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Executive Resumes 101
What makes an executive resume “executive”? Is it the format? Is it the content? Or is it the personal marketing strategy? Executive resumes are different in all these areas. Executive resumes are targeted toward a hiring agent that is seeking more...
How Coaches Find Clients Online
At a recent networking meeting Jana asked for a recommendation for a public speaking coach. She was starting to speak in front of audiences, and wanted to polish her presentation skills a bit. Before anyone else got a chance to reply, Elise jumped...
How To Double Your Profits -- Peter's Way
Peter worked hard. Damned hard. All day he toiled to sell blueberry muffins. And they were special muffins with forty blubberies each. But he only sold so many. Everyday, he'd fight a losing battle just to sell them all. At the end of the day,...
The Relationship Between Colour & Sales
Make no mistake that emotions are the driving force behind sales, and customers making buying decisions can be influenced through visual elements towards a particular behaviour or emotion that will encourage more sales. Not convinced? Have you...
WALMART AND THE RULES
Recently Kevin Pine shared an argument he uses with clients in his site design business. It goes like this. Picture the greeter in WalMart stores, the one that gives you a warm welcome, offers you a cart and a flyer announcing specials for the...
 
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Branding: Do You Stand Out From the Crowd?

Branding means finding a way to stand out from the crowd. Are you branded?
Bill, one of my clients, is trying to build a coaching practice. When I ask him what he wants to do, what kind of coaching, he says he wants to help people reach their goals and get more in touch with themselves.

Mary is also starting a coaching practice. She says she wants to help clients find out who they are, and make great strides in their careers.

All good coaches help their clients touch the source, as I call it, discover their strengths and set and reach new goals. All chiropractors offer spinal adjustments. All businesses that sell widgets, sell widgets.

Why would someone choose Bill or Mary then, instead of one of the tens of thousands of coaches out there?

?90% of coaches feel they are highly differentiated from other coaches, says William Arruda, The Branding Coach, who?s had 20 years experience in international branding. ?Yet,? he adds, ?only 10% feel strongly that their differentiation is visible to their ideal clients.? William helps individuals and businesses define their unique promise of value and build strong,


memorable brands.

Now let me tell you about Bill and Mary as I see them. Bill worked with autistic children for 15 years. He?s empathic, gentle, versed in psychology, and has led many men?s growth groups. We?re working on defining his ideal client.

Mary comes from a corporate background, an HR professional with an MBA. She?s focused, forceful, and thinks ?career? first. She knows her ideal client ? women in middle management.

Each coach has a very different background, personality style and preferred ideal client. How to get this across is what branding is about. It means finding the way to stand out among your peers in a way that helps your ideal clients find you. Are you branded?

About the Author

Susan Dunn, The EQ Coach, GLOBAL EQ. Emotional intelligence coaching to enhance all areas of your life - career, relationships, midlife transition, resilience, self-esteem, parenting. EQ Alive! - excellent, accelerated, affordable EQ coach certification. Susan is the author of numerous ebooks, is widely published on the Internet, and a regular speaker for cruise lines. For marketing services go here.