Hi,
Bruce
Turkel is considered one of the top branding experts in the world. He is a
member of the National Speakers Association and is a regular guest subject
matter expert on CNN, NPR and Fox Business Channel. And he's been inducted into
the Speaker Hall of Fame.
Turkel
Brands is a global brand consultancy that works with Fortune 500 clients
including Discovery Networks, Nike, Charles Schwab, Citicorp, The City of Miami,
American Express and many more.
Turkel
Brands was the company South Beach, Miami used go from a sleepy area to a top
tourist attraction.
Bruce
helps companies and individuals build their brand value with simple, clear
explanations, anecdotes, and illustrations.
He's
the author of a number of best-selling books on branding and marketing. His
latest is entitled, Is
That All There Is?: What Are You Doing For The Rest Of Your Life?
In
his thought-provoking interview for my Sirius XM show, Bruce provides insights
that teach us how to brand ourselves so we become “magnets” in the
marketplace:
- A
good brand makes people feel good; but a great brand makes people feel good
about themselves!
- A
great brand makes others feel good about the products or services you offer and
in turn, they will help you market your business.
- All
business is based on function (what you do). Yet, when you build your awareness
based on function only, anyone who does that function can get hired. So, you
must build a brand to make you stand out from the crowd!
- Some
think a brand is merely your reputation. Reputation is a component of your
brand, but there is more. A great brand deals with your thinking about them and
how the brand makes others feel.
For example, giving people a gift of
Godiva chocolates and that they feel better about you because you gave them the
best chocolate.
- Make
it all about the customer and how they will feel and you will be on the way to
building a great brand.
- Make
an emotional connection in addition to a mental connection.
- Keep
it simple. Make your brand easy to describe and remember. Describe what you do
in 1 - 3 words, i.e. Volvo (safety), Porsche (performance) and Mercedes Benz
(status).
- Make
it quick to say and remember.
- Make
it yours. What do you own? (Hollywood owns movies, even though there are other
moviemaking locations (New York owns theatre).
- People
use all 5 senses when they interact with your brand.
- Repeat,
repeat, repeat the same message, over and over again.
- Be
intentional. Make a conscious decision to make things happen as to what you want
to do. Then go for
it.