Each week as Smallbizlady, I conduct interviews with small business experts on my weekly Twitter talk show #SmallBizChat. This is excerpted from my #SmallBizChat interview with Annemarie Cross @annemariecoach is a Brand Strategist & Business Coach supporting entrepreneurs define and build an authentic signature brand so they can create a buzz, gain expert status, and attract a constant stream of ideal, high paying clients to their business. www.annemariecross.com
Small Biz Lady: What are the elements of a brand?
AnneMarie Cross: Many people think that their ‘brand’ is their business logo, business card, letterhead, envelopes, with compliments slips, marketing material, brochures, website etc.
While these things are all very important they are really more about the ‘branding’ elements that will help you to communicate your brand message to your prospects and clients.
Your ‘brand’ goes much deeper than these ‘branding’ elements.
Small Biz Lady: So how do you define ‘brand’?
AnneMarie Cross: I like to think of your ‘brand’ as the perception others have of you and your business. It’s your promise of value. Your reputation.
For service-based businesses there may be hundreds of other coaches and consultants working in your field offering similar systems and processes as you do. However, what will truly set you apart — is you.
Small Biz Lady: So for service-based businesses their ‘brand’ in effect is themselves?
AnneMarie Cross:Yes, absolutely. Their unique qualities, their mission and purpose, their core values and what they stand for are all very important elements that should be considered when defining their brand. [In fact there are four steps that I recommend people consider when defining their brand, which I’ll share in a moment.]
Even though you may be speaking about a similar topic or sharing similar tips and advice as your competitors, what WILL be different is ‘how’ you deliver the information and ‘HOW’ you show up in all of your interactions with your prospects and clients. Continue Reading →