【正文】 “Too Fun Sue.” Her unique niche is that—if you want to have fun while you work, if you want to work with someone who is fun, work with her. It’s a great brand for her. Why do or would customers remain loyal to you? What makes them keep ing back for more orders and stay with you? How can you municate that in a brand? Are you already recognized? Already known? I was going to change my business name to Communication Bridges, with the tag line tag line Bridging munication among munities, governments, businesses and individuals. But I realized that as MS, Mary Schnack, I was already well known. And people really liked my “road” graphic, what it represents—planning, and my current tag line “Creatively Navigating Communication Challenges.” Although there are benefits in NOT having your name in the brand, my name had bee my brand, and it was going to be costly financially and in the identity of my business to take it out of the name. So I am sticking with this. So that’s a great way to transition into: Do you have the right brand name? Your parents gave you a name, but it doesn’t mean they were expert marketers. So if you don’t have a good brand name, change it. Using a name does not necessarily mean size. Many people think by using a name, you are “branding” yourself as being small. That’s not necessarily true. After all, remember that FORD was a name. Now we know it more as standing for a car. Then there’s Ralph Lifshitz. When he became a clothing designer, he decided that name wouldn’t work, and changed it to Ralph Lauren. Narrow the focus. When you ask most people what they are good at, they generally say that they are good with people, good with customer service, good with keeping up with technology In other words, they are good at everything! Narrowing your focus helps you get into the minds of your customers, your vendors, your prospects. If you try to stand for everything, you will stand for nothing. Use PR to build your brand. The best and most credible way to establish a brand is with public relations. Use testimonials to tout your success. Use third party endorsements to help build and identify your brand. Having OTHERS say why you are good and why it is good to do business with you is better than if you say it. Another one of the most effective public relations tactics you can employ in your business is to let the media, and your target audiences, know that you are an expert in your field. Write “howto” articles and give “howto” speeches. Make sure these include good tips and accurate information. Most importantly, make sure they are not selfserving and promotional. You will be promoting your business and services merely by giving out expert information! Editorial coverage of your business has up to ten times more credibility than an advertisement for your business. Smaller newspapers, professional anizations’ newsletters and trade publications will often print articles that are of interest to their readers. Service anizations and professional associations are always looking for speakers. So look for ways to tout your success. Let everyone know when you win an award, are elected a board of directors, get a new client, join in a munity project. Post this information in newsletters, websites, and the local media. Make speeches about your “narrow focus” and try to get publicity in trade papers and other outlets. Then reproduce that material and start a file of your acplishments. Put articles onto postcards and mail them. Or put a website link into an send. It takes one brick at a time to build the brand called you. Promote your strengths. ALWAYS remind them why YOU are special and why it is SPECIAL to do business with you! Your brand—your logo, your tag line, MUST be on all of your materials, including your web site, your letterhead, your business cards, your advertising, your marketing materials like brochures, and of course other basics like presentation portfolios, packaging materials, shipping labels and supplies. Put your “brand” in y