Dan Martell - May 02, 2016


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

Hosted by
Dan Martell
How To Get Out Of The Entrepreneurial Funk How to Growth Stack Your Product

Episode Stats


Length

5 minutes

Words per minute

210.36

Word count

1,147

Sentence count

40

Harmful content

Hate speech

1

sentences flagged


Summary

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

In this episode, I share with you how to create a strong brand for your business and stand out in the marketplace. Branding is really about creating a mental movie around the problem that the customer has and thinking of you so that when they encounter your company, they think of you.

Transcript

Transcript generated with Whisper (turbo).
Hate speech classifications generated with facebook/roberta-hate-speech-dynabench-r4-target .
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
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. 0.52
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.