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This episode is a business coaching course that explains effective ways for establishing a brand.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Branding Super Move: 4) Weave in your brand everywhere
  • Consistent Branding Areas: 1) Photography 2) Videography 3) Print materials 4) Internet marketing 5) Social media platforms 6) Signage 7) Promotional items
  • Action Step: Create clearly defined processes for maintaining consistent branding.
  • Lesson Nugget: Consistent branding begins with templates and documented rules for fonts, color schemes, taglines, how to use the logo, etc.
  • Recommended Reading: Guerrilla P.R. 2.0: Wage an Effective Publicity Campaign without Going Broke - Michael Levine
  • Action Step: Add photos on your website of your staff with descriptions of who they are. Customers are visual and want to know who they are purchasing from.
  • Action Step: Create a checklist for your print and marketing materials that employees must follow.
  • Branding Super Move: 5) Develop your branded voice

-Now, moving on to super move number four and weaving in your brand everywhere. -Bryan, I know that a lot of major corporations are super intense about how you can use your logo. I know the brand that you work with-- very intense about the logo has to be over here. It can't be this. It has to be these dimensions, this color scheme. And in a world right now where you see branding everywhere, I think a lot of business owners fail to be consistent in their branding in a lot of area, so I'm going to read these off so that the thrivers can sort of ask themselves if they're being consistent. And I want to get your feedback on it. One is photography. Any time there's a photo of you, you've got to make sure it's a consistent look that portrays you in the right light. Videography-- being very consistent about the quality and the style. Print materials-- business cards, flyers, internet marketing, social media, blogging. So the social media, the LinkedIn, the Twitter, the Facebook-- they'll be consistent. Signage on cars, on buildings, special events. Promotional items like cups, koozies, pens, letterheads, shirts, sweatshirts. It seems like the brands really do have to be consistent. How fastidious are you or how intense are you with people when you're buying, let's say, pins, or cups, or signage. How intense are you about making sure it's always consistent? -We've get a process for everything, and everything we order is the same. Every time I hire someone, there's an onboarding process that basically remakes that person. And what I mean by remakes that person is their signature, their presence on my social media, their presence on my website all becomes consistent to the way that I perceive or that I portray myself as well on there. And all the way from the colors, to look, to the style, to the things they're saying, to the taglines, everything, it's all consistent. There's a process to every piece of it. -Now, let's go through the process real quick. I just want to make sure we're getting this. Do you have a font standard and a color standard? -Fonts, colors, taglines-- they're all the same. So you have templates for everything? BRYAN SMITH: Yes. -OK, and that's big. BRYAN SMITH: It's very big. -OK, a lot of business owners don't have this. I would say most business owners don't have this. Do you have it just kind of saved somewhere, where every time you hire someone, hey, this is how we make the business card? Hey, this is how we-- -Yep. I've got an onboarding sheet that, every time we hire someone, step 1 to 20. We just do each step in order. -OK, what are some ones that I think the average business owner wouldn't have? I know most business owners don't have a consistent business card saved on file. They don't have a consistent-- what are some areas that are on there that the average business owner might not have? -Well, a big one is if you have a website but the website doesn't introduce your staff to your customers. Well, what you'll have is there's no pictures on there. So we're so visual in our culture that we want to see what the business owner looks like. We want to see what the staff looks like. We want to see what the building looks like. We want to see all these different types of things. And when I look on their websites, I see none of that. And I just see this website that tells me about their product. Well, I'm no longer interested because lots of people sell that product. I want to who's selling the product. -Oh, so you want to know who. -Sure. -Now, real quick, for anybody who's watching this and is like, yeah, whatever, listen. One thing-- this is deep thought for you. Michael Levine, top PR guy on the planet, wrote a book called P.R. 2.0, and it's about guerrilla PR. He talks about how stories are vehicles that will share-- your company will grow word of mouth with stories, and where people office and who works there. Those are all stories, right? That helps build credibility, and ultimately people buy from people they like and trust, right? So this helps you close more deals. -Well, I think if you're not creating a consistent look, and feel, and everything, how are you supposed to introduce a staff member through social media to other clients to help them, that maybe they specialize in a certain type of product. You couldn't do that, because they don't look the same. I think that when you begin to put your business out there, it's much easier to keep everything organized with the same feel and the same colors, and dress, and style. -So thrivers, if you're watching this, go ahead and make a checklist of all of your print and marketing materials and have a consistent checklist, so when you hire somebody, you bring them on board, you have a system for doing that. BRYAN SMITH: It all looks the same. -Now moving on to super move number five. Super move number five-- develop your branded voice. Now, with personal branding it's very important that we all develop a consistent voice that's true to us. For me, I've always done entertaining, education. I'm sort of a ridiculous human. I definitely am America'a-- one of America's more pale individuals. [MUSIC - RAY CHARLES, "AMERICA THE BEAUTIFUL"] More humble, as well. But Bryan, what's your voice, my friend? What is your voice? -I think my voice is probably usually going to be known more for influence and creativity. I'm well known for challenging people to consider what they think as normal, to consider thinking outside of what their norm is. -So that's kind of what your known for-- is a guy who's candid about pushing you to think outside of your normal? -Sure. -OK, OK.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Branding Super Move: 6) Develop a slogan, tagline, or saying
  • Notable Quotable: "How you look, talk, and market your business should be what's keeping everyone busy."
  • Lesson Nugget: Consistent branding makes it possible for customers to relate to your business through other team members, and thereby keep the conversation about your business going.
  • Notable Quotable: "If your business doesn't bring value, then it's not even a brand."
  • Action Step: Determine where your company is not projecting your desired brand due to lack of value (i.e. cleanliness), figure out why it is happening, and create processes to fix it.
  • Ask Yourself: How intense am I about my branding and following the standards I've put in place?
  • Notable Quotable: "If your business is not a brand, it's just a commodity." - Donald Trump

[MUSIC PLAYING]

-Now the final super move I want to get into is develop a slogan, tagline, or saying. So an example is that Bose-- talks about they have better sound through better research. FedEx has one-- it absolutely positively has to be there overnight. KFC-- nobody does chicken like KFC. Apple-- you know, think different.

How important is it to have a slogan, my friend?

-For me, it's very important. It's all about putting consistent platform out there for people to talk about. How you look, talk, and market should keep everyone busy.

-How you think-- can you repeat that?

-How you look, talk, and market your business should be what's keeping everyone busy.

-OK. Let me do a little devil's advocate. Maybe if that was the devil's advocate, maybe it's the devil's advocate for the devil's advocate. Let's say that I'm doing stuff and my people aren't busy, and I'm not-- I mean, what does that mean? What's going on?

-What I like to do is create a volume process to where people are always talking about my business, whether it's through my website, social media, things I'm involved with, people we're helping, people that we're hiring. It's always about our business. We're serving clients 24/7. We're always saying-- and you know you talk about taglines-- my tagline is always this-- never forget to call bryansmith.com.

Almost every single email, text, conversation, social media and conversation ends with hey, don't ever forget to call bryansmith.com. And so what we're trying to do is create a place to where people are always having a conversation about us, whether it's the new building, it's about the people we've hired, it's about something that we're involved, something my staff's involved in.

The problem is, Clay, is that if people didn't know who my staff were, if they didn't look like me and look like our business, they wouldn't be talking about them because they wouldn't relate the two. But when we're all consistent and the same, now I've not only me but other 13 or 14 other individuals that are out representing me or drawing that conversation too. And it's been really funny to me to watch how many people will talk about an insurance office.

-Because of the staff you have and because of the people that you have brought on, the consistency of your brand, and--

-Marketing, volume, conversations-- it's always making it about what we're doing.

-Now you happen to work with a company that might or might not have some sort of farm-related name referring to, not so much countries but states, that kind of thing. Are they pretty intense about brand standards, logo usage, that kind of thing?

-One of the most intense-- we're talking about a brand that has been ranked and known as one of the most recognizable American brands for 50 years. Let's just say they're are so intense about it that they own their own color red.

CLAY CLARK: Really?

-Yeah. It's their own mix.

-OK. Well, here we go. This is the final questions I have for you. I was in Fort Lauderdale recently. I get into Fort Lauderdale-- true story-- I go in there. The bathroom is nasty. It is gross. The staff, not so much friendly.

How does a guy like-- let's say you bought that hotel. And you're going to start to change things. So you bought this hotel that was not delivering. What would be some of the bigger branding changes you would make day one? How would you carry it out? Just kind of brainstorm with me. Tell me. I mean, if you're like the guy comes in there and flips this horrible hotel, how would you do it?

-When I think about something that kind of goes off in my mind when I think about dirty bathrooms or bad service, I think if your business does not bring value, then it's not even a brand.

CLAY CLARK: Ah.

-And so when I look at the dirty bathrooms, the service, the old menus that are coming apart. Or when you walk through the aisles, there's stuff everywhere and it hasn't been put back. I think about what would I do to fix all that? I think you've got to start at square one. Who's not cleaning the bathroom?

CLAY CLARK: OK.

-Why? And what I'm going to have to do then is we're going to have to start cleaning this bathroom, but maybe they don't know when to clean the bathroom and how they should do it. Maybe they don't have supplies. So I'm going to start at the beginning. We're going to buy supplies to clean the bathroom and we're going to put it on a schedule. You're going to clean the bathroom at this time and this time. And here's who's going to do it.

-So for someone who's watching who might say branding, shmanding, branding [INAUDIBLE] branding. I don't want to brickity-brand-brand. I'm just going to-- I don't even need branding. That's a stupid waste of time. I don't need to brand. I'm just going to keep on running my donut shop.

There's a donut shop in town. OK? You know what I'm talking about. I won't mention the name. But you go there and you're the only person there every time you go. Coffee's not that good. Sign looks like somebody drew it and just slapped it up there because someone did just draw it and threw it up there. What would you say to someone's who's like, eh, branding, shmanding. It's whatever.

-And we said this earlier. If you already do pretty good without exercising some of the practices we've talked about, just think about what you could do when you did exercise them-- a new sign, a face lift-- going along with customer service and different things can change a business. And I think Donald Trump teaches this best. He says if your business is not a brand, then it's just a commodity.

-If your business is not a brand, it's just a commodity. And if you're watching this, just so we bring some clarity, for those of you who might not be familiar with the word commodity or what it means. A commodity is basically something where you want to get it for the cheapest price possible, like a raw material, like iron ore or something, or oil or gas. It's like it's all the same and it's a commodity.

-You just buy it from whoever, whenever. There's no consistency.

-Bryan, I appreciate you coming on here talking to me about branding. But just thank you for giving your time and mentoring people out there. Because I know there's a lot of people who are going uhh, branding, yeah, but how am I going to implement that in my small business? Thank you so much my friend.

-No problem.

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