We see it all around us – everyone flaunting their own personal style. Hair, make-up, colors, jewelry and of course, clothing. How about developing a personal style for your business?
Some well known examples of businesses with a ‘personal style’ are:
- Diane Von Furstenberg – the wrap dress
- Lady Gaga – the head dress
- Steve Jobs – Apple
- Warren Buffett – wealth management
Their names conjure up an immediate image of who they are and what they do. Other less famous examples come to mind:
- A graphic design firm who gave out business cards covered with a beautiful graphic design – each card different and unique.
- A jewelry crafter wearing her own artful jewelry designs, and
- A large construction company giving out toy Tonka trucks and mini-construction equipment (known for being indestructible) at every trade show.
So how do you develop a personal style or brand for your business?
- Name Recognition – Keep your name out there. Effective marketing is persistent and continuous. Clients and prospects frequently make decisions based on repetition of message. Out of sight is often out of mind.
- Consistent Message – Know who you are and what you do. Who is your target client? If you sell ice cream, are you Ben & Jerry’s, Dairy Queen, or gelato?
- Continuity – Is your product or service available to me when I need it? Am I dealing with a stable firm with a track record of performance?
- Relationship – Will I be able to count on a relationship with the people I have come to know and trust? With so many personnel changes and shuffling in the marketplace, can I do business with this company and these people for the long-term? Let your clients know that they are valued.
Jill Youngerman teaches CEO 008: Marketing Techniques for Promoting Your Business.