Want to know how to maximize exposure and profit potential for your brand, services, and products with the proven tactics that corporate marketing pros use?
Market your brand by getting down with P.
Actually, getting down with 4p’s.
If You’re Down with P, Well, Then You’re Down with Me
You may remember these bad boys from marketing class:
Traditionally, the 4p’s are applied to product brands.
But you’re not traditional – you’re an entrepreneur!
And savvy entrepreneurs apply the 4p’s to their personal brand marketing strategy.
Keep reading, I’ll show you how:
You are the product of your personal brand.
Sounds cold, but when you take an unemotional look at yourself like a product, you’re able to think objectively in terms that matter to your audience.
- What are the overall vision, goals, and values of your brand?
- What are your strengths and unique talents?
- How is the competition better than you?
- What is the personality of your brand?
- Who is your audience?
- How will you package your brand?
Lots of entrepreneurs (especially consultants and coaches) get caught up on pricing their brand.
If you charge too much, will you scare people off?
If you charge too little, are you a sucker?
How can you communicate your price to clients and get what you deserve?
Enter: brand value proposition.
This is your method for delivering value to your customers, and psychologically plays into what they are willing to pay you for. There are three brand value propositions to choose from:
- Product Leadership – your brand is an innovator or influencer of your industry and your audience looks to pay a premium for your services.
- Operational Excellence – your brand focuses on streamlining services and products and competes on costs, offering your audience a lower price compared to your competition. This could also be delivered through a packaged deal, which delivers on the value of your service rather than an hourly rate or fee.
- Customer Intimacy – your brand concentrates on creating extraordinary relationships and solving customer problems through a variety of offerings or customized programs, which your audience is happy to pay for this exceptional experience.
Word of caution: only focus on ONE.
I know, I know – but you deliver ALLLLLL of these.
That’s BS. You can’t be all things to all people.
Figure out what you want to get known for (preferably a value proposition that is different from your competitors) and focus on it.
Price yourself accordingly.
Placement refers to how you plan to distribute your product.
For your online brand, the primary distribution channel is your website. Think of it as the final destination for your internet-based activities, where clients come to discover and purchase your products and services.
Additionally, you’ll want to think of distribution in terms of market coverage and the types of people you service.
Here’s an example:
Let’s say you’re a freelance graphic designer.
You could distribute your services:
- Directly to consumers
- White-labeled to web developers or advertising agencies
- Exclusively to a company (with a clause that they will not design for their competitors)
The way this graphic designer is placed with these three different distribution channels will affect his brand’s promotions, packaging, and pricing strategies.
Promotion includes your personal brand’s advertising, public relations, and sales strategies.
For instance, let’s say you’re an image consultant for moms.
Your personal branding statement is that you cater to Los Angeles “moms-on-the-go” that want durable clothes for running errands but still want to be stylishly beautiful while doing it.
How do you promote this?
- You marketing messages talk about things that matter to moms like writing blog posts on “what to do when a baby spits up on your silk blouse” or “how to apply a 5-minute make up routine in 3-minutes”.
- You run an annual 25% off promotional sale on Mother’s Day.
- Your marketing channels includes Facebook, Pinterest, mom blogs, baby stores, mommy-n-me classes, and your network of influencers within this niche market (both online and offline).
Okay, back to you…
When considering your brand’s promotion, adhere to the golden rule: Go where the eyes are.
That means do your research and find out where your audience spends their time, and then expend your efforts focusing on those marketing mediums.
Quick tip: Hubspot released an excellent Online Marketing Opportunity Report based on industry trends for the major social media platforms.
How to Incorporate the 4 P’s into Your Brand Marketing
You get it… using the 4p’s can maximize your brands exposure and profit potential.
Here’s some action steps to get you going:
- Create your personal brand’s platform. If you need help figuring this out (and looking at your brand as a product), check out my interactive guidebook for step-by-step instructions.
- Determine your pricing strategy based on market research and your brand’s value proposition.
- Review (and if necessary, revamp) your website to focus on your audience and their needs.
- Cater your promotions strategy to strategically market your personal brand where your audience through messaging, marketing channels, and special promotions.
Your Turn: From now on, what will you do to incorporate the 4ps into your brand marketing strategy? Share your insights and stories in the comments below.
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