So far in this series on brand and image, we've discussed reasons why you might be resistant to improving your brand, and how improving your brand and image allows you to help more people.

We also discussed the three elements of a brand for local business owners; customer experience, public image, and professional reputation. Monday I wrote about customer experience, and yesterday's topic was professional reputation.

Today it's time to discuss your public image.

How Martial Art School Owners Trash Their Own Public Image

More than any other factor or area, when it comes to building a brand this is where I see dojo owners stumble the most. For some reason, many martial art school owners and instructors seem to care little for their public image.

And, a lot of this stems from the stubborn tendency of martial arts instructors to DiY everything in their business. Of course, this causes their public image to suffer.

A few common examples:

-> Your public image suffers when you insist on designing your own logo in Microsoft Paint... or when you scan your school patch and use that image in lieu of a real logo. 

-> It suffers when you use that same logo and image everywhere online, including in that Facebook cover photo you're using that is sized wrong, causing the top half of the image to be cut off.

-> It suffers when you insist on using that free website building service to create your own website. 

-> And it suffers when you insist on using the same old boring ads and marketing that everyone else is using. 

Your Marketing Is Also Your Brand

Folks, in many ways your marketing IS your brand. Just as YOU are your brand. 

The reason why I say this is because the first impression people get of your dojo is your marketing, be it your website, a rack card, post card, flier, or image on Facebook. 

And the last thing you want is to look like an amateur, a dilettante, a part-timer, a hobbyist. The world is full of people who became business owners before they were truly prepared for primetime. 

And no one wants to hire an amateur.

Why This Should Matter To You

Sure, you might be the most qualified instructor around. But when your marketing says you're an amateur, how is anyone ever going to see past it to find out how good you really are as an instructor?

The answer is, very few people will. 

Whine all you want about how the McDojo down the street is packed with people because of their slick marketing. But until you learn to compete on an even playing field with those jokers, you'll still be stuck teaching a class of six people at 8:45 pm on Saturday evening on the basketball court at the local rec center or YMCA.

Overcoming The Expert Delusion

This is why you must come to grips with the fact that you aren't an expert at everything. And furthermore, you simply can't be an expert at everything. 

I understand that when you're first starting out, you want to save money by doing everything yourself. Yeah, I get that. But, what if doing everything yourself is keeping you from ever having any money?

For this reason I recommend that you spend your early profits on elevating your image. Do this by hiring a professional to (re-)design your logo, website, and other marketing materials.

Make that first impression count.

Scuffed Walls, Funky Foot Odor, and Money Walking Out The Door

As I said yesterday, all three of the factors that determine the value of a local business' brand are interrelated, and each one informs and impacts the others. 

Public image is no different.

So while you're getting your marketing in order and elevating your public image, take another look at the customer experience you're providing in your dojo.

Tomorrow I'm going to talk about being an original, how to stand out in a crowded market, and how to avoid being another "me too!" boring business brand.

Stay tuned.