“Don’t make the mistake of going to market without a brand strategy in place first, especially online, because I can guarantee you that you will fail at the long game. Going viral is not a marketing strategy, because it creates temporary consumers, not loyal clients.”
~ Raj Girn, Founder, The Open Chest® Confidence Academy
In this week’s missive, I want to talk to you about why branding is the key to building a business that will create consistent income online (providing you have all of your other ducks in a row).
Having worked with legacy and celebrity brands consistently over the past 20 years, I have garnered intimate knowledge and experience on how they build, sustain, and grow their brands to last. And I have distilled this process down into a systematic, rinse & repeat process, that comprises mastering 4 specific and intentional phases: Mindset, Branding, Authority, and Leadership Building.
Whether you’re new to the game and looking to build from scratch or a pro who’s looking to expand and diversify, my 4 phase process can help you build from ground zero to celebrity status. If you’re curious to find out how, book a free, no-obligation discovery call and let’s diagnose your current status to identify where along the above journey you’re at and what your next move should be, depending on where you’re wanting to go.
Our call will look at what you’ve done so far (that’s optimized), what’s in stalemate (not moving to the next level), and what’s in lacklustre mode (unappealing).
This week, I’m going to talk about the brand phase of the 4 phases (and I’ll tackle the other 3 phases in future weeks), because it’s always the part that people tend to make up as they go along based on what they see other people doing – creating a logo, a website, and sharing unrelated stuff on social media. This couldn’t be farther from the truth, because if this is your strategy (which it is with many people/businesses online), you are doing more damage than good, because attracting people is not the goal here. The goal is to attract the right people who will consume, purchase, and advocate for your brand. Branding the right way (complete, intentional strategy) will help you accomplish that. Branding the wrong way (incomplete, random strategy) may bring you intermittent traffic (like going viral does), but it won’t bring you trust and loyalty (clients), resulting in predictable income (long-term clients).
You’ve got everything to gain when you focus on building your personal or business profile with branding as the key focus. If you’re still not convinced, read on my friend . . . Niche (intentional) marketing has changed the game in online commerce today. It has allowed everyday people to become celebrity brands and small budget companies to become world class providers – because they targeted (went deep) instead of serving everyone (going wide).
If you serve everyone, you serve no one.
There is a time to go wide, but that’s once your deep strategy has been optimized and you have the brand equity and marketing budget to support that intention for expansion purposes.
Still not convinced? Let’s keep going . . .
The internet is the every person marketing platform and done right, you cannot fail. Time and time again I meet people entering the marketplace who are utilizing big brand strategies, where they cast a wide net instead of narrowing the focus, which leads them to fail, because they cannot compete in today’s consumer driven marketplace if they go up against the big boys without having access to a similar budget.
If you have a solid brand strategy, no matter how small your enterprise is, carving out a niche will accelerate the growth of your brand equity, without prohibitive costs!
Remember this and you’ll never get it wrong:
“The size of your marketing budget is directly proportionate to the number of people quantitively and qualitatively that your brand should target. So, don’t be everywhere like paint. Be in the exact right place like a painting, because more people stop, look, and admire a painting, than the expansive wall it hangs on, so don’t try and be the wall, when all you have to do, is be the lil’ ‘ol painting on the big ol’ wall.”
~ Raj Girn, Founder, The Open Chest® Confidence Academy
THAT’s the power of branding!
So, how do you create a brand strategy the right way?
I have a 7-step process and here it is . . .
Step 1: BRAND VISION (where you’re going)
Step 2: BRAND MISSION (how you’re getting there)
Step 3: BRAND VALUES (what governs you)
Step 4: BRAND STORY (how you connect with your audience)
Step 5: BRAND IDENTITY (how you can be found and recognized)
Step 6: BRAND EQUITY (your value to your client)
Step 7: BRAND LEGACY (celebrity status in your lane)
If you would like to know how to work through this process, I can help you. Book a free discovery call with me HERE, where I can diagnose your current situation and future prospects, and recommend your next move.
For those of you new to my world, here’s a bit about me: I have garnered my stripes through a combination of lived, learned, and earned experience, where I have created and cultivated 3 brands to respectable authority – professional development brand: The Open Chest Confidence Academy (est. 2020); personal brand: Raj Girn (est. 2011); cultural brand: Anokhi Life (est. 2002). My tenure-ship includes working with Fortune 500 companies, media houses, global thought leaders, celebrities, and influencers/creators on their branding, media, and marketing campaigns.
>>> I have worked with over 5,000 brands over 20 years in the marketing arena, so you are in good hands <<<
And I hope to work with you when you’re ready!
In the meantime, thank you so much for hanging out with me here each week; I sincerely hope I bring value to your world.
Scroll down for this week’s 2-part training videos where I chat with multi-platinum recording artist, best-selling author, and mentor, Mia Martina, in a series called: “How To Build A Celebrity Brand!” Here she shares her aspirational, rise to stardom story, through building a complete and intentional brand from unknown to celebrity status.
Until next week, take care of yourself and your loved ones!