Recently, we've discussed how to define your brand and how to own your brand. All necessary factors for creating a lasting and consistent brand. Once you've created your brand, how do you sell that brand? How do you get people to not just maintain loyalty to the brand, but buy into it?
At then end of the day, giving your brand added value intrinsically or monetarily is the goal. We build brands with the hope that the loyalty our audience feels for the brand turns into some type of purchase. So, how do you do that? You have to add value to your brand. You have to give your audience something of value for themselves when they buy into your brand.
Adding value to your brand can happen in various ways. Most of the time our clients are trying to sell their personal brand. In order to add value to your personal brand, you have to think how the qualities of your brand can translate into added value for whom you are trying to sell to. You have to be able to show the seller why buying into your brand will ultimately benefit them in various ways as well.
These benefits can come as an exclusive interview, a mutual promotion, or a chance to break a story about your brand. The common factor in all of these benefits is that they are mutually beneficial. While your brand is gaining exposure, someone else is also gaining content for their brand or business. If you can add mutually beneficial outcomes to your brand, not only will you succeed in the short-term, but you may create a long-term relationship with your buyer. This long-term relationship may lead to future work together, and a chance for more exposure.
Creating long-term relationships leads to long-term benefits. Long-term benefits lead to added value for your brand. Adding value to your brand and to your audience leads to lasting brand awareness and continuous growth for your brand. Ultimately, this is the goal; continuously adding value to your brand in order to grow your exposure and awareness.