By Peter Montoya
The overseas bestseller-now up to date for a bigger, brand-savvy industry Self-published in 2005, this step by step consultant for execs seeking to increase a robust corporation model has turn into a world sensation, promoting greater than 65,000 copies around the world and hitting #3 on Japan's company bestseller checklist. This important advisor teaches you the very important rules and talents of non-public branding, together with tips to craft an emotionally resonant branding message, create choicest branding instruments, and allure a continuing circulate of industrial. “Montoya's own Branding principles are going to alter how enterprise vendors and pros advertise themselves.”-Robert G. Allen and Mark Victor Hansen, coauthors, The One-Minute Millionaire
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Extra resources for The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace
If it does nothing else, your brand must tell your audience who you are and what you do. It’s fine to package that information with beautiful photos, glossy brochures on expensive paper, and a fantastic Web site. But that’s just the wrapping; keep the message simple and clear. Don’t convolute it by trying to tell your prospects all the factual reasons that they should choose you. People should come away from any exposure to your brand knowing who you are (your name, what you stand for) and what you do (the specific service you provide, and for whom).
You want to attract more and more ideal clients, so take the time to deconstruct those ideal clients and write down the qualities that they share. Those are the qualities you want your brand to appeal to. For example, let’s say that your ideal clients turn out to share six common qualities: 1. They have an average household income of over $200,000. 2. They average 53 years old. 3. They own businesses. 4. They are politically conservative. 5. They live in the same 10-mile-radius area around several premium golf courses.
So you get to enjoy your work and make more money. Bonus. • Clients prequalify themselves. Have you ever spent an hour consulting with a prospect, only to find out that he’s not right for your business? What a waste of your time. Specialization prevents this by telling prospects exactly what you do and whom you work with, so they know right away if you’re for them or not. If you are, they call. If you’re not, they stay away. Remember, you don’t want everyone as your client, just your ideal clients.