Anyone who has been in business for a while knows that many will select your business over like businesses because of one reason: You. That's why it's important to market your business, and yourself, aggressively.
The only way customers will know about you or your business is for you to get out there and be seen " everywhere.
Thinking like a politician is a key element in branding yourself, according to Jeff Beals, author of "Self Marketing Power." He writes, "Politicians understand better than anyone else that they are selling themselves. Nothing matters more to a politician than name recognition and a positive reputation."
Many elections have been won on name recognition alone. Consider our recent local election where a reluctant Bob Crowell was first talked into running for mayor and, after he decided to run, trounced any competition. Bob has worked hard at growing and maintaining his excellent reputation and is a well-known community figure, having served on many boards and committees. He's been chair of every major organization in this city at one time or another and his name recognition alone was a major factor in his win.
Like Bob, those who are sincere in growing their business belong to a number of local business and charitable organizations where networking is the key to success. They literally pay their dues in time and dollars and ask not what the organization can do for them, but what they can do for the organization be it Rotary, Kiwanis, the Chamber or other business or charitable organizations. Those business representatives who continue to grow in any climate know how to "work the pond" and extend their hand to possible new clients. They know they need to be present in every sense of the word.
Some people are great at self-marketing and creating their own brand or identity and they stick to it. Corporations spend millions to develop their brand recognition. Small business need not spend a dime. The brand recognition is simply you.
But, once you have decided to establish your personal brand, you cannot back down and must maintain the image you create. Peter Fishburn of Brown & Bigelow and events coordinator Maxine Nietz wear cowboy-style hats that are immediately recognizable. They are rarely seen without their signature hats and would probably not be recognized without them. Realtor Steve Lincoln always stands out in a crowd because he is always professionally and impeccably dressed and his ice breaker is to hand you a philosophical card that becomes your thought for the day.
As one would expect from a Mary Kay salesperson, Carol Swanson is perfectly groomed and represents her makeup line well. When have you ever seen David Ruff of Greenhouse Garden Center without his signature shorts and outdoorsy look? One never misses Ruff.
Beals writes, "There is no room for shrinking violets in today's world; successful people are bold." Those who are well known in their community and have proven they are reliable and trustworthy have a better chance for success, even with a down economy.
- Ronni Hannaman is executive director of the Carson City Chamber of Commerce.