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How To Build Your Own Iconic Brand Without A Big Brand Budget!

One of the biggest frustrations entrepreneurs have once they start their business is successfully building their brand.  You have spent a lot of time, effort, money, in some cases risking everything to start a business of your own.  Perhaps it was to fulfill a life long dream.  For others, you were in a place where you felt starting your own business was your best option for your particular situation.  Whatever your motivation that impelled you to start your own business, the desired result is the same for all of us.  Success!  The question remains, how do you do that?  How do you get your business, your products and services noticed?  How do you build an instantly recognizable brand?

There are several key factors to successfully building your brand and today I want to let you in on one of the most powerful techniques that you can begin to implement just as soon as you finish reading this article.  If you use this consistently, this one technique could be the tipping point in your company’s success or failure, and we all want you to be successful.  After all, that is why you are here, right?

Okay, here is the secret.  Create a positive emotional response for your customer every time they encounter your brand, product, or service.  By doing this one thing and doing it consistently you will quickly create raging fans and brand loyalty.  By intentionally generating a positive emotional response in your customer, you make them feel good about you, and we all want more of what makes us feel good emotionally.  Let me give you an example of what I mean.

Anyone who knows me knows I am a Seahawks fan.  Even though they made it to the Super Bowl, the one thing that I was looking forward to even as much as their win, was the commercials.  I do not drink beer, but I never miss a Budweiser Super Bowl commercial.  For me it is not a Super Bowl without that Budweiser “Awwwh” moment and that is probably why I never miss a game and have become a football fan.  Who can forget that iconic moment last year when the Clydesdale horse spots the rancher who raised him in the crowd while being loaded into a trailer after a parade? This massive animal breaks free and runs down the streets of Chicago towards the rancher he remembers and misses so much.  Oh come on… admit it.  You choked up.   It is the same thing during the Christmas holiday’s with Coke-a-Cola.  I look forward to that happy Christmas-time emotional trigger of seeing the Coke-a-Cola Santa and the Polar bears. 

So how can you as a small business owner get similar results for your business without a multi-million dollar advertising budget?  The key is not in size of your budget.  The key to successfully building your brand is in triggering a positive emotional response in your customer and you do not necessarily have to spend money to do it. Creating that positive emotional trigger can be something as simple as offering your obviously stressed-out customer a simple solution to reduce their worries.  You as a small business owner have a huge advantage over the big box stores and brands because you can create personal relationships with your customers and right now, that is more important than ever! The key is to have an inside track on what their emotional needs might be and you can get that simply by listening.  By listening for your customer’s emotional needs and creating a positive emotional trigger for them in response, will generate vastly greater and more sustainable results than a multi-million dollar advertising budget ever could. Just ask Starbucks. they have built an international brand, but rarely use traditional marketing. It’s all about creating a positive emotional experience every time you order your favorite drink.

So, now that you know what to do, I would like to offer you a tool to help you actually implement what you have just learned and begin to build your own iconic brand. It’s a book titled Business Genesis and I would like to invite you to pay close attention to chapters 16, 17, 18, and 19. They cover just about every aspect of branding and marketing and walk you though step by step. You can get yours here!

I would love to hear what you are doing to build your own brand and if you have questions please feel free to let me know by posting in the comment section below. You are always welcome to join the fun on our Twitter chat and of course you can always send us a direct private message. We love hearing from you!



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