Personal Branding Tip
Personal Branding Tip: We have moved from a selling world to a buying world. People want to do their homework and then make a decision. That’s where branding comes in. Branding is More Important than Sales. Sales is convincing, overcoming objections, and getting a check. Marketing is generating leads - getting you in front of prospects. Branding is influencing and pre-selling. Branding appeals to our desires and touches our emotions. Its first goal: to emotionally predispose consumers into entering a business relationship with you.
The real fact is that nothing is sold until it is branded. Today, we live in a skeptical culture – a culture that doesn’t want to be sold anything. When your branding is done correctly, the sale is made virtually without effort. Prospects arrive “pre-sold.” Being better doesn’t make you better in the marketplace. Perception does. Branding reverses the sales process. And this applies to you, especially if you are a service business, an expert, or a consultant.
How do you become Personally Branded? Here’s a secret. Visibility is more important than ability. All things being equal…the more visible competitor wins. In branding, there’s one factor more important than your services, your products, your resources, and even your skills. It’s your name. Your name brings you more prospects than your ability. Look at Madonna. She’s hardly the most beautiful, best singer, or best actress. But, everyone knows who she is. Don’t you know competitors who are flakes but are succeeding?
Visibility Builds Credibility. Branding is all about visibility- and visibility builds credibility in the eyes of the consumer. If we see something all over town, we get the impression it must be good. – its presence attests to its success. The “trick” - who knows you is more important than who you know. Lack of visibility diminishes your credibility. There are many ways to increase your visibility, so don’t hide behind your business and hope to succeed.