As entrepreneurs we know how important it is to be focused on building the brand names of our company. How else would people know we exist, what we offer and even where they can find us? Some entrepreneurs invest in expensive PR companies, hoping for publicity in mainstream news outlets. Others of us use what tricks we can with little or no budget.
The world and the economy we operate in today require us to share not just about what we company do, but why we do it, and how the client's life and the world is better because we do. To be be successful we must connect directly with our audience and build relationships. That's the beginning of becoming a brand. Here's more...
1. Become an expert on something that relates to your business.
Entrepreneurs looking to get the public's attention, attract new clients and build their businesses should focus on becoming an expert in their field. For instance, may be you can become the expert on personal finance for young people. Or a consumer style expert for mothers on a tight budget. Avoid establishing an expertise that's irrelevant to your company mission, goals, and vision because you'll be wasting your time. If you own a record label, it's probably not wise to brand yourself as a nutrition expert.
2. Establish a website or blog under your full name.
The media and your customers both use search engines to research you, connect with you and potentially either do business with you or interview you. That's why you need to purchase your full name as a domain name (yourfullname.com). By developing either a static website or a blog under your domain name, you will own the first result for your name in Google and other search engines. This should be a separate site than your company's website. After purchasing your domain name, add your picture, a bio, your e-mail address and links to the rest of your online presence (i.e. Facebook, LinkedIn, Twitter, Instagram). This way, people can get in touch with you in their medium of choice. Claim your name before someone else does.
3. Learn how to be a good source.
Find out which media sources your audience reads, listens to or watches, research the types of content they provide and locate the exact gatekeeper to pitch. You or your publicist can also e-mail journalists and editors in response to one of their articles, with a note that you are available to comment on future articles. If and when a journalist e-mails or calls you for an interview, respond with haste because they are typically on deadline for their stories. Answer their questions thoroughly, while making sure that you get your message across.
When you're interviewed by the media, you will always be able to promote your company through your byline, which will help build both yours and your company's brand. Once the interview is complete, send a follow-up e-mail asking if they have any more questions, and make sure you include your bio and your picture.
4. Networking.
You should be connecting with your potential audience via social networks. Networking is one of the best ways to become known as the expert in your industry. Often when people, we do it in such a way that actually turns people off. The four rules of networking that you should keep in mind are mutualism, giving, targeting and reconnecting.
- Mutualism: You have to create win-win relationships in business, making sure that you don't benefit more than the other party.
- Giving: Help someone out, before asking for anything in return. This makes people want to support you.
- Targeting: You want to be very specific with the types of people you network with, in order to save time and to attract the right people to your brand.
- Reconnecting: Never lose touch, that way networking contacts remember you when new opportunities surface.
These days, branding your company isn't enough. The world wants to hear what you have to say, If you aren't building your own brand, your company will suffer. If you want your company to succeed, become an expert in your field, claim a website under your own domain name, connect with the media, and build relationships with your audience.
Leave A Response