Have you noticed that the days of mass appeal and utilizing broad targeted approaches are behind us?
When you look at products, politics, medicine or any other key industry, it’s pretty much about niche and focus. It’s not a phone, it’s a smart phone. It’s not Republican, it’s Tea Party. It’s not general medicine, it’s cardiology or oncology. Most big companies are laser focusing their products and services so that they can really target in on their specific customer. Less is more, smaller can be more responsive.
Less is more
Apple needs mobile professionals, Zappos needs upscale online shoe buyers, Virgin needs premium travelers.
This is a great article from Bloomberg Businessweek by David Kiley: Top Global Brands that really demonstrates how these brands position themselves with their customers and how clear they are on what they want to be known for. They all are top performers and representatives of their industries: soft drinks, technology, fashion, automotive, but they are accomplishing that by specializing.
ARE YOU?
“ Be real. Try to do what you say, say what you mean, and be what you seem. ”-Marian Wright Edelman-founder of the Children’s Defense Fund
Sage words for today’s branding and marketing challenges, but timeless, simple, and it really works.
Thanks to the short form social messaging platform, we are being forced to get really good at telling people in one word, one sentence, short paragraph who we are, what we stand for and why they should care. We just can’t be all over the place anymore. Our personal brands need to be focused, consistent and simpler for people to get us and remember what we stand for. There are wine blogs, food blogs, tech blogs, mommy blogs, travel blogs, women in business blogs, branding blogs, innovation blogs. They all key in on a niche and specialize on it. That’s how they build communities and tribes that are loyal, strong and active.
These questions are really important to answer clearly to define what you want to be known for.
What do you really do?
Who is your customer?
What’s your one word?
What’s your one sentence?
What do you want to be known for?
Storytelling skills
The 30 second elevator pitch, which sounds passe, is officially exiled on Jurassic Island! It’s much more important and effective to tell your story and create a bold personal branding statement if you can in 15 seconds or a sentence.
“Deborah has transformed herself from a rockin’ singer and published song writer, teacher, and award winning radio sales professional to a published author, entrepreneur, radio host, and career expert.”
My words..motivator, educator, catalyst.
“Personal branding takes time. Whatever you want to be know for, laser in on it, focus, be authentic and consistent. What you want to be known for evolves as you do. Take your essence with you in whatever you decide to do or be. People will remember who you are by how you make them feel. Be known for what you are passionate about, what brings you the most joy and most importantly…share it with as many people each day as you can.”
Author:
Deborah Shane is an author, entrepreneur, radio host and expert. She is the leader of her business education and professional development company, Train with Shane, hosts a weekly business radio show, and writes for several national business, career and marketing blogs, and websites. Her book Career Transition-make the shift-the 5 steps to successful career reinvention comes out in early 2011. Connect with her on Twitter, Facebook, LinkedIn and Blogtalkradio at Deborah Shane, or visit www.deborahshane.com.
