Given that lack of differentiation is the most common marketing challenge for professionals, personal branding is the ideal approach, if not the essential element, to help generate more business for your service business.
Personal branding starts with identifying the services that you do, or can, offer for a fee.
Ideally, these services meet three criteria:
1. Deliver valuable benefits to clients: i.e. meet specific client needs and wants
2. Affordable: i.e. services priced at a level that clients can and will pay
3. Profitable: i.e. revenue generated from the sale of services will cover the operating expenses of your business and also enable you to live the lifestyle of your choice.
By establishing your services, you define who you are in the marketplace.
For example, if you offer in-home personal training, your personal brand would suggest high quality and premium pricing.
On the other hand, if your services are on-line YouTube based workouts, your brand would imply flexible delivery of services and moderate pricing.
Based on the services that you provide, who are you in your marketplace … and what do you stand for?
How do potential clients know this?
Your Ideal Clients
Along with defining who you are in the marketplace, your personal brand also defines the clients who are ideal for you and your services.
As a personal trainer, your ideal clients would be individuals seriously committed to their personal well-being, with the time, space and other resources necessary to work out at home.
Similarly, for YouTube based workouts, ideal clients would be people committed to their personal well-being and, for whatever reason or reasons, prefer online workouts.
As is the case with the services that you provide, your personal brand would also include some reference to your ideal clients.
Who are your ideal clients?
Benefits to Clients
Clients typically hire service professionals because they have some issue or situation that they can’t address themselves.
Certainly there are exceptions, but most people wouldn’t hire a personal trainer just because they had extra money.
They would hire a personal trainer for the benefits that they expected thetrainer to deliver.
Similarly, few clients hire a coach, counsellor, therapist or any other provider of professional services simply because they wanted one. Most would hire a professional for the anticipated benefits.
The most common client benefits fall into one or more of the following categories:
· Make money
· Save money
· Save time
· Avoid effort
· Escape mental (such as stress) or physical pain
· Get more comfort
· Achieve greater hygiene or health
· Gain praise
· Feel more loved
· Increase popularity or status
The brand promise component a personal brand helps potentially ideal clients understand the benefits that they will receive from hiring a professional to help them with their specific situation.
Once again, how do your potentially ideal clients know how you can help them?
How Personal Branding Benefits You
Strategically, personal branding delivers huge benefits to you.
As a result of identifying your services, you clarify who you are…and who you aren’t.
Among other benefits, this clarification will help you avoid the temptation to be all things to all people, while showcasing the expert that you really are.
It will also allow potential clients to make their own decisions as to whether or not you are the right professional to help them.
Your reference to ideal clients will resonate with potentially ideal clients moving them closer to the decision to hire you.
And in helping them understand the benefits that they will receive from your services, you have answered purchasers’ ever-present question: what’s in it for me?
All things considered, personal branding can deliver at least eight of the 10 benefits listed above.
What four benefits would be of most value to you?
Let’s wrap up by pulling some value for you from the questions posed (initalics) in the Services, Ideal Clients and Benefits sections.
Using your own criteria and words:
1. How satisfied were you with your answers?
2. How might these answers been better?
If you were less than satisfied with any or all of your answers, you might benefit from How Personal Branding Generates More New Business.
Check it out: it’s 100% satisfaction guaranteed and includes a FREE Laser Coaching bonus.
And as regards your four most valued benefits from the Benefits section, how much different will your life be when you start to enjoy these benefits?
If you want these benefits, sooner is better than later…or never.
Once again, to enjoy these four benefits and more…check out How Personal Branding Generates More New Business.