Live Your Brand…How to Personify Your Business Sometimes this is easy – you own a tanning salon, you are a lovely shade of mocha. You own a fitness center – you are in great physical shape. You own an investment firm – you have wisely invested your assets. Sometimes this is harder to do – you own a heating and air conditioning company. You own a paint store. You are a realtor. The point of living your brand is to showcase in real time the benefits of the product or service you are providing. Sometimes that proof can be made visible. If you are a car salesman, you may rotate the vehicles you drive around town in order to let people get a better sense of how the cars on your lot look and drive. If you own a teeth whitening business, you may have a beautiful white, glowing smile. But there is more to it than that and there are more ways to show what you do than merely showing off your product or shoving your business card in people’s hands or inserting your company credo into every conversation. Living your brand starts with knowledge. Knowledge is one of the key factors that sets you apart from your competitors. (Malcom Gladwell video clip: why knowledge will set you apart) http://timkastelle.org/blog/2010/03/innovation-lessons-from-malcolm-gladwell/ (spaghetti sauce/horizontal segmentation) Let’s take a step back for a moment and look at that statement. What does it really mean? Is it enough to know how to install cable or repair a computer? That’s certainly a requirement if that is your job – but what else? Do you stay on top of industry trends locally? Nationally? Globally? Are you aware of changes in the market, new adaptations, better customer advantages? What if there is a way to save your customer money – have you ever considered that part of your knowledge base? Do you share that information with your customers? All of this is part of what living your brand truly means. You want your customer to not only come to you because they want your product or service – but because you personify that product or service. Striving for more than a mere transaction creates the type of customer that is more inclined to be a repeat customer and more inclined to share with their friends and associates the positive experience they’ve had with you. (Which is also called doing marketing for you!) (Seth Godin video clip: Why customer experience is part of your brand) http://www.youtube.com/watch?v=3vzuLbaMAF8 (tribe building link) http://www.youtube.com/watch?v=Lhk9fGYGddg (personal brand) http://www.youtube.com/watch?v=ammimNTfaG0 (purple cow/be remarkable) Some of you may be familiar with Tony Robbins, the lifestyle guru and motivational speaker. There is an authenticity to how he communicates with his audiences and his clients – would you agree? Not only does he convey a certain passion in his presentations that is in keeping with the message he is trying to relay – but his own life success stories mirr

1. Live Your Brand…
or
How to Personify
Your Business

6. If you own a tanning salon,
you are a lovely shade of mocha

7. If you own a fitness center,
you are in great physical shape.

8. If you own an investment firm,
you have invested wisely.

9. Sometimes this is
harder to do

10. Let’s say you own a
heating & air conditioning company

11. ...or you own a paint store

12. ...or you are a realtor.

13. The point of living your brand is to
showcase, in real time,
the benefits of the product
or service you are providing.
Sometimes that proof
can be made visible.

14. If you are a car salesman, you may rotate the
vehicles you drive around town so people get a
better sense of the quality of cars on your lot.

15. If you own a teeth whitening business,
you may have a beautiful
white, glowing smile.

16. But there is
more to it than that.

17. There are more ways to show what you do
than merely showing off your product or
shoving your business card in people’s
hands or inserting your company
credo into
every
conversation.

18. Living your brand starts with knowledge.
Knowledge
is one of the
key factors that
sets you apart
from your
competitors.

19. VIDEO - MALCOLM
GLADWELL

23. Let’s for a moment take a step back
and look at that statement.
What does it
really mean?

24. Is it enough to know
how to install cable
or repair a computer?

25. That’s certainly a job
requirement
...
but what else?

26. -mozart

27. When you give
knowledge,
it’s shared.

29. http://www.you-
tube.com/
watch?v=ammimNTfaG0
(purple cow/be remark-
able)

32. Communication
Communication

33. ManWolf Video

35. car
talk
guys

36. Do you speak
your tribe’s
language?

37. seth godin tribe video

39. What are you up against?
Troll // Nay-Sayer // Know it All //
Discount Hunter // Bad Childhood

40. Troll

41. Know it All

42. Nay-Sayers

43. Discount Hunter

44. Bad Childhood

45. HOW DO YOU DEAL WITH THIS?
BE YOURSELF!

46. Seth godin make your
own path

48. Knowledge
Leads to
Passion
Leads to
Communication

49. Gogol Bordello video clip

50. Contact
SBDC at Shasta College
sbdcmarketing@gmail.com
www.sbdcsc.org
530.242.7630
LGH Marketing/Strategy
leah@lghmarketstrategy.com
www.lghmarketstrategy.com
530.410.1182