3 Brand Credibility, Singular Persona

It ain’t one and done!

Like it or not, your coaching or consulting business will have 3 brands. I know some gurus say that independent professionals should have only one brand. In my experience the world doesn’t work that way. I learned that lesson the hard way. I called my new consultancy Z-axis Marketing. Nobody could pronounce it. No one could remember it. Spell it? You gotta be kiddin’!

The hard lesson is that prospects remember your given and family name especially if it is part of a Personal Brand.

That’s why I insist that my clients include their name in their logotype. It is included as either an overline or a part of the company name. Either way it is how to incorporate your personal brand into your persona.

Three Brands, One Persona:

• Personal Brand How people identify you based on your behaviors. These are? the constants you project, the principles you stand for.
• Business Brand is the company name and the perceived value of what you deliver to clients. Often this can be summarized as the mission of the firm.
• Product Brand usually comes later in the life of your business. Most organizations find it easier not to brand their regular offerings. Products packaged in a way that doesn’t involve direct, hands-on work to deliver outcomes require an easy reference, a brand. Product brands need to be related to both the Personal and the Business brand.

Monetize your Persona.

Initially, your persona will be connected more to your given and family name. The closer it is to your WHY, your purpose, the stronger it will be. Clients select you based on what they think, feel and believe about you as a person. As your firm becomes better known, they pay the company for services based on the value they perceive they will receive. You and your company get referred based on the outcomes you deliver or what they think you will deliver. ?

Be Unique

Your Personal Brand can be unique if you don’t use a generic title. To stand out from the crowd as you develop your company your business brand will influence your Personal Brand. Make sure it doesn’t denigrate your identity. Naming products can also weaken a singular persona. Here is an example of how to stay true to your persona, my latest book:

• ?Personal Brand: My name is next to the photo
• Business Brand: Company logo is in upper left corner
• Product Brand: The title: Speak Your Way to Business Riches is the strongest eye trap on the page.

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The Takeaways:

1.??? Over time your organization will have 3 Brands

2.??? Strive to have one Unique Persona

3.??? A singular persona makes it easier to monetize your services.

I’m Jerry Fletcher a strategic marketing consultant and professional international keynote speaker. I guide individuals and organizations to become more memorable and more profitable. Learn more at my web sites:

• Consulting website: https://JerryFletcher.com
• Speaking website: https://NetworkingNinja.com