Branding goes beyond the visual elements. Obviously, as a designer, my primary interest is in how things look; however, over the years I have noticed that many companies are not promoting the one thing that really makes them stand out… their expertise.
One of the best ways to build brand awareness and integrity is to establish yourself and your business as an expert in your target market. In a lot of cases, yes, this means you need to narrow down your target market… but that is another article in itself.
Many business owners are modest and don’t want to be the center of attention or they don’t trust enough in their own knowledge to use that as their primary brand element. A client once said that “I’m no different from anyone else in my industry.” Aghast, my response was, “Then why would anyone do business with you over someone else?”
…He had no immediate answer.
But after talking it though together, we did come up with some key expertise points he had that others did not… giving us ammunition to market. He didn’t think that being in the business over twenty years and having a more specialized business than many in his peers made him an expert…but it does!
Your expertise is what makes you different so why wouldn’t you want to promote that? Not only should you be promoting your expertise, it should be your primary marketing tool.
…Yes, you read that right.
I say this because once you’ve set yourself up as the expert it makes the tactical pieces of your marketing easy to design and execute.
So in a sea of businesses, websites and marketing collateral, how are you going to stand out? And more importantly, how are you going to make your prospects think that you are only choice for them? Set yourself up as an expert.
I refer to this as creating your “Expert” Brand Positioning. What does that mean, and how do I do that, you ask?
In technical terms here is what that means:
EXPERT: a person who has special skill or knowledge in some particular field; specialist; authority.
BRAND: A brand is the identity of a specific product, service, or business. Brand encompasses identity – it affects the personality of a product, company or service.
So how do you set yourself up as an expert?
First you need to ask yourself two questions.
- What is it that you are an expert in?
- How can you promote your expertise to reach more people? In turn make more money.
The following five elements can help you answers those questions and properly execute a strong “Expert” Brand Position.
- Brand Clarification – Identifying and/or Reinforcing a Clear & Focused Brand
- Marketing – Creating a Strong Marketing Plan that Identifies All Targeted Market Niches
- Publicity – Creating the Strategies to Communicate the Message(s)
- Social Media – Creating a Social Media Plan that Reinforces Your Brand
- Time Management & Productivity – Creating the Schedule to Implement the Marketing Plan and Publicity Strategies
Here’s to becoming an Expert!