients want to understand how you’re unique and different, but find it confusing with brand positioning messages that seem copycat, just like everyone else’s.

Here’s an example…

When I was in Tucson, AZ last month at Kendall Summerhawk’s Leap Conference, I easily met twenty different ‘6-Figure coaches.’

Each of these coaches was positioning themselves exactly the same way, or so it appeared to my eyes and ears.  I knew each of them was unique.  Yet, it was impossible for me to tell what was different and special about each of them.  The result: none of them stood out in my mind.

Clearly, with more than one 6-Figure coach in the room, that was proof positive to me of what NOT having a unique brand position looks like!

Assess your brand to see if what you are offering is unique in terms of your market position.  If not, find a new position that you… and ONLY you … can own.

Tip #2: State What You Promise

Your brand promise is the expectation you presented to your clients.  It’s what you want to be remembered for, and how you differentiate your brand from others.  It also generates desire and favorable emotions.

There’s also an element of consistency and longevity associated with your brand promise, which over time, fosters loyal clients.  The brand promise is the essence of your brand delivered.

What’s your brand promise?  Your tag line is one place to look.  What are you saying?  Is it unique?  Is a benefit stated?  If everyone else is saying the “same thing,” create a new message.

Tip #3. Discover Your Brand’s Image and Perception

Image and perception are everything.  Rather than emulating others (which doesn’t make your brand unique), figure out what sets you apart.

Ask some trusted contacts to honestly tell you what they think your brand image and perception is.  What is special and stands out about you?  Do they know what are your special capabilities, experience, training, knowledge, etc?   If they can’t immediately tell you how you’re unique, you have some work to do!

To develop or shift your brand’s image and perception increase marketing activities.  Communicate to your audience frequently with purpose, clarity, and consistency.

By applying the three tips I gave you, you’ll be able to create a powerful and lasting impression of your brand that attracts plenty of loyal ideal clients!

Whatever you are marketing is a battle for the mind of your audience.   Getting noticed is everything.

When I mentor my clients, recurring themes I hear are —

“How do I get noticed?”

“How am I different from everyone else?”

“How do I get the word out about what I do?”

Many women entrepreneurs struggle with how to brand and present how they’re different, so they end up copying someone else who is successful…making them a “Me2.”

Me2s aren’t original or attractive. It’s like a tribute band. No matter how good they are, they still aren’t the “real thing.”

Here’s a perfect example of what I am talking about…

Over 4th of July holiday weekend, my husband Robert and I vacationed in Saugatuck, MI. Street side was a man selling CDs, and he had recorded Barry White songs. He sounded good. But, not as good as Barry White.

The thought occurred to me, if I wanted to hear Barry White songs, why wouldn’t I just buy a Barry White CD?

One of the things I’ve learned (partly by accident and mostly by experience) is the *magic* about how to capture the spotlight and get attention. And, I didn’t do it by being the LOUDEST person in the room. (Heavens no!).

What evidence do I have to know this? After I speak, people line up to talk with me (maybe you’ve witnessed this yourself). And, wherever I go people say, “I’ve heard about you.” And, I haven’t needed to market much at all to get new clients, because they seek me out to work with me.

In today’s world, it’s “Be Distinct or Be Extinct.” Each of us is like a rough-cut diamond, ready to be cut, shaped, polished, and showcased on black velvet for our market to see. You’ve got to know how to turn the spotlight onto YOU, on your brand, so you attract an audience and get new business! And, being a Me2 isn’t the way to do it.

So, how do you get noticed?

First, let me ease any worries you may have about not being the most visible superstar in your industry. You don’t need to be the industry leader to still be a star! There is plenty of room for memorable co-stars, and you can certainly be one of them.

But, you do have to be distinct in terms of:

1) what you offer

2) how you position yourself in the market

3) how you present yourself to your audience

Also, think about your brand. Do you “live your brand?” Are you communicating the essence of your brand to attract your ideal clients? Are you putting forth a sparkling and attractive personality? Are you dressing distinctive? (Or, are you dressing like you’re “supposed to?”) Do you have a clear message for your audience? Are you playing the part of an Original or a Me2?

What about your 30-second infomercial? Is it the typical corny and boring one most people blurt out? Is it too long…too full of facts and information…and boring? (people tune out boring)

Think also, about what it REALLY is that you are selling.

For example, Rolex doesn’t sell watches; they sell luxury. Campbell’s Soup doesn’t sell soup; they sell nostalgia. Volvo doesn’t “sell” cars; they sell safety. One thing all these products have in common is they create an emotional response in their targeted customers. And that, my friends, is what it is all about; drawing out an emotional response in your clients to help them make a decision to buy from you.

To help you blossom into the true Original you are, my coach’s request this week is for you to think about 1) what you are really selling, and 2) what type of emotional response your ideal clients to feel.

Be sure to sign up for my free teleseminar, Are You a “Me2″ or an Original? 3 Tips How to Step into the Spotlight and *Sparkle* So You Get Noticed and Get Business!   I’ll share with you how to “kick it up a notch” and turn the spotlight onto YOU, so you attract an audience, captivate a crowd, and get new business! Watch for details how to sign up in next week’s e-newsletter!

Do your small business marketing materials, and the personal brand image you project make your spine tingle? Or, do you make excuses about how they look, apologize because they’re outdated, or find yourself saying to others you’re “working on getting new ones printed” soon?

A Story about a “Perfectly Polished” Woman…Almost

About a year ago, I met a woman at a business conference at a local college. She approached me to ask some questions about the small business coaching services I offer. She was a very attractive woman, tall, with classically refined features, and perfectly manicured and polished nails. She wore a well-cut designer suit, clutched a high-end handbag, and wore shoes to “die for”. I thought, “Wow, this woman puts on a winning image”, and I felt a little embarrassed, because I knew I was not as well “put together” that day.

Then, as she turned to walk away, I spotted it…

…a plastic tortoise shell hair clip.

Her dark, shiny hair was pulled back by a clip that looked like it had layers of hair grooming product residue on it. A corner piece of the clip was actually broken off.

Everything positive this woman had projected was immediately tarnished by
the negligent afterthought about her hair accessory.

I assumed the woman must have been in a rush that morning, and grabbed the first hair clip she could get her hands on…because she looked so fabulous in every other way.

Recently, I saw her again at another small business conference, and she looked
fabulous, just as before. We spoke for a few moments, and as she turned to walk
away, there it was, AGAIN…

…the dirty, broken tortoise shell hair clip.

I then realized that she had no idea the hair clip had a negative affect on her entire appearance. She must have thought no one would notice, or, because the rest of her outfit was so polished, it wouldn’t matter.

Wrong.

Details Matter

My point here is not to ridicule this woman: but, how one bit of negligence can ruin the the presentation of your entire small business marketing package, and, guess what…there goes the sale! (The same applies for men, too.)

Seeing her made me realize that I had a few “marketing package blunders” of my
own—especially when it came to the personal brand image I was projecting.

I realized that if I wanted to project being a polished, knowledgeable professional, and be on track to grow successful business, I had better start looking like one!

That’s what made me decide it was time to redefine and update my personal brand image, have professional photographs taken, create a new website for my small business marketing and coaching business, and invest in a few more high quality pieces of clothing for my wardrobe.

Even getting eBook covers professionally designed is part of my “marketing
makeover” plan.

I know my attitude, and the actions I am taking will pay off immensely. When I
started the Internet business segment of my small business marketing and coaching business, I was just “playing around”. Now, I’ve decided, it’s time to get serious.

Are you just playing around? Or, do you want to be taken seriously by your target audience. Do you want to set yourself apart from your competition, and sell a lot more products and services?

Assess the *Tingle* Factor of Your Marketing Materials

Take about 30 minutes this week and objectively assess what personal brand image you are projecting, and inventory the quality of all of your small business marketing materials. This includes your website, photographs of you, business cards, brochures, product packaging, business forms — anything that your prospects or clients see.

Do they look consistent, professional, up-to-date, and polished? Or, do some of
them look like your eight year-old child designed them? Do they make your spine tingle in a good way? If any of them give you shame, they’re your “marketing package blunders”, and need rework!

Make a list of:

1. Which marketing materials need rework.

2. What you’re going to do about them, and by what date.

3. Identify who can help you fix them.

I recommend you outsource and get some professional design work done on your marketing materials, or development of your personal brand image.

If you do, you’ll be more confident in the small business marketing image you
project, and you’ll see your business sales rise, as well.

What is a brand?

You can think of a brand as an emotional and psychological relationship you have with your customers, that elicit powerful thoughts and emotional responses.

A brand is like a person, because it possesses a unique personality apart from any other brand.

Think about popular brands you know about. Do you think any two of them are exactly alike?  Probably not, because strong brands have a unique identity and personality.

Many small business owners think if they have a logo, they have a brand.  This isn’t true.  Logos are not brands.  They are merely visual representations of brands.  It’s just a picture or a fancy font.  To get to the hearts and minds of your customers, your brand has to have a heart and mind of its own.

Your brand expresses its promise, values, personality, and even opinions.  Brands are the link between the thoughts, feelings, and psychological relationships between your business and your customers.

Your Brand is the Cornerstone of Your Business

Your brand is the cornerstone, the strongest building block, of your business’ foundation.  It supports all other “stones” or business activities, including:

• Customer service design
• Product and service offerings
• Marketing communications strategy and the words you use
• Values expressed
• Who is the market niche served
• Position in the market

Your brand speaks the truth about you.

Benefits of a Brand

A strong brand identity will resonate powerfully with your customers, and is what forms emotional relationships. Remember, people don’t buy products logically, they buy with their emotions.

If you clearly brand you business, you have an understanding of what you are about. All decisions, not just marketing, are made in alignment with the brand. This over time builds a unique and powerful business identity that is clearly You.

Express Your Brand’s Heart and Mind

How is your brand expressing its heart and mind?  Read and answer the following questions to reveal the emotional connection your brand can create with your customers:

1. Write down a 1-sentence statement about your brand’s promise to your customers.  (How does your brand deliver to meet customer expectations, time-and-time again?)

2. What are your brand’s top three values?  (Do you communicate these values in your website and in your marketing communications?

3. What personality is your brand?  (Down-to-earth, Trendy, Reliable, Classy, Rugged)

Use the answers to these questions to reveal how your brand can successfully engage the hearts and minds of your customers, and be a unique identity all its own!

To learn more about my exclusive Brand Your Brilliance coaching program and workshop, so you can build a powerful, emotionally connecting brand contact me at Bonita@BonitaRichter.com.

Defining a brand is one of those business topics that small business entrepreneurs needlessly struggle with. The truth is, by going through a systematic process, it can be quite easy to define a powerful brand for yourself, and your business. Yet, most entrepreneurs totally bypass the first step in the branding process: Positioning.

Your brand position is the essence of what makes you unique and memorable to your target market. Defining your brand position is the first thing you must do before you spend a lot of time and money creating a logo and website.

Your brand position is basically ‘what your are an expert at doing,’ and ‘what you want to be known for’ by your target market. If you don’t define a strong brand position, your target market won’t be able to identify you as “the person” to solve their problems, which is really what they care about most.

To start to define what you want to be known for, answer this simple question: “If someone is looking for your type of expertise, what do they type into Google to find you?” Whatever they type in…that’s what you want to be known for!

You can start to build your brand positioning around those words or phrase. Keep in mind that they should be obvious words, because that‘s the way people do search activities on search engines. You can also use this strategy to find someone you know of, but you can’t remember their name.

Once you know the word or phrase, leverage it in your marketing message. For example, words I use are branding, marketing, and business growth; Kendall Summerhawk uses Money, Marketing, and Soul™ (which she brilliantly trademarked), and Ali Brown is known as the “Ezine Queen.”

Doing this activity will help you begin to clarify your brand’s position, what makes you unique, and move you closer to communicating your expertise to your target market.

To learn more about how to create a unique, memorable, and powerful brand be sure to check out my “7-Step System.”