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 brand reinvention strategist Marshawn Evans @MarshawnEvans. Marshawn is the bestselling author of SKIRTS in the Boardroom, Owner of ME Unlimited and founder of MeUniversityLive.com. She is committed to equipping women around the world to LIVE their Brilliance. www.marshawnevans.com
SmallBizLady: What makes a brand profitable?
Marshawn Evans: Focus on looking at branding as a business that must be evaluated, equipped and engaging. Your brand must deliver a solution that people will pay for, respond to and refer. Profitability is about compatibility with your target audience, making sure there are multiple ways for your target audience to compensate you, and ensuring the proper infrastructure by having a sustainable business model.
SmallBizLady: What is the difference between building an EXPERT brand vs. a personal brand?
Marshawn Evans: Branding is about strategically showcasing your uniqueness in a way that captivates your target audience. Therefore, personal branding is simply packaging and promoting your story so that you stand out. Expert branding is about positioning and profitability. You establish credibility using your expertise, knowledge and advice as leverage. Regardless of your industry, you can monetize your expertise to create additional streams of income. Simply focusing on “personal branding” will limit your opportunities and income. Personal branding is about telling. Expert branding is about selling.
SmallBizLady: What branding platforms are key in building a sustainable “expert” brand?
Marshawn Evans: I’m really focused on profitable branding, not just branding! Expert positioning works best when a business owner steps forward as the face of business. A sustainable brand requires that you be visible, vocal and visionary….much like Steve Jobs at Apple. I like teaching all entrepreneurs about the power of creating information products, speaking on big stages, publishing a book, working with the media as a commentator, and using social media to make your mark in the marketplace.
SmallBizLady: You were on The Apprentice with Donald Trump – how can reality TV catapult an expert brand?
Marshawn Evans: A business owner must be cautious and strategic about using reality TV to advance an expert brand. All exposure is not helpful. You must determine whether you brand is “exposure ready,” and whether a reality show fits your brand story. I turned down several reality shows including The Bachelor and The Amazing Race (didn’t know about the million dollars – oops!). The Apprentice was a great tool for me to catapult my business because it was a business-oriented show. When it first came out (I was on season 4), EVERYONE wanted to prove that they could make in the ultimate boardroom. It was a perfect fit for me. You should clearly define your brand and be selective about the situations you place your brand in – just like you would be careful with a child. Your brand is your baby – you’re responsible for raising it well so it can thrive. Have a plan and clear objectives for anything you do publicly. I planned my image before I showed up for casting. If you do not have a plan, you’ll soon be a part of someone else’s.
SmallBizLady: How can an entrepreneur struggling to develop a media presence get on the right track?
Marshawn Evans: A struggling entrepreneur can develop a media presence in three ways: First, position yourself in the marketplace by defining your brand. What is your value? What do you have worth listening to? Two, define your media targets. Make a list and research media opportunities that would allow you to put your mission into action. Third, learn how to pitch. You must develop keen communication skills. You also want to make sure that you are showcasing the right information to producers and editors. Keep it short, sweet and relevant.
SmallBizLady: You believe that every business owner should become a published author. Why is that?
Marshawn Evans: Becoming published gives you instant authority as a thought leader. Plus, it gives you media relevance. Business success requires an interested audience. Further, becoming a published author is one of the best vehicles to professionally expose your brand to an interested audience. By writing down your perspective and expertise, you build an attentive base. Becoming published is not always easy. I had to be persistent and tenacious in order to gain the interest of publishers, but it was truly rewarding when my book was accepted. Becoming a published author shows commitment to your purpose, expertise in a specific area, and vision that your brand is worth building.
SmallBizLady: How can “professional speaking” be used as a key branding tactic?
Marshawn Evans: Professional speaking is the MOST powerful branding tactic in the world. It helps you to establish instant credibility as an authority. There is a reason why politicians campaign live in front of audiences. A website is not enough. Marketing materials are not enough. Speaking enables you to connect and build trust with your audience, which is the true test of any brand or business. When people trust you, they try you out and tell others about your brilliance as well!
SmallBizLady: How should social media be used in brand building?
Marshawn Evans: Social media is a platform that business owners should use to connect their personality with their proficiency. The key is enabling audiences to connect with you (that’s what people love to do in a 2.0 world) while also giving them value (that’s your expertise). Social media is critical to building an expert brand, however it is not THE strategy in brand building. Social media platforms are simply tools to connect with your target audience as a part of your OVERALL brand strategy.
SmallBizLady: What are some ways to protect a brand?
Marshawn Evans: Use your brand wisely! Treat your brand like you would a first impression. Evaluate where you want others to first meet your brand, who has access to your brand, what sort of access others have to your brand, and whether your brand reflects your purpose. In order to protect a brand, the mission of your brand must be clear, not confusing. Look into copyrighting or trademarking your brand. Protect your brand by using it professionally, consistently, and judiciously in social media settings. Social Networking is a wonderful tool, but you must decide whether you want your audience to see your brand as a social friend or as a business expert.
SmallBizLady: How can branding help you secure corporate contracts?
Marshawn Evans: Business is about relationships because people do business with people they like and trust. As an attorney, I understand that contracts create binding relationships. Your brand should intrigue corporations, and make them eager to contract with you. In order to secure corporate contracts you must demonstrate the ability to solve problems efficiently and with excellence. Have your elevator pitch together, be flexible based on the potential clients stated needs, and make sure that you communicate and reiterate the value you can bring to their bottom-line.
SmallBizLady: What is a Joint Venture and how can it help in brand-building?
Marshawn Evans: A Joint Venture is a partnership with another person or business with the purpose of expanding your business to create a more powerful presence in the marketplace. When you partner, you increase your capacity and the breadth of services you can provide. That automatically increases the value and relevancy of your brand. Joint ventures can be structured in a number of ways based on your overall objectives – just make sure that expectations are clear and that the agreement is a win-win.
SmallBizLady: What resources do you recommend or offer when it comes to building a profitable brand?
Marshawn Evans: First, every business owner should have a mentor. A mentor should understand your goals and be eager to see your success. Find someone who is neutral, knowledgeable, and accessible. Second, invest in your brand. If you want others to invest in your brand, you must be willing to invest time, money, and energy into your own brand. Lastly, attend coaching programs, seminars, and conferences that will equip you with the tools to become profitable.
If you found this interview helpful, join us on Wednesdays 8-9pm ET follow @SmallBizChat on Twitter. Here’s a link for how to participate in #Smallbizchat http://bit.ly/S797e
For more tips on how start or grow your small business subscribe to Melinda Emerson’s blog http://www.succeedasyourownboss.com.
Melinda F. Emerson, known to many as SmallBizLady is one of America’s leading small business experts. As a seasoned entrepreneur, professional speaker, and small business coach, she develops audio, video and written content to fulfill her mission to end small business failure. As CEO of MFE Consulting LLC, Melinda educates entrepreneurs and Fortune 500 companies on subjects including small business start-up, business development and social media marketing. Forbes Magazine recently named her one of the Top 20 women for entrepreneurs to follow on Twitter. She hosts #SmallBizChat Wednesdays on Twitter 8-9pm ET for emerging entrepreneurs. She also publishes a resource blog www.succeedasyourownboss.com Melinda is also the author of the national bestseller Become Your Own Boss in 12 months; A Month-by-Month Guide to a Business That Works. (Adams Media 2010)
This was a great interview. Branding can be a very complicated issue, when your trying to separate your personal from your business. I had a hard time with my peers wanting to do business with me because of how they viewed me personally. This made it difficult and one aspect but a I kept pushing because this business was my passion. Parts of me became humble and the other half became more knowledgable. I may not have one all their hearts, but they have now separated the two and they know I’m good at what I do. Please keep the info flowing it’s business owners such as myself that appreciate this type of platform!!