Page 11 - Kimberly Hunt and daughter

The Importance of Branding

By Rob Weinberg

Frequently I’m asked why I wear my hat wherever I go. As a antee you’ll grow your
guy without much hair, I figure the answer should be obvious. business, of course.
Yet my efforts to prevent sunstroke aside, the hat has But if you’re serious
become my professional brand after years of wearing it about long-term vis-
night and day, inside and out. It ensures that I stand out in a ibility for your company
crowd, because so few people wear hats like mine. and yourself, there’s no
Before you turn the page, amazed that Judith allowed this better way to achieve
ridiculous article to creep into such a classy publication, con- it than by distinguish-
sider that my clients and sales prospects always remember ing yourself with a look
me. I’ve spoken at seminars and had people recognize me that’s unique.
years later…all because I wear that hat. --------------------
It’s too easy to get lost in the shuffle these days, and out of Rob Weinberg is president
sight is definitely out of mind. With 185 million distinct web- of the MarketBuilding Team,
has written two books on
sites and 200 million blogs on the web, people need some marketing, and authors a
way of distinguishing themselves. free marketing advice column
After reading this you might not remember my name, but called Ask Mr. Marketing.
I’m pretty sure you’ll remember my hat. Such is the power of You can subscribe to his free
marketing newsletter at www.
branding. marketbuilding.com.
Branding isn’t just for Nike, Target and at&t either. Every
business person needs to stand out these days
with some form of personal and/or professional
branding. Brian Habib, former pro footballer, is a
realtor who appeals to sports fans to let him be
“The Champion on your Home Team.” Realtor Peri
Cunefare is “The Lady in Red”. Realtor George
Cooke is renowned for area photos and maps. San Diego
Each has a hook to draw attention in a fiercely Woman
competitive market. Each successfully stands out
of the crowd.
Whatever your business, make yourself stand out 11
a bit while sticking to your personal style. Wear
a carnation in your lapel. Or size 27 green shoes
and a red rubber nose.
You may color your hair purple to be different. You
may get a reverse nose job. Or give out Tootsie
Rolls to everyone you meet. My friend Barry
resembles Danny DeVito, and has been known to
give out autographs using that name. US Sena-
tor Paul Simon wore a bowtie. Elton John has his
eyeglasses. The possibilities are endless.
Whatever look or tool you use for branding your-
self, though, recognize that your choice must be
a long-term commitment. Select an image for
yourself and then, like your company’s logo and
tag line, brand it into the minds of customers, pros-
pects, and the community at-large. Being inconsis-
tent will only confuse those you seek to influence.
Like your overall company branding (logo, tagline,
fonts, colors, URL, etc.), consistently repeat your
one carefully chosen image (i.e. the hat) until
community members and prospective customers
associate the image with your business name.
Soon you, too, will have people recognizing you
from behind.
Even a steady diet of the same image can’t guar-
Issue 1, 2009