How To Brand As An Expert Without Being Stuffy
During a recent website review, the business owner told me, “I’m tired of being a me-too boring brand. But glitz and flash are so not me.”
Today, as it’s getting harder to stand out from the crowd, a lot of business owners are trying different variations of glitz, flash, and attitude. They got the message, “Branding means being different.”
It’s like that scene in the old movie, Legally Blonde, where the Reese Witherspoon character thinks she’s dressing up for a costume party. She’s different…but not sending the message of a serious-minded future lawyer.
In the world of entrepreneurial marketing, where the brand is YOU, you’ll find different ways to brand yourself. These brands are based on the five story archetypes of small business marketing. You can learn more about them in this free report here.
Other business owners go to the opposite extreme, with “safe” branding that doesn’t communicate anything. They come across as timid. Their copywriting seems to tiptoe.
So what’s a better way?
Some of the most successful marketers have managed to brand without the steps we normally associate with branding. They tell stories.
Some share their origin stories — the classic “how I got here” story. But others…
