Celebrity Branding You™ - Isn’t He Just Talking About Personality Driven Marketing?
Celebrity Branding You™ - Isn’t He Just Talking About Personality Driven Marketing?
What he essentially asked me is, “How is Celebrity Branding® different from personality branding, and the long-standing concept of a personality driven business?”
While I can’t summarize everything that Celebrity Branding® includes in one short article, let me tell you one of the main differences. The main difference is in the magnitude of focus and commitment you give to your positioning. You can have personality in any brand. But Celebrity Branding® is taking your personality and making you the focus, not the back-story for your product or service. Once you make that switch, you develop a system of marketing that is centered on you as the celebrity expert, which separates you from your competition. No longer is your product or service a commodity that anyone can supply. To get what you are now offering, the client or customer must utilize you and your business.
Let me give you an example to illustrate the difference.
Let’s assume we’ve got two different financial planners that are in the same market. It doesn’t matter whether their customer base is local or national, what matters is that they compete for the same customers.
Financial Planner 1 has his photo on his business card, has ads featuring his image in several publications that his target audience reads, and his website also has his picture on it. This financial planner understands that “people buy people,” so he has put his picture on his materials so that people can identify who he is. This is personality branding.
Financial Planner 2 has some or all of the things that financial planner 1 has. These things are a great start, but she also realizes that the true value of Celebrity Branding® is to create devoted fans out of her prospects and clients. And she realizes that while having her photo on her marketing materials is a great start, ultimately she must connect with her audience in order to turn them into fans. She has to let her audience know who she is (and include some details about her “real” life outside of work, when appropriate), what her expertise is, why she’s an expert, that she’s constantly at the forefront of her industry, and just how she can help her prospects and clients. You can’t get any of this across with a photo alone! You’ve got to take the time to develop methods to communicate with your audience.
If you want to create true Celebrity Expert status, you’ve got to show your audience why they should listen to you. You’ve got to display your expertise to them and create a personal relationship in order for them to develop an affinity for you and what you do.
The difference is huge between the value of these two financial planners to their audiences. If you want to develop Celebrity Status, you’ve got to create a system for communicating with your clients and prospects. Clients should obviously get more of your time than prospects should, but the key here is to develop some methods of communicating with your entire audience that you can replicate through the use of systems.
Marketing systems for Celebrity Branding® involve multiple facets of “touch points” with your customers. Utilizing an email system that allows you to write one message and send it out in a manner that makes it look personalized to your list, instead of a generic blast, developing an ezine which contains specific content rich information about you and your business, physical newsletters that allow people to hold and feel your business in their hand, or a blog that allows you to keep in constant contact with your audience via multiple forms of social networking and social media are all examples of new ways to reach your client and create the relationship that both bonds and builds. It is this level of commitment and focus that allows you to take your brand to another level beyond even your closest competitor.
Ultimately it doesn’t matter what you include in your marketing system, the key is that you actually have a marketing system for building a relationship with your fan base. Additionally, the system should incorporate a method, or methods, to continually drive the relationship forward, whether you have the time to literally speak with every person or not. This is what we mean by Celebrity Branding®, and you can see that it is much more than people realize -- which is why it is so powerful. Take a look at your current system for prospecting and follow up communication with customers and see how you can better optimize your system to create a Celebrity Brand, rather than just a personality driven business. As always, if we can help, you know where to find us.
Celebrity Branding You Isnt He Just Talking About Personality Driven Marketing - To learn more about this author, visit Nick Nanton's Website.
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I was being interviewed on Inc. 500 CEO, Chris Hurn’s Small Business Success Strategies series, last week and he asked a question that I answer all too frequently in person, but I’m sure many of you have never heard my answer.
What he essentially asked me is, “How is Celebrity Branding® different from personality branding, and the long-standing concept of a personality driven business?”
While I can’t summarize everything that Celebrity Branding® includes in one short article, let me tell you one of the main differences. The main difference is in the magnitude of focus and commitment you give to your positioning. You can have personality in any brand. But Celebrity Branding® is taking your personality and making you the focus, not the back-story for your product or service. Once you make that switch, you develop a system of marketing that is centered on you as the celebrity expert, which separates you from your competition. No longer is your product or service a commodity that anyone can supply. To get what you are now offering, the client or customer must utilize you and your business.
Let me give you an example to illustrate the difference.
Let’s assume we’ve got two different financial planners that are in the same market. It doesn’t matter whether their customer base is local or national, what matters is that they compete for the same customers.
Financial Planner 1 has his photo on his business card, has ads featuring his image in several publications that his target audience reads, and his website also has his picture on it. This financial planner understands that “people buy people,” so he has put his picture on his materials so that people can identify who he is. This is personality branding.
Financial Planner 2 has some or all of the things that financial planner 1 has. These things are a great start, but she also realizes that the true value of Celebrity Branding® is to create devoted fans out of her prospects and clients. And she realizes that while having her photo on her marketing materials is a great start, ultimately she must connect with her audience in order to turn them into fans. She has to let her audience know who she is (and include some details about her “real” life outside of work, when appropriate), what her expertise is, why she’s an expert, that she’s constantly at the forefront of her industry, and just how she can help her prospects and clients. You can’t get any of this across with a photo alone! You’ve got to take the time to develop methods to communicate with your audience.
If you want to create true Celebrity Expert status, you’ve got to show your audience why they should listen to you. You’ve got to display your expertise to them and create a personal relationship in order for them to develop an affinity for you and what you do.
The difference is huge between the value of these two financial planners to their audiences. If you want to develop Celebrity Status, you’ve got to create a system for communicating with your clients and prospects. Clients should obviously get more of your time than prospects should, but the key here is to develop some methods of communicating with your entire audience that you can replicate through the use of systems.
Marketing systems for Celebrity Branding® involve multiple facets of “touch points” with your customers. Utilizing an email system that allows you to write one message and send it out in a manner that makes it look personalized to your list, instead of a generic blast, developing an ezine which contains specific content rich information about you and your business, physical newsletters that allow people to hold and feel your business in their hand, or a blog that allows you to keep in constant contact with your audience via multiple forms of social networking and social media are all examples of new ways to reach your client and create the relationship that both bonds and builds. It is this level of commitment and focus that allows you to take your brand to another level beyond even your closest competitor.
Ultimately it doesn’t matter what you include in your marketing system, the key is that you actually have a marketing system for building a relationship with your fan base. Additionally, the system should incorporate a method, or methods, to continually drive the relationship forward, whether you have the time to literally speak with every person or not. This is what we mean by Celebrity Branding®, and you can see that it is much more than people realize -- which is why it is so powerful. Take a look at your current system for prospecting and follow up communication with customers and see how you can better optimize your system to create a Celebrity Brand, rather than just a personality driven business. As always, if we can help, you know where to find us.
Celebrity Branding You Isnt He Just Talking About Personality Driven Marketing - To learn more about this author, visit Nick Nanton's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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