Dan Martell - May 02, 2016


Branding 101： How to Brand Yourself or Your Business (Branding Strategy Basics)


Episode Stats

Length

5 minutes

Words per Minute

210.35579

Word Count

1,147

Sentence Count

40


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

Transcript

Transcript generated with Whisper (turbo).
00:00:00.000 How to brand yourself, in today's video I'm going to share with you guys how to
00:00:14.280 stand out in the marketplace. I'm going to talk to you about how to ensure that
00:00:17.640 people remember you and more importantly remember your name when they're trying
00:00:22.200 to solve the problem that you solve in your business. Branding is really about
00:00:26.280 creating a mental movie around the problem
00:00:29.280 that the customer has and thinking of you.
00:00:31.180 So whatever challenge they have in their life,
00:00:33.880 when they encounter that, they think of your company.
00:00:36.600 And I'm gonna talk to you guys actually
00:00:37.920 how to really extract that from you.
00:00:41.000 You know, I've been building companies now for 17 years.
00:00:43.900 I'm on my sixth company and in every one,
00:00:46.460 I've sat down with branding specialists,
00:00:48.340 I've worked with positioning people,
00:00:50.340 with the best marketers to really just understand
00:00:52.840 what makes a great brand and how do you incorporate that
00:00:55.640 in your business, you know, a few, not too long ago,
00:00:58.380 I was actually contacted by my sister-in-law,
00:01:01.780 and she was a real estate agent, and she wanted to ask me,
00:01:04.840 you know, Dan, how do you think about branding?
00:01:07.380 Because she's heard me talk about this
00:01:08.880 with so many different people, and I said, here's the deal.
00:01:11.320 You know, buy some food, come over to dinner,
00:01:13.420 bring the kids, and we'll sit down
00:01:14.900 and we'll chat about your brand.
00:01:16.200 I'll walk you through my framework for doing that.
00:01:18.660 And at the end of it, she looked at me and she said,
00:01:20.740 where did you come up with this?
00:01:22.200 And I'm like, it's just years of studying it,
00:01:25.440 of being such a student around really
00:01:28.180 what makes companies stand out in the marketplace.
00:01:30.760 And that's why I wanna shoot this video
00:01:32.720 so that I can share it with you guys all at home.
00:01:34.840 So the first thing you need to understand is your values.
00:01:38.000 Every person has values, they have a belief system
00:01:41.240 that drives every decision they make,
00:01:43.340 the way they operate, the way they act in the world.
00:01:45.720 You have them and the question to ask is,
00:01:49.100 if you have kids or you have just your loved ones
00:01:52.300 and it was the end of your days
00:01:53.480 and you can only share with them five to 10 beliefs
00:01:56.520 or values, what would they be?
00:01:58.760 That is powerful stuff because when you can get down
00:02:02.280 to the core of what makes you tick, of how you operate,
00:02:06.120 or kind of the things that you've learned
00:02:07.560 throughout your life, that is what's gonna change everything.
00:02:10.600 And getting to that foundational level of values
00:02:13.400 is step number one.
00:02:14.500 You can't build a brand from that.
00:02:15.900 I don't believe you can manufacture a brand.
00:02:17.880 It is extracted from the soul of the entrepreneur.
00:02:21.140 So this is the first step is to just figure out
00:02:23.580 what do you believe in, what are your values,
00:02:25.680 and write them down.
00:02:26.680 Five to 10, maybe seven, get that list.
00:02:29.580 The second step is to really understand
00:02:31.920 who's your core customer.
00:02:33.460 And here's the way I look at it is
00:02:35.180 who would you love to do business with?
00:02:38.060 And the trick is it's not only love,
00:02:40.400 but actually that has money.
00:02:41.800 Because those are two parts that you need to ensure you have.
00:02:44.300 And the way I do that is I always ask people,
00:02:46.100 it's like, well, who's the customer
00:02:47.940 that you've had over the last few months
00:02:50.200 that you absolutely adore, that you love,
00:02:52.100 that if you had a thousand of those people
00:02:54.580 that you would just be pumped to go to work every day
00:02:56.640 because that is the fallacy, is business is,
00:02:59.800 yes, it's about solving a problem
00:03:01.180 that you're passionate about,
00:03:02.280 but the truth is you also gotta choose your customers
00:03:04.480 because if you work for the wrong type of customer
00:03:06.720 and you don't like them or you know that they're stingy
00:03:09.460 or they're rude or whatever they are,
00:03:11.060 you're gonna hate your day.
00:03:12.220 So choosing that core customer that you love
00:03:15.200 and that has money is the second step in naming them.
00:03:18.560 So I just say, okay, whoever that customer,
00:03:20.340 when I asked you, you know,
00:03:21.500 who have you really enjoyed working with recently,
00:03:23.380 just put their name to that core customer identity.
00:03:27.660 Once you have that, you've got the foundation, the values,
00:03:30.440 then you talk about the core customer.
00:03:32.040 This is the perfect person I would love
00:03:34.100 to serve in my business.
00:03:35.620 Then the third aspect is what's your irresistible offer,
00:03:39.060 right, what are you gonna do
00:03:40.380 that's gonna make you stand out in the market?
00:03:41.940 What are you willing to offer?
00:03:43.060 What guarantee?
00:03:44.240 Some people call it a risk reversal,
00:03:45.900 like thinking about from their position,
00:03:47.860 if it's a major investment, like buying a house,
00:03:50.300 or if it's something even as simple as like,
00:03:52.400 you know, what place should I bring my dog to get manicured?
00:03:55.940 Those are decisions that they're going to have,
00:03:57.700 you know, hesitation around.
00:03:59.000 And you need to create an irresistible offer,
00:04:02.000 so that thing that's going to make them want to
00:04:03.900 kind of reach out to you, that also meets
00:04:06.540 and attracts the core customer.
00:04:08.120 And those two things need to work together.
00:04:10.180 But a lot of people are using education.
00:04:12.160 You know, I was recently talking to a friend
00:04:13.580 that runs a large sales organization,
00:04:15.620 and they explained to me that recently they do air purification,
00:04:20.620 they have this machine for air purification,
00:04:22.620 and what they did is they changed and renamed their whole sales
00:04:24.920 team to Air Quality Specialist, all right?
00:04:27.820 Not salespeople, Air Quality Specialist.
00:04:29.720 And what they offer is a free air assessment to let you know
00:04:33.220 if you're up to code.
00:04:34.720 So that's an irresistible offer.
00:04:36.220 If I had a big apartment building or a commercial building
00:04:38.420 and I needed to know the air quality,
00:04:40.520 I'm going to call the Air Quality Specialist,
00:04:42.420 have them come in, do the assessment,
00:04:44.320 and then let them, let me kind of hear from them
00:04:47.000 what they recommend, and I think that is the way
00:04:49.600 you need to think about the irresistible offer,
00:04:52.000 but you get those three things.
00:04:53.300 You figure out what drives you, your values,
00:04:55.460 that foundation, you identify and you focus in
00:04:58.340 on that customer that you would absolutely love to serve,
00:05:01.640 and then figure out some kind of offer
00:05:03.400 that you can present to them from their point of view
00:05:05.340 that's irresistible, that's how you build a brand
00:05:08.140 that people love, it's how you ensure
00:05:09.880 they don't forget your name, and that you are remarkable
00:05:13.520 in your market.
00:05:15.060 So with that, I want to invite you to subscribe
00:05:17.120 to my newsletter to get other business tips
00:05:19.420 and strategies exclusive to you.
00:05:21.360 And as per usual, I want to challenge you
00:05:23.620 to live a bigger life and a bigger business.
00:05:25.760 I'll see you next Monday.