If you’re not careful, you’ll look like a Jack (or Jill) of all trades. Now, you may be saying, that’s a good thing, right? Wrong. When it comes to standing out in the crowded marketplace being a Jack (or Jill) of all trades is not the move you want to make.
Instead, I recommend that you make what I like to call a SBM – Signature Business Move. In other words, you specialize in that ONE thing that you do that solves major problems for others in a unique way. You see, if the choice is left up to your ideal client, whether to choose you, a generalist or someone else who is a specialist, I’ll give you one guess who they’ll choose.
The specialist. Yup and it will be no contest. Because even if they aren’t better than you, if they’ve positioned their brand to appear specialized, their specialist-ness will be theirs to defend. (I know specialist-ness isn’t a word by the way :-))
So, when I got Rasheem’s question, I understood completely what she was seeking clarity around:
“Hi Darnyelle. How do you promote everything your organization is up to without diluting your brand?”
See my response to Rasheem’s question here:
First of all let me say that I totally understand. As entrepreneurs we typically are multi-faceted human beings and will become serial entrepreneurs very easily as our ideas align with our vision. But, just like I told Rasheem in this week’s episode of Incredible Factor TV, you have to be careful. It doesn’t mean that you can’t have multiple interests, it just means that your interests have to be tailored based on the brand you are portraying at the time. And, each interest needs its own sub-brand and each sub-brand needs its own message and marketing strategy for leverage… and ultimately sales.
And, remember if you have one goal but multiple ways of reaching that goal, you’re exactly where you need to be to make a difference, build a solid brand and stand out in the marketplace! As an example, say your goal is to help people find their purpose. You create a company called XYZ International around that goal, and at XYZ International, you use speaking, consulting, home study products and coaching to help your ideal clients find their purpose. This is great, as your brand is well rounded and has multiple ways of serving your audience. But, let’s say you decide that you also want to start teaching people how to buy and sell real estate. While you absolutely can, I would recommend that you create a new brand to accommodate that mission versus trying to make it a part of XYZ International’s offerings. This will help you to avoid brand dilution. Got it?
When you’re trying to do too much, your brand has the potential of becoming diluted, watered down or downright confusing to your audience. So here’s my two cents on how to avoid brand dilution.
1. Have a clear vision of your total brand, main brand, and your sub brands. And, have a common thread that weaves through each for cohesion and congruence. A big part of having a clear vision for your total brand is to help you NOT to get sidetracked or caught up in the bright shiny objects syndrome. It will also help you ensure that whatever you are doing is related and on point with your vision. Remember, without vision, the people perish (Proverbs 29:18), so take the time to clearly lay it all out. Doing so will also help you to identify whom you should engage (and when to engage them) to help you to drive home the message of your total brand. As an example, part of the reason I named my company Incredible One Enterprises, LLC was because I knew that there would be many different enterprises that I would develop and deliver to help people define, own, unleash and leverage their Incredible Factor (innate gifts and talents, how they solve problems for others and how they are both different and compelling in a crowded market place.)
2. Organize sub brands separately and treat each sub-brand as their own entity. As you organize each sub brand, think about the who, what, where, why and how of that brand. Remember, each brand likely has a different Audience of One™. As a result, the message that you develop and share will have to be different and speak directly to their needs. If you try to accomplish all that from just your main brand, dilution and confusion will occur.
3. Create a marketing plan and calendar for each sub-brand. Look for opportunities to cross promote, but be clear that each brand should be able to stand on its own as well in your marketing efforts. And, if you have multiple brands to promote, be sure that each brand be given adequate solo marketing time. Having the flexibility to segment your lists by brand would be extremely important to your marketing efforts here as well.
When you treat each sub-brand as their own entity, you will avoid dilution, diversify your brand portfolio and increase your ability to earn revenue in multiple ways.
Now, I want to hear from you. What’s your two cents? What tips can you add to help Rasheem and others avoid brand dilution? How have you dealt with this issue in your own business? Share your two cents below and participate in our Incredible Factor TV episode after party.
©2013 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, MBA, The Incredible Factor Speaker, Business Coach and Marketing Mentor, is the founder of Incredible One Enterprises.com, Incredible Factor University® and the Leverage Your Incredible Factor System®, a proven step-by-step program for more clients, more income and more leverage in your business. For more information and a FREE audio CD “7 Critical Mistakes Entrepreneurs Must Avoid When Unleashing Your Incredible Factor So You Attract More Clients, Make More Money and Gain More Leverage” just fill out the form below.