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  • (upbeat music)

  • - How to brand yourself?

  • In today's video, I am going share with you guys how

  • to stand out in the marketplace.

  • I am going to talk to you about

  • how to ensure that people remember you and

  • more importantly remember your name when

  • they're trying to solve the problem that

  • you solve in your business.

  • Branding is really about creating a mental movie

  • around the problem that the customer has

  • and thinking of you.

  • So whatever challenge they have in their life,

  • when they encounter that

  • they think of your company and

  • I'm gonna talk to you guys actually how to

  • really extract that from you.

  • I have been building companies now for 17 years.

  • I am on my sixth company and with everyone

  • I have sat down with branding specialists,

  • I have worked with positioning people with the best

  • marketers to really just understand what makes a great brand

  • and how to incorporate that into your business, you know.

  • Not too long ago, I was actually contacted by my

  • sister-in-law and she is a real estate agent and

  • she wanted to ask me - "Dan how do you think about branding?"

  • Cause she's heard me talk about this with so many

  • different people. I said here is the deal,

  • buy some food come over to dinner, bring the kids,

  • and we'll sit down and chat about your brand.

  • I'll walk you through my framework for doing that and

  • at the end of it she looked at me and she said

  • "where did you come up with this," and

  • I'm like it's just years of studying it,

  • of being such a student around really what makes

  • companies stand out in the marketplace and

  • that's why I want to shoot this video so

  • that I can share it with you guys all at home.

  • So, the first thing you need to understand is your values.

  • Every person has values, they have a belief system

  • that drives every decision they make, the way they operate,

  • the way they act in the world.

  • You have them and the question to ask is you know,

  • if you have kids or just your loved ones and

  • it was the end of your days,

  • and you can only share 5 to 10 beliefs or values,

  • what would they be?

  • That is powerful stuff, because when you can get down

  • to the core of what makes you tick, how you operate,

  • or kind of the things you have learned throughout your life

  • that is what is going to change everything and

  • getting to that foundational level of values is

  • step number one.

  • You can't build a brand from that.

  • I don't believe you can manufacture a brand,

  • it is extracted from the soul of the entrepreneur.

  • So this is the first step, is to just figure out what do

  • you believe in, what are your values and

  • write them down, five to 10 maybe seven,

  • get that list.

  • The second step is to really understand

  • who's your core customer and here is the way

  • I look at it: who would you love to do business with?

  • And the trick is not only love, but actually that has money,

  • because those are two parts you need to ensure you have.

  • The way I do that is ask people, who is a customer that

  • you had over the last few months that

  • you absolutely adored, that you love that if

  • you had a thousand of those people that you

  • would just be pumped to go to work everyday, because

  • that is the fallacy is business is,

  • yes it is about solving a problem you are passionate about,

  • but the truth is, you also have to choose your customers.

  • 'Cause if you work for the wrong type of customer and

  • you don't like them, or you know that they are stingy,

  • or they're rude, whatever they are,

  • you're gonna hate your day.

  • So, choosing that core customer that you love and

  • that has money, is the second step in naming them.

  • So I just say okay whoever that customer when I asked you

  • who have you really enjoy working with recently,

  • just put their name to that core customer identity.

  • Once you have that, you've got the foundation, the values,

  • then you talk about the core customer.

  • This is the perfect person I would love to serve

  • in my business, then the third aspect is

  • what is your irresistible offer, right?

  • What are you going to do that is going to make you stand

  • out in the marketplace? What are you willing to offer?

  • What guarantee? Some people call it a risk reversal.

  • Like thinking about from their position,

  • if it is a major investment, like buying a house or

  • if it is something even as simple

  • as like what place should I bring my dog to get manicured.

  • Those are decisions that they are going to have hesitations

  • around and you need to create an irresistible offer so

  • that thing that is going to make them want to reach out

  • to you, that also meets and attracts the core customer.

  • Those two things need to work together but

  • a lot of people are using education.

  • I was recently talking to a friend that

  • runs a large sales organization and

  • they explained to me that recently,

  • they do air purification, they have this machine for

  • air purification and what they did was changed and renamed

  • their whole sales team to air quality specialists.

  • Alright not sales people, air quality specialists and

  • what they offer is a free air assessment to let you know if

  • you are up to code, so that's an irresistible offer.

  • If I had a big apartment building or a commercial building,

  • I needed to know the air quality,

  • I am going to call the air quality specialist.

  • Have them come in, do the assessment,

  • and then let them, let me kind of hear from them

  • what they recommend and I think that

  • is the way you need to think about the irresistible offer.

  • But you get those three things,

  • you figure out what drives you, your values that foundation,

  • you identify and you focus in on that customer that

  • you would absolutely love to serve and

  • then figure out some kind of offer that you can present to

  • them from their point of view that is irresistible,

  • that is how you build a brand that people love.

  • That is how you ensure they don't forget your name and

  • that you are remarkable in your market.

  • So with that I want to invite you

  • to subscribe to my newsletter to get other

  • business tips and startegies exclusive to you and

  • as per usual, I want to challenge you to live a bigger life

  • and a bigger business.

  • I will see you next Monday.

(upbeat music)

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自分やビジネスをブランド化し、市場で目立つ方法|ダン・マーテル (How to Brand Yourself or Your Business and Standout in Your Market | Dan Martell)

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    Ntiana に公開 2021 年 01 月 14 日
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