It used to be that you wanted to take your product brand to market. It was important that your product had brand identity.
But things have changed. People are more concerned with what YOU bring to the table. They know they can get that brand from many different Representatives, but they want to know they’re buying from a real person who maybe has interests similar to theirs. It is time to set yourself apart from everyone else by becoming an “Expert” to enhance others’ perspective of who you are and what you do.
The good news is that with the Internet you have the chance to stand out! Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of catching attention.
So… What Makes You Different?
Start right now: as of this moment you’re going to think of yourself differently! You are not a “Representative”, a “Distributor” of XYZ Company. You don’t “belong to” any company for life, and your chief affiliation isn’t to any particular “function.” You’re not defined by your job title and you’re not confined by your job description.
Starting today you are the brand.
You’re every bit as much a brand as Coach, Nike, Coke, iPhone. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Coach, Nike, Coke, and iPhone ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it – several times.
Forget about your ranking in the company or your job title. Instead, ask yourself, “What do I do that adds remarkable, measurable, unique value to my team, … to my customers?” “What am I most proud of?” If you’re going to be a brand, you’ve got to be laser focused on what you do that ads value, that you’re proud of, and most important, that you can shamelessly take credit for.
80% of your prospect’s decision is based on you and the value you give to them. Your company does have a part in the equation, but you play a much bigger role.
So, now that you’ve worked out your brand, how do you market yourself?
First, let them get to know you as a person. What your background is… where you’re from… what you like to do… what your family is like… some of your beliefs and values… etc.
People do business with those they know, like and trust. People want a real human being they can identify with. Don’t be afraid to be yourself. Don’t be afraid to be “normal.” Yes, it’s important to be professional, but don’t hide your personality in the process.
People want someone who knows what it’s like to be in their shoes. They want someone who’s been there and dealt with the same problems their dealing with. …And – someone who is genuinely interested in their success.
Then, show them that you can help them get what they want. Show them you have the steps all laid out for them and you will show them the way. But you can’t just tell them you have the best system or you can help them achieve the success they want. They’ve heard all that before and it makes you sound like everyone else.
Instead you market information and training. By providing value to others with no expectation in return, you are setting yourself up as a leader. Don’t tell them you know what you’re doing, show them and let them figure that out by themselves. By giving them no-nonsense business building advice, you’re showing them how they can be successful. You’re giving them a true solution – not just a nice idea that doesn’t hold any water. And then when they have learned about how to be successful in this business, and are looking for a sponsor that will actually help them and that they trust… well wouldn’t you know – that’s just what you offer with your opportunity!