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Building a Strong Brand – How to Measure Its Health

A brand is the greatest asset your business will ever own.

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There are many reasons why you should invest in building a strong, healthy brand. Perhaps the most important reason lies in its very nature.

Walter Landor puts the brand concept simply: “Products are made in the factory, brands are created in the mind.”

By way of example, a soft drink product is made in a bottling plant. It delivers a functional benefit such as a nice sweet taste and has attributes such as its thirst-quenching ability. Selling at a reasonable price, it offers good value. But what makes it distinguishable from countless competitors in the market place? Most probably, nothing at all.

The Coca-Cola company, on the other hand, has spent years (and a great deal of money) in developing a heritage, a powerful brand name, a ribbon symbol and a perception of quality. It also projects a fun-loving personality, plus the emotional benefit of feeling good. People believe that Coke refreshes.

This is worth remembering as you go about building your own brand. Everything you do must create the perceptions, beliefs, attributes and associations that will make your brand stand out from the crowd and encourage people to buy it.

How healthy is your brand at the moment? You can go about measuring it by looking at four key attributes that make up a healthy brand – differentiation, relevance, esteem and knowledge.

Probably the most important attribute is Differentiation. Ask yourself, “What is remarkable about my brand? What makes it truly different from every other competitor in the market?”

The second important attribute of a healthy brand is Relevance. “How well does my brand answer its target market’s needs? Does it fulfil a consumer need or offer a solution to a problem experienced by my target customers?”

Thirdly, you should examine how much Esteem your brand enjoys. “Does my brand have standing in the market place? How much respect does it enjoy amongst its target market? Does it command a good reputation?”

Lastly, Knowledge about a brand is accumulated over time. “How well known is my brand amongst its target market? How much do they know about it? How many people know anything at all about it?”

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Branding

Blog Branding: Speaking to Your Audience and Improving Conversion Rates

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Photo: Pexels

Speaking to your audience through your blog is more than just having content that is important to them, though it is definitely a part of it.

It is about having a positive message or brand identity that correctly correlates to your blog’s audience. Think of it as your site’s image or how it can be perceived by the average user. The right image or branding makes them want to listen. The wrong branding will send them looking somewhere else.

The Importance of Branding

If you’ve ever clicked away from a site because it looked weird or looked like spam, you’ve got a great idea of why it’s important to speak to the right audience. And yet, some people do stay on those weird looking sites – that’s because their branding and the image they have is targeted towards that audience and you’re not a part of it. There’s nothing wrong with you, it’s just that the blog knows who it’s trying to get.

A poorly branded site will have trouble keeping any visitors that arrive. They’ll get there, see either no message or an accidentally irrelevant one, and they’ll leave. Your content won’t amount for much if that ends up happening. No dedicated visitors, no conversions.

Branding Your Site

First of all, you must decide on who you’re speaking to – and ideally, you’re trying to speak to the primary audience or demographic for your site. If you’re running a picture dump site, you’re probably targeting office workers looking for entertainment on a slow day, as well as students. If you’re running a video game news site, you’re looking to speak to gamers.

It’s about writing and designing your site in such a way that it is accessible to your intended audience. For picture dump sites, it must be simple, quick to load, and have little in the way of video or music. That means a simple layout and look. Keep in mind that ‘simple’ does not mean ‘basic’ or even ‘easy to make.’ What’s important is that it is accessible to your intended site audience.

Speaking to Your Audience Properly

Speaking to your audience requires several things – a way to communicate with them, and a message to deliver. Communicating with your audience or community is relatively easy for most blogs – Facebook, Twitter, and Google+ all offer a myriad of ways to make sure that if someone is out there listening, you can have your say. What’s important is that you say it properly.

You can do this by speaking their language. Think about something you enjoy, something you’ve obsessed enough to Google incessantly, something you love enough to have joined a website or forum about it. Now think about talking to someone who has never encountered that game,movie, or book.

You could talk all day about the interesting characters and settings, but they won’t get it. That’s because you’re not speaking to your audience properly.

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Branding

5 Ways to Get More Twitter Followers

If you are using Twitter to market your business, website or blog, you need to have as many followers as possible, not just to read your tweets, but also to pass them on to their followers.

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Photo: Shutterstock

If you are using Twitter to market your business, website or blog, you need to have as many followers as possible, not just to read your tweets, but also to pass them on to their followers.

It’s important to ensure your Twitter followers will be interested in what you have to say. Finding the right Twitter followers can take time and patience. Luckily, there are several things you can do to speed up the process. Here are 5 ways to get more Twitter followers.

Run a Twitter competition

Running a Twitter competition is an effective way to bring in more followers. You don’t have to offer big prizes; money-off coupons, special discounts and small prizes can work just as well. Try asking for entrants to write a 140-character poem, story or joke related to your business, product or industry.

Pull in followers from other social media platforms

Other social media platforms, like Facebook, LinkedIn and Pinterest, can provide a rich source of new Twitter followers. Reach out to your followers and fans from other social media platforms, and offer an incentive for following you on Twitter. Competition entries, special offers and discounts are always popular incentives. Most platforms allow you to export your contacts from one social media account and import into another. This allows you to have multiple connection points with your audience.

Use your company blog

Your company blog is a useful tool for publicizing your Twitter account and bringing in new followers. Try writing a blog post about your experiences on Twitter. Mention any special promotions or offers you have published on Twitter, and provide a simple link for readers to click through and follow your Twitter account.

Look at your competitors

If your competitors have their own Twitter account, have a look through their list of active followers. This can be a great way to find the right kind of followers, as these people already have an interest in products or services similar to your own. Additionally, check the follower lists of official bodies or other important organizations related to your industry.

Use Marketing Automation & Publication Tools

There are many tools available to help you find “targeted” Twitter followers – most are fake and will do much more damage than they do good. The best route to growing your Twitter following is to contribute regularly, interact with influencers and users in your target market. Research and find the best social media scheduling software that is best suited to your business interests.

Please follow me at @ParkerPowers

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Branding

Top Networking Tips: What Sir Richard Branson Did When I Told Him He Was Wrong

To promote your start-up or when looking for investors, you’ll need to get your message out there. Networking is the best way to do that.

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Photo: Parker Powers w/ Sir Richard Branson at his private home - Necker Island

To promote your start-up or when looking for investors, you’ll need to get your message out there. Networking is the best way to do that.

If you want your business to be successful and profitable you need to make sure that you are not doing the things, which could cause your business to fail. To promote your start-up or when looking for investors, you’ll need to get your message out there. Networking is the best way to do that.

Get Out There

You don’t have to be a social butterfly, but you do have to put yourself into the right places. If cocktail parties are out of your comfort zone, look for opportunities that suit your personality. You could volunteer with associations connected to your niche, offer to assist investor groups with tasks or attend lectures put on by financial firms, incubators, etc.

Don’t just attend events with people the same as you, though. Plunge into places where people who know people can connect you with the right people. Also use networking to find team members that will give your start-up the depth it may be missing.

Listen and ask questions as much as you talk about yourself. Come away from networking opportunities more knowledgeable than when you first arrived. Augment your networking with follow-up coffees, email exchanges, and other opportunities as appropriate.

Speak Up

Of course, the purpose of any networking activity is to communicate your message. Practice an elevator speech (a short 60-second introduction about what you do). Your mini-speech isn’t something to spew out to any innocent bystander. Develop relationships with small talk first and sense whether a person might be open to hearing what you have to say.

Politely introduce yourself and give others the floor by letting them talk. If given the chance to discuss more than the weather, jump in with a great but natural opening line, or what is called a hook. A hook is a quick phrase that precedes your elevator speech. It is a sentence that in 20 seconds or less causes a listener’s ears to perk up, and hooks them into wanting to hear more. You could include a question, humor, or simply an opening line that begs more information. After sharing your hook, pause to look for verbal or non-verbal cues that invite you to share more.

When given a cue to proceed, use your elevator speech. Try telling a captivating story the person you’re talking to can connect with. A well rehearsed touching story will be more memorable than a presentation of facts and figures. Don’t make assumptions though. For instance, instead of assuming the person next to you skis and starting with, “You know when you’re skiing and the…” change it to “I like to ski, but a problem I find is…”,

Be Honest

The first time I was invited to Sir Richard Branson’s private island; Necker Island, I got his attention in a much different way than most would probably consider as effective networking. Later that evening, after a day of group discussions on how to use business as a force for good with his Virgin Unite team and a few others; I saw my opportunity and I took it.

It was shortly after Richard and I lost a game of pool against our opponents (thanks to me, because I missed every single shot, he didn’t), I figured I’d take a different kind of shot. I bluntly asked THE Richard Branson, “Can we sit and talk for a minute, so I can explain what it is you’re doing wrong”?

It was obvious to him the question was in regards to Virgin Unite, (Virgin’s philanthropic division, not my horrible pool playing), we had been discussing earlier that day, “Of course”, he quickly responded, “Let’s sit right over there”, while pointing to his large table across the room.

We sat down and I immediately said to him, “You’re Richard Branson, and no one here can or ever will be Richard Branson. Most of us here are serial entrepreneurs, industry leaders, influencers, humanitarians, or celebrities, who have a sphere of influence in our own small part of the world, rather than make everyone conform to a strict platform, let us bring awareness and participation from others out there in our own way. You’ve built this playground, I’m asking you consider just giving all of us a sandbox on your playground, rather than having to create our own.”

While that analogy may not resonate with you, it very much did so to him based on our discussions we had earlier that day on how to build upon and support Virgin Unite initiatives effectively, yet independently. He quickly responded, “Please say what you just said again.”, I instantly repeated. He said, “One moment”, as he reached across the table and grabbed a nearby pen and small pad of paper.

“Okay, go ahead Parker.” In all honesty, as I repeated the analogy to him I jokingly thought to myself, “Holy sh*t, friggin’ Richard Branson is taking friggin’ notes on what I’m saying!” As soon as I could think that, he had apparently already made a decision that would change my life in many ways. He put down the pen and quipped, “Can I just give you my email and you send it to me instead and we go from there?”

My hands began nervously fidgeting with my phone in an effort to get it unlocked. Finally, I did and he had to repeat it several times as I entered the information. I have been back with my wife and business partner Bernadette Powers to Necker Island and Moskito Island to see Richard and Joan, as well as going back soon for a project I cannot mention as it’s not been made public yet. “Always ask” is on one of my mantras, because a no is the worst that can happen.

Richard and I exchange emails from time to time, he has sent business my way, and I get to stay involved with some of the cool stuff he is doing. Two things enabled that to happen, I’m honest with people as a principal, even if they are a Billionaire, second and most importantly, there was a great leader willing to listen to how perhaps he was not getting it right. Whether or not I was right or wrong is irrelevant; to quote Andy Stanley, “Leaders who don’t listen will eventually be surrounded by people who have nothing to say.” No, he never actually hit me as one might guess from the image at the top, it was a fake punch done for a charity function I was putting together.

Be Clear

Just as the story above is, your story, solutions, services, and ideas while relatable, should also be communicated in simple terms. The listener needs to understand and get it, or it’s pointless. Make your story is granular with specific examples about how your product, solution or ideas have been used and by whom. Know what your objectives are and be able to describe what sets you apart.

Remember, an elevator pitch is short, interesting and to the point. Be brief and wait for feedback or prompting before carrying on. Whatever you do, don’t act like a know-it-all. Yes, demonstrating confidence and intelligence is important, but never imply you know more than everyone else. Investors and advisors want to work with someone that is aggressive and hard working, but still very teachable.

Research in advance who the people are you’ll be meeting, if possible. Find out their niche, what they’ve done, and what they’re presently involved in. Don’t hesitate to ask the people you meet for further help or to touch base again. Be savvy though. Make sure you’ve earned the right to ask for help or they may think you just want to use them.

Be a Giver

Always offer to add value where you can to someone with no expectation of anything in return. My philosophy is; build relationships, add value and the money will appear, always value people before profits. This applies to employees, customers, partners, vendors, etc.

You can call it karma, reap what you sow, or whatever, but most breakthroughs, major business, financial or personal growth in my life has almost exclusively been preceded by me being a giver. Whether it’s helping out a fellow entrepreneur, cutting a check to a non-profit, donating my time or rescuing kids in the jungle and giving them a home and education like in the photo above.

Giving and helping people has always been a passion, and it just so happens great things personally, professionally, and profitably do come out of it. If you have a purpose, mission and a vision that includes helping others, you will almost never fail at what you set your mind too.

Build a Solid Team

No man or woman is an island and most good businesses need a balanced team of smart people involved. Hang out with and rally the right people. Networking is a great way to build a team or gather a board of advisors. The right people will help build your reputation and platform as well as guide you in the right direction.

Keep adding to your business-building repertoire over time. Great things may not happen from just one meeting. The same goes for pitching a book to publishers. There are many great books—best sellers even—that were pitched over 20 times before being picked up.

Test Your Product

Learn from each experience and keep building and testing your product. Take your product to the public. Find out who understands or needs your solution, and let them try it. Collect as much hard data on these trials as you can. You might want to video the sessions, do online focus testing or follow-up surveys with the participants.

When you relay these points to investors and advisors, don’t be afraid to tell them what didn’t work and how you’ve needed to tweak things. They don’t necessarily want to hear the entire history or about laboratory test results and what your family and friends think. Get the feedback you need from the people who will be your customers.

UsabilityHub.com happens to be one of my favorites, I have no affiliation, they are just the one I prefer to receive real, and honest feedback on brand names, designs, usability, product offerings, etc, from the public.

Get Your Name Out

Go easy on issuing broad press release blasts. Many people don’t have the time to read pages and pages of analytics delivered to their inbox. Target specific people in a way they’ll know they’ve been chosen. You can also create abbreviated versions of your business plan to streamline the data for the right situation. Online business planning tools that convert your plan into professional documents will help you do this easily.

Getting your message out there, looking for funding and finding targeted clients is a lengthy process. Get off to a good start by building a great team, fine-tuning your message, and choosing good networking opportunities. If you’ve really got something, you’ll be contacted and on your way!

Do you agree? Whether it’s yes or no, please tell me why?

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About Parker

Parker Powers, is an American serial entrepreneur, recognized leader in personal branding, Top 100 ranked CEO, author, speaker and recognized internet personality.

Parker Powers has bootstrapped multiple companies over the past 20 years, generating over $100MM in revenue online.

As a contributing writer for over 25 major publications, and a humanitarian, his ventures have spanned many industries and continents over the years.

Parker is a published and respected business transformation leader followed by publications like Forbes Magazine and quoted and featured in business books, magazines, and online publications.

Through his coaching, advising, consulting, and diverse teamwork within the Blackwell SGP network, he is a known strategic growth partner for many entrepreneurs and companies across the U.S. & Europe.

Inc. 500|5000 Entrepreneur

Branding + Executive Coach

Dallas Top 100 CEO

Bootstrapped $25k to $100MM Revenue Company

Bootstrapped $5k to $10MM Revenue Company

Bootstrapped $600 to $500k Revenue Company

Top 20 Revenue Magazine

Inc. 500|5000 Entrepreneur

Mentor @RealCo Seed Fund

I help people grow brands, businesses, and exit.

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