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Stand Out from the Crowd

Personal branding and marketing in recessionary times.

Donna Rachelson




There’s much talk of an ongoing recession and the possibility of a dreaded double-dip. Growth is slow for those fortunate enough to be experiencing business growth at all. In times like this, personal branding and marketing is especially important to businesspeople in client service based businesses.

In recessionary times, your competitors are working even harder to lure your clients away; and even those who might not previously have been deemed competitors may widen their nets and set their sights on your clients. Competition will increase exponentially, even among colleagues at the same company.

In tough times, you need to prove that you add value. You also need to be inventive in finding ways to stand out from the crowd.

Personal branding

Creating a strong personal brand and marketing it effectively is a good way to differentiate yourself. In this way, you will become memorable and be perceived as a value-adding brand.

Here are my top strategies for developing and marketing a personal brand in recessionary times:

1. Understand what your personal brand represents and what it doesn’t.

Think about your greatest strengths and talents and about how you would like to be perceived by people. Keep your personal brand focused on those things. Often, in tough times, we try to be everything to everyone. Resist the temptation – trying to spread yourself too thin will dilute your impact

2. Be unique in the way you do things.

By challenging the way things are ‘normally’ done, you can stand out from the pack. For example, if your colleagues normally send clients a bottle of wine, rather take your best clients to the first wine tasting of a boutique wine that no-one has been exposed to yet. Doing things in a unique way doesn’t mean that you need to spend money – it means thinking creatively about ways to interact with your clients that add value for them.

3. Become an invaluable resource.

Go beyond what your client requires of you in terms of the service you provide. For example, every once in a while, send your client useful white papers, special reports, articles of interest, links to useful websites, industry trends and developments that help your clients to think of you as more than just a service provider. You need to demonstrate to your client that you understand his business and want to help him make it successful.

4. Plan strategically and be prepared beyond what is expected.

It’s important to do your research thoroughly before meeting with a customer, prospect or networking contact. Think of questions you should ask or questions that will be asked of you.  Package what you are delivering in the best way possible and ensure the benefits of your service are well articulated.

5. Spend time marketing your personal brand.

I’m the first to admit that marketing your personal brand is not a natural activity. This is why you need to set aside time to make sure that it happens. There are huge benefits to increasing your personal visibility. Understand your strengths and start getting visible – write articles; engage on social media; develop presentations or join key associations and industry bodies.

6. Take time to build and leverage yours kills and knowledge.

You are your greatest asset and there is nothing more important than enhancing your competitive advantage. Make sure you build your knowledge. Read more; attend talks and seminars that elevate your position. For example, I recently attended the Discovery Invest Leadership Summit week and listened to Ricardo Semler give an outstanding address. I picked up one awesome tip: ask ‘why?’ three times. I have started applying it in my business and with my clients’ businesses and the value it has added is incredible.

7. Prioritise connecting with clients.

Marketing is a contact sport and when your competitors are talking to your client in tough times, you have to up your game and make sure you’re top of mind to avoid losing business. If the last time your client heard from you was when you emailed through an invoice a month ago, you need to pull up your socks and start connecting. Touch base frequently and use the channels available to you, like face to face meetings, phone calls, emails, SMS, bbm, social media interaction – whatever works for your client. Be careful, however, to ensure that your communications are purposeful and that they add value. Nobody has time for fluff, so make sure your connections are useful to your client and that they build relationship.

Building and enhancing your personal brand is an effective way to take on challenging times, but it does require discipline and focus. Start today and be consistent in making time to develop and market your personal brand.

Donna Rachelson, branding and marketing specialist, is the author of three books.She has held marketing director positions in blue chip organisations and has a solid business education, including an MBA and is a guest lecturer at GIBS .As a successful businesswoman and investor in businesses, Donna is passionate about empowering entrepreneurs and women, uplifting them with her unique brand of inspiringly practical, strategically results-driven guidance. She is currently Chief Catalyst at Seed Academy- a training and incubation ecosystem for entrepreneurs.



3 Ways To Build Your Brand Identity Using Content Marketing

Can your content pass the ‘logo test’? If not, it’ll be just another one of those generic articles that bombard your target audience each day.




Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too.

To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word documents. Print out the documents and lay them side by side. Now, can you identify your content from the competition’s without the aid of any logos or company names? If your content lacks a distinct voice and tone, it won’t stand out.

I get it: When you’re first getting started with content marketing, even publishing a blog post every few weeks can feel like a major victory. But once you work out the mechanics of content ideation, you should put in the time needed to create content that brings your brand to life. Why? In a world drowning in digital clutter, content marketing is most effective when you provide a clear, distinct viewpoint that’s beneficial to your target audience.

“Brand voice is the intentional, consistent communication of your business identity,” brand strategist Dima Midon told me in a recent phone interview. Midon, who founded the brand strategy and digital marketing firm TrafficBox, is an expert in all things SEO and search-engine marketing. He also knows that these digital strategies are incomplete without a solid branded content foundation.

“From start-ups to global businesses, the organisations with the best content strategy are those that create content reflective of their brand’s unique personality and then use this content to build stronger relationships with prospects and clients,” says Midon.

Related: Brand And Marketing: Finding The Balance For SMEs

Branded content has exploded in popularity over the last five years. For clients and customers, reading branded content – in general – is far more interesting and relevant than a marketing ad. “Branded” means content that’s informative, interactive and entertaining and brings value to a reader’s day. Thanks to social media, such content can catch on like wildfire, rapidly reaching a far wider audience than a standard marketing message.

Vision, voice, and value: Bringing branded content marketing to life

As the name implies, “branded content marketing” needs to be grounded in your brand’s identity. If your content can’t pass the “logo test,” it will be just another of those generic pieces daily bombarding your target audience. To make your content stand out, bring your brand identity to life with three steps:

1. Define your vision

Your organisation likely has a mission or vision statement, company goals and core values. Consider how the content you create will reflect this mission, goals and values. Then align this vision with your customer’s needs. Every piece of branded content you create should apply your company’s unique perspective and expertise to problems your customers face.

Example? Consider the “Open Forum” American Express sponsors, to provide small business owners with the “insights, inspiration and connections” they need to grow their business. While topics range from money management to team building, every piece of content Amex publishes here is dedicated to advancing its vision of helping small businesses thrive.

2. Define your brand voice

A distinctive, unwavering brand voice is an essential component of successful content marketing. While you may have a very clear idea of your brand’s voice, ask yourself, is everyone else at your company on board with this voice, too? Brands, like people, need to prioritize certain traits, to build a reputation. Scattered messaging and inconsistent brand voice can confuse your audience.

So, take time now to codify brand voice and guidelines. Many B2B companies, for example, seek to strike a balance between professionalism and accessibility. They want to be viewed as subject matter experts without sounding too technical or complex. Consequently, the corresponding brand-voice guideline might emphasise the use of clear, concise language that avoids technical jargon.

Example? MailChimp’s brand voice is a great example of how a B2B company can strike this balance. The company isn’t afraid to show a little personality with the use of cultural references and colloquial phrases its customers can relate to. Consider the clever Sherlock Holmes reference for the website’s 401 error message, below.


Related: 5 Steps To Building Your Personal Brand From Scratch

What’s the secret ingredient that elevates generic content to a brand-building masterpiece? Your brand voice.

Your own brand guide needn’t be lengthy: Voice and tone can be covered by just a few guidelines. (I’m a fan of MailChimp’s voice and tone guide, available free as part of its master Content Style Guide.) What matters most is that you codify these guidelines so there is a single set of rules for everyone working on content at your company. From the work of freelance writers to that of marketing directors, your company’s content marketing will reflect a consistent brand voice.

3. Define your value

Branded content is beneficial not only for defining the buying vision in your favour but also for reminding existing customers about how valuable your offerings truly are. From case studies to white papers, how can you create content that helps existing customers maximise the value of your offerings? Perhaps you can spotlight a new offering or provide tutorials for advanced features. The key is to use your branded content to move from a transactional relationship to a customer-centric one that delivers real value.

Example? The enterprise software company SAP has nailed this mission. While many of its products and services seem technically complex to the average B2B decision-maker, the company’s white papers expertly explain the importance of digital transformation in accessible layman’s terms. Most importantly, this content is never a “hard sell” for SAP, but instead subtly reminds customers about the valuable benefits SAP can present as a strategic partner.

Rather than sending marketing material to customers touting your “top of the line products,” then, send them branded content that explains how to use your products to solve their problems. Content that maximises perceived value strengthens your brand and drives customer retention.

Related: How DJ Dimplez Built His Brand And Business From A Passion

Bottom line

Content marketing is an essential B2B marketing strategy that’s continuing to gain in importance. According to HubSpot, B2B marketers allocate 28 percent of their total marketing budget to content marketing. But before you too jump on this bandwagon, be sure your content is aligned with your brand vision, voice and value. Doing so will ensure your content is impactful, relevant and worth the investment.


This article was originally posted here on

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Brand And Marketing: Finding The Balance For SMEs

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Gary Harwood




Being in business is about more than just hitting the bottom line. Sure, financial growth is imperative to continued success. But if nobody knows about you, then your achievements will be limited to the short-term. Enter the world of brand and marketing.

To the uninitiated, these concepts might seem interrelated. And to a certain extent they are. However, branding revolves around delivering on a promise, it is what defines you as an SME and what makes you different from your competitors.

Marketing is about how you do it – your tactics and your strategic goals. It is about promoting a product or service to sell and earn revenue.

Both are equally important, and no entrepreneur can afford to ignore one in favour of the other. But how do you balance a limited budget and resources to finding the right balance? In some ways, it is best to take a step back and view your business from the perspective of your customers.

Related: The Secret Ingredients to a Successful Branding Strategy

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Emotional versus rationale

Cynics might argue that branding is all about emotions while marketing is a more rationale (and logical) pursuit. After all, how do you ‘know’ your customer? How do you analyse the effectiveness of your brand promise?

It might be an easy thing for large organisations to measure, but for a business just starting out, it is quite a challenging prospect. Given how data has exploded in recent years, organisations have a wealth of information at their disposal to analyse, scrutinise, and draw insight from in getting to grips with the effectiveness of their brand promise.

And while this might seem daunting for your SME, it does not have to be the case. While there are more than enough models to measure brand equity, most are challenging (not to mention costly) to implement and they all require extensive research.

Fortunately, things like internal staff surveys (questions like what do your employees think your brand identity and promise is), how integrated your brand and marketing efforts are (do your tactics reflect what you want to achieve), and how you compare to the competitors, can be reviewed relatively quickly and cost effectively.

Related: The Economics of Branding

The business of marketing

Marketing can add a dynamic component to this mix. By focusing on the tactical elements of how to achieve business growth (specific to your brand promise), the SME can develop a more nuanced strategy that factors in both emotional and rationale elements.

We all want to make money but that hardly has the makings of a solid marketing strategy. In fact, marketing is less about flashiness and more about implementing solid business principles.

Sure, the sexiness comes in some of the tactical executions but it all revolves around delivering value to shareholders, marketing to the strengths of your business, and setting yourself apart from your competitors.

A successful marketing campaign revolves around bringing customers to your business. And this is where the brand promise is so important. You must understand what the customer requirements are if you are to deliver tactics that fulfil them.

Business today requires branding and marketing to work together. By compromising the one in favour of the other will not result in any significant long-term gains but risk your SME losing ground to competitors.

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5 Steps To Building Your Personal Brand From Scratch

Whenever you engage, shine a light on your values.




What would you like people to say about you?

As Jeff Bezos (founder of Amazon) famously said, “Your brand is what people say about you when you’re not in the room.”

Your personal brand is the sum total of what you do, how you do it and why you do it. It’s not something you can fake. It’s authentic and deep-seated.

If you get it right, your personal brand will make you stand out from the crowd, shine a spotlight on your expertise and enhance your value. You’ll have an energy and a buzz about you that people can’t help being drawn to.

So how can you build your personal brand?

For starters, don’t make the mistake of thinking your personal brand is all about you. It’s not. Your personal brand is not about your work experience or your personal accomplishments. Your personal brand should be about other people, specifically what you can do for other people.

Start by asking yourself a few questions: What needs can you address? What are the areas where you can offer the most value? What makes you different from the rest?

Related: 6 Personal Branding Rules To Being Popular And Profitable

With a little thought and planning, you can build your personal brand from scratch. Just follow these five steps:

1Discover your opportunity

Passion is not enough. You might have a passion for rock climbing, or playing the ukulele. But having a passion does not automatically translate to recognition and success.

Instead of focussing on your passions, study the needs of the people in your circles. What are they trying to achieve? What are they struggling with? What are their frustrations?

Think about how you could best help these people.

Dig deep into who you are. Identify what you can bring to the table. Evaluate not just the skills and experience you’ve acquired but also the values that guide and inform you.

Study your competition. Can you serve a need that in an area that doesn’t have lots of competition?

If there’s lots of competition wherever you look, don’t be discouraged. Can you serve a need in a way that’s distinctive and noteworthy?

You’ve identified your opportunity when you’ve found a significant need that you can serve, in a way that sets you apart from the competition.

2Know your audience


Everything starts with your audience. Find out as much as you can about them. This includes standard demographic data such as what jobs they do, how much they earn and where they live.

Equally, if not more importantly, you need to know what their beliefs and values are, their hopes and dreams and the challenges they are facing.

Talk to your audience. Take them out for a coffee or set up a Skype call. Study them by reading what they’re saying on relevant social media, forums and review sites.

Is your audience more interested in quality or value? What’s more important to them, making a difference or making money? What public figures do they admire?

How much do your audience know about what you can offer them? Will you need to educate them for them to appreciate your value?

Identify who your core audience is. Don’t try to appeal to everyone. Identify which audience segments are most likely to become long-term customers and advocates. These are the people you should focus on.

Related: Personal Branding Pitfalls Women Should Avoid

3Craft your message

In Hollywood, budding filmmakers learn to prepare an “elevator pitch” to sell their movie ideas to busy studio executives. The key is to summarize their idea in a short, memorable phrase that could be pitched even if they had to do it in an elevator.

For example, the movie Alien was initially pitched as, “Jaws in space.”

You want to tell your audience about what you do, about what makes you different and exciting. But they probably won’t have time to listen to your life story.

Instead, you should create a short message that sums up what you’re about in a way which connects with your audience. Keep it simple and memorable. Think of it as your elevator pitch. Your message should reflect the people you serve, the values that you embody and the results you achieve.

If you have any testimonials, study them. What were the things about you that people valued the most? Observe the exact phrases people use when talking about you. Often, these are the precisely the phrases you should use when describing yourself.

Use your message to brand yourself on your professional profiles. Most importantly, embody it in everything you do.

4Hone your uniqueness

Maybe you can do something highly useful that very few people can do. Well, that’s your unique quality, and you should tell your audience about it.

But perhaps there are plenty of people who do what you do, and you’ll be competing for the same audience. Being able to demonstrate a point of uniqueness is your key to success in a competitive market.

The most obvious point of uniqueness is to be the best. There are many ways of being the best. Find out which way plays to your strengths. Are you the most experienced, most creative, most efficient? Do you excel at customer service?

Related: [PODCAST]: Listen To Rich Mullholland Share Tips On Building Your Personal Brand

If you can’t be the best in some way, becoming more specialised can make you unique. For example, instead of offering a marketing service to small business owners in general, you could offer a marketing service targeted at chiropractors.

And don’t be afraid to be controversial to stand out. If you hold different opinions from the others, don’t be afraid to voice them. Just stay away from topics that are likely to cause offense, like religion and politics.

5Define your values

Authenticity is the cornerstone of personal branding. Your authenticity is what allows your audience to trust you, to engage with you, to tell their friends about you. Being authentic is about having stated values and being true to them.

So what are your values? You should include business values, such as driving innovation or personal accountability. You might also add ethical values, such as care for the environment.

How you speak and write is also a reflection of your values. Are you serious or informal? Do you address the layman or expert? What are your cultural reference points?

Guard against inconsistency, such as saying one thing and doing another, as this will cast doubt on your values and undermine your brand.

Keep your values at the heart of everything you do, as you interact with people, network on social media, or publish blog posts. Wherever and whenever you engage, ensure you do so in a way that shines a light on your values.

This article was originally posted here on

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