Branding Yourself: Part 1

A friend of mine in the promotional products business complained about how slow things are at work. He said the Internet has stolen more than half of his volume, competitors are practically giving away their services, and it looks like the end.

I asked him a series of questions: How are you marketing your services? Where do you stand out? What trends do you see emerging? Do you have a customer retention or loyalty program in place?

Then I gave him the news he dreaded hearing: Steve, you're a lousy salesperson, you're depressing to be around, and you're nothing more than a cheap commodity.

Okay, to be honest, I was only thinking the first two, but I did tell him the third. He failed to differentiate himself and he continued to do business the way his father taught him more than 20 years earlier.

I told him he needed to get out there and brand himself. I suggested he write a series of articles about promotional marketing, little-known tips about how to effectively use promotional products at trade shows, and to be sure to explain time and again how his products are more than trinkets -- they represent marketing with value, handing out something with your marketing message PLUS something people can use.

Steve started submitting short articles to various publications. Before long, he appeared in a promotional marketing trade magazine and the local newspaper. In fact, the local paper allowed him to do a weekly column as long as the articles never specifically encouraged people to buy from him (that would be considered free advertising). He recently got picked up by another newspaper and appears on several websites.

His business has more than picked up; he stands to have his best year over the last five. His advice has helped many small businesses use promotional products more effectively, and his weekly tips are anticipated by a growing audience. People have come to see Steve as an expert and confidant rather than a commodity. He has branded himself, and people prefer his brand over others. Cool, huh?

Next month, we'll take the concept to the next level. In the mean time, are you branding yourself? Are you?