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Personal Branding: Something Needed? YOU Provide It!
| Guest post by: Nick Nanton |
Article Overview: Find a market that is underserved, fill the need and brand yourself as the go-to expert and passionate advocate of that market – and open your doors to passionate and loyal customers.
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Free Download - Leverage Your Personal Brand and Achieve Direct Mail Success By Nick Nanton |
Personal Branding: Something Needed? YOU Provide It!
I recently came
across a story in a Jacksonville, Fla. newspaper about a soon-to-be opened
specialty shop. The shop is called
“Sauce-a-holics” and they will be selling gourmet salsas, hot sauces, rubs,
snacks, etc.
What caught my
attention was the story behind the opening of the shop and how it relates to
personal branding and branding companies.
One of the owners, Don Smith, was looking online for some Christmas
gifts for a colleague, and was surprised to find a huge niche market of hot
sauce and salsa connoisseurs.
After spending a good portion of his money on shipping, he thought that
it would have been great to just go to a local store and purchase the
products. When he looked for local
stores, he saw that there were none.
So did Don just
leave it at that? No. He spoke with some good friends, and
after some calculating and deliberation, they decided to open up a shop of
their own. The owners are also
certainly aware that their odds of succeeding aren’t necessarily great, since
according to the U.S. Small Business Administration, about 650,000 businesses opened and another 575,000 closed each year from
2004 to 2008.
However, I think that they may actually have a
good chance.
If their marketing and branding efforts are creative
and efficient, they can tap into that niche market that Don found on the Internet. They have already taken the first (and
sometimes most difficult) step – they found a market that was underserved in
their community and have taken steps to fill that need.
Just like many small businesses, the
competition may seem to be a hurdle that is too hard to jump. In this case, Sauce-a-holics will be
competing against the large grocery chains like Publix, who offer a pretty good
variety of these items, along with larger specialty stores like Total Wine,
where they have a somewhat large selection of sauces and gift items that often
accompany beer and wine stores.
So what do they need to do? They need to market themselves as being
the go-to experts in all of Jacksonville.
They have to give customers a reason to specifically go to their store
to buy these items. The best
reason? These guys know everything
there is to know about salsa and hot sauce. Specifically, Stephen (a nephew of one of the owners tapped
to run the store) can post a weekly blog about the latest trends in the
business, new products, gift ideas, etc.
Perhaps Stephen or Don can pitch a recurring segment on the local news
to show ways to spice up everyday meals. Pretty soon, people will be saying “if
you want sauce, go see Don.” Don’s
personal brand as the Jacksonville’s sauce expert will help drive business,
because why would you buy from someone who isn’t an expert? You get the idea.
Their name will also help tremendously in this.
Just by hearing “Sauce-a-holics,” customers know exactly what they provide –
sauces – and most importantly, passion
for sauces. If sauce-a-holics can
convey their passion for these items effectively, then they can hope to
“create” passionate customers. And
as well all know, passionate customers are the best kind! They are the lifeblood of your
business.
So today’s personal branding lesson is? Find a market that is underserved, fill
the need and brand yourself as the go-to expert and passionate advocate of that
market – and open your doors to passionate and loyal customers.
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The definition of branding
Keys to Personal Branding Success, Part Two
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About the Author: Nick Nanton RSS for Nick's articles - Visit Nick's website Nick Nanton, Esq. is known as The Celebrity Lawyer and Agent to the top Celebrity Experts for his role in developing and marketing business and professional experts, through personal branding, to help them gain credibility and recognition for their accomplishments. Nick is recognized as the nation’s leading expert on personal branding as Fast Company Magazine’s Expert Blogger on the subject and lectures regularly on the topic at the University of Central Florida. His book Celebrity Branding You® has been selected as the textbook on personal branding at the University. Nick is recognized as one of the top thought leaders in the business world and has co-authored five best-selling books, including the breakthrough hit Celebrity Branding You!®. Nick serves as editor and publisher of Celebrity Press™, a publishing company that produces and releases books by top Business Experts. CelebrityPress has published books by Brian Tracy, Mari Smith, Ron Legrand and many other celebrity experts and Nick has led the marketing and PR campaigns that have driven more than 100 authors to Best-Seller status. Nick has been seen in USA Today, The Wall St. Journal, Newsweek, The New York Times, Entrepreneur® Magazine, FastCompany.com. The Huffington Post and has appeared on ABC, NBC, CBS, and FOX television affiliates speaking on subjects ranging from branding, marketing and law, to American Idol.
Click here to visit Nick's website   Personal Branding Build Your Credibility The Secret Summit of Million Dollar Marketers Personal Branding Tell Your Story on Twitter Personal Branding Tips Common Mistakes and How to Avoid Them Networking A Golden Opportunity to Build Your Personal Brand |
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