“If winning isn’t everything, why do they keep score?” – Vince Lombardi
Pro Tools, Adobe InDesign, and YouTube tutorials have made everyone a competitor in an already flooded industry. One of the most overlooked and underrated keys to success in this industry is to develop and maintain a strong personal brand. We so often focus on branding and marketing our clients and forget to market and brand ourselves.
What sets us apart? What differentiates our services? What makes us a better solution for current and potential clients than a kid in his underwear, sitting in his or her parents’ basement?
Branding is a way of defining your business to yourself, your team, and your external audiences; it embodies the core of what the business is and its values, not just what it looks and sounds like. Consumers and users of most businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales. Moreover, the internet provides a level of transparency in the ever-increasing importance of online referrals and reviews. Consumers and users will perform their due diligence in researching service providers prior to committing to an Agency of Record contract.
In an industry built on trust and relationships, it is important to follow through with something when you say you are going to do it. You want people to see you as someone who is committed to their business. Being branded as a reliable partner is crucial. Review the services your business offers, pinpoint the space in the market it occupies, and research the emotive and rational needs of your consumers. Your brand character should promote your business, connect with your customer base, and differentiate you in the market.
According to renowned marketer and author, Seth Godin, “Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable.”
Seth’s “Purple Cow Theory:”
The essence of the Purple Cow – the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows – is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.
Market where other’s aren’t. Set yourself apart.
There is exponential growth and profits in creating new demand in an uncontested market space. Find your niche. Rather than competing head to head with other providers in an existing industry, set yourself apart as an industry leader in a specific channel.
Most importantly, always consider your branding when communicating and providing a finished product.
Don’t lose your pride or dilute your brand with indiscriminate discounting. Try offering more and set yourself apart, rather than slashing prices. If you don’t value your brand, neither will your consumers or competitors. Stand for something you believe in and deliver when you are provided with the opportunity.
Your final product should stand for itself; your consumer’s results need to reinforce your brand positioning. Securing a new partner/client is only the tip of the spear. Retaining clients and creating long-term relationships is a byproduct of remarkable work, meeting and exceeding expectations.
Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.