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Was du mitnimmst
- Eine vage Beschreibung wie 20 Jahre Marken aufgebaut reicht nicht, man muss die genaue Zielgruppe festlegen.
- Mögliche Zielgruppen sind Firmenkunden, Personal-Brand-Aufbauer oder Fachleute, die beruflich weiterkommen wollen.
- Um Expertise zu beweisen, braucht man eine eigene starke Marke oder eine erfolgreich geführte Firma als Referenz.
- Branding an kleine und mittlere Unternehmen zu verkaufen ist besonders schwer, weil viele den Wert nicht verstehen.
- Nur große Fortune-Unternehmen geben wirklich Geld für Branding aus, weil sie dessen Wert erkennen.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00Rianne, I wonder how to position my expertise. I've been building brands globally for 20 years. Can I start with a high price or start low price to get new people in? Honestly, I think you got to get really specific on your avatar. So, building brands for 20 years is a very vague thing. Um, also, most people don't even know what brand is to begin with. Uh and so either you're building an enterprise marketing agency which is helping people build brands uh or you're helping people build personal brands in which case you having a personal brand will be very important to demonstrate that you know what you're talking about. Um if you a third kind of sub avatar that you could consider would be professionals in that space to help with their career advancement. Um, and so I would really I'd really put a lot of thought to this because I think picking right will be important for you because if you have this experience like you either have to demonstrate that you're good at branding with your own brand on a personal level, a company that you have owned which would give you the same level of authority. If you are dealing with Fortune 100 or Fortune 500 or whatever, I'm assuming they're big because they're global, then that's an enterprise sale.
1:07if you're trying to sell services uh which means that either like that a community is honestly just being real probably not the solution uh or you say I'm going to do personal brand or I'm going to do professional development for people in branding which both of those a community would work for. So I would just want to make sure that the business model that I the audience that I'm looking for suits the business model that I have. I've just found that they've specified that they help successful entrepreneurs build their global brand strategically, not the startup design phase. Does that change anything?
1:46Branding is really tough to sell to small and mediumsiz businesses. I just I know that from experience. It is the most valuable thing that you can develop. It just takes a very long time. And you also have to have a customer who understands the value of brand. Both of those things are rare, which is why only Fortune 100 companies spend money on it because they know the value of brand, which is why they're Fortune 100 companies. Uh, and everyone else laughs at them and says, "Why don't they run direct response ads? They'd make so much more money." And they laugh at the people who own their whole [ __ ] house. But yeah.