Friday, May 11, 2007

Imagination, not milions

So, you want to build a brand, huh?

Well, you’re in luck!

Because there’s good news, and REALLY good news...

THE GOOD NEWS: it doesn’t take much money.

Don’t be fooled by headlines like, “Coca-Cola spends 10 million dollars on new 30 second spot!” or “Nike takes out front page ad for $20,000!”


You’re an entrepreneur. That stuff doesn’t apply to you. (Actually, even if you're NOT an entrepreneur, that stuff doesn't apply to you.)

Because, in the words of best-selling author Harry Beckwith, “Branding doesn’t take millions, it takes IMAGINATION.”

THE REALLY GOOD NEWS: you can get started building your brand TODAY!

Even if you’re new to the industry.
Even if you just started your company.
Even if you don’t know much about marketing.
Even if you don’t want to spend a dime on advertising, direct mail or any of that other paper-wasting, money-draining junk.

There’s ONE question I want you to consider:

“If everybody did exactly what you said, what would the world look like?’

My mentor, William Jenkins first taught me this question a few years ago. He told me to ask it to myself on a regular basis.

Because it clarifies your values.
Because it helps you articulate your personal and professional philosophies.
And because it builds a framework around which you can keep your actions accountable.

HERE’S THE CHALLENGE: sit down with your team (or, if you work alone, your dog) and come up with 5-7 bullet point answers to that question.

“If everybody did EXACTLY what you said, what would the world look like?”

Once you’re comfortable with the answers, you now have a brand foundation!

Write it down, post it all around the office, even consider creating a little philosophy card and handing it out to customers as a reminder of your philosophy.

People love these cards.

Because people love to learn YOUR UNIQUE WAY of doing business and delivering value.

And most importantly, people respond to policies.

See, once you’ve figured out your philosophy, all you have to do NOW…

…is SHOUT IT FROM THE ROOFTOPS!!

In your email, on the phone, in person, everywhere! Branding is about a seamless consistency via all touchpoints.

AND HERE’S THE BEST PART: once you get your philosophy, the rest is simple.

Just make sure that every time you work with a customer, you’re consistently providing him with the tools he needs to build that world.

“If everybody did exactly what you said, what would the world look like?’

THAT is the question of the day. And it doesn’t take money; it takes imagination!

SO REMEMBER: even though a brand doesn’t millions to create, that doesn’t mean that it can’t create millions.

LET ME ASK YA THIS...
How have you used YOUR imagination to build a brand?

LET ME SUGGEST THIS...
Share your top three branding tips here!

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott's new book!
Right here, right now, for FREE, no strings.

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