Opinions expressed by Entrepreneur contributors are their own.
With more than 1 billion users in 200 countries worldwide, LinkedIn is currently the largest professional networking platform. So, whether for professional networking or job search purposes, it’s more important than ever to customize and optimize your LinkedIn profile. Similar to advertising, visitors to your profile page will likely spend just a few precious seconds to form an opinion, so it’s imperative that everything is clear, concise and on-message. Fortunately, LinkedIn has a robust feature set that enables a lot of customization. Unfortunately, many on the platform overlook key parts of their profile, in some cases not including them at all and often not optimizing what’s there.
As you craft your LinkedIn profile, the fundamental objective to keep in mind is that you want to clearly articulate four things in a concise and quick-to-digest manner: who you are, what you are doing professionally, what you have done and what you are looking for — especially for those who are job hunting. You should remove anything that does not contribute to any of these points.
Below are six key considerations and configurations in terms of optimizing your LinkedIn profile:
1. Your profile image
When you see a person’s profile on LinkedIn, at the very top is a background cover image. It’s shocking how often that critical piece of real estate is left blank. It’s easy to customize, so be sure to upload a cover. Anything is better than nothing, but I strongly encourage you to make the most of that space; don’t simply put a solid image or pattern there. Take advantage of that key spot by selecting an image that provides some sense of understanding and, ideally, even validation for you (check out mine, for example, showing an interview taking place) or, at the very least, conveys some kind of feeling about something important to you.
2. Get a verified checkmark
Below the cover photo, you want a verification check next to your name. This is a free service from LinkedIn and ensures potential employers and partners (as well as recruiters for those job hunting) that you are who you say you are. Fraudulent profiles are frequently created, so this verification gives your visitors additional confidence that your profile is legitimate. If you don’t currently have your profile verified, find a way to verify if possible (or the next time you can, do it; it’s important for the future, even if you cannot have it now). Understandably, you may have privacy concerns, and those same privacy concerns are, in reality, relevant to everything you do online via your desktop and mobile phone. Just keep in mind this is a vital verification for your career.
3. Craft your headline
Almost everyone on the platform has a headline entered. Many of them badly need improvement. This is a small amount of space to communicate some highly critical information. Avoid any extra words that don’t contribute to your definition. Avoid using lots of symbols. Avoid using broad, general language. Be concise, be specific and use this spot to clearly convey what you are, do, and/or want.
4. Showcase your work on your “personal billboard”
LinkedIn has a featured section you can add, yet many people don’t use it at all. Featured items can include posts, newsletters, articles, links, media or spotlighted content from your profile. You also can sort the list, which is essential as visitors will typically only see the first two to four of your featured items (depending on the viewing platform) without scrolling.
5. List your skills — and endorse your colleagues’ skills
LinkedIn allows you to list your top skills, and others can endorse you for those individual skills. Often, people have 50-plus skills associated with their profile and endorsements on some number of them. Are you aware that visitors to your profile page only see the top two in the list (unless they click to see more, which most don’t)? And, did you know that you have the ability to sort the list? Be sure to sort your skills so that the top two reflect the most important things a business partner or potential employer would want to see.
Of vital importance is your experiences section, where you list out each of the companies you have worked for. The first mistake people make is using the description to describe the company. Think of this page as your CV; this space is where you should describe your role at the company. A line or two about the company is fine, of course, but consider also using bullets to highlight critical functions and accomplishments you’ve made while working there. This is especially important for your most recent experience or last couple if the most recent is a short duration. Often overlooked is that you can associate skills with each experience definition. You can also add media, such as press releases, white papers, interviews or other media related to your involvement with that company.
Incidentally, if you happen to subscribe to LinkedIn Sales Navigator, there is a tool available on the platform called the “Social Selling Index,” which measures your social selling efforts. This tool assesses your overall brand, relationships, people and insights. The brand portion of your index relates to your profile.
Some say LinkedIn is the CV replacement. I wouldn’t necessarily go that far, but it is unquestionably a vital professional tool for networking and worthwhile your time to configure and optimize. In some cases, it literally is used in place of a resume. In some cases, you’ll never make it to even being asked for your resume unless your LinkedIn page tells the right story up front. I encourage you to explore every section, try every configuration, arrange each arrangeable list to highlight what’s most important and be thoughtful with the images you use.
Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.
If brand identity is as essential (it is), then something as seemingly simple as keeping your colors consistent is as important as the voice in your copy or the tone of your social posts. To make sure you or your team never miss out on a moment of inspiration again, take advantage of this price drop that has this Nix Mini 2 Color-Matching Sensor on sale for only $49.97 (reg. $99) through 11:59 p.m. PT on July 21.
Use the Nix 2 color-matching sensor to scan any product or surface and match the color to any of over 100,000 paint colors. Your pocket color scanner can pull all of the necessary codes and information that might be needed for a professional at the hardware store to find a matching shade or for you to find the right color in design apps like Photoshop.
To help you keep track of the colors you’ve matched and found, the sensor works in compatibility with the Nix Paints and Nix Digital apps for iOS and Android devices.
For pulling colors from the real world into your digital projects, there’s no better solution. That’s why CNET wrote that “Nix comes pre-calibrated and doesn’t require any work on your end.” No need for an artist’s eye or a designer’s patience. Skip straight to the right color every time.
Opinions expressed by Entrepreneur contributors are their own.
Unless you’ve been living under that proverbial rock, you’ve heard of ChatGPT and its creator, OpenAI. Part of the generative AI explosion, ChatGPT is revolutionizing entire industries, including branding and brand positioning. But it’s not without its drawbacks.
Some of the milder criticisms include creating generic content, not supporting brand voice or tone and failing to connect with audiences. Those are pretty dramatic disadvantages for a technology that’s supposed to be such a game changer, and they’re stumbling blocks you’ve probably encountered in your own use of AI.
There’s good news. A custom GPT lets you take AI to the next level. You can say goodbye to generic, boring copy and hello to brand-aligned, customized content that engages from the start.
A custom GPT is the next step in AI evolution, at least for individuals and organizations looking to build their brand and enhance brand awareness with their audience. It’s a free option available for anyone who subscribes to ChatGPT Plus and essentially allows you to create a customized AI that knows everything about you and your business.
Rather than using conventional training materials, the OpenAI team uses your branding information to train the AI. The result? A customized version of ChatGPT that’s unique to your brand.
In the ever-evolving entrepreneurship landscape, I recently had the privilege of incorporating a custom ChatGPT into my toolkit. Created by a skilled team, this AI marvel was trained with insights from my articles and branding advice and attuned to my unique tone of voice. I was thrilled to discover that it could perfectly emulate my style (professional yet approachable and friendly) and provide branding advice that I would have given myself.
Why would I want to let AI replace me? Am I planning for my own obsolescence? Not in the least.
The goal here is to create an ally in sharing my expertise — an AI-powered alter ego capable of responding to questions, comments, and requests in the same way I would. It’s also an important tool for providing potential new clients with a preview of what working with me is like.
How did the experiment pan out? What benefits did I achieve, and how might you apply them to your own needs? Here’s a quick rundown of my experience.
Improved brand consistency
A custom GPT’s primary advantage is its ability to ensure brand consistency across different touchpoints. Whether people seek advice, ask questions or want to engage in another way, a custom GPT mirrors your brand’s unique voice and identity. These are not generic robots; they’re tailored allies designed to respond in the same tone of voice and style, aligning seamlessly with your brand. This not only strengthens your brand image but also cultivates a deeper connection with your audience.
Effortless communication
With my custom GPT taking care of everyday questions, I’ve gained valuable time to focus on the core aspects of my business. That’s something any business owner can appreciate. It has also become instrumental in smoothing out communication and enhancing overall efficiency.
When it comes to client relationships, the custom ChatGPT handles routine inquiries, allowing me to concentrate on building stronger connections. It’s not just about answering questions; it’s about providing a personal touch that goes beyond the basics, ensuring clients feel genuinely attended to.
Instant expertise at scale
Scaling my entrepreneurial efforts became seamless as my custom ChatGPT effortlessly shares branding advice derived from and consistent with my body of work across platforms. Whether interacting with one client or a hundred, the AI manages to deliver advice and guidance consistent with my goals in terms of professionalism and expertise. That’s good news for business owners, entrepreneurs and others trying to scale their brands without burning out.
Dynamic adaptability to trends
The world is evolving faster than ever. It feels impossible to keep up with trends and shifting market dynamics. However, my custom GPT can be retrained with new data and instructions so I can keep ahead of the curve. That’s an important benefit for anyone hoping to stay relevant today.
ChatGPT doesn’t just answer questions; it sparks creativity. Whether you’re stuck on a branding concept or seeking inspiration to name your new business venture, the AI’s unique insights and suggestions serve as a springboard for creative endeavors, accelerating the ideation process. This can be an important advantage when it comes to creating marketing collateral, content for your audience and even writing a business plan to get your idea off the ground.
The team you’ve been missing
Entrepreneurs and solopreneurs often try to do it all. Chances are good that you handle your own marketing, market research, customer support, email correspondence, and more. That leaves little time to focus on other aspects, like spending time with family and friends. A custom GPT can become the team you’ve been missing and handle those tasks for you in many cases, saving you time, cutting costs and protecting your sanity.
In essence, a custom GPT acts as a force multiplier. It allows you to do more, from engaging with your audience to building a stronger brand without burning out. From streamlining communication to answering questions and providing guidance to interacting with leads at different touchpoints within your funnel, a custom GPT could be just what you need to jumpstart your success.
For prominent figures like business leaders and public figures, managing a constant influx of inquiries can be overwhelming. A prime example is MarcGPT, tailored for Marc Randolph, the co-founder and first CEO of Netflix. Drawing from his wealth of experience, this custom GPT delivers inspiring and actionable advice for entrepreneurs, showcasing its potency as a valuable tool for leaders. It extends mentorship and offers insights on a global scale, reaching a diverse audience without the limitations of time zones or physical presence. Since it incorporates information from various sources, including a copy of his book, interviews, podcast episodes and other writings, it becomes a versatile asset for sharing expertise on various topics.
Embracing the AI revolution with caution
While the benefits of custom GPTs are evident, it’s essential to approach AI integration cautiously. Human-to-human interaction is always the preferred option. And while AI continues to evolve, it should be seen as an ally working alongside you, not a replacement for you. Maintaining the human touch within your business remains vital.
My recommendation? Use a custom GPT to help you carve out more time to do what you do best and to provide much-needed human interaction at key touchpoints. Let your AI handle mundane but important tasks that would not be a wise use of your own time and expertise.
Ultimately, a custom GPT can provide critical automation, reduce costs, improve efficiency, save you time, improve your customer or client experience and increase the accuracy of interactions. Creating one tailored to your business is the first step toward building a stronger, more resilient brand and achieving a better balance in your own professional life.
In this ongoing series, we are sharing advice, tips and insights from real entrepreneurs who are out there doing business battle on a daily basis. (Answers have been edited and condensed for clarity.)
Jeni Castro is the founder of Coffee Dose, an eclectic cafe with five locations in Orange County, California. Read on to learn how she built a brand that delivers an experience like no other coffee shop on earth.
How did you get into the coffee business? I’m a serial entrepreneur. I started Coffee Dose six years ago after franchising my previous company. It was a tanning and waxing brand, so I always joke that I went from vaginas to coffee. I’m a master connector, and I was trying to connect different small coffee operators in my area to link up with my friend who was opening a hair salon. I thought it would be a great concept to have coffee and hair. Well, that didn’t work out and I couldn’t find anyone interested in taking an 85-square-foot coffee bar, so I thought, well, I can brand anything and sell anything so let’s try coffee! And that’s how Coffee Dose was born. I had no coffee business experience at all. But as the serial entrepreneur does, I figured it out. Fast forward to today and we have five locations and we’re getting ready to hit our next growth phase and we’re looking for a big strategic partner.
What’s different about Coffee Dose? And we are a very fun coffee brand. Our original latte is called “Anti-Bitch Serum.” Our flagship has what we call “the diner experience.” You walk in and it’s this pink and teal look. Everything is made fresh daily and many of our lattes have health aspects like turmeric, collagen, and charcoal. We call ourselves vibe dealers because we are essentially drug dealers. We’re giving the community drugs all day long. We have people that come back for multiple drinks in a day, and I didn’t want people to consume just a bunch of crap like what’s currently out there in the market. Like Starbucks, imagine drinking that twice a day, seven days a week? It’ll kill you. So I wanted to make really good coffee with really good ingredients and serve delicious food in a fun space. Honestly, it’s just a fucking vibe.
Photo credit: Mike Carreiro
Have you had “real jobs” before going the entrepreneur route? I’ve basically been an entrepreneur my whole life. I mean, I’ve worked for people, but I’ve been fired from pretty much every job. I worked for George Biel, who owns all of the Gulfstream and Hillstone restaurants. I was always trying to rework how they managed the staff. I worked there for seven years and I was let go because, honestly, they were just tired of talking to me. And so I always had dreams of doing my own thing. I really love branding — taking something that could be super simple or something that we use every day and putting a spin on it that makes it special.
What are some of the challenges of starting your own coffee shop brand? We’re very disrespected in the coffee industry. And that’s okay! The coffee community is very small and male-dominated. It’s comprised of operators who are diehard baristas — they know every aspect of every piece of equipment and travel to meet the farmers roast growing their beans. I’d like to do that one day, but right now I am focused on getting people through the door. So to do that, I knew we had to be exceptional. I would hate to come out and have people say oh, well, you know, she’s not a coffee person and her food sucks. So I had to go one step further and just blow it out of the water. Our food and drinks are amazing, and when you order your eggs and toast, they come on a plate that says “Fuck mornings.”
What’s your outlook for this growth phase? I’m really stoked to find the perfect partner because I want these everywhere. It’s going to be a global brand and I feel like I’ve only just begun but I’ve been working my ass off for the last six years. Someone once said that it takes 10 years to become an overnight success, and I feel like I’m living that. I would like to own and operate as many shops as I can for as long as I can. We’ve already talked with some very prominent VCs to lay out the path of what an exit looks like down the road, but it’s hard to even talk about that because I’m having so much fun right now.
Any advice for entrepreneurs facing tough decisions? When it comes to decision-making, I’m like the Magic Eight Ball. Just shake it, see what the answer is and go for it. I love to take chances. I’m a risk taker. I’m a big dreamer. I’m also a manifester and I believe in all that crazy shit. If you think it, it will happen. Whether it’s just me believing my own bullshit, I don’t know. But it works for me. My husband thinks I’m crazy — I’m always sending him inspiring podcasts and quotes from books. But I think for real entrepreneurs, we all live in that space, right?
Have you had any impactful mentors along the way? One of my biggest mentors is Alli Webb, the founder of Drybar. She’s been a really close friend and a really great mentor. She’s a visionary founder who believes that as long as you put the right people in place, you can grow and run a successful company. It’s very refreshing to talk to someone who has been through that. She’s worn many hats and came from nothing — she just had an amazing idea. I love surrounding myself with people like that.
Photo credit: Jordan Shiley
What are some of your passions outside the walls of your coffee shop? I’m a mother of two. I have a five and a seven-year-old there. They’re super fun. I’m a professional eater and a professional hotel stayer. I love to travel and that helps keep me motivated. I could work 18-hour days for months straight as long as I know a trip is on the horizon. If the trip is planned, I’m good. Oh, and I listen to murder podcasts. Last night I was at the flagship store, installing something late at night. It was dark and I’m listening to the details about some grisly death and I’m like, ‘What am I doing? This is horrible!’ I think I love the abuse. Working with caffeine and listening to murder podcasts is not a recipe for a good night’s sleep.
In the bustling realm of coaching, standing out is no longer optional—it’s essential.
Why? Because as a coach, you’re not just offering a service; you’re presenting yourself.
A robust brand doesn’t just attract—it commands respect, builds trust, and establishes you as an authority. It’s the difference between being just another coach and being the sought-after expert in your niche.
Your brand becomes your voice, identity, and, most importantly, your promise to clients. And it tells clients what to expect and why they should choose you.
What is Branding for Coaches?
At its core, branding is about identity. It’s about who you are, what you stand for, and how you present yourself to the world.
In simple terms, a brand is a perception.
It’s the image people conjure up in their minds when they hear your name or come across your services.
Personal branding for coaches is the essence of what they offer, the values they uphold, and the promise they make to clients. It’s not just about a catchy logo or sleek website; it’s about their emotional and psychological relationship with their audience.
Personal branding vs. business branding: What’s the difference?
Personal branding and business branding seem interchangeable at first glance. But there are certain distinctions:
Personal Branding
Business Branding
What it covers
The story and qualities of the individual.
The identity of an entire business.
When its relevant
When you’re starting out.
When you’re expanding.
Why is Branding Important for Coaches?
Branding for professional coaches isn’t superficial; it’s strategic. It signals professionalism, consistency, and credibility.
In the coaching industry, where the market is saturated, having a solid brand can be the deciding factor for a potential client.
Imagine you’re at a networking event, and two coaches introduce themselves.
One hand over a plain card with just a name and number. The other offers a card adorned with a thoughtful design, a tagline that resonates, and a QR code leading to a resourceful website.
Who would you be inclined to trust more? That’s the power of branding.
It’s not about being the loudest in the room; it’s about being the most memorable and crafting an identity that resonates, connects, and ultimately transforms lives.
3 Pillars of Branding for Coaches
So, how do you ensure your boat doesn’t just float but sails with purpose and direction? The answer lies in three foundational pillars: Authenticity, Differentiation, and Consistency.
Let’s delve into each one.
1. Authenticity
Authenticity isn’t about portraying a perfect image but about being real, vulnerable, and true to who you are.
As a coach, this means showing up as your genuine self, with all your strengths and flaws, and being transparent about your journey.
This fosters trust and relatability, allowing clients to connect with you on a deeper level—especially the ones who have gone through something similar to what you did.
Plus, an authentic voice and values set you apart in a competitive market. It makes your audience feel empowered to embrace their unique selves.
2. Differentiation
Let’s face it, there are thousands of coaches out there. So, what makes your personal brand different?
Differentiation is about identifying and amplifying your unique value proposition and mixing it into your coaching brand, making it memorable and distinct.
While being a jack of all trades might seem appealing, specialization can be a game-changer.
By focusing on a coaching niche, you can tailor your services, cater to a specific audience, and establish yourself as an expert in that domain.
Whether it’s life coaching for single parents, career coaching for tech professionals, or wellness coaching for seniors, find your niche and own it.
3. Consistency
Imagine walking into your favorite coffee shop. You love it because the coffee tastes just right every time you order it.
Now, what if one day it’s too sweet and the next, it’s too bitter? You’d be confused, right?
That’s how clients feel when your brand lacks consistency.
Consistency in branding is about ensuring a uniform look, feel, and message across all touchpoints, whether your website, social media, or business card. It’s the thread that ties all elements together, creating a cohesive brand experience.
A few things you can implement in your marketing for better brand consistency are:
Visual elements. Stick to a defined color palette, typography, and logo placement.
Tone and voice. Whether you’re witty, formal, or casual, maintain the same tone across all content.
Engagement. Respond to queries, comments, or feedback consistently, reflecting your brand’s values.
While trends come and go, these three pillars remain timeless.
They’re the bedrock on which successful coaching brands are built.
So, as you embark on your branding journey, keep authenticity, differentiation, and consistency as your guiding stars.
How to Build a Coaching Brand
Follow this game plan to become recognizable as a coach and attract the right audience.
1. Self-reflection and brand identity
Before diving into the vast world of logos, websites, and marketing strategies, let’s start at the core: you.
Building a brand isn’t just about flashy visuals or catchy slogans; it’s a deep dive into understanding who you are, what you stand for, and how you want to be perceived.
Let’s break it down:
Discovering your strengths and values
Every coach brings a unique blend of experiences, skills, and perspectives.
But what truly sets you apart?
Take a moment to reflect. Maybe it’s your knack for empathetic listening, or perhaps it’s your innovative approach to problem-solving. Jot down these strengths.
Next, think about your values. Are you driven by a passion for lifelong learning? Or is it the transformational change in your clients that fuels you?
Recognizing these core values will serve as the foundation of your brand.
Crafting your brand statement
Now, with a clear understanding of your strengths and values, it’s time to articulate your brand’s essence.
This isn’t just any statement; it’s your brand’s heartbeat, capturing its essence in a few powerful words.
Think of it as your elevator pitch. For instance, if you’re a career coach specializing in mid-life transitions, your tagline might be “Navigating Midlife Career Shifts with Confidence.” It’s concise, clear, and speaks directly to your target audience.
Remember, your brand identity is the soul of your coaching business. It’s your promise to your clients and the experience they can expect.
So, invest time in this self-reflection; it’s the first step to building a brand that truly resonates.
2. Visual branding
While your brand’s essence is rooted in your values and strengths, the visual elements give it life and make it recognizable.
The power of logos
Imagine the iconic Apple logo or Nike’s swoosh.
Just a glance, and you instantly recognize the brand. That’s the magic of a well-designed logo.
As a coach, your logo should encapsulate your brand’s essence. It’s not just about a pretty design; it’s a visual representation of your coaching philosophy.
So, when designing or choosing a logo, think about what symbol or image resonates with your coaching style.
Color schemes
Colors evoke emotions.
Think about it. Warm hues like reds and oranges can ignite passion and energy, while cooler tones like blues and greens exude calm and trust.
When selecting a color scheme for your brand, consider the emotions you want to evoke in your clients.
If you’re a wellness coach, earthy tones might resonate more. On the other hand, a corporate leadership coach might lean towards bold, powerful colors.
Crafting a memorable visual identity
Consistency is key. Whether it’s your website, business cards, or social media profiles, ensure a uniform look.
Use the same logo, color scheme, and design elements. This not only looks professional but also reinforces brand recall.
Ultimately, visual branding creates a cohesive and memorable image that aligns with your coaching philosophy.
3. Online presence
Let’s face it: If you’re not online, you’re invisible. So, how do you make your mark as a coach on the internet?
A professional website
Think of your website as your digital handshake.
It’s often the first interaction potential clients have with you. A sleek, user-friendly website speaks volumes about your professionalism. It’s not just about aesthetics; it’s about functionality.
Can clients easily find what they’re looking for? Is there a clear call to action?
Remember, your website is often your first impression, so make it count.
Platforms like LinkedIn, Facebook, or Instagram allow you to engage with potential clients, showcase your expertise, and build a community.
Share valuable content, interact with followers, and position yourself as a thought leader in the coaching realm.
SEO
Have you ever wondered how certain websites always pop up first on Google? That’s SEO (search engine optimization) at work.
It’s the art (and science) of making your website more discoverable. By optimizing your site with relevant keywords, you increase its visibility, driving more organic traffic your way.
In essence, a robust online presence is non-negotiable. It’s your digital storefront, and it’s open 24/7. Make sure it’s inviting!
4. Engaging with your audience
It’s one thing to create a brand, but it’s a whole other ball game to keep your audience hooked.
Let’s dive into the nitty-gritty of truly connecting with your tribe.
Feedback
In the coaching world, feedback is your mirror. It reflects what’s working and what’s not.
But here’s the catch: you’ve got to be open to it.
Embrace both praise and critique.
Remember, every piece of feedback is a stepping stone to refining your brand. It’s like getting free consulting from the people who matter most: your audience.
Having a million followers is great, but having a community? That’s gold.
A community isn’t just about numbers; it’s about engagement.
It’s about creating a space where your audience feels heard, valued, and connected. Think of it as a cozy gathering around a campfire, where stories are shared and bonds are forged.
That’s the power of a strong community.
Networking and collaborations
Ever heard the saying, “It’s not what you know, but who you know?”
In the coaching world, this couldn’t be truer. Networking isn’t just about exchanging business cards; it’s about building relationships. Attend events, join workshops, and collaborate with fellow coaches.
Every interaction is an opportunity to learn, grow, and expand your brand’s reach.
In essence, engaging with your audience is like tending to a garden. It requires patience, effort, and, most importantly, genuine care.
So, roll up those sleeves and get ready to nurture those connections.
Common Branding Pitfalls and How to Avoid Them
Navigating branding in the coaching industry can be like walking a tightrope. Let’s explore some common branding blunders and how to sidestep them gracefully.
1. Ignoring industry trends
Imagine still using a flip phone in the age of smartphones. Sounds out of place, right? Similarly, not staying updated with trends is like having an outdated flip phone.
The coaching industry is ever-evolving. New methodologies, tools, and techniques emerge regularly. If you’re not in sync, you risk becoming obsolete.
The fix: Dedicate time to continuous learning. Attend seminars, read industry journals, and join coaching networks. Stay curious and stay updated.
2. Inconsistency in messaging
Picture this: One day, you’re the “holistic wellness coach,” and the next, you’re the “corporate leadership guru.”
Confusing? Absolutely.
Inconsistency in messaging muddles your brand identity. Your audience won’t know what you stand for, leading to mistrust.
The fix: Define your brand’s core message and stick to it. Whether it’s your website, social media, or workshops, ensure a consistent theme. It’s okay to evolve, but sudden shifts? A big no-no.
3. The feedback fumble
Feedback is the universe’s way of saying, “Hey, here’s something you might want to look at.”
But many coaches either don’t seek feedback or become defensive when they get it. This resistance stunts growth and can tarnish your brand’s reputation.
The fix: Cultivate a growth mindset. This means actively seeking feedback and, more importantly, acting on it.
While pitfalls are part and parcel of the branding journey, they’re not insurmountable. With awareness, adaptability, and a dash of humility, you can navigate these challenges and build a brand that truly resonates.
Start Crafting Your Coaching Brand
Building a brand is a continuous work in progress. The coaching landscape is dynamic, and to stay relevant, one must evolve.
Opinions expressed by Entrepreneur contributors are their own.
“We’ve said no to Fortune 500 companies,” said Tim Bergler of Percipio Group Consulting during an expert panel session with 50 entrepreneurs in the room. Bergler was sharing the one piece of advice he would give new entrepreneurs in Portland, Oregon’s EO Accelerator program. “Don’t be afraid to say no if you can’t nail the work for your customer,” he continued. His answer rang a bell for me.
Recognize the power of no
As I thought about the most successful entrepreneurs I know, I realized they say no to most “opportunities.” When I reflected on my companies, I noted that our greatest successes occurred after we got really clear on what we would not do.
The overarching issue is that most people say yes too much. When you start a business, you mostly think about what you will do — which is pretty much anything to grow the company. So, you say yes to everything and focus on getting more sales however you can. And while that might work in the short term while you are smaller, it doesn’t work long-term, and may even keep you smaller.
That’s because as a growing company, resources are finite and can easily be wasted. Saying no is critical because it empowers you to focus your limited resources — people, time, money — on the core elements that drive success best.
While it feels counterintuitive, the most crucial question to ask is: “What won’t we do?” Gather your team and make a thorough “Won’t Do” list. Be thoughtful about it and commit to the result. Watch how this exercise focuses and propels your company.
Businesses with a narrow focus on delivering only what they can nail for the customer — a product or service not readily found elsewhere — are the successful ones. Think about all the businesses you love. Are they doing everything for everybody, or just one thing exceptionally well?
Take the grocery business. Standard grocery stores sell an astonishing range of food items in a super-competitive segment with low profit margins. Compare that with Costco or Trader Joe’s, which are high-profit and focused on what will or won’t sell. They only stock value-added items that customers can’t find elsewhere. The top fast-food businesses — McDonald’s, Starbucks, Dunkin’, Chick-fil-A and Taco Bell — all have strong “Won’t Do” lists.
A recent headline referenced “the most important stock on planet Earth,” which rose from obscurity to a $2 trillion valuation because of its “Won’t Do” list. That company, Nvidia, creates technology that enables AI. Nothing else.
I failed to create a “Won’t Do” list for my first company, a commodity business that wasn’t particularly successful.
The second time around, my self-storage business was way more focused. We shopped our largest competitors — Public Storage, Extra Space Storage and CubeSmart. Then, we thought deeply about what we could provide that they did not, as a way to differentiate ourselves.
We made a comprehensive list detailing what we did not like about those companies. That list informed our “Won’t Do” list, which includes:
Change our prices every day
Upsell or push extra products/services
Save hidden costs for move-in
Route calls through a call center
Act like our customer is bothering us
Mandate insurance
Be a national company
Put a customer in a space that isn’t right for them
That list is simple but magical. It does four remarkable things:
Determines what you will do. Deciding what you don’t like and won’t do is a hack to identify what you will do, which is basically the opposite. Establishing a “Won’t Do” list creates a clear, inspiring answer for what you will be to your customer.
Becomes the ultimate time-saver. By eliminating what you won’t do, you create space to focus on what you will do — and enhance that offering.
Simplifies decision-making. Decisions are either on-brand or off-brand; the list makes it quite obvious.
Clarifies your brand in a way you otherwise couldn’t. When you nail what you will do, your company will be more successful and profitable. You offer something unique that is not a commodity.
Your “Won’t Do” list is an essential business tool. It doesn’t only limit business scope — it can also help shape how you operate; your business practices, pricing structure and how you will treat your customers. A plumbing company might opt out of electrical work but also exclude practices such as overcharging, pushing upgrades or setting half-day-long appointment windows. Ultimately, a “Won’t Do” list streamlines your focus and helps narrow your niche.
Back to Bergler, who ran a management consulting company with a narrowly defined space where they could add significant value. He was as selective about the quality of people on his team as he was with the type of business they would do. The resulting quality of work put them in high demand. Eventually, incoming work opportunities exceeded capacity. He turned a lot of business away and even referred clients to competitors when he felt his company could not truly nail it.
As a result, clients started to approach Bergler first because they had so many misses with sub-par competitors. It made Bergler the preferred provider for their best clients. When he chose to sell the business, multiple buyers were confident in the company’s durable income because of its 20 years of consistent performance and sky-high customer satisfaction.
With our self-storage company, we enjoyed a lot of success quickly. Our differentiated brand made us a customer favorite, earning us higher marks than the big-box companies and ultimately making us a great acquisition candidate when we chose to sell.
When we started a new company focusing on vehicle storage, one of the first things we did was shop our competitors and brainstorm our “Won’t Do” list.
As I think of the many businesses I know through 20 years in the Entrepreneurs’ Organization, I can tell you there is a robust correlation between success and abiding by a strong “Won’t Do” list. Do yourself a favor: Make your “Won’t Do” list today.
Opinions expressed by Entrepreneur contributors are their own.
By next year, people around the world will send and receive 376 billion emails every day. Inboxes are jam-packed, so capturing your customers’ attention is only getting harder. Want to stand out and get more clicks? Stop obsessing about your subject lines. Instead, focus on email relevance and quality.
A ZeroBounce report suggests that 47% of people open a brand email not because of the subject line but because they always get relevant messages from that brand. Subject lines come second in enticing someone to open an email, the report shows, based on a survey of American and European email users.
So, how can you make your emails better, deliver constant value and boost your metrics? Here are eight habits to adopt today.
1. Make sure people recognize you
Since email open rates often hinge on trust in the sender, you must be instantly recognizable in people’s inboxes. Make sure your “From” name is consistent across all the different types of marketing emails you send. For instance, if your sales team contacts prospects, their “From” name should reflect your brand, such as “Paul from Entrepreneur” instead of “Paul Jones.”
The value your emails deliver carries the most weight, but it will only make an impact if you send those emails regularly. To determine your sending schedule, be realistic: How many emails can you commit to? If all you can send is one newsletter a month, that’s fine — as long as you show up in the inbox like clockwork.
3. Segment your email list
Sending the same email to all your subscribers is unlikely to drive engagement. Your customers are in various stages in their journey with your business. Some may be new sign-ups yet to make a purchase, while others are regular customers. Use filters to create separate groups and reach out with emails that make sense to each segment.
4. Personalize each message
Segmenting your email list is the first step to email personalization. But if you want to build further trust in your brand, make every subscriber feel as if you wrote that email just for them. Address their pain points and provide easy ways to alleviate them. Offer fresh ideas and content that caters directly to their needs. This approach fosters a deeper, instant connection.
5. Listen to your audience
Want to improve your email content overnight and increase engagement? Dive into your customer support tickets, social media channels and industry forums to find out exactly what people are discussing. If you host webinars, save all the questions people ask in the chat. Gather all this info in a document, and you’ll have a steady stream of relevant topics in your emails.
28% of the email users ZeroBounce surveyed said the length of an email doesn’t matter as long as that email is tailored to them. Once again, we see how important segmentation and personalization are. However, 66% stated they prefer short emails, so if you can make your emails both relevant and short, you’ll get higher open rates. Bonus: you’ll probably spend less time on your email marketing.
7. Infuse warmth into your tone
Before you send your next email, take a moment to read it out loud. Ask yourself, does it sound like a conversation you’d have with your customers in person? Corporate jargon can be a communication barrier. Consider toning it down and infusing your emails with more warmth and personality. In the age of AI, sounding more human helps you stand out.
8. Make unsubscribing easy
Allowing subscribers to leave your email list easily isn’t just sensible; it’s also a critical email deliverability rule. Recent sending requirements from Google and Yahoo emphasize that people should be able to unsubscribe from emails with just one click. Consult with your email marketing platform and test your unsubscribe process. If you don’t follow this rule, you may see a spike in spam complaints, which can relegate your emails to the spam folder.
Bonus tips: ensure your emails arrive in the inbox
Adopting the good habits above will give you a boost in clicks, but imagine putting all this effort into your emails only for them to land in spam. To help them go to the inbox, remember to:
Remove invalid contacts and avoid bounces – your bounce rate should never exceed 2%.
Authenticate your emails to comply with Google and Yahoo‘s requirements.
To prevent spam complaints, avoid emailing people who haven’t given you permission.
Finally, sending emails from a reliable platform is critical to your email deliverability. Choose a trustworthy company and get expert advice if you suspect your emails aren’t landing in the inbox.
It’s common business knowledge that every company needs a distinct and powerful brand voice. It’s the magic ingredient that elevates them above the noise, ignites emotional connections, and attracts the ideal audience.
Think of Nike’s iconic “Just Do It” slogan or Lush’s commitment to fresh, handmade products. These are more than just marketing tactics; they’re strategic narratives woven into every aspect of the brand experience.
But crafting such a story can be a challenge, especially for solopreneurs and growing businesses. That’s where being a branding coach comes in handy—and you’ll guide them to break through the noise, build magnetic brands, and achieve their wildest business dreams.
What Is Brand Coaching?
Brand coaching is the process of developing a brand identity, messaging, and strategy for individuals and businesses.
As a result, brands can create more awareness, a consistent look and feel, and effectively communicate their vision and values to their target audience.
Studies show that people need to see a brand at least five to seven times on different channels before they can trust it. Companies achieve the highest recognition when their brand identity is developed across multiple communication outlets, such as social media, online and offline ads, and media appearances.
The same goes for personal brands. Statistics show that 82% of buyers are more likely to trust the company if its representatives have a consistent social media presence. This has made personal branding an important asset for entrepreneurs and executives leading companies.
What Does a Brand Coach Do?
A brand is more than the products and services a company offers. It includes its values, actions, vision, voice, and more. As a branding coach, you develop a brand strategy and style by defining these four key elements.
1. Brand vision
This includes the core values and mission of the company and how it wants to appear to its target audience. It’s the compass that guides every branding choice in your strategy, so you must start by establishing a clear vision.
2. Positioning
How do you present yourself in the market? Are you a luxury brand or a more mainstream one? Do you care for the environment?
Your positioning will inform your choices, both in your branding and other business efforts.
3. Target audience
Who are you speaking and selling to? What do they desire, and what do they struggle with?
Successful brands speak directly (and intimately) to the specific audience they are trying to reach.
4. Culture
Your brand is not cut off from the rest of the world. It’s integrated into demographic groups with cultural aspects that affect their communication style and values.
Use them as a part of your brand to stay relatable.
Brand Coach vs. Brand Consultant: What’s the Difference?
Although a brand coach and a consultant both focus on the public reputation of a person or company, they differ in a few key aspects. Here’s a closer look at what those are:
Brand Coach
Brand Consultant
Role
Helps define branding choices.
Offers expert advice and strategies to grow brands.
Contract
Ongoing, personalized sessions.
Specific projects or tasks with a defined scope and timeline.
Approach
Uses coaching techniques.
Applies consulting methodologies.
Focus
Uncovering strengths and achieving objectives.
Providing strategic guidance and market insights.
Outcome
Builds clarity and competence.
Aims to deliver tangible and measurable outcomes.
Types of Brand Coaching
A few types of brand coaches you may come across are:
Celebrity branding coaches. They work with individuals who want to grow their personal brand as public figures or influencers.
Personal branding coaches. They support individuals in clarifying their brand values, strengths, and unique selling propositions.
Brand identity coaches. They work with clients to cultivate a cohesive and authentic brand identity that reflects their values and resonates with their audience.
Luxury brand coaches. They specialize in assisting high-end brands in defining and maintaining an exclusive and aspirational brand image.
Small business brand coaches. They support small business owners in developing and implementing effective branding strategies to differentiate themselves in the market.
Why Is Brand Coaching in Demand?
To grow a business, it’s undoubtedly important to have branding. Here are a few ways strong positioning can do that:
1. Brands make promises to their customers
Successful brands tell their customers what they can expect and what they would stand for by working with or buying from them. If you establish a brand that preaches innovation, it must deliver a quality experience to customers.
If you’re not delivering on your promise, the market will tell you by making you lose sales and see diminishing returns. The reverse is also true. If you practice what you preach, it will reflect on your bottom line.
2. A clear brand identity is like a roadmap
As soon as you told someone who you were, you implicitly told them who you weren’t. When it comes to positioning a company well in the market, it’s often much more important to show how you are different from other major players.
A clear brand identity becomes your roadmap for how you communicate who you are as a personal brand or company in the tiniest details. If you keep it consistent, it will earn the trust of your customers.
3. A positive brand experience leads to higher market value
Branding affects the overall experience of customers when interacting with a company. This includes everything from the look and feel of a product design to the tone in which the company speaks to them and the type of characters they see in the advertisements.
The feeling you leave them with determines how much you can charge them for the products you’re selling them. If their experience is great, they will show that with their credit cards.
4. Branding creates emotion around your brand
Humans are emotional and instinctual. We might want to make the most logical choices, write pro-con lists, and ask for referrals from our friends, but at the end of the day, we’ll decide on the product that feels right to us.
A brand that can evoke sentiment is more powerful than one that only talks about features and benefits. If you have a memorable brand story, your service or product will be remembered.
5. Well-defined brands guide advertising and marketing
If you don’t work out a clear brand strategy, you may end up spending tens of thousands of dollars or more on advertising and waste years communicating the wrong message.
Branding also includes your company as a workplace. With clear communication, you’ll attract more qualified and in-demand employees and collaborators. They will also end up staying with your team longer, which will yield high returns on your training and overhead costs.
How to Become a Branding Coach
Becoming a coach doesn’t require a degree. However, adequate training will make sure you can deliver the results you promise to your clients.
You can either enroll in a specialized corporate or personal brand coach certification program or join a comprehensive business coach training program.
Besides certification, you can also consider immersive courses, hands-on workshops, or mentorship from industry professionals to improve your branding skills. These are all great sources to pick up branding essentials, techniques to craft compelling narratives, as well as targeting and positioning strategies.
Frequently Asked Questions About Brand Coaching
What does working with a branding coach look like?
As a brand coach, you would:
Create a coaching program that clients can sign up for.
Put together an in-depth branding questionnaire to interview clients about their businesses.
Conduct one-on-one sessions with them and support them with coaching models and materials to aid their progress.
You must understand the brand history of your client, their primary business objectives, and their current brand language to improve their business communications.
How fast can you get results from branding coaching?
As a brand coach, sometimes you can impact a brand in just one session. You can share key insights and content ideas to help your client refocus their efforts in the right places.
However, crafting a brand takes time, as well as careful planning, implementation, and maintenance. You may offer a 3-6 months coaching package to your clients that allows you to create a more sustainable transformation in their branding skills and public presence.
How much do brand coaches earn?
Fees brand coaches charge vary based on their experience, reputation, and location.
On average, they can earn anywhere from $50 to $500 per hour, with some top-tier coaches charging even more for their services.
Additionally, brand coaches may earn income through group coaching programs, workshops, online courses, and consulting services, which can further contribute to their overall earnings.
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Learn the ultimate formula for delivering breakthrough outcomes to any business client, even as a beginner coach. Discover the bulletproof solution that builds lasting and lucrative client relationships in the free Become a Mindvalley Certified Business Coachmasterclass.
Opinions expressed by Entrepreneur contributors are their own.
In today’s world, your online reputation carries more weight than ever. When it takes a hit, it’s not just about work — your personal life feels the impact, too. It’s like a ripple effect that goes beyond business, affecting your connections, opportunities and even your self-esteem. Fixing things isn’t just about patching up; it’s about retaking control of your narrative.
But rebuilding your online image is like embarking on a daunting journey through a maze. It’s way more than just fixing mistakes or addressing slip-ups from the past; it’s about reshaping how people see you and earning back their trust, and that’s no walk in the park.
As George Santos finds out, escaping the shadow of a damaged reputation takes serious time, persistent effort and a lot of dedication. It’s not just about making things right on the surface; it’s also about convincing everyone else that the change is genuine and heartfelt. And in today’s world, where news spreads faster than wildfire and opinions are a dime a dozen, rebuilding can be a slow, tedious process. It takes a ton of patience and a rock-solid commitment to stay on course despite the constant whirlwind of online chatter and perceptions.
A strategic approach involves thoughtful, deliberate moves, from recognizing the extent of the damage to crafting a story of evolution and renewal. It’s about making every action count, engaging positively and showcasing real change. Without this clear roadmap, the journey toward rebuilding your online image remains uncertain and daunting. That’s why having a well-designed plan is crucial — it’s your compass through the digital wilderness.
Where to start
Step 1: The first step is to acknowledge that you need to do something. Stop feeling sorry for yourself or ashamed, and be prepared to reclaim control of the narrative. No longer do people associate Martha Stewart, Tiger Woods, or Ellen DeGeneres with their well-publicized scandals, something that isn’t the case for Prince Andrew or Bill Cosby.
Step 2: Foster a support system — establish a support network internally and externally, including PR specialists, legal advisors and a dedicated crisis management team.
Step 3: Implement continuous monitoring — establish ongoing monitoring systems to detect and address issues promptly, ensuring proactive protection of your brand reputation.
1. Acknowledge the weight of the situation
Admitting the gravity of a reputational crisis isn’t easy. This is something that United Airlines is still grappling with. Emotions can be overwhelming, demanding resilience and self-compassion. It’s crucial to accept the reality of the situation while understanding that recovery isn’t instantaneous. Accepting the challenges and acknowledging the hardships offers a path forward and an opportunity for growth.
To understand the scope and impact of the crisis conduct a thorough internal investigation to understand the scope and impact of the crisis. Identify the key stakeholders affected and assess the extent of the damage. Assemble a crisis management team to lead the investigation. Use a combination of surveys, interviews, and data analysis to assess the impact. Ensure transparency and regular communication with all stakeholders throughout the process. Develop a comprehensive recovery plan that includes strategies for rebuilding trust, improving policies and ensuring such a crisis does not recur. This plan should be communicated clearly to all stakeholders.
After planning, the next step is implementation. Assign responsibilities to team members for different parts of the plan. Monitor progress regularly and adjust the plan as needed based on feedback and results. After the recovery, it’s important to review the crisis and learn from it. Conduct a post-crisis review to identify what went wrong and how it can be avoided in the future. Use these insights to improve your organization’s crisis management strategies. Remember, the goal is not just to survive the crisis but to emerge stronger and more resilient.
2. Own your mistake and offer a genuine apology
The foundation for rebuilding trust starts with accountability and authentic apologies. This is why Elon Musk got on a plane and flew to Israel after some regrettable tweets. Transparently acknowledging mistakes sets the groundwork for regaining credibility. Be warned: This isn’t about providing lip service but about being genuinely apologetic and taking ownership and responsibility for doing the right thing. Authenticity becomes the cornerstone of the journey toward redemption, emphasizing the sincerity in rectifying past wrongs.
Practice empathy and humility. Reflect on your actions and understand the impact they had on others. Craft a sincere, detailed public apology addressing the issue, taking responsibility, and outlining concrete steps towards resolution. Share it publicly. Ensure it includes an acknowledgment of the mistake, the impact it had, your regret, and the steps you’re taking to rectify the situation. Remember, the goal is not just to apologize but to rebuild trust and credibility. A sincere apology is more than just saying sorry. It involves acknowledging the mistake, expressing regret, explaining what went wrong, and detailing what steps you’re taking to make sure it doesn’t happen again.
3. Take control of your narrative
Seizing control of the narrative means actively engaging in online spaces. Bud Light tried to do this but failed repeatedly. Consistently demonstrating progress, sharing valuable insights, and engaging with your audience deliberately will help you put back the pieces and construct a more robust digital presence. A proactive approach not only addresses the crisis but also shapes a positive narrative for the future. Think of the internet as having a super long memory – it remembers everything: the initial fall, as well as the comeback.
Develop a content strategy that focuses on transparency and progress. Use social media platforms to share updates and engage with your audience. Consistently share progress and valuable insights and actively engage with the affected audience. Monitor conversations and respond thoughtfully. Use social listening tools to monitor online conversations about your brand. Respond to comments and messages in a timely and thoughtful manner. Share regular updates about the steps you’re taking to address the issue and the progress you’re making. Remember, engagement is key to rebuilding trust and credibility.
Amid the chaos, seek opportunities for growth. A reputation crisis, though tumultuous, can be a catalyst for introspection, leading to profound personal or brand development. It offers a chance to evolve, prompting a reevaluation of values and goals. This is what Adidas did when they dropped Kanye West and donated the proceeds from the remaining Yeezy line to the ADL. Like Adidas, think of your online reputation as a bone and the crisis as a fracture: it will hurt, and it will take time to heal, but with the right care, it will heal and become even stronger. And remember: People love a great comeback story.
Implement internal changes. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Use this opportunity to reassess your brand values and align them with your actions. Consider seeking external help, such as PR or crisis management consultants, to guide you through this process. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Identify areas of your operations that need improvement. Implement changes that not only address the current crisis but also prevent future ones. This could include staff training, policy changes, or even restructuring. Communicate these changes internally and externally to demonstrate your commitment to improvement.
5. Crafting a narrative of redemption
Crafting a compelling narrative requires addressing concerns head-on. Remember: this isn’t a standard, run-of-the-mill “mea culpa” but a sincere introspection of the mistakes that were made and the resolve to learn from them, fix them, and grow from them. This is what Wells Fargo has successfully done after a horrendous scandal. Since then, they’ve demonstrated a genuine commitment to rectifying past mistakes, which helps reshape the story. It’s about creating a roadmap that aligns with rebuilding trust and credibility.
Maintain transparency in communications and consistently showcase progress towards resolving the issue. Conduct regular internal audits to identify and rectify mistakes. Implement a robust feedback system to learn from employees and customers. Regularly update stakeholders about the progress made in resolving the issue. Use various communication channels like emails, newsletters, and social media to reach a wider audience. Remember, consistency is critical to maintaining trust and credibility.
6. Be a positive force for change
Active participation in positive online interactions contributes significantly to reshaping public perception. This is what Volkswagen did so successfully after it found itself mired deep in controversy. Being a constructive and engaged member of your community showcases a renewed commitment to positive change.
Support community initiatives or causes, demonstrating a genuine commitment to positive change. Engage with your online community regularly. Respond to comments, share updates, and participate in discussions. Show your commitment to positive change not just through words but through actions. Being involved in the community goes beyond just participating in discussions. It involves supporting initiatives or causes that align with your brand values. Identify community initiatives or causes that align with your brand values and support them. This could be through donations, volunteering, or partnerships. Share your involvement on your social media platforms to inspire others and showcase your commitment to positive change.
7. Embracing change: Evolving and reshaping your digital narrative
Redemption isn’t just about rectifying past errors; it’s about embracing change, but unlike Disney, you must do so in a sensible way. Otherwise, it will backfire horribly. Embracing change sensibly involves adapting to the dynamic digital landscape and evolving your narrative into one of resilience and revival.
Continuously assess and adapt strategies to align with the evolving digital landscapes and shifting audience expectations. Stay informed about the latest trends and changes in the digital landscape. Regularly review and update your digital strategies to ensure they are effective and relevant. Conduct regular audits of your digital strategies. Use analytics to understand your audience’s behavior and preferences. Based on these insights, make necessary adjustments to your strategies. Remember, the key to success in the digital world is adaptability and continuous learning.
Embracing proactive protection
Rebuilding a shattered online image is more than just fixing errors; it’s a journey that demands resilience and constant effort. In today’s digital world, where your reputation matters a lot, recovering from a crisis means more than just patching up the visible damage. It’s about taking control of your story and earning back people’s trust. It’s a tough process that requires dedication, time, and consistent action. More than anything else, it requires a strategy – you need a detailed plan to guide each step towards redemption. Without this roadmap, finding your way through the challenges of reputation recovery becomes uncertain.
Opinions expressed by Entrepreneur contributors are their own.
The expectations for this year’s Super Bowl were high, but I don’t think anyone predicted that this year’s event would turn out to be America’s most-watched program since the moon landing, with an astounding 123.4 million viewers tuning in to the big game.
While the Taylor Swift effect certainly was a factor in achieving that staggering number, there is more to the modern NFL than celebrity fans, touchdowns and tailgate parties. The league has grown into a case study for a corporation seeking to support its communities across the country.
A visit to the NFL’s Community page on its website shows the breadth of the league’s initiatives, from environmental sustainability to domestic violence education, youth fitness, early cancer detection and prevention, and building character in young people.
I learned of the massive scope of the NFL’s social responsibility work through another of its initiatives, Inspire Change, the league’s social justice platform. Its goal is to reduce barriers to opportunity, particularly in communities of color. It operates at all levels of the league, from current and former players to the NFL teams and their owners and up to the league head office.
Inspire Change facilitates NFL investment in organizations, programs and initiatives that reduce barriers to opportunity, anchored in four pillars: Education, Economic Advancement, Community-Police Relations, and Criminal Justice Reform.
My connection to the program came from a partnership between Inspire Change, my organization (Legacy+), and the Martin Luther King III Foundation.
Martin Luther King III, his wife Arndrea Waters King, and their daughter Yolanda Renee King were seeking ways to commemorate the upcoming 100th birthday of Martin’s father, Dr. Martin Luther King Jr. The result was Realize the Dream, a bold new initiative that aims to transform, unify and uplift America by rallying communities to perform 100 million hours of service by the 100th anniversary of Dr. King’s birth.
In seeking to amplify Dr. King’s vision of unity and launch the historic community service program, the NFL was an obvious choice. No other platform has the reach or worldwide profile held by the NFL. In 2023, the league averaged 17.2 million viewers per game for its 272 regular season games, creating a potential viewing audience unmatched in North America.
Those significant audience numbers rise exponentially during the playoffs, so we worked closely with the NFL to launch the five-year service campaign during Wildcard Weekend, which coincided with MLK Day 2024.
The game between the Philadelphia Eagles and Tampa Bay Buccaneers opened with a commemorative coin toss with Martin Luther King III, Arndrea Waters King and Yolanda Renee King.
A series of events and activations took place over the weekend, with MLK decals and Dr. King’s iconic “Be Love” message affixed to the helmets of all 318 players participating in the weekend games. The “Be Love” and “It Takes All of Us” messages were also stenciled into the end zones for all games.
The game opened by the Kings drew an audience of over 29.2 million viewers. While that number seems low compared to the viewership for the Super Bowl, the game was ESPN’s second-most watched NFL game in its history. Public service announcements aired over the weekend on all the networks covering the games (ESPN, ABC and CBS), with over 180 million viewers taking in the games and viewing the powerful Realize the Dream messaging.
Beyond its ability to reach tens of millions of viewers, we looked for the NFL’s support due to its work to raise awareness on diversity and equity issues. Along with Inspire Change, the league is on the record in committing to increasing the number of black head coaches and executives so that the diversity on the field is reflected back on the sidelines and in owners’ boxes.
To that end, the league adopted the Rooney Rule in 2003. Named after a former Pittsburgh Steelers owner who also served as the chair of the league’s diversity committee, the rule set out hiring and interview requirements for filling coaching and front office positions to ensure more minority candidates were considered and hired.
The NFL’s support for Realize the Dream is yet another positive step in accelerating the league’s commitment to diversity and inclusion, and it may already be reaping benefits.
Within days of the launch of the campaign, the New England Patriots named Jerod Mayo as their new head coach, the Atlanta Falcons hired Raheem Morris to lead their team, and the Las Vegas Raiders elevated interim head coach Antonio Pierce to full-time status.
While those three hirings happening so close to the launch of Realize the Dream could be written off as coincidence, they may also reflect how the league’s open commitment to diversity can influence the actions of ownership, teams, and players.
That is the power of corporate impact initiatives that permeate an entire organization. It would be one thing for the NFL to make a lump sum donation to Realize the Dream or some other cause, but the level of buy-in was visible on team uniforms and helmets, in the end zones on the field, all while tens of millions of viewers watched from homes and restaurants.
While corporations making donations to charitable organizations is a commendable way to try and give back, concrete actions like those being taken by the NFL deliver true impact and will ultimately be the drivers of change.
Opinions expressed by Entrepreneur contributors are their own.
Of the estimated 113+ million viewers who tuned in for the Super Bowl LVII in 2023, around 43% tuned in primarily for the advertisements — a far cry from those of us who groan at even 15-second-long ads. Super Bowl commercials have become a cultural phenomenon, with audiences anticipating creative spins from familiar brands and often comparing their favorites online afterward. While plenty of companies have secured these behemoth ad slots only to fumble the ball, many have stood the primetime test. By examining the patterns and themes of some of the most successful Super Bowl ads, business leaders can learn from the ultimate marketing play.
In fact, one of the most memorable and impactful Super Bowl commercials tugged at the heartstrings of the masses, opting for pathos in the form of puppies. “Puppy Love,” the classic Budweiser Clydesdales ad that debuted in 2014, appealed to human consumers not through the classic can-and-condensation combo but via an unlikely animal friendship between a Clydesdale and a golden retriever puppy.
With subtle themes of rustic patriotism and all-American heroism, the Belgian multinational brewing company wooed viewers via man’s best friend — and barely featured their product at all. In 2016, it wasranked as the most popular ad ever to air in the 50-year history of the NFL’s premier event. The lesson here is clear: wholesome content appeals to almost everyone, and authenticity is universal — eclipsing predictable, emotionally empty product placement.
When planning our 2005 “What Did You Ever Do Without Them?” commercial for Post-It notes, the 3M team took the same tack, opting for cuteness that resonates with a general audience. While this sentiment does play well, what doesn’t make the cut are the unique challenges of filming with unpredictable (albeit adorable) animals.
2. Americans huddle up for humor
Whether it’s a torrential downpour of lemons forecasted by Budweiser, Homer Simpson swiping his Mastercard or the rapid transitions and smooth-talking of the infamous Old Spice guy, Super Bowl audiences are looking for laughs between plays. Since laughter is shown to improve short-term memory, funny commercials are far more memorable, and so are the brands/products they represent.
While one-hit-wonders may have their moment, brands that establish likable recurring characters in their ads are especially adept at building brand awareness and memory recall of the hero products advertised. The average American will likely recognize Progressive’s iconic associate Flo, Geico’s recently-revived Caveman, Allstate’s mischievous Mayhem man and even Liberty Mutual’s seemingly inescapable LiMu Emu. The combination of clever humor and unique, original characters makes for an effective commercial that will continue to build and enhance brand awareness for years to come.
More than ever, Super Bowl commercials are addressing social issues, reflecting a shift in consumer preferences toward purpose-driven brands. By aligning themselves with meaningful causes and communicating their commitment to societal issues, brands aim to foster a positive image and build loyalty.
For example, Dove’s “Real Strength” commercial (2015) challenges stereotypical gender roles, including what it means to be a “real man”; Nike supported Colin Kaepernick’s social activism by featuring Kaepernick in their 2019 “Dream Crazy” ad. Of course, for these allegiances/political stances to be effective, companies must practice what they preach — which is to say that authentic initiatives within the company must also back up these public allyships. Otherwise, companies run the risk of a backlash similar to that against Budweiser following their controversial Dylan Mulvaney partnership.
Ads that end with a Call to Action go beyond traditional one-way communication, inviting audiences to leave a lasting impact. One effective example was Coca-Cola’s 2014 “#AmericaIsBeautiful” ad, which encouraged viewers to share their own moments of beauty using the company’s hashtag. The genius of this hashtag is in its simplicity; much like Budweiser’s “Puppy Love” ad, which featured a minimal branded product, #AmericaIsBeautiful celebrates the country rather than Coca-Cola. Impressively, the owned hashtag created an onslaught of positive conversation around the brand without actually using any branding. This interactive element cultivated a trend of user-generated content while extending the reach of the company’s campaign and engagement.
5. Celebrities are the MVPs
Whether it’s a cranky pre-Snickers bar Betty White, Ryan Reynolds parking a Hyundai or Harrison Ford chatting with an Amazon Alexa, brands often turn to celebrities to boost the appeal of their Super Bowl commercials. When humor and emotional substance may be lacking, there’s no substitute for star power, and when companies can combine clever scripts with well-known faces, a viral moment is all but guaranteed. That said, companies must be careful when seeking celebrity endorsements — choosing a celebrity who resonates with the targeted audience and whose image/voice aligns with the company’s brand values is essential.
With every Super Bowl, business leaders can become the brand consumers root for. Super Bowl commercials provide a unique and colossal opportunity to capture the attention of tens of millions of people who are not only exposed to the commercials but also look forward to them. Ultimately, the most successful are those who entertain and effectively communicate their brand’s message and values.
Opinions expressed by Entrepreneur contributors are their own.
As a CEO of your organization, you are likely thinking about investing in your personal brand, but you are likely also hesitant. My personal branding agency works with GenX CEOs from across the globe, and I can assure you that you’re not alone in your hesitation.
As a GenX’er — member of the often called “forgotten generation” — you did not grow up with a cellphone in your hand and did not develop a habit of sharing every single opinion and all your whereabouts online. Many of the leaders we speak with hesitate to put themselves out into the public eye because they have no affinity for the spotlight. Instead, they want to focus internally — on building a world-class organization, scaling teams and inspiring enviable organizational cultures. And of course, many CEOs have internalized the importance of discretion – choosing battles with careful deliberation to avoid any controversy.
The importance of personal branding for modern leaders
And yet, the world we live in has changed. Hiding behind the proverbial curtains of our organizations is no longer an option. Research shows that nearly 50% of Millennials expect CEOs to speak out, and this number is growing year to year. Silent CEOs risk criticism from employees, the media and certainly consumers.
Edelman Trust Barometer study showed that workers expected their employers to take a stance on a variety of societal issues, including vaccine hesitancy (84%), climate change (81%), automation (79%) and racism (79%).
Whether generated internally or externally, the pressure to have a more visible public profile is more prevalent for you than ever. And it certainly comes with a myriad of risks to mitigate. The court of public opinion can be merciless when it comes to hot-topic issues. Just ask the CEO of Anheuser-Busch about it!
And before you use the Brendan Whitworth example as another reason why a low profile is the winning strategy, let me offer a paradigm shift. I posit that the very reason Whitworth and Anheuser-Busch have faced the amount of backlash we all saw is not because of a public stance, but rather because of a knee-jerk decision to capitalize on a trend. The trend of an influencer-du-jour.
You see, in branding — both corporate and personal — it is crucial to first understand what your brand actually is and what it stands for, and then remain “on brand” across all marketing efforts. Anheuser-Busch did not do that. And neither did many of the “canceled” CEOs you think of when considering your own public presence.
Let’s use their examples as a reminder of the crucial importance of going through the process of brand discovery, creating a personal brand architecture, and then aligning all communication to remain “on brand” at all times.
It all begins with identifying a brand positioning for your personal brand. And, by the way, if the term “personal branding” feels overly narcissistic and unrelatable, simply replace it with “leadership branding.”
What is it and how do you identify yours? In personal branding, brand positioning is a way to express who you are or what you stand for in a singular word or phrase. In order to define yours, you need to zoom out — away from what you do, away from the vertical you serve, and as close as possible to the essence of your core beliefs.
A personal brand positioning is typically a reflection of a core:
If you have discovered your purpose, the WHY in Simon Sinek’s terms, the question to ask is: WHY is that your WHY? Please forgive the tautology, and focus on uncovering what core belief fuels that purpose.
For one of our clients, his brand positioning is expressed as “timeless principles.” This is a reflection of his core values: He is someone who believes in the power of a handshake over a signed agreement and investing in gold over crypto. Another brand positioning we developed for a client was “interiority” — the “inner space” of physical spaces, with feelings over things at the core. Her WHY as an interior design entrepreneur is to give people a sense of a home, and the core belief behind that “why” is that spaces are built out of things, but their key purpose is to create feelings and memories.
My brand positioning is centered around “radical authenticity.” I believe in taking a stance against censorship in every possible form, including self-censorship and censorship of every opposing opinion (cancel culture is the stuff of nightmares for me).
Here are some exercises to help you uncover yours:
Build out your “lifeline.” Identify the most significant moments of your life, both personal and professional. Look for patterns. What keeps surfacing for you? Engage a qualitative researcher or a personal branding agency if you are stuck.
List out your core values. Is there one that expresses the true essence of who you are?
Do you have a point of view on something that is so unshakeable that you would defend it at any cost?
Now take what you uncovered and hand it to a branding specialist — or put on your own creative hat — to turn it into a concept that you can “own.”
This is merely step one. It is likely the hardest piece of the branding puzzle, but it’s the one that allows you to align all of the other pieces of the personal branding architecture. Before you step out into the spotlight, you will need to have clarity on your:
Brand descriptors: How do you want to be perceived?
Brand voice: How do you want to sound, both digitally and offline?
Content pillars: What topics do you want to be associated with, and which ones do you want to stay away from?
CEO story: Gone are the days of the boring bios that nobody wanted to write, let alone read. Research shows that storytelling helps release cortisol, dopamine and oxytocin in the brain — all chemicals that enhance human connection, empathy and an emotional response. Replace your corporate-sounding bio with one rooted in storytelling. You will use its components for your social media profile, speaker page and when you’re introduced at events.
I spend my days speaking about the importance of personal branding with CEOs individually and from global stages. The hesitations are the same regardless of geography and, yet, so is the understanding that personal branding is inevitable for the modern leader. With 82% of people more likely to trust a company when its senior executives are active on social media, and with 77% of consumers more likely to buy when the CEO of the business uses social media, your impact on the perception of your organization is more significant than ever. Will 2024 be the year you build and scale your personal brand?
National nonprofit organization that has welcomed and empowered refugees since 1939 seeks to build a bigger table of supporters amid unprecedented humanitarian crises
BALTIMORE, January 17, 2024 (Newswire.com)
– The nation’s largest faith-based nonprofit dedicated exclusively to serving and advocating for refugees, asylum seekers, and immigrants in the U.S. proudly announces its new name, Global Refuge.
For 85 years, the nonprofit formerly known as Lutheran Immigration and Refugee Service has been a national humanitarian leader through social services, advocacy, and empowerment to restore a sense of home. Since 1939, the organization has served over 750,000 people from around the globe.
The rebrand to Global Refuge marks a new phase for the nonprofit as it seeks to grow its service impact and build a bigger table of supporters at a time when more than 114 million people have been forcibly displaced from their homes by escalating violence, persecution, and climate disaster, according to the United Nations.
“We are thrilled to embark on an exciting new chapter rooted in our profound purpose, rich history, and enduring commitment to walking faithfully alongside newcomers at every stage in their journey,” said Krish O’Mara Vignarajah, President and CEO of Global Refuge. “The word ‘Global’ not only describes the diverse backgrounds of the children and families we serve, but also conveys the scale of our vision to grow our humanitarian leadership as a beacon of hope and welcome. ‘Refuge’ is inspired by our Lutheran heritage and conveys a meaning of shelter that extends across all people, faiths, and denominations, just as our work does. At its core, our new name speaks to the place we are creating for immigrants, refugees, and asylum seekers in need, the world over.”
Global Refuge also launched a new website that enhances user experience and leans into rich, human-centered storytelling. The organization’s logo, inspired by the Statue of Liberty’s torch, has undergone a modernization, taking a circular form in keeping with its “global” theme, serving as a timeless reminder that immigration is an integral part of the American Dream.
The rebrand comes on the heels of tremendous growth for the organization, which now boasts more than 550 employees worldwide. In 2023, Global Refuge also launched innovative lines of service, including new programming in Guatemala for returned youth; New American Community Lending – an economic empowerment initiative to promote financial stability among immigrant families and small businesses; mental health programming for immigrant families and unaccompanied migrant children; as well as a series of Welcome Centers across the country to offer trauma-informed services to refugees and asylum seekers – thanks in part to a transformative $15 million contribution from philanthropist MacKenzie Scott.
“For 85 years, the passion and expertise of our staff, volunteers, and vast partner network – particularly that of countless Lutheran congregations – have shined brightly as a beacon of belonging, opportunity, and grace for newcomers,” concluded Vignarajah. “For the next 85 years and beyond, where there is need, Global Refuge will be there to lead.”
Opinions expressed by Entrepreneur contributors are their own.
I bet “better brand recognition” is already on your list of New Year resolutions. That’s if you are a crazy-driven entrepreneur with workaholism tendencies and a mission bigger than yourself, like me. And if you are of that kind, you already know any growth journey starts with honestly admitting where you are: get on the scale to note down your current weight, check your savings account and see how much you’ve managed to put away already. How do you assess the status of your personal brand?
I’ve been using the five levels of visibility with my clients and today I would like to share it with you. As you read on, try to apply it to your brand. Which level are you at right now? Consider it your roadmap on the journey of building a personal brand. Because the world of online visibility is busy and might feel overwhelming at times. My clients say that just admitting their current state at one of the levels provides them with much-needed clarity in choosing the strategy.
Opinions expressed by Entrepreneur contributors are their own.
Having an appealing product image can be quite helpful in the ever-changing world of online purchasing. How we take images of items to sell online has changed significantly over the last few years. The ways we display the goods we’re selling online change as more people purchase online and technology evolves.
This article outlines the most recent techniques for taking images for websites, including how they should be lit, what equipment to use and what they should look like. It all revolves around assisting companies in succeeding in the competitive world of sales via the Internet.
The visual revolution
The way we look at things has changed a lot because of online shopping. Unlike in physical stores, we can’t touch or try items online. So, when we decide to buy something, we rely on its pictures. This is why online shops must take really good product photos. They have to be creative and show things in new and interesting ways.
One trend is using lifestyle photos. Instead of just showing the product alone, they show it being used in real situations. For example, if they sell outdoor items, they might show people using them outdoors. This helps customers understand how the product works and makes them want to buy it.
Another trend is minimalism. This means keeping things simple and clean. Products are often shown on plain backgrounds with soft lighting. This style is great for fancy or luxury items because it makes them look elegant and well-made.
Lastly, there’s mobile-first photography. Since many people shop on their phones, product pictures need to look good on small screens. These photos should be clear, simple, and load quickly on smartphones and tablets. Making image files smaller and using tall or square shapes can enhance the mobile shopping experience. Online stores need to follow these trends to ensure customers have a great online shopping experience.
Regarding online sales, high-quality product photos are essential, and proper lighting is key to capturing the details effectively. Soft and gentle lighting techniques, achieved through tools like bounce boards and soft boxes, create a smooth appearance suitable for clothes and jewelry. For products with intricate details, dramatic lighting, like spotlighting or side lighting, highlights specific areas, making them visually appealing, especially for gadgets and fashion items. Natural light, obtained by shooting near windows or during the golden hour outdoors, adds authenticity and warmth, perfect for products related to health and outdoor activities.
In addition to lighting, having the right equipment is important. High-quality cameras provide clear and professional-looking photos, like DSLRs or mirrorless options. Prime lenses enhance sharpness and brightness, especially in low-light conditions, ensuring detailed product images. Stability is essential; tripods and stands keep the camera steady for clear shots. Smartphone photography kits offer budget-friendly options, enhancing smartphone images with special lenses and tools. Continuous LED lighting provides a consistent glow and adjustable colors, allowing photographers to match the light with the product and surroundings. Editing software like Adobe Photoshop and Lightroom helps perfect the images by adjusting colors and removing backgrounds, ensuring your product photos look appealing and professional for online customers.
Because of new technologies and consumer preferences, the world of online shopping photographs is always here. Online retailers must always come up with innovative and fresh methods to display their items in images if they want to stay competitive. Here are some excellent suggestions to help you constantly take incredibly beautiful product shots.
Regularly Update Your Content: Imagine your online store like a shop window. People passing by always notice if the display changes, right? Similarly, updating your product images is like changing the window display. You want it to look fresh and exciting, so people are curious to see what’s inside. By keeping an eye on how your products look, work, and suit different seasons, you ensure your store always feels new and inviting. It’s like giving your store a makeover regularly, making customers eager to explore.
Conduct A/B Testing:A/B testing is like trying different flavors of ice cream to see which one you like best. You experiment with different styles, lighting techniques, and ways of presenting your products to find out what your customers prefer. It’s like asking your friends which ice cream they enjoy the most. By testing various approaches, you discover what makes your products more appealing to your customers. It’s a bit like finding the perfect recipe that everyone loves!
Consider Professional Assistance: Imagine you want to take a beautiful picture, but you’re not sure how to use the camera. That’s where professional photographers come in – they’re like expert chefs in the kitchen of photography. They know all the tricks to make your products look incredibly delicious to buyers. Just like you’d hire a chef to cook a special meal, hiring a professional photographer ensures your products are presented in the best possible way. It’s like having a magical touch that turns your ordinary pictures into extraordinary ones.
Stay Informed about Industry Trends: Staying informed about industry trends is like keeping up with the latest games or toys that everyone is talking about. You want to know what’s cool and exciting right now! In the world of online selling and photography, things change quickly. By reading magazines, attending online classes, and talking to other business owners, you learn about the newest and coolest ways to present your products. It’s like being part of a big conversation where you get all the tips and tricks to make your store the most attractive one on the block!
E-commerce photography is always changing. When businesses use new styles, lighting, and equipment, they can make product pictures that grab people’s attention and boost sales online. Whether you go for natural-looking photos, simple designs, or pictures that look good on mobile phones, remember the most important thing is to tell a visual story that connects with your customers and shows your products in the best way possible.
Opinions expressed by Entrepreneur contributors are their own.
Some readers, at least, may be relieved to note that they don’t need to be a fan of Taylor Swift to admire her music industry successes. Even a modest glance at the 34-year-old pop icon’s journey reveals masterclass-level business process acumen and strategic planning — to the tune of a $1.1 billion total net worth as of October 2023, according to Bloomberg.
I can comprehend why one might initially shy from modeling the career of a pop star, but as a person in tech, trust me when I say that she is a true inspiration for entrepreneurs looking to make their mark in a sector that’s just as competitive and ever-changing as music.
How to remix her strategies into your own:
Stand firmly for your core values and rights
Swift took a bold stance against both Spotify’s “freemium” model and Apple Music’s early royalty policy, emphasizing instead artists’ rights. Tech execs, too, can celebrate and advance their core values and rights, even if that means going against our own industry giants. Actions might include advocating for fair practices, speaking and writing pieces that emphasize the importance of data privacy or ensuring equitable compensation for creators on digital platforms. Doing so not only reinforces your brand and its market integrity but also has the capacity to drive significant change.
Master both control and ownership of your innovations
Swift famously re-recorded her first six albums in order to gain ownership of those new masters — a pioneering move. For folks on the tech side, it’s likewise important to emphasize control and ownership of intellectual property.
So, secure those patents, maintain control of the source code of your software, and then go ahead and boldly innovate in product design. This degree of ownership has its obvious long-term benefits, but when push comes to shove in any delicate situation, it also serves as a defense against potential takeovers or unfair practices.
Embrace multiple touchpoints
Swift excels in both streaming and physical sales, time and time again balancing digital presence and tangible products. Similarly, tech entrepreneurs shouldn’t put all their eggs in one basket but aim for a presence across various platforms. Have you developed a web app? Cool, now create a mobile version, too. Make physical products? Consider offering a digital one that can work alongside them. And yes, this will call for more time, money and resources, but it will also expand market reach and resilience.
Swift is simply a genius at fan engagement, using social media and personal interactions to build and nurture a community that seems constantly in touch with her in one form or another. And while I’m fully aware that many variables are at play here, tech entrepreneurs can also harness social media, forums and direct feedback channels to connect with users. If you haven’t already, engage in discussions on further personalizing users’ experience to build a broader community — to foster loyalty and enhance brand sentiment and reputation.
Dive into experiential marketing
The 12-time Grammy Award winner has also set new benchmarks in live music, most recently evident in the engineering and production of the Eras Tour, along with the resulting concert movie.
Tech entrepreneurs, particularly those with a sizable marketing budget, know all too well that experiential marketing can be a game-changer. So, if and when possible, look into ways to offer interactive product demos or immersive virtual reality experiences. At the very least, host industry events such as panels or mixers for memorable experiences that are relatively easy to execute.
The Eras Tour ticket pre-sale process was intended to be open only to verified Swift fans, but more than 14 million wound up trying to get them — including an untold number of bots, leading to a public dispute between the singer and Ticketmaster. The result was significant reform in concert ticketing broadly, which further solidified her reputation for shaping business practices for the better.
Most tech entrepreneurs might prefer to work under the radar to encourage improvements, but they can spearhead reforms — advocate for better in-house policies, collaborate in pursuit of fairer rules/laws and tweak products to better solve industry-wide problems.
Be flexible
Swift is known to seamlessly transition across music genres — adaptability that keeps her interesting to fans and newcomers alike. Tech entrepreneurs need to be analogously flexible, ready to pivot in response to market trends and the expected needs of customers by tirelessly adapting products for expanded user groups, among other strategies.
Swift’s fan base has carefully tracked her brand’s evolution through each album phase, from 2006 Nashville newcomer to present-day pop colossus. From a marketing perspective, it’s simply a #chefskiss. Tech entrepreneurs should also focus on their storytelling — be fearless in evolving their marketing to resonate with different audiences via dynamic visual branding and compelling content across numerous mediums.
Opinions expressed by Entrepreneur contributors are their own.
A unique figure has transcended cultural boundaries, capturing imaginations and hearts across the globe. He’s known for his infectious laughter, his generous spirit and his knack for knowing precisely what you want. We’re talking about Santa Claus. Big and small businesses can glean valuable insights from Santa’s timeless appeal. Let’s dive into the holiday spirit and unwrap some marketing wisdom from Jolly Old St. Nick.
Lesson 1: The power of consistency and reliability
Santa’s charm lies in his steadfast reliability. Year after year, he shows up on Christmas Eve, fulfilling wishes and spreading joy. This consistency has earned him unwavering trust and love from countless people across the world.
Business takeaway: Your brand needs to embody the same consistency and reliability. Meeting customer expectations and delivering quality service are non-negotiable. The more reliable your business, the stronger the trust and loyalty you cultivate with your customers.
Lesson 2: The joy of surprises
Everyone loves a good surprise, and Santa knows this better than anyone. He delights us with unexpected gifts, creating moments of joy and wonder.
Business takeaway: Understand your customer’s needs and exceed their expectations with delightful surprises. This could be in the form of exclusive deals, personalized offers or exceptional customer service. The thrill of a pleasant surprise can turn a satisfied customer into a loyal one.
Santa is not just a giver of gifts, but also an expert listener. He encourages children to write letters expressing their wishes, thus gaining valuable insights into their desires.
Business takeaway: Encourage your customers to share their feedback and experiences. This could be through surveys, review platforms or direct communication. This information is invaluable in refining your products or services and enhancing the overall customer experience.
Lesson 4: The impact of rewards
Santa’s “naughty or nice” list is a clever system of rewarding good behavior. This approach not only encourages goodness but also strengthens his bond with those on the “nice” list.
Business takeaway: Implement a customer loyalty program. Reward your loyal customers with exclusive benefits or offers. This encourages repeat business and fosters a deeper relationship with your customers.
Lesson 5: The strength of teamwork
Santa’s workshop is bustling with elves, working together to ensure a successful Christmas Eve. This highlights the power of a well-coordinated team.
Business takeaway: Building a high-performing team is crucial for your business. Each member should play to their strengths, contributing to the brand’s overall success. Remember, teamwork makes the dream work!
Lesson 6: The importance of a strong brand image
Santa Claus himself is a formidable brand. He knows his audience, their desires and the perfect timing to deliver what they want.
Business takeaway: Construct a robust brand image. Understand your audience, their needs and how to meet these needs effectively. A strong brand image can go a long way in boosting your business growth.
Santa began with a simple cat toy but diversified his offerings based on the children’s desires. Today, he delivers myriad gifts, catering to the unique wishes of children worldwide.
Business takeaway:Diversification can be a powerful growth strategy. Offering a range of products or services can help you cater to a broader audience and mitigate business risks.
Lesson 8: Taking time off is crucial
Even Santa takes a well-deserved break after the busy holiday season. This rest period allows him to recharge and prepare for the next Christmas.
Business takeaway: It’s essential to take time off to avoid burnout. This can help you come back with renewed energy and fresh perspectives that can drive your business forward.
Lesson 9: Being indispensable
Santa’s ability to inspire happiness and creativity makes him indispensable during the holiday season.
Business takeaway: Create value in a way that makes your business indispensable to your customers. This could be through innovative products, exceptional service or a unique brand experience.
Lesson 10: Building a long-term team
Santa’s operation wouldn’t be possible without his dedicated team of elves and reindeer. This shows the importance of building a long-term, loyal team.
Business takeaway:Invest in your team. Nurture their skills, value their contributions and create a supportive work environment. A committed team is one of a business’s most valuable assets.
Even Santa has to navigate his way around the globe somehow! This shows the importance of leveraging technology for efficiency.
Business takeaway: Embrace technology to streamline operations, improve customer service and enhance your marketing efforts. Technology can be a powerful tool for business growth.
Lesson 12: The magic of freebies
Who doesn’t love a free cookie or a glass of milk? Santa knows that simple gestures can create delightful experiences.
Business takeaway: Consider offering freebies or perks to your customers. These could be samples, complimentary services or even just a warm, welcoming environment. Small gestures can make a big impact!
While Santa may be a mythical figure, the principles he embodies are very real and applicable in the business world. By adopting Santa’s approach to reliability, surprise, customer insights, rewards, teamwork, strong branding, diversification, rest, indispensability, a dedicated team, technology use and freebies, businesses can experience significant growth and success. And that’s a gift that keeps giving long after the holiday season. Happy marketing and happy holidays!
Opinions expressed by Entrepreneur contributors are their own.
In today’s digital world, crafting a standout personal brand is essential for success as a business leader. One thing’s for sure: Consumers trust and purchase from real people more than impersonal brand names. This is especially true with a service business. According to the recent national research study, “Trends in Personal Branding,” personal branding is more than just a social media personality contest. The data showed that 67% percent of ALL Americans would be willing to spend more money on products and services from the companies of founders whose personal brand aligns with their own personal values.
A personal brand that captures your unique expertise can elevate your business and create a loyal customer base. That same study mentioned above showed that 74% of all Americans reveal they’re “more likely to trust someone who has an established personal brand.” In perhaps the most powerful statistic of the entire study, it turns out that 82% of all Americans agree that “companies are more influential if their executives have a personal brand that they know and follow.
Let’s explore some action steps you can take to build a brand identity that cuts through the noise of a crowded marketplace.
Your personal brand is the story you tell the world, and your audience wants to learn something genuine about you and your brand story. It’s crucial to share not only your professional triumphs but also the personal stories and passions that make you relatable, such as your hobbies, family, travels, etc. Consistency in your messaging creates a coherent narrative, while authenticity fosters a trusting relationship with your audience.
Embrace the platforms where your audience engages the most. For professionals, LinkedIn is often the go-to, serving as a space to demonstrate expertise and share personal insights. Authoring books and hosting podcasts can elevate your authority, allowing you to reach a wider audience with in-depth knowledge. My brand and reputation on LinkedIn didn’t soar until I added a lot of authentic posts and stories and less boring business-focused posts. Sharing personal aspects should be done thoughtfully, ensuring each story aligns with your professional message and adds value to your brand narrative.
Building community and engagement
The goal of a personal brand is to create a community, not just a following. Engagement is key. Encourage your audience to participate in conversations or debates through comments, forums and direct messaging. This interaction makes your brand relatable and accessible.
Responding to feedback and adapting your brand message is important, but remember to stay true to your core values. Avoid the trap of overpromotion, and strive for a balance that promotes engagement over sales. Your brand should inspire interaction and foster a genuine connection.
Building relationships with other like-minded entrepreneurs can open the door to opportunities that are mutually beneficial, such as speaking on a podcast or attending an upcoming event. When you collaborate with others outside of your immediate followers, you’re able to tap into their audience, gaining exposure to potential customers who already trust your collaborators’ judgment.
To be most effective in growing your audience, select partners whose personal brands resonate with your own. Their followers should have interests that overlap with the products and services you offer. For example, if your brand is built on financial literacy, partnering with influencers in the personal development space could be advantageous.
Scaling your business through personal branding
Success in personal branding can often be qualitative. Look for engagement beyond likes and shares — genuine messages from your audience and opportunities for collaboration are indicators of a resonant personal brand. As your brand gains traction, use your influence to support your business goals. A strong personal brand can lead to new ventures and partnerships while amplifying your reach. As you scale, maintain the integrity of your brand. Growth should enhance, not compromise, the personal touch that distinguishes your brand from the rest.
Building a personal brand is an ongoing process that involves sharing your journey and leveraging your experiences. It’s a powerful strategy for entrepreneurs, offering a platform for growth and the opportunity to make a real impact. Maintain authenticity, consistency, and focus on community. These principles will guide you in creating a personal brand that not only stands out but also stands for something meaningful.
A reputation is built up by trust, and a personal brand is a trust accelerator. Another recent study found that 76% of American Millennials are more likely to buy from a person with a personal brand.
1. Define and deliver your value proposition clearly
Imagine you’re a chef at a bustling food market. Every other stall is offering a range of dishes, each with its own mix of flavors and ingredients. To stand out, you need to have a signature dish — something that no one else offers, that tells your story and satisfies a unique craving. Your value proposition is that dish.
What is it that you provide that no one else does? Maybe it’s a unique combination of services, or perhaps it’s a particular approach to wealth management that’s both approachable and highly effective. Once you’ve defined it, communicate it consistently across all platforms — be it on your LinkedIn profile, on your podcast shows or when speaking at events. Make it clear, make it appealing, and ensure it speaks to the core of what your audience values.
2. Personalize your client experience
Imagine each client interaction as a handcrafted gift. It’s not just about the content inside the package — it’s about the wrapping, the note that accompanies it and the perfect timing of its delivery. Your clients should feel that every piece of advice and every service you offer, is tailored specifically for them.
This doesn’t mean creating entirely different services for each individual, but it does mean understanding their unique challenges and goals. Use client feedback to refine your offerings. Send personalized communications. Host events that cater to their interests and values. By personalizing the client experience, you build a relationship that feels exclusive and deeply connected to their needs.
3. Educate and empower your audience
Just as a gardener nurtures plants to grow, so should you cultivate your audience’s financial knowledge. Education is empowerment — and by providing valuable, easily digestible information, you position yourself as not just a service provider but a guide and mentor.
Start a blog or a YouTube series focused on financial literacy, using simple language and relatable analogies. Explain complex concepts using common life experiences, like comparing diversified investments to a balanced diet. Not only will this reinforce your brand as a source of valuable knowledge, but it will also foster trust and deepen the relationship with your audience.
In a saturated market, your personal brand isn’t just a label; it’s your distinct edge. Your key to success is authenticity and engagement. By genuinely connecting with your audience and consistently delivering on your unique value proposition, you create more than just a brand; you build trust and long-term loyalty. It’s about being relatable yet professional, innovative yet grounded.
Remember, in the realm of entrepreneurship, your personal brand is a powerful tool that drives not just visibility but real, meaningful business relationships. Cultivate it with intention, and watch it become your most valuable asset in navigating the competitive business landscape that we all find ourselves in.
