It's time to do a quick recap of this email series on branding and image for dojo owners. Here are the key takeaways from the emails I've sent over the last few weeks:
- Branding is what sets your business apart in a crowded marketplace.
- Branding is a much different process for small local businesses than it is for large corporations.
- You are your brand.
- In addition to your public image, customer service and reputation are the key components in building a solid local brand.
- Customer Experience + Public Image + Professional Reputation = Your Brand
- Each component in the above equation impacts the others.
- Promise fulfillment and customer service go hand in hand.
- Image and professionalism also go hand in hand.
- Image is about looking your best in all you do... including your marketing.
- Once you have the elements in the branding equation locked in, the next step is making your brand memorable.
- A memorable brand is original, authentic, and it has its own unique style.
- The most memorable brands are boldly different and stand out from the pack.
- Brand authenticity stems from the founder's values and mission.
- Style is something that comes from being brand you -- authentically brand you.
If you haven't figured it out yet, developing a unique brand that stands out from the competition isn't easy. Good branding takes a lot of thought, planning, and insight.
To have a successful brand, not only do you need to have your business squared away and hitting on all eight cylinders... you also need to do a great deal of introspection as well.
Until you know what makes you tick as a business owner, you'll likely never tap into that certain something that sets your brand apart.
My advice is to focus on the easy stuff first. The "easy stuff" being customer service, teaching awesome and high energy classes, and making sure you are presenting a professional image. That alone puts you ahead of 90% of your competition.
While you're dialing that stuff in, spend some time asking yourself what your ultimate mission is as an instructor and school owner. Once you've identified it, write down your personal values that support that mission.
Then, find ways to let that mission and those values shine through in your marketing and branding.
A memorable brand coupled with a fantastic reputation in your local community can mean the difference between struggling to attract clients and having a waiting list for your most popular programs.
Obviously this is not an easy, paint by the numbers process. But, for those who take the time to figure it out for their business, the rewards are tremendous.
