Brand Booster 21 Day 21: Wrapping It All Up


Well, that’s it! This is our last day and today we’re wrapping it all up here for the Brand Booster 21 Series. We have gained so much from this experience and truly hope it’s helped you think more about your brand and how you will develop your brand in different ways.

We will be going through each day and answering all of  your questions that were brought up. So if you still have any questions, feel free to stop by any of the days and post your questions, we’re here to answer and respond now. In fact I will be sharing some of the best questions and answers here pretty soon.

I figure today I would recap the top 3 posts of the entire series:

1) Coming Out From Behind Your Brand: The Dreaded Video – You really don’t need video to brand your business, it’s just not required. But I think that it helps build a relationship with those who come here to the site. I also wanted to try it out to see if it’s worthwhile to add here and figured it was worth a shot.  The video turned out being played 388 times, which is pretty cool! I’m including a screen shot of my Audio Acrobat account so you can see (I use AA because it’s super easy to put together videos and podcasts – fool proof).


2) What Is Your Brand? –  This was the very first day to our Brand Booster 21 Series and it talked about how you can distinguish yourself from your customers, what your beliefs are, and ultimately it’s the CUSTOMER who determines your brand. Here’s a quote from it:

Branding is all about what the customers perceive of your company. Your brand is the promise that you intend to make to the customers. The ultimate goal is to spark an emotional connection in order to create a positive feeling resulting of loyalty to a specific product from the customers.

3) Brand Booster 21 Day 7: Unique Selling Point or Positioning Strategy – This was a pretty cool day and my personal favorite in this entire series, mostly because I think it’s one that most people including me get stuck on. And I don’t think it ever goes away, we should always strive to get to know WHO your customer is. The better we understand our customers, clients, and fans the better we can come up with solutions to help them out. This day started out with this statement, pretty bold words and I think pretty darn good!

This proposition absolutely sets you apart from the competition. In many cases it eliminates the competition all together by virtue of positioning.

What We Learned From This Experience – This whole series was a great learning experience for us. It forced us to plan ahead and this was just a thought between Ed and I in September. We literally whipped up the series and got it all loaded. Sure it wasn’t perfect but we both put our hearts into it and followed through with our own promise, this series. We have alot of plans for the future and we’ve realized how much we enjoy working together so watch out for more “RaposoRoach” stuff coming your way. 🙂

Now we’re off to respond to every single day of the series so if there is anything you’d like answered, please feel free to post and we’ll respond.

What we’d love to know is did you learn anything about branding that you either were not aware of OR realize how important it is to your business?   

Brand Booster 21 Day 20: Public Speaking and Other Promotional Vehicles

publicspeakingPublic speaking for me was quite a hurtle. I knew this was a very effective way to promote my brand but the idea of it made my palms sweat. The first time I did it I spoke to a group of about 50 business woman. I was received well but they were not aware of the flubs and the number of times I lost my place. It occurred to me that I couldn’t rely on a script and memorization. I had a tendency to go off in another direction when I got into my subject. A buddy of mine gave me the one piece of advice that changed everything. Peter said, “Ed you know your stuff, just talk about it.” He suggested that I use the presentation frames to set the topic. To move through the presentation, give a quick glance oveer your shoulder and speak to what is on the screen. When I’m finished covering it, I glance again and move on.

Your Notebook To Do:


Answer the following Questions and put the ACTIONS in your To Do Notebook

  • Where are some places you can start speaking?
  • Is there a small local group you can begin with?
  • Decide where you’d like to start and begin!

Brand Booster 21 Day 19: Get Out There & Nuture Your Brand

nutureGetting one on one with the customers is very important. You need to talk to the customers and let them know that you are there for them if they have questions and that you really exist. Companies need representatives of a business so they are existent. It is hard for a business to gain exposure when they don’t have someone to actually talk to.

If your business targets a local community then it is important to get out there and talk to the community. Remember you are looking for the audience who is going to benefit from your product. These are the people you want to talk to.

If you have a business on the web then you will need to get one on one with the customers by providing access to a direct chat option. This gives customers a good feeling but they know that someone really exists. When you offer a direct chat they have the ability to contact a live person rather than talk to a machine. Customers despise machines, automated phone systems, and more. They will try to avoid them and it can give them a bad taste in their mouth about the business. Try to be as responsive as possible with the customers.

Local business events are extremely important. Not only do you want to target your local or national audience but you also want to attend other business events. You may find a company struggling that may need your assistance. You might find a company that you can work with together on a project in trade for advertising or even help you build your credibility.

Local business events help you network in the big industry that you may be working in. It is important to talk to companies and let them know you are out there. Maybe you will recommend one company while they recommend you. Always talk to other businesses, let them know about who you are and what you are all about, what their benefit is by knowing you, and how you can help each other. Give them something to remember you by and make an impact.

When you attend events and network with other companies and people then you provide another form of advertising. Networking works very well because when someone does come across a situation where they could use your product or service they will remember you. Creating contacts is a very big part of branding. It also helps instill your company name in the minds of people around the industry.

Your Notebook To Do:


Answer the following Questions and put the ACTIONS in your To Do Notebook

  • Get out and attend some business events
  • Let other companies know who you are
  • Maybe recommend eachother, trade work
  • Get live assistance on your website

Brand Booster 21 Day 18: Building Your Expert Profile

Confident Businesswoman On A White BackgroundFirst off, you can’t build your expert profile unless you believe in yourself first. If you don’t believe yourself to be an expert, then we have to end right here.

But, let’s face it. You know your stuff and you’ve been making a living for some time now doing what you’re passionate about. If what I’ve just described resonates with you, then guess what – you’re an expert.

Welcome to the club.

Always be aware of your expert profile. You are perceived a certain way. We all are.

What ever the perception exploit it to your benefit (so long as it’s positive). Never cause your audience to doubt that expertise. Be confident in your opinions and actions. Take on speaking opportunities where you can connect and display your passion. Over come any shyness you may have using techniques that also reinforce your brand. For me I have been successful pushing my expert profile out to a receptive audience. Every business task I do, I always have my brand in the back of my mind. I keep asking myself how I can make the relationship experience with customers better?

Media is extremely important when branding a business. There are many different outlets and they can be used in many different ways to your advantage and even for damage control. Proper branding means staying tight with the media as your friend. Some say to keep your friends close and your enemies closer and this is true with the media. They can make you very popular or ruin you but nothing really in between. You need the media on your side at all times.

There are many different local media outlets that you might consider using when you are looking to boost your expert profile. You can use local newspapers to announce sales, events, and other things. The television stations are useful for publicity.

One thing to keep in mind is that public television stations are free and they cannot charge you money to run something on them. If you are a non-profit organization looking to brand your organization the best way to do it is through public television stations. You can announce events like blood drives and other things on public television. This is great exposure and it is free.

Other methods of local media may be local websites for town members. Some towns have a site for the community where people can post things like classified ads and other things. They are free sites and sometimes used more than the newspapers because of this. Article Writing for Press is another way you can use the media to your advantage is to write your own articles and distribute them to the press. This is very beneficial. If the press comes across times they need to fill additional space in their paper they may use them. Sending articles to the press is free. The will not charge you to use them. If you write beneficial articles to magazines in the industry you work in then you may even get paid for the article. You can also use article marketing to web sources making your articles available to other blogs and publications.

One great way of build your expert profile is writing a book or ebook. Nothing gives credibility like your opinion in print. Authors are a relatively small club. It is great buzz. Self-publishing can put a few dozen paperbacks in your pocket for a few hundred dollars. Use these as giveaways or even sell them at presentations and online. What ever you think of doing remember consistency of brand and everything we discussed here at BrandBooster21.

Your Notebook To Do:


Answer the following Questions and put the ACTIONS in your To Do Notebook

  • What are some ways you can build your expert profile?
  • What media will you pursue?
  • Write down everything you can do to build your expert profile, like article marketing, email marketing, media attention..

Brand Booster 21 Day 17: Email Marketing

Email Envelope on White backgroundHow would you like to own your very own audience and market to them rather inexpensively? Well html marketing will resonate nicely with you. It all hinges around having a reasonable op-in email list. This list is your niche audience. Using graphic html, send out strategic messages to them and react to their response. Because of analytics (which is free by the way) you can accurately assume every opened email is a warm lead since they are part of your niche. They are in your list for a reason. They are no doubt searching out information on your mutual topic.

Regular consistent mailings keep your name in front of them and this in turn motivates response. Over time, they build a trust in you and this virtual relationship has a strong potential to cross over into a real relationship that translates into sales. Mailings can also take the form of plain text. In many ways this form has the look and feel of a personal message to the recipient. However you embrace email marketing, the benefit to your brand is dynamic. It should be a part of your long term brand strategy.

Your Notebook To Do:


Answer the following Questions and put the ACTIONS in your To Do Notebook

  • Start an email newsletter
  • how are you developing trust with your market?
  • Plan on regular mailings to develop consistency in their mind.

Brand Booster 21 Day 16: Blogging As A Marketing Tool


Creating a competitive edge is another important aspect of branding. Today, the online world has many methods of branding. The most popular method of branding and gaining the competitive edge is through the use of Blogs. Blogs allow a site to increase traffic, improve rank through search engine results, and even helps with credibility building also.

Blogs are websites that use the new Web 2.0 technology which allows visitors to a site to post their own comments, articles, and more. Giving a user the access to post things to your site allows them to feel a sense of ownership to the business. They work in many ways which may include forums, discussion boards, or even look like a daily diary in a sense. They keep the visitors up to date on current events and allow for discussion to take place.

There are many reasons to use blogs for a business. A business may want to provide a discussion board that allows other customers to discuss troubleshooting tips and tricks. A company may post useful information about how to get the most longevity out of products, how to repair or fix things, and even how to prevent problems from occurring.

If you do decide to add a blog to your company site then there are many things to consider so you get the most out of it. Some companies allow people to post their own content while others cannot. Consider things like keywords and phrases, links, useful information, and even contact information.

The primary purpose of blog writing for branding is to gain more exposure to a business and get the word out to people that the company exists. Blogs are an excellent way to create hype and exposure because the web has millions of businesses and customers. It is also a great way to get publicity opportunities.

When using a blog it is important to make sure that you use important keywords that are relevant to the products and services offered by your business. These keywords and phrases should be the words that will be typed into the search engines when a user is looking for what you offer. The keywords should be used naturally throughout the content of the blog. They will work by allowing your blog to be pulled up in the search engine results when users type in the specific keywords and phrases you used in the blog.

Adding links to blogs is a very important thing for two reasons. They provide an easy method to get back to your site and provide an inbound link. Users always appreciate an easy way to get to your company. If you are talking about products and services offered in a blog without links to where the customers can find them then it will do no good. Customers will only search for a business for a very short period if they search at all. You have a better chance of a customer when a link is right there in the blog so they can easily click and find out more about the company.

URLs are also beneficial for a business because they provide inbound links. One of the ways that search engines work is that one of the ways they rank a business is through popularity. Popularity can be built up by links integrated within blogs. The more inbound links you provide inside of a blog the more popularity a search engine thinks you have. Never forget to place inbound links inside of blogs and content you place on your blog.

A blog needs to provide beneficial information for the visitors and readers. When there is something useful to the reader they will come back for more. Blogs give you the opportunity to give the free advice and useful information that will benefit the users and cause you to gain credibility for being knowledgeable about the products and services offered.

Brand Booster 21 Day 15: Build Your Online Brand

Online your brand should reflect the same values, personality, message, palette and other elements of a brand as your off-line efforts. The point again is consistency. Your online brand is also a fantastic opportunity to build your expert profile. Using online channels such as websites, blogs, social sites, html marketing, online radio, podcasts, video, webinars and countless of new channels emerging monthly, the web is becoming a perfect opportunity to develop and reach niche markets. I love the fact you you can build your own unique audience and market directly to them with their permission to do so. You can grow this audience with email marketing tools.

No matter what channel you use to promote your company, the message is identical to your off-line message. Because of the nature of the web you can build relationships with customers effectively. Your customers and potential customers are positioned at their desktops and their connection to you is direct, one-on-one. This can be a very fluid thing. Opening and reading one of your email promotions can be a very personal experience in many cases. Levering this relationship into a sale takes careful planning and execution but don’t doubt that it works.

Developing your expert profile also opens up the world to you. You no longer have to rely of geographical borders as your market limitation. The web flattens the world for you. You no longer have to be huge with deep pockets to promote your brand worldwide. This is an area where even your competition is missing the boat.

Your Notebook To Do:


Answer the following Questions and put the ACTIONS in your To Do Notebook

  • How will you start utilizing the internet?
  • How can you outshine your competition online?
  • Get excited about the potential of online business!

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