5 Reasons Your Brand Isn’t Profitable

by Kelly Green on March 11, 2013

profitable business brandsI’ve been there AND it wasn’t that long ago; I was working really hard, but not really smart! I would get up in the mornings, take a shower (or not! :)) and jump on the computer, believing that what I was doing  for hours on end would pay the bills. I was so wrong! The money just was not coming in. That was until, I created my signature system and then started using it myself!

Such a novel idea, right? It’s easy for us as experts in our field to see the flaws in others, but how many of us have taken the time to actually implement our own system in our own businesses? I would bet not very many.

The statistics for small businesses that don’t make a profit until the 5 year mark is more than half, and that’s if they make it to 5 years! But you don’t have to be part of that statistic.

Let me give you 2 mindset shifts that you can make right now to start turning prospects into paying clients.

1) Write down the outcomes your clients will experience by working with you. It’s not enough to just know in your mind or to think you’re clearly communicating that outcome. Writing it down and seeing it in black and white makes it more tangible for you. You can therefore make it more tangible for your clients.

2) Be confident in your ability to provide your services! You have the experience, the expertise and the passion for doing what you do, now get out there and do it! If you fail, so what?! You’ll only get better and more confident by tweaking those mistakes and improving the services you provide. In no time at all, you’ll be the expert your ideal clients are looking for!

(Side note: Believe me when I say that I know it’s much easier said then done. As I said at the beginning, I have been there and I hated when people told me to “just do it!” But that’s really the only way to build up your confidence. It’s like going to the gym for the first time. It’s an awful experience! You walk in feeling like all eyes are on you! But when you start to see the pounds come off and you’re really liking the way you look in your jeans, nothing can stop you from confidently walking in that gym and hopping on the treadmill!)

Now, back to the reasons your brand isn’t making any money!

If you think you’re not making any money because no one wants what you are selling, you’re wrong. Your ideal clients are out there looking for you! So, why aren’t you running a profitable business? Bottom-line – it’s your personal brand! You have not developed a personal brand that can be leveraged into an income-producing, results-generating, client attractive business.

The reasons:

  1. Point blank – You don’t know what a brand is! So many people I talk to think a brand is all about a logo. Or they think brands mean products; i.e, Dove, Coca-Cola, or McDonald’s. But those are the end results of developing ones’ personal brand. As a solo-service professional you must first define your values proposition or Unique Selling Proposition. That will determine how you show up to your ideal client. It will also establish you as the expert you are!
  2. You haven’t connected your personal brand to your business. Another thing I see from small business owners is that they assume they should brand their business and not themselves, but aren’t you your business?? If you provide a service, YOU represent your company more than any other factor. Your personal brand establishes a personal connection with your audience and YOU set the tone for the experience your clients will have.
  3. You don’t know who you’re talking to! If you think your service is for any and every one, you are so wrong! There is a specific person, looking for a specific solution to their specific problem. If you are not crystal clear on who that person is (hint: and it’s only ONE) your brand messages becomes diluted and won’t reach any one.
  4. You haven’t identified your niche. Imagine someone Googles you and they see that you are a consultant that helps start-up, non-profits for at-risk youth to set up and manage their social media campaigns. Isn’t that a much more intriguing profile than social media manager. The first description lets me know that you have personal expertise in at least 4 areas: start-ups, non-profits, non-profits with a specific cause and social media. Pick a niche!
  5. You haven’t told your story. This is the number 1 misstep in branding, especially for service professionals. Telling your personal story only reinforces the “know, like and trust” factor between you and your audience. Your clients want to know that you have walked in their shoes and have successfully come out on the other end. (I’ll be talking more about this in future posts because it’s so important!)

I know you are ready to build a profitable brand! What are you going to do in your business today so that you are not a statistic tomorrow? Leave me a comment, I want to know!

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Why Your Marketing Plan Isn’t Enough

by Kelly Green on December 12, 2012

There are a little less than 3 weeks until 2013 and if you haven’t already, you will at some point be visiting the marketing plan you created for 2012 to see what worked and what didn’t. Unfortunately, if you didn’t meet your profit goal, there’s a lot about your marketing plan that didn’t work!

Believe me, that was not meant to make you feel bad, but to suggest that there may be something else your marketing plan is missing. It’s your BRAND plan. Your BRAND plan is the plan that makes the marketing plan actually work.

It’s almost impossible to rely solely on a marketing plan to grow your business if you haven’t taken the time to identify the businesses’ brand vision. As you can see from the image to the left, marketing is what you do to sell your services, branding is what happens as a result of the relationship you build with your target  audience.

Most entrepreneurs fall into the trap of lumping marketing and branding into the same category and therefore, approach each with the same strategy– that doesn’t and can’t work!

Your marketing plan answers the HOW; How am I going to sell my product?

Your BRAND plan addresses the WHY:

  • Why am I selling this product?
  • Why are my ideal clients needing my service/product?
  • Why should they buy from me?

The WHY must be answered before you can implement any marketing campaign.

Here are some steps to help you get started with your plans:

TARGET

  • Who are your potential customers?
  • What are their pain points?
  • What’s their age, sex, profession, income level, educational level and residence?

ENGAGE

  • What’s the most effective way to reach my ideal client?
  • How can I position my product/service in an appealing way?

SELL

  • Now it’s time to MARKET!

Those are some simple, yet highly effective methods for course correcting your marketing plans going forward. The end of the year is the perfect time to make the adjustments for a more profitable business brand!

Much Success & Happy Branding!!

P.S. – If you were forwarded this article, please sign up to join my mailing list to get up to speed on all things Profitable Branding. Or you can send a Tweet out to sign up on Twitter. As always, your support is much appreciated!

Kelly Green,  is YOUR Profitable Brand development strategist! Empowering passion-driven, solo-service professionals to break through the income plateau by building a masterful brand which will increase brand awareness, attract more clients and position you as THE go-to person in your market.  Learn from a 15-year marketing veteran of the entertainment industry the Insider Branding Secrets to propel your Personal Brand to superstar status! Get more visibility, more clients and more money!

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No I Won’t Endorse You (And 5 Other Reasons Your Brand Will Lose Credibility On LinkedIn)

December 5, 2012

Yesterday, to my utter astonishment, I received a message from one of my LinkedIn connections asking me to write an endorsement. Why was I so surprised? I do not know this person, at all! Not only did he take the time to write the message, but in it he made no effort to introduce himself, […]

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Create Your Profitable Brand Vision With These 3 Steps

November 26, 2012

After many months, my new website is finally done – Hallelujah! And unlike the first website, for this one I was crystal clear about my brand vision, so I had to make sure that everything was just right! Unfortunately, I’m not a techie so I was at the mercy of someone else’s schedule and timeframe […]

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How To Barter Without Getting Burned

November 15, 2012

For many entrepreneurs, unless you’re blessed with deep pockets or a wealthy fairy God-mother, budget is always going to be an issue. Every dollar in and every dollar out needs to be optimized and leveraged to the nth power! It’s times like these when bartering for services and products make absolute good financial sense. For […]

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Why You Should Take Email “Blasts” Out Of Your Marketing Vocabulary

November 7, 2012

No doubt you’ve either received or have done them yourself – an email blast campaign! And why? Because some marketing guru somewhere said that you should?! Sorry, but I have to strongly disagree with this one! I am a big proponent of incorporating as many communication platforms as necessary to get your brand messages heard, […]

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10 Personality Traits Of A Profitable Brand

October 31, 2012

It’s not hard to know if you have a profitable brand. It’s simple to know actually – your ideal clients are showing up to work with you ready, willing and able to pay for your services! A profitable brand means that because you have done a thorough job of communicating your value, the problem that […]

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Why You Need a Compelling Offer

October 11, 2012

Confused minds don’t buy, period! So, I have a question for you, what is your offer?? Do your clients know what it is? Hopefully, you have an answer to both questions. And hopefully that answer didn’t include a list of multiple choice answers. You only need ONE clear, compelling offer to attract your ideal client. […]

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What’s Wrong With A Little Self-Promotion?!

October 3, 2012

Do you feel like people will respond like this guy if you brag about yourself? Do you wonder how some people seem to be so comfortable talking about themselves and their accomplishments; i.e., Donald Trump, but for you it feels like your selling used cars?! It’s not easy, that’s for sure! Sometimes, it seems no […]

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Change The Course Of Your Brand With This One Simple Strategy

October 1, 2012

I am preparing (anxiously) for several speaking engagements in the next several months and although I’m nervous (extremely! :)), I know that this is one of the quickest, most effective ways to increase my brand awareness. How? Because I will be speaking, in some cases for 60 minutes (Gulp!), to a captive audience on a […]

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