In This Issue...

- FEATURE ARTICLE: To Brand or Not To Brand?

- COACHING
- TELECLASSES
- RESOURCE LOUNGE
- VIRTUAL CONNECTIONS

A few issues ago I asked you what you wanted to be known for. Today's article builds on that idea with a discussion of how you are perceived by potential clients and how you can make it easier for them to notice the qualities about your business that you want to emphasize.

I'm sure you choose self-employment because you were drawn to do the type of work you do. You felt you had something unique to offer. Branding is about becoming aware of your unique approach or way of working and sharing that with clients. Branding is a win-win proposition: the more clear you are about who you are and what you offer, the more you'll attract your ideal clients. Your ideal clients benefit because you've helped them find the service provider that actually "gets" them and can provide the uniquely best service for them.

To brand or not to brand? Why ask clients to throw darts in the dark when you can give them a map?

What's in a Brand?

By now, you've probably heard of the marketing phenomenon called Branding. A brand is simply an image, a perception in the minds of your potential clients. Ask most people about McDonalds or MTV and they will accurately chose the same words to describe the brand as the marketers from these companies hope they will -- these are very distinct brands.

Ask the same people about Oprah Winfrey or Martha Stewart and you'll notice the same consistency with which we all describe these two women. They too are brands. Personal Brands. Until recently, the concept of a brand was only associated with a product. Today, even (and especially) service providers like you have a brand (even if you haven't made any effort to consciously create a brand).

A brand is simply the image that appears in the client's mind when she hears your name, sees your website or reads something you've written.

Don't Want to be a Brand?

I've noticed that many Solopreneurs are resistant to the idea of being a brand. It feels too "sales-y" or manipulative to them. Remember that a brand is simply a perception in the eyes of your potential clients. Since they will form this perception regardless of whether you put any time into your brand, why not help them truly understand you and what you have to offer instead of trying to piece it together themselves from the random information they are able to collect on their own?

You Already are a Brand

Whether you put any thought or effort into it or not, you are already a brand. Stop for a moment and think about what information potential clients currently have to go on in developing a perception of you and your business. Do you consistently put out the same clear message, or do you often re-word your message or try different ways of reaching your clients, very rarely doing the same thing twice?

If your clients and potential clients were asked to describe you and your business in 3 adjectives, which would they choose? Would they be the same ones you'd prefer they choose?

Consistency and Persistence Help Grow Your Brand

One of the best ways to help clients identify your brand is to be consistent and persistent in sharing your message. Marketing experts will tell you it takes between 7 to 21+ impressions for a potential client to even notice you. If you are haphazardly sharing what you offer, you will likely go unnoticed -- you haven't made enough consistent impressions to show up on a client's radar.

When you share a consistent image again and again, you'll also tap into the "I know her from somewhere" phenomenon. When your target market sees something from you on a regular basis (whether they notice it consciously or not) they begin to form an impression that you "must be good" because they've seen you so often.

Developing Your Brand

How do you go about developing your brand? First, assess what your current brand is. Next, spend time thinking about how you want to be perceived by clients. What do you need to do make it easy for potential clients to identify you with the image you want your brand to project? Do you need to make your message clearer and simpler? Do you need to have your website and materials match your brand better? Do you need to spend more time sharing your message with a more specific group so that they know they are your target market?

Questions to Ask Yourself:

-- How do you think you are currently perceived by current and potential clients?
-- How would you like to be perceived?
-- List 5 adjectives that best describe you and your work with clients
-- Which one word or phrase would you like your target market to use when describing you?
-- What do you want to be known for?

Want to learn more about Personal Branding? Join me on Wednesday, February 11 for "What's in a Brand" -- a one-hour teleclass with worksheets for creating your own personal brand. (See the Teleclasses section of this issue for more details).

Have you been considering The Solopreneur Zone's new Coaching Membership Program? There are still a few Founding Member spots available at a "won't even dent the wallet" rate of $150 per month.

Once the Founding Memberships are filled, the membership will go to a budget-friendly $225 per month. However, the Founding Members' rate will never go up. Ever. Even as we add tons of additional benefits to the program.

Members have access to me during my open coaching hours, access to a growing group of business advisors (marketing/PR, web design, virtual assistance, etc) and hours of recorded and live teleclasses and group coaching opportunities.

Sound intriguing? Here's a link to the details about the program to learn more http://solopreneurzone.com/Membership_Home.htm. You can also attend a 45-minute informational session about the program to make sure it's for you. See the Teleclasses section below for dates and times.

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I also work one-on-one with Solopreneurs on a limited basis. I currently have 1 individual coaching slot open on Thursdays at 11am ET if you'd prefer an intensive focus on growing your business. Individual clients work with me three times per month for 40 minutes and have full access to the benefits of the Coaching Membership program for only $525 per month.

If this sounds like a great way for you to create business success, please call 530-274-3807 or email me dawn@solopreneurzone.com to schedule time to see if it's the right program for you.

Teleclasses

Information Session for the Coaching Membership Program

Don't decide whether my new Solopreneur Zone Membership program is for you until you attend one of my informational sessions.

I want you to take time to make sure this is a program that suits your personal style of learning and using a coach.

The informational session will give you a chance to hear more about the benefits of the program (much more fun than reading about something) and ask me questions about how the program will work. You'll also get to hear the questions your peers are asking about the program (some people are just really good at asking the tough questions, so you may as well benefit from that)!

To attend, simply call in to 212-990-8000 code: 5215 on:

Monday, February 2 at 3pm ET

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One-Hour Teleclasses: the best way to spend an hour...

What's in a Personal Brand? Wednesday, February 11, 2-3pm ET

Expanding Your Business Network Wednesday, March 10, 2-3pm ET

Creating Partnerships and Alliances Wednesday, March 24, 2-3pm ET

Each 1 hour teleclass includes worksheets and access to the teleclass recording via Real Audio. Cost: $25, Members: Free

To register, visit http://www.solopreneurzone.com/Teleclasses_Live.htm.

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Free Teleclasses

Successful Self-Employment through Multiple Profit Centers Wednesday, February 4, 4-5pm ET. Cost: Free. To register, visit www.teleclass.com.

The Brand Called You and The Personal Branding Phenomenon Peter Montoya.
These books give a great overview of the value of managing your brand (since you already have one anyway). You'll learn how customers perceive you and other service providers and how you can make it easier for them to understand your true product.

Purple Cow: Transform Your Business by Being Remarkable Seth Godin.
I loved this book as soon as I read the title. It's a small book with just one main idea, but that alone is worth the price. It's a simple idea-- no one stands out today if they try to do things the way they've always been done. Be remarkable-- flaunt what is unique about you and your products and services. All those quirks add to your value.

For a complete list of resources we love (growing weekly), visit the Resource Lounge at http://www.solopreneurzone.com/Resource_Lounge.htm

NEW: Have you signed up for The Solopreneur Zone's Yahoo Discussion Group?

This discussion group was created to support you in trading questions, ideas and tips with other Solopreneurs. Why go it alone, when you can build your business more easily with the support of others? Questions, thoughts and ideas should be directed to the entire membership. I will read the messages regularly and contribute my thoughts to the discussion when appropriate.

The group will be moderated by Angee Robertson, Administrative Consultant for The Solopreneur Zone, to make sure you only receive messages from members who want to be an active part of this community.

Join Today, by visiting our home page at http://groups.yahoo.com/group/solozone

* Check out The Virtual Water Cooler...It's a free monthly community teleconference call where you can share ideas and questions with peers from around the globe. Join our next call on Thursday, January 29 from 3-4pm ET (note that the call will now be the last Thursday of each month at 3pm ET). For details, visit http://www.solopreneurzone.com/WaterCooler.htm

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Copyright 2004 Dawn Nichol, All rights reserved. You are free to use material from the Solo Flyer publication as long as you keep the entire publication intact.