Top 7 Steps To The New You: How To Create A New Identity
By Christopher M. Knight
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This can apply to both yourself personally, and/or your business.
- Let's start out with: YOU ARE THE BRAND. Everything you say, do, ask for, are a part of, and add value to, becomes part of the markets perception of you.
- If you don't like your name or the name of your company, then change your name immediately. Millions of dollars are won and lost over the power of your name. The name of the game here, is to make it easy to convey WHO you are, and most of all: make it EASY to remember you.
Hint to high tech companies tuned into today's issue: Change your company name, and put your domain name into your company name. It's the latest trend over the past 3-4 years, and Wall Street appears to be approving of it.
- Sometimes all it takes is a decision to create a new identity for yourself or your business. Often times, when a business or product line fails publicly, you're better off creating a new brand or division or even company name, if the failure is bad enough, and re-introduce yourself with your new focus, new energy, and new offer for the market.
- It's not enough to have your new identity or new company name or new personal name, as you must now have the next most important step: Your USP (Unique Selling Proposition). This is, in ONE sentence, what unique benefits you or your company delivers, and it should be very easy to communicate, and very easy to be understood by your target audience.
BTW, not only does every company need their own USP, but every EZINE needs its' own USP. If you look at the header of every issue of Top7Business, you'll find out USP. Does your Ezine have its own USP? This also applys to every website. When we do website planning, the second step after choosing the domain name, is choosing the USP.
- Promote Thyself: Next step is to get the word out about your new brand name/identity. Hints: Write a book, produce a seminar, give interviews, get on the radio, submit articles to magazines or ezines, give away free samples, send press releases, etc.
- Make it legal. That's right. If you change your name, make it legal with your local city government. If you create a new company name, by all means, trademark it, patent it, register it, etc. This solidifies your position in the market, and lets folks know you mean business.
- Let your dear friends, relatives, and closest customers know about the changes you have made, BEFORE the public. This is a courtesy that you owe them, and should strengthen your relationships with those that matter most to you.
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Article Submitted On: March 29, 1999