Most startups don’t start up with a good business slogan. Some others make effort but fall short of creating truly remarkable slogans or taglines for their fledgling businesses. If only these knew the enormous powers of a good business slogan!
Thankfully, some entrepreneurs know the value of a good business slogan and spare nothing in order to create a befitting business or company slogan. These know that a good business name with a matching slogan, motto or tagline are an asset, a formidable branding strategy which can help keep their brands top of mind for consumers.
In this article I cover 10 such companies that got their business slogans right either from day one or adjusted early on in their startup journey, but before we do that
What is a Business Slogan?
Business slogans have greeted our eyes and ears for as long as advertising has existed.
They are catch phrases or group of carefully assembled words used to drive home the core message about a product, service or brand. They’re often used in this format:
Business Name – Business Slogan
XYZ Ltd – for blinds that give the best view
5 Benefits of a Good Business Slogan
A good business slogan is great for
- Brand identity
- Positive brand perception
- Brand recognition
- Brand recall
- Brand loyalty
Your logo, business name, anthem/theme song and slogan/tagline masterfully crafted and combined can stamp your brand in customers minds and good books.
These can even help to convince angel investors and venture capitalists to believe in and invest in your startup, idea or business.
Some Traits of a Good Business Slogan
Based on close observation we can all agree that a good business slogan is
- Timeless, etc
A good slogan can ask a question, address a problem or sell a benefit. Perhaps you’re now wondering about the
Makeup of a Good Business Slogan
A good business slogan can contain
and several other figures of speech that facilitate more effective communication, business communication being key to sustained success.
Now let’s get to the crux of the matter. Following are
10 Company Slogans That Got It Right
Let these company slogans inspire you when next you set out to create a business slogan or tagline
Description: A platform that lets users make apps for themselves, cleverly combining the
words “app” and “maker”.
Description: A bridge literally helps you cross over, BridgeUS helps immigrants cross over into
the US, plus notice how the logo features a bridge. Brilliant!
Description: To collaborate means to work together, collectively. Collaborate helps teams work
together simply or simplifies collaboration.
Description: Waiting on hold is a terrible experience. FastCustomer promises to eliminate
customer care queues.
Description: Farmeron will handle your farm analytics for you like Google does for its users; so
you can focus and just farm(er) on.
Description: Knewton uses a clever word play on “Isaac Newton”. Plus they emphasize
learning and achievement for even learners who never think of themselves as
smart as Newton.
Description: Everyone on social media loves “likes”. MyLikes promises to bring you branded
content you (will) like. Uses a popular industry term to pass its message across.
Description: RidePal uses a question to drive its message home, like why are you still driving
to work when there’s RidePal?
Description: SimplyHired identifies with a successful brand Google for its niche, hiring. It also
uses the phrase “job search” Good job isn’t it?
Description: Going on a trip or travel, Triposo says they’re the best travel guide out there with
next gen tech and tools.
Image Source: Angel.Co
Notice how their company names naturally lean into their business/company slogans. There are thousands of entries which had either no slogan or less than average slogans, but these ones; their company name and slogan are in tandem.
Imagine you’re an angel looking for companies to invest in and there are hundreds of thousands of options. The ones with a good name and matching slogan will get your attention first. Isn’t it?
Great list up there you say, but just how do I create a good slogan for my business?
Here’s How to Generate Business Slogan Ideas in Minutes
One of my favorite methods is to brainstorm slogan ideas. Write them out on paper next to the business name looking out for associations.
You could use dictionaries, thesaurus, Google etc. Try idioms, puns, metaphors and so on to see what works. This process can take seconds, minutes or days.
Business Slogan Maker
If you’re in a hurry or would rather use your brain differently you can try business slogan generators also known as business slogan makers. These are tools that automatically generate business slogan ideas based on information you feed in.
They are usually quicker, producing instant results. You can manually add to or subtract from such results or tweak it until it shines.
Ask a Friend/Family
Don’t want to brainstorm or talk to machines? Fine, how about friends and family? Asking them for help with your business slogan can make the difference.
One of them who narrowly missed being a copywriter could suggest something awesome. You’ll never know until you try.
You can also take your business slogan ideas or questions to Quora, one of the biggest Q&A forums out there.
Members will rally round to answer your questions and proffer solutions or ideas that can work. Being active and interactive can be a great help in time of need.
You can also use social media, focus groups, polls, surveys, etc.
Business slogans, taglines or mottos deserve your very best input because they can push your brand message much further than you can imagine. Start putting more effort, thought into creating yours.
Amos Onwukwe is an AWAI trained Business/Ecommerce B2B/B2C Copywriter, featured in scores of blogs including Huffington Post, Dumb Little Man, Ecommerce Nation, eCommerce Insights, Understanding Ecommerce, Result First, Floship, SmallBusinessBonfire, SmallBizClub, Successful Startup 101, Business Partner Magazine, RabidOfficeMonkey, etc.
He’s available for hire.
The importance of marketing is not alien to an entrepreneur. You already know without being told that marketing is how you get your products/services sold.
So this unusual article is not about marketing, it’s about why your marketing isn’t working. It’s about your conversion strategy, the critical missing link in your marketing arsenal. It’s about fixing your marketing strategy so that it can begin to work as it’s supposed to – bring in sales!
The Critical Missing Link in Your Marketing Arsenal
If you’ve been in business for about 3-5 years, I’m sure you would be familiar with what I am about to say next.
That you have some form of marketing system in place isn’t a guarantee that you will always make the sale.
That you are running an ad, either online or offline doesn’t mean anyone who comes in contact with the ad will eventually buy.
That you have a team of salespeople making presentations daily to your target customers doesn’t guarantee instant sales.
The greatest deception that can ever happen to an entrepreneur is thinking or believing that sales can be made in an instant. Now, don’t get me wrong, as you know, there’s always an exception to every rule; both in life and in business.
So for this rule, let me quickly mention the exception. The only time sales is made in an instant is when you are selling a commodity. A commodity is a product/service that is as generic as sand and as common as air. In other words, there’s nothing really special or unique about the product/service. Such a product/service is not a brand and will ultimately be left to the mercy of price.
But if there’s any drop of uniqueness, difference or novelty about your product/service, then it has the potential of becoming a brand and you shouldn’t expect an instant sales from your marketing efforts.
Because of the buying decision making process.
Between the first time a potential customer comes in contact with your product/service and the time they eventually buy, there’s a big gap. That gap is the buying decision making process and it needs to be deliberately guided.
This is why you need a conversion strategy.
What’s Your Conversion Strategy?
The job of marketing is to create an attention or awareness for your products/services. This is what I refer to as the first encounter with your brand. Before anyone will buy a product/service, they must first know that such a product/service exists. It is the job of marketing to make sure that they do.
And there are different ways of making this happen;
- Advertisement: TV, Radio, Billboard, Online, Print, etc.
- Word-of-Mouth: recommendation from family and friends, colleagues, etc.
- Direct Marketing: one-on-one sales, telemarketing, SMS, email marketing, etc.
- Retail Marketing: sales outlets, exhibitions, trade shows, shelf space branding, product packaging, etc.
All of these and many more are the several ways of creating that first initial exposure for your product/service with the intended target market. Expecting to make the sale on this first encounter with your brand is why so many marketing efforts fail.
This doesn’t also mean that you cannot get lucky and make the sale on first contact, you can. But don’t always bet on it. Erroneously accepting this notion of making the sale on first contact as the norm is like expecting to take your date to bed on your first date.
While this may happen for some, it’s not the rule, but an exception and one that is completely subject to chance. And you shouldn’t leave your marketing to chance; this is the essence of a conversion strategy.
Your conversion strategy is how to deliberately initiate, sustain and nurture the fragile relationship your marketing efforts has just helped you create with the potential buyers of your product/service. The most important keyword here is “deliberately”. Your conversion strategy is not automatic, it must be deliberately created.
In popular marketing terms, your conversion strategy is your sales funnel. It’s how you turn a PROSPECT [potential customer] to SALES [customer]. Without it, all your marketing efforts have failed.
In fact, the whole essence of your marketing is to get the attention and interest of your target market in order to initiate, sustain and nurture a relationship with them. Your conversion strategy is how you take the attention and interest your marketing created and turn them into sales.
It’s not sufficient to just capture their attention and interest, a relationship with the potential customer must be initiated, sustained and nurtured. The end goal of this relationship is the eventual sale of your products/services. But if you attempt to force the sale on them on your first encounter, you will most certainly be resented and will ultimately lose the sale.
How to Create a Winning Conversion Strategy
To create a winning conversion strategy, the following essential elements must be put in place;
Establish a Direct Communication Link With Potential Customers
The very first step in creating a winning conversion strategy is to establish a direct communication link with the potential customer. This simply means capturing their contact details. This can vary depending on the product/service involved.
But in most cases, there are generally 3 kinds of contact details you need to establish a direct communication link with the potential customer;
- Phone Number
- Email Address
- Contact Address
Anyone of these 3 or a combination of any two will do. But I must warn you, such details don’t come by easily. Your potential customers will not part with them until they are given a compelling reason to do so.
To get access to their contact details, you have to be willing to give them something valuable in return for free. This is generally known as bait and it can take various forms depending on the product/service and the peculiarities of the target market.
For example, when we ran a cybercafé, we gave out 10 minutes worth of browsing ticket for free to every first time customer in exchange for them to become registered members. Of course, the membership registration was also free and also came with more value added perks, but it required them to drop their contact details.
On this blog, naijapreneur, the bait is the free “The Entrepreneur’s Journey” ebook which I give away in exchange for email addresses of my readers. This is one of the popular baits used online to capture the contact details of potential customers who visit a website.
The list of what you can give away for free in exchange for the contact details of potential customers is endless, you just need a little bit of creativity and ample knowledge of your target customer’s needs and wants.
The bottom-line is to give away something they will value and that is closely related to the products/services you are selling. Examples include;
- Information Products: eBooks, video tutorials, podcasts, online course, newsletter, etc.
- Limited Access: free trial subscriptions, free trial downloads, free trial membership, etc.
- Sample Products: free air time, make up, training, product testing, etc.
- Promo Items: branded souvenirs, etc.
- Free Consultations: coaching session, diagnostics, therapy, etc.
Demonstrate Value Through Periodic Engagement
Now that you have established a direct communication link with your potential customers, your next step in developing a winning conversion strategy is to demonstrate value by engaging with your potential customers periodically.
That you have direct communication link with them is not a license for you to overwhelm them with endless sales letters or promos, no. Remember this is a relationship you are nurturing, so always think win-win and not win-lose. In other words, put the needs of your potential customers first.
Your goal here is to engage with them by demonstrating value. I call this strategy educate and influence. Here is where you demonstrate the superior value of your product/service. Rather than making claims, you simply demonstrate what makes your brand special. You demonstrate your thought leadership [expertise] as a brand.
You can do this through the following;
- Case Studies: share stories on how your product/service is helping other customers
- Articles: offer practical ideas and tips that addresses their major problems
- Testimonials: share what your satisfied customers are saying about your product/service
- Industry News: keep them abreast with relevant industry trends, issues and events
- Market Surveys: engage them with thoughtful questions to help you understand their needs
- Product/Service Updates: educate them on how your products/services can solve their problems
All these will keep your brand top on their mind without abusing the privilege of engaging with them. Over time, their perception of your brand will increase as you continuously engage with them by demonstrating value.
Make an Irresistible Offer
As you nurture a win-win relationship with them through value adding periodic engagements, they would have been ripe for the sale. Most times, even before you make an offer, they would have started contacting you to buy.
It’s at this point that you can take the relationship further and create an exclusive irresistible offer about your product/service that will benefit them. This is when you out rightly ask for the sale. The benefit of making an irresistible offer is that it helps many who aren’t ready to buy yet, take advantage of the promo offer.
Don’t try to lump all your offers at once, create several offers and introduce it to them periodically.
Every marketing effort starts with the target market and ends with a sale. Your conversion strategy is the journey you take the target customer through from their first contact with your brand till they eventually buy.
The process looks like this;
Target Market -> Prospect -> Customer -> Repeat Customer.
Without a winning conversion strategy, you can lose the potential customer half way before they become customers. This is the reason why most marketing fails, because of the absence of a deliberate conversion strategy to help the target customer through their buying decision making process.
Very few activities can help transform your business as much as marketing does. If gotten right, it can take a small business from complete obscurity to industry limelight.
But then, not many small businesses get their marketing right. And that’s why they still struggle.
I have written several unusual articles on the issue of strategic marketing, so instead of loading you with more principles and best practices, now it’s time for action.
Here are 55 strategic marketing questions for small businesses from one of the greatest marketing minds alive – Jay Abraham.
These questions are part of a collection of 99 strategic planning questionnaires he uses for his clients while consulting for them. And by clients, I do not mean some struggling solo entrepreneur, but rather 7 figure monthly income generating small businesses.
How to Answer these 55 Strategic Marketing Questions
Don’t attempt to answer these questions as if they were exam questions that must be answered on the spot, no. They are deep questions that will require some deep thinking on your part as well as that of your team.
This is not a one off task, that you complete once and set aside for life, no. This is a reference material, one that must be revisited continuously as you progress in your entrepreneurial journey.
So here’s my suggestion on how to go about answering them;
- Answer them in parts of 5 questions per week. You will be done in 11 weeks.
- Try to answer them alone first, don’t involve your team.
- Not all answers will be applicable to you depending on your business, so focus more on the ones that apply to you at the moment and save others for later.
- Organize a strategy session or sessions with your team or strategic partners and go over the questions together, writing down all the inputs gathered.
- Create an excel document with all 55 strategic marketing questions in one row and the answers you’ve gathered for each question in the column in front of the question. Then add another column with action steps to take in order to carry out that answer, or improve on the existing answer. This will take you from just thinking to doing.
Without further ado, here are the questions, enjoy!
55 Strategic Marketing Questions for Small Businesses by Jay Abraham
1. Who is your target market and how did you arrive at it?
2. Describe what your business does completely (what you sell, how you sell it, and who you sell to by industry, commercial category or specific niche).
3. What primary method of generating customers was used to build my business?
4. What is your business philosophy as it relates to your customers?
5. How have your methods for doing business or the product or service line(s) you market changed since the inception of your business?
6. What is your vision for your business for the next: 6 months, 1 year, 3-5 years and 10 years and beyond?
7. What or where is your biggest opportunity that will help you achieve this vision?
8. What is your greatest strength, and is it consistent with this opportunity?
9. What are your sales per employee? Is that above, below, or equal to your industry average and what are the steps you are taking [or going to take] to improve it?
10. What is the “lifetime value” of your typical customer [i.e. how much revenue will he/she generate for you over the entire period he/she does business with your company?]
11. What is the biggest customer complaint about your company, and how does your company address this problem?
12. What is your Unique Selling Proposition or USP [why do your customers buy from you – what is it about your product and/or service that distinguish you from your competition? You may have more than one for different product/service lines or segments of your business?
13. Is your USP a consistent theme in all of your marketing and sales efforts? If yes, how, and if no, why not?
14. Briefly describe your marketing program or marketing mix [all the different types of marketing you use and how they interrelate – i.e; yellow pages, spot advertisements, direct mail, direct sales, telemarketing, online marketing etc.].
15. Who are your biggest competitors and what do they offer that you do not offer?
16. What steps do you take to offset their advantage? Are they working? If not, what needs to be changed?
17. What is your competition’s biggest failing, and how do you specifically fill that void?
18. Do you use direct response marketing concepts [those designed to induce an immediate and measurable response?] If no, why not?
19. How much of your time each month do you devote to marketing?
20. Do you have a marketing director? If so, describe his/her primary responsibilities and duties.
21. Do you have a written marketing plan that you adhere to? If so, explain it:
22. Is the plan based on a fixed budget number [i.e. 10,000 per month in the newspaper], or is it a variable percentage of sales?
23. What do your customers really want [be specific, don’t just answer “a quality product or service”]? How do you know?
24. Do customers buy from you exclusively or do they also patronize your competitors? What steps can you take to get the main portion of their business?
25. Do you provide incentive bonuses to your employees for creating new and better marketing methods for your company? Explain.
26. What’s your market potential [universe] and your current share of that market?
27. What are the ways you’ve used to acquire your existing customers [from best to worst]?
28. What does it cost you to get a new customer [ie. If you ran an advertisement that cost 1,000 and you acquired two new customers, your cost would be 500]?
29. What is the average sales and profits generated from a new customer in the first year, and how is that information useful in your overall marketing strategy?
30. What is your biggest and best source of new business, and are you doing everything possible to secure this business? If no, why not?
31. What has been your biggest marketing success to date [defined as a specific promotion, advertising campaign, telemarketing script, etc.] and are you still using it?
32. What is your biggest marketing problem or challenge today? Describe it in its entirety as candidly and directly as possible, including personal, financial, and transactional implications it may impose.
33. How many better ways could you reduce the risk of transaction, lower the barrier of entry or reduce the hurdle for your customer, client or patient to make it easier for that person to do business with you?
34. After the initial sale, are there systematic, formal methods you use to communicate and resell your customers? If so, what are they? If not, should there be?
35. Do you have a systematic back-end [selling your own or others’ products to existing customers]? Describe how it works:
36. What problem does your product or service solve for the customer? Describe your customers’ needs and the positive results your product/service provides?
37. Do you have an adequate supply of customer testimonials, and is there a system in place for their capture? Are they written, on audio tape or video tape, and how are they used in your marketing?
38. In what ways, if any, are the testimonials dramatic, dynamic and compelling to others?
39. Describe the best specific achievement you have produced for one of your customers.
40. Do you actively solicit referral business? If so, how does it work, and if not, why not?
41. Have you ever tried to reactivate your former customers and non-converted prospects? Explain.
42. Have you ever tried selling your non-converted prospects to your competitors? Explain.
43. Do you make consistent efforts to communicate with and educate your customers about what your company is doing to help them? How formal, informal or systematic is the process?
44. In what ways do you try to up-sell and/or cross-sell your customers?
45. Are there other ways or different products/services you could be selling but you are not?
46. Do you need to make money on first-time buyers, or are you satisfied with only making it on the back-end [reorders]? Explain:
47. Does 80% of your sales come from 20% of your customers? What are the implications of your particular ratios?
48. Do you ever barter your products, services or assets with other companies in exchange for their products, services or assets? Explain how it works.
49. Have you used bonuses in your sales/marketing propositions? If so, how did it affect the response?
50. What kind of guarantee or warranty do you give your customers, and how does it compare with your competitors with the industry at large?
51. What is your customer attrition rate?
52. Is that normal for your industry?
53. If it’s too high, what do you think is the reason?
54. If it’s lower than average, why?
55. How can your customer attrition rate be improved (be specific)?
Conclusion: Want More?
Jay Abraham is still in the business of taking small businesses to the next level. He recently launched a mother lode campaign of educational resources for small businesses which he’s completely giving out for free tagged “50 Shades of Jay” – click here to grab them now!
Not often do you get to see a brand quickly become a global phenomenon as the beats by Dr. Dre brand.
Since it launched in 2008, the Beats by Dr. Dre brand has risen to a 53% share of the global headphones market.
Also, the current news about Apple’s proposed 3.2 billion dollar acquisition further confirms the magnitude of the brand.
In my typical entrepreneurial style, I decided to dig deeper amidst the ongoing buzz to uncover the behind-the-scene secrets of this powerful brand in order to help you apply them to your business and hopefully achieve similar results.
How To Create A Global Brand Like Beats by Dr. Dre
Below are 5 powerful marketing strategies deployed by Dr. Dre and his founding partner, Jimmy Iovine that helped them create a global brand.
1. Know Your Customer
The very obvious marketing lesson you can learn as an entrepreneur from the Beats by Dr. Dre brand is to thoroughly understand your target market.
Unlike other already existing headphones in the market, beats by Dr. Dre headphone was created for not just music lovers, but for a particular kind of music lovers, in this case, hip-hop music lovers.
From the outset, the sound engineering that was used to create the headphones was fine tuned using 50 Cents “In Da Club” track. This clearly defined the target market the product was being created for –the hip-hop music community.
“We wanted to recreate that excitement of being in the studio. That’s why people listen.”
-Jimmy Iovine, Co-founder
This deep knowledge of their customers has been the critical winning difference for the brand right from the very beginning. From the choice of product name “beats” to the choice of co-founders “Dr. Dre”, and Jimmy Iovine, everything about the product screams hip-hop.
Dr. Dre is an icon in the hip-hop community producing great beats for artistes such as; SnoopDogg, 50 Cent, The Game, Kendrick Lamar, Eminem and Mary J. Blige. When it comes to music production, he is regarded as a perfectionist.
Jimmy Iovine on the other hand founded a record label exclusively for hip-hop called Interscope. The label’s current artists include Eminem, The Black Eyed Peas, Fergie, Phillip Phillips, Lana del Rey, Kendrick Lamar, Lady Gaga, Dr. Dre, Timbaland, Robin Thicke, Madonna, Schoolboy Q, OneRepublic, Will.i.am, Imagine Dragons and many more.
All these put together obviously reinforces their deep rooted knowledge and presence in the hip-hop music community which eventually helped them to create an innovative headphone. The whole brand was built on pop culture!
To learn more about how to know your customers, I strongly recommend you take this free online Entrepreneurship 101 course by MIT.
2. Differentiate Your Offering
The beats by Dr. Dre headphones weren’t designed only for sound; they add something extra that clearly made them stand out from all the existing alternatives.
They didn’t just sound better, they looked “cooler”. Compared to all the already existing ones, they were designed to be a fashion statement more than just another consumer gadget. Having a Beats by Dr. Dre headphone wasn’t for listening to music alone, it was a fashion accessory.
This clear differentiation is also rooted in their deep knowledge of their target customers, the hip-hop community. They know that this market segment cared about their looks as much as they cared about great sounds. Combining these two powerful value propositions, gave the brand an irresistible appeal.
They wanted to make headphones cool, here’s how one of the Co-founders, Jimmy Iovine puts it;
“Apple,” he says, “was selling $400 iPods with $1 earbuds. They’re making a beautiful white object with all the music in the world in it. I’m going to make a beautiful black object that will play it back.”
3. Don’t Sell Features, Sell Benefits
The world’s most successful brands do one thing that clearly drives their success and that one thing is this; they don’t sell you their products/services, they sell you something else entirely. They sell you value.
I refer to this unusual strategy as Value Proposition Marketing. And I am working on an unusual article and follow-up seminar that will spell out how to apply this strategy in your business.
What’s Value Proposition Marketing?
The idea is very simple; people don’t buy what’s in your product/service, they buy what it can do for them. So rather than boring your prospective customers with all the wonderful things about your product/service, just focus on highlighting all that it can do for them logically [reason] and psychologically [feeling].
That’s what the beats by Dr. Dre headphone makers did. They didn’t bother themselves about highlighting the special technology used in engineering the product nor did they bother themselves about the design of the product.
In fact, they went against the advice of the initial manufacturers, Monster Cable who told them to market the product by emphasizing the features side of the product. Instead, Jimmy Iovine and Dr. Dre launched the brand using music videos and celebrity endorsements.
To communicate the logical benefit [reason] of the product, all they needed to do was to include the suffix “by Dr. Dre” on the brand name. Leveraging on his track record as a legendary music producer, with his rich deep bass trademark, you need not be told the headphone was powered by and for sound.
Here’s what the Doctor himself has to say:
“When I’m making a track I’m trying to capture the sound that makes me go ‘now THAT’s the shit! And I want that reaction from everybody who hears it. I spend a lot of time in the studio listening to my music through headphones…with Beats, people are finally going to hear it the way they should: the way I do.”
And to communicate the psychological benefit [feeling] of the product, the headphones appeared in major music videos and were worn by major hip-hop stars as fashion accessories that really made them look “cool”.
Here’s how Jimmy Iovine puts it;
“Dre and I decided to market this product just like it was Tupac or U2 or Guns N’ Roses.”
4. Forget About Price, Compete On Value
In the wake of the recession in 2008, the beats by Dr. Dre headphones launched into the consumer electronics market selling for $400 clearly defying the laws of economics!
The existing market alternatives sold for $20.
So what was the secret?
The brains behind the brand didn’t position the brand as another consumer electronics product; this would have reduced it to a mere commodity. Rather, they positioned it as something more because of the value proposition marketing they had strategically developed.
When people bought beats by Dr. Dre, they didn’t see themselves paying for a headphone, which is what they usually perceived the competing brands as, rather, they see themselves as paying for “class”.
Using what celebrities use not only makes you cool, it makes you proud. You suddenly perceive yourself as being among the exclusive group of people who use the brand. In other words, you are buying a membership into a VIP club.
This is the same strategy at work in Apple. All Apple products/services are engineered not for everyone, but for the unusual ones. They don’t hide this fact; they clearly state it in their popular slogan “Think Different”.
Now you probably understand why they are interested in buying over the Beats by Dr. Dre brand. It’s simple, great minds think alike and like attracts like!
They didn’t stop their mission to make music sound as it should with just headphones, they went further.
They took their Beats by Dr. Dre sound technology into HP computers; into Chrysler 300s, Dodge Chargers, and Fiat 500s (all owned by Chrysler), and sold a majority stake in the company in exchange for a $300 million investment by smartphone manufacturer HTC (although Dr. Dre later bought back $150 million worth of the shares).
In July, Beats Electronics acquired the MOG subscription digital music service, adding content to its burgeoning business. This they cleverly called Beats Music – the first streaming music service delivering contextually and culturally relevant playlists, personalized for each user, by real music experts.
These 5 marketing strategies helped two music icons create a powerful global brand, they can help you too if you master them and apply them in your business.
Their success story is a testament to the fact that great products alone don’t sell themselves without accompanied by great marketing.
What sayeth thou?
Speak your mind in the comments section!
Is it their ground breaking innovations or exceptional business skills or determination?
The answer is neither.
While it’s obvious that all of these attributes definitely contributed to their success, as a matter of fact, these are the very attributes that have been often popularized. The truth is that there’s something more subtle that’s been frequently overlooked but is highly responsible for the success stories of most unusual entrepreneurs.
What’s this often overlooked secret weapon?
Their personal brands!
What’s Personal Branding?
Personal branding describes the process by which entrepreneurs differentiate themselves and stand out from the crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal.
A well-executed personal branding campaign creates a strong, consistent, and specific association between the individual and the perceived value they offer.
Personal Branding in Action
Let’s take some clues from the unusual entrepreneurs mentioned in the introduction.
- Steve Jobs
Steve Jobs is known as a perfectionist. He had a passion for design. He understood what a personal brand is about. It is your unique essence and impact in the world. Steve reminded us to pursue our uniqueness. His personal brand defined all his actions. It was about the relentless pursuit of excellence. It was about innovating, not being afraid to break the rules to be different.
He didn’t care about making money. He cared about something bigger. Your personal brand is always about something bigger. Here is Steve Jobs’ famous question to John Sculley, former Apple CEO “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”
- Richard Branson
Richard Branson, is clear about being a risk taker. He is not your typical CEO in a blue suit and white shirt. He is a dare devil who was dressed a wedding gown when he launched Virgin Bridal, and was not dressed at all when he launched his book, Virginity. Among his first big risky ventures was signing the Sex Pistols onto his record label when no one else would even consider them.
Since then, he has taken on both British Airways with Virgin Airlines and Coke, the strongest brand in the world, with Virgin Cola. Even outside of the professional arena, Richard Branson is clear about being a risk-taker. While many CEOs travel the world comfortably in their plush corporate jets, Richard Branson decided he was going to circumnavigate the world in a hot air balloon.
- Oprah Winfrey
Oprah Winfrey is the human brand of show biz. Oprah’s personal brand is associated with celebrity, charity, education and successful launches of products. She cares for people and is willing to share of herself to help people advance. This clarity about what makes her unique is consistent among all of her endeavors. And it is constantly visible to her target audience through her numerous ways of interacting with the public.
Oprah’s business success is built solidly on a powerful personal brand marketing strategy. Oprah has turned her talents, skills and values into a multi-billion-dollar media empire that’s still growing. Other media personalities have tried to emulate her personal brand strategy. So far, no one else has been able to match her ability to make women laugh, cry and dream about how to “live your best life.”
The Brand Called YOU
“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU.”
– Tom Peters in Fast Company
Most entrepreneurs in their quest to build a business often forget to build themselves in the process. They focus on developing the image and reputation of their business and products/services and completely lose touch with their own image and reputation.
They erroneously believe that the only thing the market cares about is the products/services they offer or the businesses they create. In the end, they end up building a company without a human face.
The human factor is the most powerful factor of all factors of production. The most powerful brand on earth, is the brand called YOU!
People buy from people. Companies are built by people. Products are created by people. People connect with people, not products. The more of yourself you put out there, the more acceptable your products/services will become. When they have bought into your person, then they will buy into your company.
Successful entrepreneurs know this and that’s why they inject themselves into the businesses they create. They literally become the face of their companies, putting themselves endlessly out there for the market to know, like and trust them.
7 Facts About Personal Branding
- “Your brand is what people say about you when you’re not in the room” – Jeff Bezos, Founder of Amazon
- You already have a personal brand whether you want one or not.
- Your personal brand is built 24/7 and 365 days per year through what you say, but even more importantly, through what you do.
- Personal branding is all about your Audience. Your personal brand exists in the minds of your Audience.
- Your personal brand exists in the minds of others in the way they perceive, think, and feel about you.
- The only way to have a strong personal brand is to carefully define it.
- The best personal brands are credible, so you must prove that you can deliver what you promise.
How To Create A Powerful Personal Brand
To help you create a powerful personal brand, below are 12 questions you need to fundamentally answer, they are the personal branding checklist for entrepreneurs. Don’t rush through them, don’t lie to yourself while answering them, if you do, it’s only a question of time, people will know and detest you for it.
1. Your Identity: what do you want to be known for?
2. Your Purpose: what’s your ultimate reason for living? What’s your why?
3. Your Vision: what do you hope to achieve by fulfilling your purpose?
4. Your Values: what principles/ideas are you willing to live and die for? Click here to learn more about values.
5. Your Message: what ONE word or phrase best captures the essence of your existence [Life]?
6. Your Story: what facts or personal experience about your life/past helped to define who you are today and what your purpose here on earth?
7. Your Heroes: who do you model your life after? Who do you aspire to be like and why?
8. Your Expertise: what are your most valuable skills/talents/competencies?
9. Your Profession: in what field/industry do you want to commit your life’s work?
10. Your Results: what are your greatest accomplishments in life?
11. Your Media: how do you intend to spread your message?
12. Your Legacy: When you die, what do you want to be remembered for?
This is not an exhaustive list, they are certainly more questions you will have to ask and answer to help refine your personal brand as you progress on your entrepreneurial journey. But, you should take these 12 seriously because they are the foundational questions that your personal brand will be developed on. Other questions will only strengthen your personal brand if you’ve taken time to answer these ones.
So what are other questions entrepreneurs need to ask themselves in order to create a powerful personal brand? See you in the comments!
Well for us at MADphilips, we want to giveaway NOT for free, but at a ridiculous discount one of our Differentiate Online services –blogging for business design.
Beyond Websites …
If your business doesn’t have a website, it doesn’t have a chance in the market. If you don’t have even a basic website up and running these days, your prospective customers and clients are going to have a hard time seeing you as being relevant.
But there’s more, having a website is no longer enough these days. A website all by itself is naturally static and tends to put your target customers off after the first visit. Just think about the websites you visit frequently, what makes you keep going back there?
It must be because they offer you something VALUABLE in terms of the content/information you have access to there. These contents/information are regularly updated thereby making the website more dynamic than static. Every time you visit, you know for sure there will be a fresh content/information for you and that’s why you can’t get enough of such websites.
This is the role of a blog. So, if you don’t have a blog attached to your website, you will lose every first time visitor to your website FOREVER!
Because you’ve given them no compelling reason to come back. All the things they need to know about your business, product, and service they have already read about on their first visit. So why return?
The Power of Blogging for Business
That’s how many blogs there are (in the world) at the time of this writing.
And, those are only WordPress blogs. There are millions of other blogs that are on other blogging platforms like Typepad, Drupal and Tumblr.
Those numbers are not a coincidence, they are real because many entrepreneurs have discovered the enormous power of blogging for business. I have personally experienced how it can take your business from obscurity to visibility.
5 more reasons why your business needs a blog
Your visibility-especially online, will increase with a blog. The more you write, the better the chances are that you’ll get noticed. And, not just by your potential customers/clients. Reporters, writers, and PR people read blogs too. All these can amount to free advertising for your brand. Remember, more visibility, more sales!
Search engines love fresh, new content. Search-engine spiders –those little robots that are scouring the web, 24/7, get energized when they locate something new…especially if it’s closely related to the words that are being searched by your customers/clients.
Active blogs…ones that have at least 1-2 original posts published weekly, provide that fresh, new content that search engines crave, which in turn, can increase your company’s chances of being found online by your target audience.
You need some. If you don’t come across as being a credible source of information, your customers are going to have a difficult time opening their wallets up to you…your business. Remember, credibility comes before profitability.
A great way to show just how much you know about the kind of products/services you offer is to write about it. These days, there’s no better way to do it, than on a blog. (It doesn’t even have to be done on your own blog alone. See #4.)
4. New Opportunities
Once you’ve been writing posts/articles of your own on your own blog for a while, you can start approaching others in your industry, or even a related one, and write a blog post for them. (A guest post)
Writing an article on someone else’s blog can provide you an opportunity to showcase your knowledge to an entirely new reader base. (And, possible new business opportunities and/or strategic partnerships.)
Just make sure that your post is informational and helpful in nature –not just promotional. (You’ll get an opportunity to promote yourself-your company at the end of your post, along with a link to your website or blog*.)
5. Keeps your head in the game
There’s something to be said for writing your thoughts down, as opposed to verbalizing them or keeping them in your head.
You know things that others don’t. Why would you want to keep those things inside of you?
Do you have an idea that potential customers/clients can put to good use right away? Share it through a blog post. Do you have some opinions about your industry…and what needs to be changed to make it even better? Consider sharing those opinions on your blog.
Having an active blog keeps your head in the game-your game…your industry.
Thousands of articles…blog posts…have been written over the years on the importance of having a blog. If you don’t have one yet, what are you waiting for?
No more excuses, here’s your chance to OWN a blog!
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