Brand YOU: Be Yourself and Stand Out from the Crowd

by Bob Schneider

Building your business as a service provider or independent contractor requires more than just an error-free resume or a killer project list; you need to set yourself apart from the competition.

This is often easier said than done.

As a Business and Creative Marketing Coach I work with companies and individuals daily to help them take their businesses to a higher level. And I begin with one simple statement: "Tell me about your Brand".

If you have a business you have a Brand.

No matter what service you provide, you have a Brand You can call it your reputation - but in essence it's your Brand. It encompasses everything your name brings to mind within your market.

Your Brand is built not by being clever or slick but by being honest and sincere, - by being yourself. A brand is not about attracting clients. It's about delivering on a promise, keeping your word, being genuine, generous and fulfilling your client's expectations.

Start by asking yourself these questions: What do your clients think of your service? (If you don't know, then ask them). Do they give you repeat business or referrals? (If not, find out how you can get better - none of us is as good as we think we are). How familiar are prospects with your business? (Perhaps you are not clear about the service you provide).

All these factors are influenced by the basic building block of self-promotion from a one-man shop to a major corporation-Your brand.

Acknowledge yourself: Become your Brand.

Acknowledge yourself and become your Brand. As a Business and Marketing Coach here are 4 steps I use with my clients to assist them in embracing this concept. They will help you to build and strengthen your Brand.

One: Act with integrity: perform at such a high level of consistency that you create a baseline of confidence and comfort with your clients and prospects.

Two: Focus on what your Brand represents; it's meaning. Hone your core message so that you can explain what you do in one simple sentence. Then consistently present that to the marketplace. Be specific. You can't be all things to all people. Expressing what it is you do best gives your Brand depth and meaning.

Three: Develop your Brand. Act with integrity and focus and your Brand will speak loud and clear. Carry this message into every aspect of your business marketing and communication materials. Consistency is key!

Four: Invest in your Brand. Have your stationary and business card professionally designed and printed. Hire a graphic designer to help you build a powerful, eye catching website. Correctly branding yourself gives your business an edge and communicates much more than you can ever say in a cover letter or interview.

Follow these four steps. You will be amazed how quickly they reflect your uniqueness and reinforce the quality of your Brand. The quality of YOU!


About Bob Schneider
Bob Schneider brings over 25 years of corporate experience in advertising and marketing communications to his work as a business coach and creative consultant. He is owner of SchneiderCreative, specializing in branding, integrated media and direct response.Bob provides his coaching services through his other company, The Life Coach Center. He is an active member of The Direct Marketing Club of New York, and New Jersey Creatives Network. For information on coaching visit www.lifecoachcenter.org or contact him directly at bob@lifecoachcenter.org. For help with branding or marketing issues visit www.schneidercreative.com. He offers a free consultation to all new clients.

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