Brand New You

It's all about the brand.

You're a speaker. Every decision you make should move you forward to your ultimate goal - creating who you are by doing what you do.

We have all gotten those calls. Can you speak on "Fill in the blank?" The answer is no, but you reluctantly say yes anyway. Perhaps it is difficult to say no or you just need to fill the hole in your calendar. Then you kill yourself preparing to speak on a topic that isn't right for you anyway. Now you have spent a tremendous amount of time on something that isn't moving you forward to your ultimate goal.

No one would believe that a speaker could be great at 100 different topics, but 3 is much more realistic. That is a different story. You speak on sales and specialize on large teams in a retail setting. Now we are getting some where. The more specific your niche market or niche topic, the easier it is to market you and your talents.

Let's get back to your brand. I was recently reading Off-The-Wall Marketing Ideas by Nancy Michaels and Debbie Karpowicz. They provided information on a case study about The Blaze Company, a marketing and a public relations firm in California. The owner Marci Blaze has incorporated her brand into every aspect of her company. The letterhead is stationary whose edges are burned to create a "blaze" effect. This creates an immediate visual identity for her and her company.

Let's take this a step further and look at what Blaze did during one Yuletide season. She had a thousand over sized matchbooks sent out with her logo and the message "Warmest Wishes."
By staying true to your brand, you can create new opportunities to represent your company.

So where am I going with all this?

If you specialize in sales don't waste time with presentation skills and facilitation. Figure out a better way to get your message out there with your brand. Everything you do should be unified and moving you forward with a single purpose: Promote your brand. If you want to be the best sales trainer, you can't afford to waste time speaking on anything else. By creating a unique brand a sticking to it, you can eliminate your competition. When it comes down to you and your 3 topics that all center around a single greater theme or Jack of all trades that speaks on 50 topics, the choice will be obvious.

The next time you get a call asking if you can speak on an unfamiliar topic, don't be afraid to say no and refer them to another speaker who does. Networking and partnerships are a great tool to promote your business.

Should I be telling you this? Does this speak to my brand?...