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Guest post by: Teresa Bohannon Become an Author

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One of the first and most imperative steps to Branding Your Business For Success is your company overview. So begin by knowing yourself and write it all down—all of it, everything that makes you and your company unique, and everything that would make anyone want to buy from you. Tell how and why you started your business, and what makes you stand head and shoulders above the crowd today. Be heart-warming, positive and encouraging—help your potential customers to feel really good about spending their money with you. Then make two versions, the full story, and the pared down, short, simple, and sweet “good parts version.”

Do you donate a quarter from every dollar's profit to a non-profit organization dedicated to helping kids with cancer. Does your business make it possible for the frail elderly and disabled to remain in the homes they love? Do you give your employees paid time off to volunteer at the local animal shelter, or work with the Red Cross during disasters. Like the Tin Woodsman in the Wizard of Oz, show your heart to the world, and let them share—just a little—in your good deeds. Now two things are very important here.

1. Be totally honest; because if you try to out and out lie, or even overly gild the lily you will eventually get caught and exposed, and end up trying and maybe failing to do damage control.
   
   
2. Do not brag, do not be obnoxious, do not be phony or fake, and do not base this on some personal tragedy or plea for sympathy because if you do, most people will assume you are just a liar, thief or con-artist and move onto your competitor.
   
   

Once you have your story include the longer version on websites, brochures, and in press releases, and short and sweet “good parts” version on your letterhead, envelope flaps, flip side of business cards, billboards and anywhere else that it will receive exposure.

So now lets talk about your personality.

Your personality has everything to do with your brand, and since you are the boss, it is your responsibility to keep your personality in check to make sure it does not overpower what is best for your company. For example, if everyone and their brother tells you that an advertisement featuring your very untalented children is not the way to go, do not be bull-headed about it and toss wooden little Willie or tone-deaf little Angel into a singing, dancing commercial. If you favorite color is pale pastel pink and you are selling bulldozers you had probably better rethink your pretty pastel pink logo idea, or come up with one Mac Daddy of a counter-culture advertising campaign to go with it!

Larger companies often hire a brand manager or advertising firm so there are fewer problems with personalities conflicting with a brand; of course you are still the boss and it is still your company no matter whose ideas are on the table. Just keep in mind, especially when you are starting out in a one person shop—that the image of your company needs to be based on what looks good for your company, what is attractive to your customers, and what will sell. Your personality should be the last and least consideration on the list.

Now having said that, let me also say that some people firmly believe that you are the brand and your brand should shine with your personality. Just keep in mind, while that is true to a degree, there is a fine line between personality and megalomania. Remember wooden little Willie and tone-deaf Angel and take a good look in the mirror...it may be that you have the looks or personality of toad and contrary to fairy tale legend—most toads do not turn into princes—no matter how many advertising dollars you toss their way—just because someone gives them a kiss.

If you want to learn more about using basic do-it-yourself techniques for successfully branding your business and making people want to buy your products please see the other articles in this series.

Virtually Branding Your Business Techniques For Do It Yourself Online Success

Step By Step Techniques For Successfully Branding Your Business Understanding Your Audience

Basic Branding Techniques For Do It Yourself Online Success

Is Your Company Logo Important Enough To Make Or Break Your Brand

Smiles and Good Fortune,

Teresa Thomas Bohannon

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It is not wealth one asks for, but just enough to preserve one’s dignity, to work unhampered, to be generous, frank and independent. – W.

Somerset Maugham (1874 - 1965) Of Human Bondage, 1915

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