We talk a lot on this blog about the big things. How to position yourself as an expert vs. a speaker. How to ensure that your website is working. However, today, it is about the little things you can do for better branding.
Everything you do within your business, you should be thinking about your brand. Your brand becomes your identifier. If you are not consistent, then your brand weakens.
Here are what I think are three important keys to better branding that you should be thinking about at all times.
3 Keys to Better Branding
Having a Branded Email Address
Having a branded email may seem like a very basic better branding technique, and many of you are doing it well, but I still see many people using a Gmail address, or even worse, Yahoo or AOL. In other words, your email looks like this:
If you are not using email “masking,” then you are missing an opportunity for your brand to get noticed every single time you send an email. Here is the correct way to brand your email address:
Most of today’s email systems, including Gmail, Outlook and Mac Mail, allow you to integrate an email address associated with your domain – so if you have a website, there really isn’t any reason to not have a branded email associated with it.
Think of it this way: If you were to encounter emails from the following, which would leave a stronger impression?
It is a small, but significant change.
NOTE: Many speakers ask me, “Should I use my brand or my name as my URL?” I typically recommend using your name unless you want to try and sell your company. Your brand will likely change and evolve whereas your name will always remain the same.
Ensure Social Commentary Supports Your Brand
I have several clients who are very politically and socially aware. They have opinions on every topic. I am not suggesting that you not share your views, but I am suggesting that you understand your brand and what makes sense to comment on and what makes sense to ignore.
Social media can be a huge time suck as it is. So, when you consistently ask yourself, “will this comment move my brand forward or will it muddy the water,” you can make smarter choices about what belongs on social media and will better reflect on your intent there. Better branding does not always mean seizing more branding opportunities; it simply means speaking up when it makes sense for your brand.
For instance, I now stay away from political topics as they pertain to the U.S. and Canada (having learned this the hard way). I am very passionate about this subject, keep a close eye on it, and have some definite ideas, but it is not in line with The Wealthy Speaker brand to share those thoughts. There’s no benefit to me or my audience.
Avoid Non-Permission Marketing
For some reason, I receive, on average, five to seven requests every week from speakers who think I am a bureau or meeting booker and send me their email pitch. Many of them are so bad that I am tempted to write back and say, “If this is how you approach decision makers, you are in big trouble.” However, I resist the urge and simply “Unsubscribe.”
What’s the moral of the story? Don’t add anyone to your email list without permission.
If you have a client you think might book you in the future, here’s some copy you can use:
“I would love to stay connected with you. Is it okay if I add you to my newsletter for tips on ‘X’ topic? You can unsubscribe at any time, no hard feelings.”
Also, don’t send mass emails without your “Unsubscribe” button in place— that is just plain wrong. The same thing applies to Facebook groups. To me, it is bad form to add anyone to your group without some conversation or request first.
It is not my intention to make anyone feel bad, just to raise the bar for marketing and better branding practices in the speaking industry. Please be in touch if you need help with these basics, and we will point you in the right direction.
See you soon, Wealthy Speakers.
