Do you remember when a business consultant and best-selling author named Tom Peters (In Search of Excellence) turned the world on its ear with his concept of “Brand You?”
It was in the late 1990’s and Tom’s message was dead simple.
Your brand is as important to your success, as IBM’s is to theirs.
Here is what he said about the idea 13 years later:
Many get the “Brand You” idea ass-backwards; they see it as selfish/solo/ego-driven. But effective brand you is skill and network driven; that is, it is by and large selfless.
The trick of course is telling people about your skills and building your network. Here are 6 articles that you can use to help accelerate your event marketing career in 2015.
The reality of branding is you will have various moments when you have to define your brand–sometimes you get 7 seconds, but other times you might be asked to expand, and expand yet again. What I coach my clients on is: can you define your brand in 7 seconds, 60 seconds and 30 minutes?
Regardless of the length of your story everything must feed off a simple BIG IDEA that defines you–and then you must build your story under that BIG IDEA.
Read the story: beloved-brands.com
The team at beloved brands have some highly developed processes to help their clients nail their campaigns. It’s about 5 points:
Guess what – this structure can work just as well for your own portfolio presentation or agency capabilities pitch. Take everyone on your team through this process together and watch what happens!
Boy if there is one I am guilty of, this is it.
Event professionals (both planners and suppliers) are typically highly creative, smart, organized, entrepreneurial people who are able to turn their hand to just about anything. We are the swiss-army knives of getting things done.
There is a temptation to think that we can do-it-all. However, just because we can serve a wide diversity of events, it doesn’t mean that we should. Each type of event has its own very specific needs, requirements and challenges when it comes to marketing, programming, catering, venue selection and technology. The fact is, a 5,000 person trade show is a completely different animal to a celebrity fundraiser.
Read the story: www.eventmanagerblog.com
Here is the great truth – in a world that wants assurance and the comfort of a pigeon-hole, meaning that they want to understand your brand, your value proposition and how it all fits into their world. Which is why, saying that you are good at everything is seldom rewarded.
- Find your focus
- Play to your strengths
- Learn to say no
Given how much change we have all seen over the past 10-20 years, I know this seems counter-intuitive. But remember, this kind of focus is essential to articulating Brand You in 7 seconds.
3 Rules for Building a Value Proposition
There are brand values. And there are value propositions which are the business side of the equation.
Learn the difference between value, value proposition, and value proposition positioning statement, and the 3 rules for building a strong value proposition.
Read the story: www.rainsalestraining.com
The collection of reasons why people buy typically fall into three major buckets that form the three rules of winning value propositions:
Buyers have to want and need what you’re selling. You have to resonate.
Buyers have to see why you stand out from the other available options. You have to differentiate.
Buyers have to believe that you can deliver on your promises. You have to substantiate.
The catch is that if you don’t do all 3, the deal falls apart. The chart shows you exactly what happens. Think about how you can use this concept together with 5 Alternatives To Cutting Price which is further down in this post.
There are so many ways we touch our customers, across channels and functions, virtually and physically, that it is hard to know where to begin if you want to make a difference but don’t have the capacity to reinvent across the board. Here are a few focused ideas to consider to keep those resolutions.
Read the story: www.farlandgroup.com
Try these techniques with your own clients.
- Listen More
Resolve to spend two days a month listening, reviewing, and analyzing what your clients are already telling you.
- Try Something New
Resolve to do one new thing in your customer experience program.
- Meet New People
Resolve to talk to one new client in-depth every quarter.
Do any of these resonate with how you want people to experience Brand You?
I can’t do anything for you on your self-esteem other than tell you that you’re almost certainly worth more than you think you are, but I can arm you with five alternatives to cutting price when you’re in a situation thinking that cutting price is the only course of action available to you. It is not.
Read the story: www.winwithoutpitching.com
This article from Win Without Pitching is aimed at salespeople, but the truth is that each of us is in sales mode every time we make a deal. I know you hate that part which is why you are a __. I am equally sure that you hate feeling like you just gave it all away.
Next time someone is grinding you, try one of these tactics:
- Take out some value.
- Trade for a larger commitment.
- Walk away.
The Point Of Creativity In Business
When I first shared this post, I wrote that it was the most profound and “on-the-nose” piece that I published in 2014. I am including it here because your services are being purchased for a reason, and how you address that is an important part of Brand You.
An agency that only cares about creativity, isn’t an agency.
That may be hurtful to read, but it’s true. If you’re running a marketing or advertising or public relations agency, and all you care about is creativity without any connection to business results, outcomes and – even – optimization, I’d rebrand that agency as an art studio.
To exclude creativity as simply some kind of artistic endeavour that doesn’t need to be attached to an endgame that is driving economic value to the brand is, simply put, bad business.
Read the story: www.twistimage.com
Here’s the deal – clients buy your services to achieve business results (get stuff done, make things happen) that they are not capable of doing themselves. Don’t get fooled when they say they don’t want to hamper your creativity, or that they are open to anything, or that this time they really do want you to push the envelope. Because 99 times out of 100, that is not why they are hiring you. Repeat after me, they are hiring you to achieve their business objectives.
- If the agency (or individual) can clearly demonstrate that it’s efforts contribute to their business success, it is probably valid and relevant.
- If the agency (or individual) basically provides a coordination service – no matter how they (you) spin the value of their (your) strategy, creative or service – then the business has already been or is going to be commoditized.
You need to think about the value that Brand You brings to the table the same way. It is the only way that you can maintain your margins or day rate.
Let me know what works for You!