Patsi Krakoff and I (aka The Blog Squad) are presenting on February 21 about Branding and Blogging. To that end, following is an article to get you in the branding mindset.
7 Deadly Branding Mistakes You Can’t Afford to Make
© The Blog Squadâ„¢ Patsi Krakoff, Psy.D. & Denise Wakeman
with Ruth Klein
Branding is a marketing concept that’s been around for decades. But, do you know how important it is to your business and career for getting known, getting found, and getting clients?
Many professionals and entrepreneurs are either brandless or under-branded. They don’t stand out from their competition, especially on the Web. As a result, their effort, time, energy and money spent marketing doesn’t pay off as well as it should.
When you have an effective, memorable brand and use powerful Internet tools like a business blog to reinforce your message, you can get big results. Your name and your business stay top of mind when someone is ready to hire or buy.
Here are seven common branding mistakes we frequently see among the small business entrepreneurs and professionals with whom we work:
Branding Mistake #1
Trying to market to everyone. Often small business professionals aren’t specific about who really needs or wants their products or services. Consequently, the right people don’t pay attention to their marketing message.
There is a direct relationship in creating a distinct brand designed to attract a specific niche market and the success of your business.
Branding Mistake #2
Not knowing what’s being said about you on the Web.
It is critical that you are aware of where your name, business and products are being mentioned online. Set up Google Alerts with your name, business name, products, services and keywords for your niche so you are on top of your online identity.
Branding Mistake #3
Spending the majority of time working “in” the business rather than working “on” the business.
Working “in” your business is doing operational activities and projects, delivering products and services. Working “on” your business is marketing and building your brand…they are future income-producing activities.
Marketing and branding projects bring in future revenues and clients. It’s essential to schedule time everyday developing your image, reputation, and thought leadership in your niche.
One way to do this is with a business blog. Writing on your blog is an opportunity for readers to get to know you and your expertise. The more authentic you are, the easier it is for them choose your services or products as a solution to their problems. Blogging is a long term investment in your business.
Branding Mistake #4
Focusing on the features rather than customer-oriented benefits.
Focusing on features gives information while focusing on benefits drives the motivation in clients to buy your product or service.
What problem does your business solve? What are the pain points experienced by your target audience? What are their hot buttons that move them into action?
Again, your business blog is a great vehicle for exploring the wants and needs of your readers and clients. You can survey them to find out what they want from you, ask for their experiences, feedback, and input so you can deliver exactly the right service to the right people.
Branding Mistake #5
Having a business name that does not stand out from the crowd. Many professionals don’t take advantage of the opportunity to name their company or services with originality and pizzazz.
As a result, they get lost in the competition and much of their marketing efforts are wasted. If prospects can’t easily remember you and what you do, you may have a ho-hum brand. If your name or your company name is ordinary, then spice it up with a memorable tag line or Unique Selling Proposition. You have 15-20 seconds to capture someone’s attention and interest; how are you using those crucial moments?
On the Web, you have myriad opportunities to control your message and how people remember you. For example, the name of your blog and its tag line should encapsulate your purpose in blogging, who you are writing for, and your name as the author.
Branding Mistake #6
Not leveraging the Web to extend a business brand online.
Many professionals and business owners market in one channel, such as networking events, and ignore the Internet.
Today’s competitive and global environment creates new opportunities to reach more clients, deliver more services and sell more products.
To extend your brand online and control what people see, you must use the Web: a blog is one of the best ways to get your message out, build relationships with prospects, and establish thought leadership in your field.
Using the Web, you control what people read about you and your company. You must be continually learning to use these marketing and branding opportunities, because your competitors already are…
Branding Mistake #7
Leaving money on the table by not leveraging intellectual property. Many professionals invest a lot of energy in creating one product or service, ignoring other potentially lucrative possibilities. Extend your brand AND your income by repurposing your content into multiple formats.
A speech is not just a speech, a book is not a book. From one blog post, speech or book there are articles, ebooks, e-courses, tips lists, teleseminars, bonus reports, white papers, press releases, home study kits, and audio programs. The more options you offer, the better your chances are of attracting and connecting with your ideal clients.
Don’t Make These Mistakes
The solution? Spend time developing your memorable business and personal brand. Brainstorm names and slogans that encapsulate the spirit of your business. Stand out from the crowd (and your competition!) by developing a clever name and memorable symbols that make you unforgettable.
Great branding isn’t always easy to create, but when you do find it you’ll know immediately. Once you find a great name, you can extend it to name your products and programs. Then, use your business blog to communicate your core message and philosophy. With this strategy, you continually reinforce your brand with everything you do, write and speak.
About the Authors
Learn how to get your business found on the Web. Subscribe to The Blog Squad’s ezine Savvy eBiz Tips at www.savvyebiztips.com and get your free white paper on how to overcome The Great Internet Marketing Challenge. Business blogging experts Denise Wakeman & Patsi Krakoff are The Blog Squad and can be found online at www.blogsquad.biz
DC Comics recently canceled its Minx line of graphic novels aimed at teen girls, leading to much discussion amongst comics bloggers. I don’t want to talk about why the line folded, but why the line existed in the first place. Why did DC create an entirely new brand in order to go after this audience?
I own a jacket labeled Claiborne, which is of course made by the Liz Claiborne company.
That makes it more like Men’s Vogue, a copy of which is sitting in the lunch room at work. In this case they’d have to call it something different (unlike a clothing line) because it’s not just a brand, but the title of the magazine.
Some people who seem frustrated to have placed below me on the list have questioned my position considering I haven’t posted on this blog since August. True guys. I haven’t. But the list wasn’t called ‘Highest Traffic Blogs’ it was called ‘Most Web Visible’. News flash: We’re moving from a web of pages, to a web of streams. Buy me a beer and I’ll tell explain what that means. 
In the mean time you may want to check out some of the places I’m visible on the web that aren’t this blog.
