Professional identity branding is a very hot topic, and for a very good reason. Consumers have thick skins. Their guard is always up; sales resistance can be impossible to penetrate unless prospects in your market segments immediately like you and your message.
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill. As Robert Krumroy, Identity Branding, Inc. says, "Branding is about the customer – who has never met you – being able to answer the question, 'Why You?'"
Your "Value Proposition"
Your brand can be based in large part on your "value proposition", which is what differentiates you from your direct and indirect competition – and, if it's good enough – will draw people to you.
Your market positioning, competitive analyses, and SWOT analysis should give you everything you need to develop your value proposition based on your strengths, your competition, what your "ideal" client wants from you and how this benefits people in your market segments.
This message must be delivered to your market segments consistently and repeated frequently enough for prospects to recognize you and what you can do for them. If prospects understand what they need, trust you and connect emotionally with your message, sales resistance practically melts before your eyes. When done well, professional identity branding quickly establishes your name recognition and projects your reputation into your markets. It's extremely powerful.
– Rob Frankel, The Revenge of Brand X,
www.robfrankel.com
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