Branding: how are you perceived in the marketplace?

How are you currently branding yourself as a small business or

affiliate marketer?  What perceptions are you creating in the market-place?

Branding can create recognition, positive customer perceptions and  loyalty.

So, how do you create your small business brand or brand yourself

as an affiliate marketer?

Cindy Ratzlaff, Brand New Brand You, suggests that there are

four key branding elements:

1. Voice
2. Visual
3. Value
4. Variation
   

1. Your brand voice

This is very much about your brand message and how and where

you speak.   Do you send a consistent message or are you confounding

peoples' perceptions of who you are and what you stand for?

What kind of personality do you portray (serious, humorous,

light-hearted, generous)? Is this personality congruent with your

message and your niche?  Congruence is easy when you are

being yourself; it's difficult when you are not speaking from your

real self and personal truth.  Is your message consistent across the

various social media platforms?

2. Your brand visuals

This is often overlooked.  Branding visuals have to do with the

colors you use, your logo or avatar, the presentation of your

Squidoo lenses, websites and blogs.  It even comes down to the

typeface you use.  Are you communicating a professional image

or a sloppy one? What image is appropriate for your branding

message and your niche?  Sometimes it is appropriate to use

an image of yourself across multiple social media platforms so

that you gain recognition.  However, this recognition is

undermined if your message is not consistent and your

behavior incongruent.

3. Your brand value

Brand value is very much about what your brand offers - your

USP (unique selling proposition).  You need to know what your

value is and what you are offering.  Can you present your value

in an "elevator speech" or a brief statement that you can make

in the time it takes to travel five floors of a building?   You build

brand value through what you contribute in line with what

you claim to offer.  In other words, when people associate

with you, or connect with you, do they take away something

of value that is consistent with your stated offering?  Are you

sharing your expertise in line with what you claim to offer?

4. Your brand variation

So what sets you apart (refer Seth Godin's "Purple Cow")?

Brand variation is about differentiation, how you stand out from the

crowded marketplace.  Why is your offering better than the next one

or the one before?  What is unique to you - your life experience, your

accomplishments, your personal  insights, your humorous portrayals,

how you share, what you share, how you comment, how you listen,

how you specialize, what social media platforms you use (and why),

what you value, what you spend your time on, your expertise,

your creativity, the media you use (text, voice, video)?

What are the components that make up your brand differentiation

... and what can you do to strengthen these components?

Note: A special thanks to Cindy Ratzlaff for her stimulating

telesmeniar presented via the International Social Media Association.

which provides free weekly teleseminars on social media marketing.

Cindy has a superb blog on branding and social media marketing.

*********************************************

Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Internet Marketing Success - the road less travelled

Well I have just listened to Mike Litman's
The Force That Creates Your Future track on his 'Greatness
Held Hostage' CD.

He makes the point that the difference between medicocrity
and greatness has a lot to do with habits:
People form habits and habits form futures

But it is not just any habit that makes the difference, it's a
distasteful habit:
Successful people make a habit of doing
what they don't like doing

Why would you want to have this habit? Because this habit
determines success.  Just think of all your New Year
resolutions that stay on the shelf or in your diary
(e.g. lose weight, improve your public speaking, etc.)

Why don't they happen? Because you don't want to do
the things that would guarantee your success - changing
your eating habits, going for a walk, getting out of bed early,
taking a course...there are always excuses for not doing
what you don't want to do.

So how come successful people create the habit of
doing what they don't want to do...and unsuccessful
people create the habit of avoiding the unpleasant, difficult
or routine?

Mike's answer is very clear on this point (the essence of his
message):
Unsuccessful people focus on process, successful people
focus on the reward.

Unsuccessful people focus on the unpleasant things
required to achieve a goal (process) while successful people
focus on the end result or desired state (reward).

Mike Litman  offers 3 strategies to move forward
and achieve success:

1. Ask yourself the question, "What is one thing I
don't want to do today that if I did it would
move my life forward?"

2. Ask yourself the question, "How will I benefit from
doing this one action I don't want to do?"

3. Do it NOW (Just Do IT)!

Mike is an energetic and inspirational speaker, so it is well
worth listening to what he has to say in his own inimitable
style:
The Force That Creates Your Future

Related Posts:

New habits can be personally transforming

Just Do IT!...Take some targeted action.

*********************************************
Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Squidoo: Squidoo Lens Design - Merit Solutions Brisbane

Here I am following the framework I developed for Squidoo lens design:
7 Top Strategies for Lens Creation.

1. Purpose of the Squidoo Lens

I developed this lens to promote Merit Solutions Brisbane,
a networked organization of human resource consultants
based in Queensland, Australia.  The global economic crisis
had impacted heavily on the organization's income because
of a major reduction in consultancy contracts in its
traditional market, Queensland Government Departments.

2. Concept of the Squidoo Lens

I wanted to show Merit Solutions Brisbane as a highly
professional human resource consultancy organization.
Associated with this was the need to highlight the
strategic response of Merit Solutions Brisbane to the changes
in their market.  This involved reflecting the diversification
of both markets (to move from local to global and include the
private sector) and products (widening the product range
and increasing flexibility of delivery).

3. Lens Design to Meet Concept and Purpose

Here I set about highlighting the professional qualifications
and experience base of each of the 20 consultants in the
Merit Solutions network.   Additionally, I highlighted each of
the human resource services offered by Merit Solutions
Brisbane and emphasized flexible delivery of relevant
services, e.g. via Skype coaching, webinars and podcasts.

4. Keyword Research

I undertook keyword research for my tags by using the
Google Adwords Keyword Tool. This tool provided plenty
of keywords that I could use. Of particular note are the
long tail keywords I used throughout the lens
in module titles, sub-headings and module text.

5. Develop Content

The content flowed from my purpose and lens concept.
So integral to the lens design was the Photo Gallery module
presented as a Slide Show with timed display.  This enablesd
me to highlight the two groups of consultants - Principal HR
consultants and Senior HR consultants - and their qualifications.

I used the Orange Box (Black Box Module) to act as a highlighter
for each of the core human resources services offered by
Merit Solutions Brisbane.  This color was chosen because it
reflected well the original colors of the Merit Solutions website.

I also used HTML and CSS script to change the color of the
text modules to reflect the colors of the organization's website.
I had extracted the color codes from the HTML source code
for the website (visible by clicking the "View" menu item and
then "Page Source").

6. Source Images

I sourced the consultants' photos and Logo from the
website.  I will have to add images to the text
modules and this may take the form of pictures of Brisbane
and/or of the individual consultants.

7. Revisit, Refine, Link and Promote

The Merit Solutions Brisbane Squidoo lens is one element
in a total social media marketing plan for the organization.
This will incorporate LinkedIn profiles for each consultant,
blogs, videos, podcasts, Facebook and Twitter.  The Squidoo
lens will be refined and updated to reflect these elements as they
are developed.  The lens will also form the centerpiece of
a planned lens ring designed to highlight the core human
resource services provided by the organization.  These lenses
will then be linked via the Featured Lens Module.

Key Lessons:  Squidoo lenses are a powerful way to brand
and promote local businesses. You can integrate a lens for a local
small business into an integrated social media marketing plan.
This requires a concept plan that is broader than the single lens.
However, the lens can be progressively refined to reflect
implementation of the social media plan.

Related Posts:

Top 7 Steps for Squidoo Lens Design
Long Tail Keywords and Deep Indexing of Squidoo Lenses
Squidoo Lens Design - Tropical Rainforest
Create a Squidoo Lens Ring

*********************************************
Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Squidoo: Squidoo Lens Design - Tropical Rainforest

Here I am following the framework I developed for Squidoo lens design:
7 Top Strategies for Lens Creation.

1. Purpose of the Squidoo Lens

The main purpose of my Tropical Rainforest Squidoo lens
was to share something of my experience of walking
in the Mt Glorious rainforest in Brisbane early one
misty Sunday morning.  My subsidiary purpose was to
promote rainforest conservation.

2. Concept of the Squidoo Lens

I envisaged that visitors to the lens could experience
something of the rainforest if I simulated my rainforest walk
in the design of the Squidoo lens.

3. Lens Design to Meet Concept and Purpose

I had created an Animoto video using the photos I had
taken on my walk so I decided to include this video
to set the scene and also communicate three dimensional
elements (e.g. the video gives perspective to a photo
of a valley within the rainforest).

So I invite readers of the Squidoo lens to first view the video
to get an overall sense and perspective on the tropical
rainforest.  The video set to Vivaldi's "Four Seasons" can
be viewed here:
Rainforest Walk

The core of the lens is designed as a walk through the
rainforest with large photos sequenced in the order in which
I viewed the rainforest.

4. Keyword Research

I undertook keyword research for my tags by using the
Google Adwords Keyword Tool. This tool provided plenty
of keywords that I could use. Of particular note are the
long tail keywords I used throughout the lens
in module titles, sub-headings and module text.

It is worth noting that the tropical rainforest lens is
being found on Google via 600 keywords, many of them
long tail - such as "what threats are the rainforest experiencing".

5. Develop Content

The content flowed from my purpose and lens concept.
So I started with the video and then made my large photos
as the centerpiece of the lens.

I also wanted to provide links to resources on rainforest
conservation, so I used a combination of the "Links Module",
You Tube videos (including a featured Daintree Rainforest
Conservation video), RSS module (feed from Rainforest
Rescue Australia blog) and "Featured Lens" module.

6. Source Images

Sourcing the photos was not a problem because of the photos
I had taken on my walk.  What I learned out of this though is
the value of taking my camera with me whenever I go on
a work trip and these photos have been featured in many
of my lenses and Animoto videos.

7. Revisit, Refine, Link and Promote

I frequently update the Tropical Rainforest lens as it is one of my top
ranking lenses, regularly in the top 1,000 lenses.
Updating is made easy by having a links module, featured
lens module, RSS feed and an endless list of keywords for
changing my tags.

Key Lessons:  You can experiment endlessly with your
Squidoo lens design.  Decide at the outset (where possible)
what your purpose and concept are - and then be creative.
Build up your stock of photos of people and places to
provide fresh, original content for you lenses - you will
be so glad you did.




Related Posts:

Top 7 Steps for Squidoo Lens Design
Long Tail Keywords and Deep Indexing of Squidoo Lenses
Squidoo: Animoto for fun and traffic
Video promotions made easy


 *********************************************
Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Webinar on Squidoo for Mari Smith's "Social Media Certification Course"

I was recently asked by Mari Smith, Facebook and social media
expert, to present a webinar on Squidoo for her
Social Media Certification Course.

My webinar covered the philosophy of Squidoo, the steps for
effective lens design, how to promote a small business, integrating
Squidoo with other social media and how to build your personal
brand on Squidoo through congruity and transparency.

Here is the link to the mp3 I created after my webinar presentation:

http://bit.ly/AZn2Q

I also developed a Microsoft Word Document that covered questions
and answers during the webinar and provided a list of resources:
http://bit.ly/24vK9B

If you are interested in social media marketing, you might like to join
Mari's new association/ social network:
International Social Media Association

 *********************************************
Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Squidoo: Squidoo Lens Design - Alan Jansson, Japanese Acupuncture

In a previous post, I identified the
7 Top Strategies for Lens Creation,
so I will use these steps as a framework
for discussing this new lens.







1. Purpose of the Squidoo Lens

Alan Jansson is an expert in Japanese Acupuncture who
is dedicated to his profession and keen to train others in
the subtleties and potency of his art.  The lens is designed
to promote his teachings and workshops reflected in his
World Acupuncture Blog.

2. Concept of the Squidoo Lens

The concept for this lens evolved as I talked to Alan and
showed him the results of my efforts.  We agreed that the
lens be targeted to the Japanese Acupuncture Practitioner,
which is the focus of his blog.

So the lens is designed to present Alan as the ultimate
professional totally dedicated to his art.  It is not focused
on increasing his clinic patient numbers.  The emphasis is on
his professionalism and his teachings.

Alan is a real character so I wanted to promote his
personality as well.  Japanese Acupuncture focuses on
balancing the Ying and Yang energy.  I wanted to highlight
how Alan pursued this balance in his own life through
his love of surfing.

3. Lens Design to Meet Concept and Purpose

I decided that the best format was the 'Who Is' lens template
because my focus is on Alan Jansson, professional teacher
of Japanese Acupuncture.

This Squidoo lens template is great for lenses focusing on
well-known personalities or groups (e.g. bands).  It has the
advantage that Squidoo automatically adds selected modules
on creation and enters data it has found through searching
the Internet.  For example, in Alan Jansson's case, it pulled
up all of Alan's YouTube Acupuncture Training videos.

4. Keyword Research

I undertook keyword research using two tools -
The Google Adwords Keyword Tool and the
Google Insights for Search.  These tools informed
my choice of tags and the use of long tail keywords 
throughout the lens - in the lens description and introduction,
module headings, module text, anchor text for photos and
hyperlinks (and the labels for this post).

5. Develop Content

The content flowed from my purpose and lens concept.
In the introduction I highlighted Alan's work with elite atheletes
in Brisbane and the Gold Coast and emphasized his commitment
to the promotion of Traditional Japanese Acupuncture.

I added a personal testimonial from my family's experience
and highlighted his commitment to training other professionals
(emphasized via the "Black Box" module - which also comes in
other colors).


I made his great blog the centerpiece and also the focus of
the "Big Arrow" module. I created a number of links throughout the
lens to Alan's World Acupuncture Blog.

6. Source Images

The photos came from Alan's blog as did most of the
content apart from the explanation of Japanese Acupuncture
which linked through to another authority site.

7. Revisit, Refine, Link and Promote

The lens design provides a sound foundation now for refining
the concept and presentation.  I need to draw on more images
and add more content re Japanese Acupuncture and its applications.
I will provide links too to the professional association Alan is
a member of. 

Related Posts:
 

Squidoo Lens Design: Baby Boomers Health 

Squidoo Lens Design: Montville Queensland

 
*********************************************

Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid100. He provides free resources
for Squidoo marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

*********************************************

Create an Authority Site on Squidoo

I've created 3 Squidoo lenses lately that address the issue of creating
an authority site.

The first of these looks at "why create an authority site"?:
http://www.squidoo.com/authoritysite

The arguments for an authority site are numerous and I can vouch for
the positive impacts of having an authority site.

The second explores the reasons why you should create your
authority site on Squidoo:
http://www.squidoo.com/squidooauthoritysites

Squidoo is a unique platform that is free and has inbuilt SEO features.
Seth Godin's marketing genius is embedded in the platform itself.
If you understand Squidoo, you can make an authority site of
considerable substance at no cost.

The third lens on this topic addresses the issue, "how do you
create an authority site on Squidoo?":
http://www.squidoo.com/squidooauthoritysite

This lens challenges you to change your mindset about Internet
Marketing.  It explains how an authority site on Squidoo is based
on Web 2.0 perspective and involves an "open window" approach
and collaborative marketing.

 Building an authority site on Squidoo is cost-free and very
rewarding.  The sooner you start, the sooner you reap the benefits.

**********************************************
Ron Passfield is a Top 100 Squidoo Lensmaster and
Giant Squid. He provides free resources
for Squidoo affiliate marketing on his Squidoo authority
site:
http://www.squidoo.com/squidoomarketingstrategies

To learn more about Squidoo Affiliate Marketing
check out:
http://www.squidooaffiliatemarketing.com

Subscribe to Ron's free Squidoo Marketing e-course:
http://www.smsecourse.squidoomarketingstrategies.com/

Ron is the author of the e-Book:
Squidoo Marketing Strategies

************************************************