Let me ask you; do you wear a T shirt when you go to the gym? Or, if you play golf, is a polo shirt your fashion garment of choice! What about when you go to the mall at the weekend or the supermarket, do you like to wear your favourite sweater?
You probably have brand names on these items of clothing; Nike, Adidas, Polo, Gap or Armani. Do these organisations pay you to promote their brand? I don’t think so! So why not promote your own brand?
WHAT’S YOUR BRAND?
Firstly, I strongly suggest you get a brand if you don’t already have one. It could be the name of your company, a logo, or a feature of your business.
When I started my business in 1993 I named it Fairweather Associates (boring). I then changed it to PowerPlan for a few years. Then in 2002 I had a personal consultation with Dottie Walters in Los Angeles. Dottie, sadly not with us any more, was the founder of Walters Speaker Services, and a leading light in the world of Speakers Bureaus. One piece of valuable advice she gave me was – ‘Alan, get yourself a moniker!’ In other words, a nickname, a brand!
FAME AT LAST
I recently attended a Chamber of Commerce networking meeting. I introduced myself to a group of people as Alan Fairweather. One man immediately said – ‘Ah, The Motivation Doctor!’ Now where he had heard of me, or how he knew me, I never found out, partly because he couldn’t remember either. But he knew that I was an International Speaker and Author and that pleased me no end! But I don’t think he would have remembered “Fairweather Associates”
IT’S THE REAL THING
On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. During the first year, sales averaged a modest nine drinks per day. Dr. Pemberton never realised the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler.
A firm believer in advertising, Mr. Candler expanded on Dr. Pemberton’s marketing efforts, distributing thousands of coupons for a complimentary glass of Coca-Cola. He promoted the product incessantly, distributing souvenir fans, calendars, clocks, urns and countless novelties, all depicting the trademark. And as they say, the rest is history!
You might not wish to have a business as big as Coca-Cola, or Nike or Google. But that should not stop you always promoting your brand.
Customers are much more likely to buy if your business name, your brand, triggers something in your mind.
If I tried to sell you a pair of running shoes and offered you Nike or Apex shoes, which ones would you choose? I’d explain that both brands of shoes are the same quality with the exact same features. In fact, the Apex shoes are a good bit cheaper and will do the same job. The majority of people will, given this choice, choose Nike. Why? Because they are familiar with the brand, they trust the product, and they don’t want to be seen at the gym wearing shoes that nobody has heard of. Remember, people will always make an emotional decision before a logical one.
When I go to the gym, I always wear a T shirt with a picture of my latest book on, or my logo. And believe me; I’ve sold quite a few books that way.
Put your brand on everything you can; your email signature, website, business cards, T shirts, baseball caps and promotional giveaways. You don’t have to spend a great deal of money; just get your brand out there at every opportunity.
And to use the Nike slogan – ‘Just do it!’
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