There are many different ways you can position your brand in the market. Each will attract a different kind of clientele. How do you position your personal brand to attract the ideal kind of clients? Here are a few different brand positions to choose from.
The pro’s: If you can be seen as the first or the original in a given niche or topic, everyone after you will be looked at as a copycat. Coca-Cola for example position their brand as the soda kings, because they got there first. Pepsi was seen as a bit of a coke-copy, and was always somehow playing catch-up or follow the leader, because they got to the market second.
The con’s: As the first one , you are often inventing the wheel and need to convince people of the usefulness of your product or service. Anyone coming after to has the benefit of your work. So you have to “train” the market which is not always easy. You will be learning on the fly and setting the tone and criteria for others to come. However, all the mistakes will be yours and others coming behind you get to benefit from those mistakes without paying the same price.
If your niche feels “oversaturated”, you want to find a sub niche that you can really drill down on and become THE Go-To Expert when people think of a certain topic. You want to be the name that people mention when asked about that niche if you want to position your brand. The goal is to become the go-to expert in narrow sub-niche, because that will be easier to start with.
For example, when you think personal development or life coaches, Tony Robbins is a prominent well-known name now, but he had to position his brand first. When someone thinks of real estate flipping, they often think of Robert Allen (the “no money down” guy). There was a time no one knew who they were, and they still managed to curve out a name for themselves in relatively unknown industries (unknown at the time they started).
These are high profile examples, but the principles still apply to smaller markets today. It’s much easier and better for you to position your brand in a small sub-niche than to become an obscurity in a larger market. This is a hard for new coaches to follow, it’s hard to get out of thinking that a wider audience equals more clients. The opposite is true, you can position your brand and get more traction on your website with a narrow sub niche. Learn to use the right keywords and SEO and you can outperform well-established general coaching websites.
When it comes to authenticity and genuinely caring about your clients, there is no substitute or faking it. You either care about providing your clients with the best experience you can, or you care about getting their money and giving them the bare minimum. If so, you are missing out on one of the most effective ways to position your brand; become well renowned for your customer service.
Lip service will not work here, you must be genuine about your desire to help and offer value, because this will be tested on more than one occasion. You must be willing to go so far out of your way to not only offer value for the money, but to own and fix any mistakes immediately. Your clients expect to be treated like royalty and it should be your pleasure to do so.
The level of customer service has to be legendary and benefit the customer in such a way that they can’t help but want to rave about you whenever and wherever they can. Why? Because if your reputation for customer service makes people talk, that is one of the best forms of advertising you can have. Friends and family referrals from your extremely happy clients, can be the difference between making it or not.
Keep in mind that this works the other way too if you are lousy at customer service, people will talk, tweet, post and share quickly. In fact they will spread the word quicker when they have a bad experience, they will tell anyone who will listen.
This last brand positioning tip works very well for some but not for others. Some people’s brand is basically that they’re interesting services, products, companies, or people to follow. Richard Branson (founder of Virgin Records, Virgin Airlines), has a phenomenal personal brand as someone who’s totally off the wall and just plain interesting to follow.
In this case, if you or your brand is either very controversial, very unconventional, or interesting then this method would suit you well. Again, this style works for a select handful of people that are genuinely interesting for one reason or another outside of their product or service. Be genuine and if you are cooky, different, funny or even sexy, then don’t shy away from that.
These are a few different ways you can position your personal brand as a coach. As you can tell, there are many different ways a brand can stand out and succeed. The most important thing is that you pick one style that feels true to you and stick with it. Trying to change your brand midway can dilute your image and make it harder for you to be taken seriously. The authentic you is who you should be.