Standing Out

Have you developed a brand image for your practice yet? What sets you apart from the pack and makes you different?

Have you noticed…there are what seems like a bazillion virtual assistants out there! Your clients are looking for a solution - how is it that you meet their needs as opposed to the next VA?

If you haven’t given any thought to this yet, I suggest getting out a sheet of blank paper, or a white board, and start working on it.

My company brand image is “the know-how all American virtual assistant.” I came up with the brand AFTER I started my business, not before. You don’t have to do it that way, but it does help. I decided on “know-how” after I realized that I had a lot of skills many other VAs didn’t have.

My background in technology really helped me learn new technical skills quickly, and because I’d been working with websites since 2000, while I was still in school, I knew I could set myself apart by being able to say “yes” whenever a client asked if I knew how to do something.

I chose All-American because it helped set me apart from the global community of VAs. This doesn’t make me better; it just adds a little identity. I like that.

Use these components to come up with your own brand:

1. Your personality and work ethic
2. If you were to have a frank, totally confidential interview with someone who asked you why you’re better than other virtual assistants, what would you say?
3. How do you want to connect with your clients? What do you think they’re looking for?

It may take some time to come up with ideas, but keep plugging away. And always remember that the “next” idea is going to be better than the current one, so don’t be afraid to try out 20, 30 and even 40 different ideas and slogans.

Once you’ve come up with your brand, you need to develop artwork around it so that it’s easier to promote it online and in print materials. If you’re not great at graphic design, consider outsourcing it to another VA (it’s a way to keep it all in the fam’). Some VAs specialize in graphic design. You can find one on Biznik or VANetworking Forum.

I just read a blog post TODAY (Fri Jul 18) that talks about how to build your online brand. It’s written by social media blogger Chris Brogan.

There’s one part that I really like. It’s toward the end, after he gives a run-down on Google Reader and some social networks you should consider. It’s the section marked “What to do with it all.” So many people forget to tell you how to string it all together so that it works for you and you get business.

Chris writes,

What to Do With It All

This is partially difficult to answer, as it’s up to you what your goals are for using social media. But some of the things you can do once you have this all in place are:

-Learn who’s talking about you (or your company, or the other keywords you put into your reader), and engage them in conversation on their site.

-Make relationships with others before you need them on social networks.

-Find other professionals in your field, or in unrelated fields on social networks.

-Connect with old friends and business colleagues.

-Discover new people through reading and learning, and follow the media they make on the various networks, and/or in Friendfeed.

-Learn more about your competitors through the media they make, and discover where you can build more value.

I’d especially pay attention to the very last one - “learn more about your competitors through the media they make, and discover where you can build more value.” He doesn’t say “do what your competitors do” but rather, build more value. I take this to mean two things: continuously build your own brand image and promote it in unique ways, and add value to the industry by getting out there and making our presence known.

I’ll also add some VA-specific information on building your brand:

1. Make sure your presence is known wherever VAs are found. This means get into the VANetworking lists and any other directory - don’t spend a lot of money. In fact, be wary of spending a lot of money to get listed in directories. Find out whether people actually use the directory first! Sometimes, the reason publishers charge to be listed is because they don’t get enough traffic to make money from advertising!
2. Get out there! Don’t hover around VA circles all the time. Find out where your clients hang out online, and then participate in the discussions. I’m risking a lot by spreading the word, but I get business from hanging out in real-estate circles and small business circles, by participating in discussions on blogs where people are asking for advice. I offer advice and I always link to my website and blog.
3. Be willing to change your brand or update your image once in awhile. It’s OK to change your brand if it needs changing. The VA industry is not like soda - where Coke and Pepsi can get away with using the same brand for 10 or 15 years. And even Coke and Pepsi have changed their brand to go with the times. Look at Madonna - she’s changed her brand maybe 5 times and is STILL selling out concert tours.

Now, what’s your brand and how to you plan to build it?

Tags: brand, brand image, build your online brand, social media, VA, virtual assistant

This entry was posted on Friday, July 18th, 2008 at 2:30 pm and is filed under All-American Admin Stuff, Growing Your Business, Marketing, Virtual Assistants. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.