“The benefits of branding build upon each other, creating an exponential wheel of possibilities and revenue. Each one relies upon the other to propel your business forward.” Liz Goodgold
In our fast-paced world, one of the single most important aspects of online success is standing out in a crowd. How do you do that? How do you become a true leader? Here’s a branding tool that will help you chart your course.
Liz Goodgold’s book, Red Fire Branding: Creating a Hot Personal Brand so that Customers Choose You!, is akin to having a personal consult with her. She has traveled the world with her firecracker speaking style. Liz is also a marketer who has worked with Quaker Oats and Macmillan Publishing, to name just a few of her contacts.
Do you know the psychology of color? How about spicing up your business cards? Or using email to further promote your brand. Her book is chucked full of examples that will open doors for you in developing and promoting You, Inc.
Here are snippets of advice from a talk she gave recently.
If you don’t yet have your brand established, send a quick email to confidants, friends, and customers you feel comfortable with. Ask them for three or four adjectives that describe you. How do others perceive you? You are looking for unique words. Do several people use the same word to describe you? If so, that’s called an overlap, and it can be powerful.
When establishing your brand, here are a few nuggets to incorporate.
1. Proprietary vocabulary. Use language that’s consistent with who you are and what you represent. If you can be imitated, you are a brand. Draft your model like this: “I will promote, harness and repeat all the things that make me different.” Barbara Walters and Diane Sawyer use their vocabulary to promote themselves. Mentors like Jodie Thompson and Kylie Doak are stellar examples of carefully styling their words. I thoroughly enjoy their Australian accents and have had many conversations with Kylie about the meaning of one of her expressions.
2. Be authentic. Your sincerity shines through. Michael Moore, Gene Simmons and Sandra Boyle are people who I’ve connected with merely because they are true to themselves. In my circle of friends, Andrea Goodsaid and Linda Grace Cox are two sources of inspiration who I take at face value. They are so real! The knowledge, inspiration and friendship I’ve enjoyed from these two dear friends is a gift that doesn’t stop giving.
3. Have a unique name. When you think of Beyonce, Cher, Oprah and Celine, they need no introduction. You conjure a mental image of them with just one name. Friends I’ve met on the Internet like “Mentor Mama” (Nancy Burke Barr), “Cyber CPA” (Debbie Stephens) and “Goddess Jacqueline” (Jacqueline Gates) have carved their own niches with their signatures. Remember, nicknames are a sign of endearment!
4. This is the ADD generation. You have to be quicker, faster, better than before 140 characters. We have moved from “okay” to “k”. The 30-second commercial is gone. A 7-second hook is what you need, not the book. When someone asks you, “What do you do?” You have but a sentence or two to capture their interest. “Invite and start the dialogue of dance. “ You want them to say, “Tell me more.”
5. Dress for your brand in 100 different ways. Use R&D (rip off and duplicate). Who do you think of when suspenders (correctly called braces) are mentioned? Larry King, of course. What about poofy blond wigs? Dolly Parton. The guy with one glove? Michael Jackson. Have you noticed lately that Jonathan Budd is sporting hats in many of his videos? Sue Price is another excellent example of dressing for success. She looks beautiful and professional. Her appearance makes you want to do business with her.
6. Always give your prospect an opportunity to touch, feel, or read more. This might include a 10-minute consultation, viewing a movie or reading an ebook. Reduce their fear so you can incentivize the program. Reduce their barriers to purchase.
7. Out of sight, out of mind, out of business. Marketing is a never-ending process. Find your best method of communication and stick with it. If that is newsletters, emails, videos, whatever mode is most comfortable for you, use it to the max! Be willing to do some ruthless self-promotion. Remember, there is a difference between branding and boasting. The more you show your personality, the better engaging it will be.
8. Remember the “F” word. The fortune is in the follow-up.
This list is a scant appetizer for “Red Fire Branding.” It is a resource book that you will refer to often. Truth be told, I purchased it on my Kindle. Now I’ve ordered a hard copy to keep on my night stand. Every chapter contains priceless information that’s an ongoing reference guide.
Is branding part of your business-building activities? I’d love to hear what is working for you.
To Our Massive Success,
Dar
Caveat: As an affiliate with Amazon, if you purchase this book through my site, I’ll receive a commission. Thanks:)
August 6th, 2010 at 1:43 pm
ManohMan, Dar!
You just continue to make me stop, read and listen!
I had to go right away and download a sample chapter of Red Fire Branding to my Kindle. Thanks so much once again for a post so chock full of good you can stand your spoon in it!
~Linda
Linda Secretan´s last [type] ..Empowered Blogs
August 6th, 2010 at 2:49 pm
Linda,
LOL! Hope you enjoy the book as much as I am. Would love to know what branding you develop from following Liz’s recommendations!
August 6th, 2010 at 2:42 pm
Darlene…absolutely wonderful and full of great tips. Thank you so much. This is great advice and super timely for me as I am looking at everything I do and coming to conclusions as to how to offer what I have to the world in a way that connects more uniquely.
Perfect and thank you!
Bruce Backman´s last [type] ..Are You Educated about the Supplements You Take-Buyer Beware Safety May be an issue
August 6th, 2010 at 2:58 pm
Bruce,
From reading this book, I realize that everything you do in your business needs to be scrutinized. Good luck in branding You in a unique way!
August 6th, 2010 at 3:51 pm
This was the best information delivered to me by a beautiful woman in a long time. You really delivered and I thank you Darlene. Wondering how to brand my “Dirt Nap On Hold” Maybe I will have to change that.
Nelson´s last [type] ..“The Starboard Gunwhale”
August 6th, 2010 at 6:38 pm
Nelson,
Don’t change your “Dirt Nap On Hold.” It has become an endearing term, my friend.
August 6th, 2010 at 5:41 pm
Great info Darlene. Loved the way you put it. I am working on Branding myself and this bit of information will truly help. ( I might even go out and buy the book– but I just bought 3 today already!!) Love the caveat!
Holly´s last [type] ..5 Self Doubt Eliminators
August 6th, 2010 at 6:33 pm
Darlene…
Great presentation in the video, very comforting and personal touch. Topic wise, you’ve touched some great points here.
Well done with the information and getting the points across.
Mike Sweeney
Mike Sweeney´s last [type] ..Get Personal With Your Twitter Followers If You Want To Make Money On Twitter
August 6th, 2010 at 7:53 pm
Dar this is a great video!
You probably already know this, but you look fab in red
Liking these book reviews.
Hugs,
Andrea
Andrea Goodsaid´s last [type] ..LIFE’S JOURNEY is not to arrive at the grave safely …
August 7th, 2010 at 5:19 am
Darlene~
Awesome post! I love your movie! Hearing your singing voice shows me a skill that I didn’t realize you have! I knew you had a passion for music, now I know that it’s not only to listen, you can sing!
I feel honored that I’m mentioned! You are a wonderful example of self-branding! Keep up the movies~ they’re beautiful, you’re beautiful!
~Linda
Linda G. Cox´s last [type] ..Keep On Keeping On with Multiple Sclerosis- Walking Update- August 1- 2010
August 7th, 2010 at 7:48 am
Very impressive post on the power of branding! I love the way you wove in examples of people in the community who do each thing well in your eyes. Great way to show the love!
I will definitely be picking this book up ~ I want the full meal!
Thanks, Darlene.
Beth Allen´s last [type] ..Superfoods- Fuel of Today’s Superheroes!
August 7th, 2010 at 9:33 am
Darlene,
This is a great post that is full of tips and examples of many of the people we all know. Tying in the people that are online really solidifies your message.
Personal Branding is vital. At times, it feels like it’s a work in progress and continuously evolving. The discovery phase can take some time.
Thanks for the many helpful tips. I love the ease of your video presentation…almost like a fireside chat. Well done!
Don Enck´s last [type] ..Are You Building Relationships With Effective Comments
August 7th, 2010 at 9:51 am
Thanks, Don. It is because of YOU that I started this 30-day video challenge. A kudo from the Master Video Communicator means a lot!
Yes, personal branding is a WIP, no question about it. It’s a surmountable challenge to stay on the cutting edge of an ever evolving technology.
Your support means a lot to me:)
August 7th, 2010 at 2:31 pm
What a jam-packed blog post, Darlene! I just had to stop myself and read every word of it. Love it!
Steven Winata´s last [type] ..Enounce MySpeed Review- Watch More Videos In Less Time
August 7th, 2010 at 5:46 pm
Darlene I agree with the comment you look great in red. I love the information and the great tips you have shared. It is a such an important topic.
Seeing you sitting in front of your fireplace made me realize it must get cold enough to have a fire on in San Diego. I thought it was always warm.
Sue
Sue Price´s last [type] ..Is There a Time to Gracefully Retreat
August 7th, 2010 at 6:19 pm
Sue,
We use the fireplace during the winter, but only for brief periods of time. It is usually too warm to do so.
Am just in the process of trying different locations when I shoot videos. I’m going to try one at the ocean soon.
August 7th, 2010 at 7:19 pm
Darlene
Great info here, I am trying to brand myself lately with an alignment with wordpress and hence my wordpress success in 5 min videos. Will have to work more on branding with that so I become the wordpress success in 5 min girl. Love you in red.
Belinda
belinda cunningham´s last [type] ..How to find your niche
August 9th, 2010 at 1:33 pm
Hi Darlene,
thank you for sharing. Love the 8 steps.
Yes getting people to say ‘Tell me more’ is a great tip.
Much appreciated!
To your Success!
Yorinda
Yorinda´s last [type] ..Active Listening
August 10th, 2010 at 4:08 pm
Thanks, Yorinda. Sometimes the less we say initially, the better!
August 9th, 2010 at 9:38 pm
Great post Darlene…your video is captivating and packed with valuable information. I too love the way you have related the points to people in our community….a great personal touch. My branding is pretty much non existent at the moment, so I will get the book and get to work. Thanks for the information.
Louise
Louise Steiner´s last [type] ..12 Golden Rules On How To Create Effective Facebook Ads
August 10th, 2010 at 4:09 pm
Louise,
You are so incredibly talented—it will be EASY to brand you!
August 10th, 2010 at 1:56 am
Hi Dar,
Awesome tips on branding, it’s definitely important to have the edge in this jungle of internet users.
Love your video.
In Health n Harmony
Toni
Toni King´s last [type] ..How To Manifest Your Dreams And Goals Using EFT
August 10th, 2010 at 4:12 pm
Thanks, Toni!
Love your phrase, “jungle of internet users.”
August 10th, 2010 at 12:50 pm
Wow Darlene – What an awesome video and presentation! The one that sticks out to me after watching that is Be your authentic self – because your personality shines on video and I feel like I know you better. I also like how you gave examples of famous people we can relate to but also people in our own community – very creative:)
Glyna Humm´s last [type] ..Negativity – What Is It Good For
August 10th, 2010 at 4:16 pm
Thanks, Glyna. Am in the middle of a 30-day video challenge. Your feedback is really appreciated:)
August 12th, 2010 at 5:31 am
Great post Darlene! I love the singing! I like the suggestions to dress for your brand. That is very true that there are some people you know just for what they wear. Thanks for sharing this!
Angela´s last [type] ..10 Ways to Create Your Best Personal Brand
August 12th, 2010 at 8:13 am
A lot of powerful ideas here. Ideas that leave me scratching my head wondering what should I do next. I guess that is a good place to be.
August 12th, 2010 at 8:36 am
Darlene,
What a helpful post in so many ways. First, it is inspiring to see you in front of your fireplace, wearing red and talking about the book “Red Fire Branding” – how congruent.
And then mentioning examples of famous people and people we know and like in our own community is making “branding” so much more real to me.
The two tips that stand out for me are the importance of developing my own unique vocabulary and of being able to describe the essence of my brand quickly, briefly in a 7 second hook. Thanks for giving me so much to ponder.
Dr. Erica Goodsotne´s last [type] ..Love Yourself Now
August 13th, 2010 at 12:38 pm
Thanks for all those tips. I’ve got some work to do but my brand of Prosper Your Mind fits very well with what I’m all about. I had to come up with something other than Michael Berry since there are many very successful Michael Berry’s in the world.
Thanks again,
Michael
August 13th, 2010 at 1:22 pm
Hi Darlene,
Great post and as thought-provoking as ever. I can’t dispute much about it and you’ve given me another book to add to my reading list!
The topic of personal branding is one that I’ve found a little confusing but I think I’m getting there. I’ll be done with my new site over the next few days so I’ll appreciate your feedback.
Thanks again.
Regards,
Andrew
Andrew Sayers´s last [type] ..Rolling with the punches pt 2
August 13th, 2010 at 4:51 pm
Cyber CPA here checking in! That was a wonderful video Darlene. I have the book, I just need to get busy now. I can tell from your presentation that there are many gems in the book. BTW, I love that you were in front of the fireplace for Red Fire Branding.
Debbie Stevens´s last [type] ..Every Setback is Temporary
August 14th, 2010 at 4:51 am
Darlene,
this is an excellent article! You have given me some food for thought. I keep forgetting that I am the only one of me on the planet and I have been exploring what makes me standout. Still working on it as I think it is always a work in progress. Thank you for the great insights… I may have to get the book!
Lesly´s last [type] ..Water Smarts
August 14th, 2010 at 10:42 am
Thanks Darlene for the video about your post. I love to listen more than read infor. I agree you need to stand out from the crowd.
Look forward to more posts.
rebecca
rebecca russell´s last [type] ..WHERE TRADTION MEETS INOVATIONpart one
August 31st, 2010 at 2:54 pm
Hi Darlean I found your teaching cool. I am just researching branding and came across your work, glad I did. I will be back. I have just finished an article Branding for beginners and would love to hear your thoughts good or bad I am trying to help people who have just started out and need help and ideas. Hope we can connect and exchange ideas. Regards graham http://www.grahamholdbrook.com
Ps love the singing
September 8th, 2010 at 2:59 pm
Graham,
Let’s definitely connect soon. I’d enjoy exchanging ideas with you. Branding is such a vital part of standing out in a crowd:)
September 9th, 2010 at 5:12 am
Because I’m a marketing junkie, I can really appreciate this post. We are never selling a product or service. We are selling ourselves. When the customer/client trusts us, likes us and values us, we will be successful. Branding You is a critical piece of the puzzle to be successful in business. I enjoyed this post and video.
Cheers,
Mike
Mike Pedersen´s last [type] ..The Secret To Success When Networking For Realtors
September 9th, 2010 at 6:19 am
Thanks, Mike. Before reading this book I never realized how crucial branding was in business.
October 14th, 2010 at 12:05 am
By far the most concise and up to date information I found on this topic.
May 6th, 2011 at 12:02 pm
i love your post. by now i think most of the marketers understand that you have to brand yourself rather than the company you work for. however the question for more would be how to do it right…and you provide the answer. thank you!
Lorie Letschert´s last [type] ..Become Successful- Overcome Your Fear