Line Up Your Services For Branding Power


By Kendall SummerHawk


Okay, so you've been in business a while. You have a few different services you offer. You have regular clients who know, like, and trust you. So now it's time for me to ask you, do you have a signature line of products and services, each one feeding into the other?

A signature line of products and services is more than just a marketing funnel. It's where you deliver the same result, just in different formats.

For example, my friend Barbara delivers editing and writing services, with a focus on ghost writing and book editing for speakers and consultants.

She's already plenty busy with clients and publishes a free monthly newsletter, but she has the opportunity to build an even stronger business by offering a signature line of products and services, each tightly focused on helping speakers get their books written and published.

For example: Barbara could create a series of information products. Each one focused on subjects like writing one-sheets (something all speakers must have), how to get started writing their book (including outlines, templates, and schedules), how a speaker can turn their keynote speech into the nucleus of their book, how to decide whether to self-publish or try for a publishing deal...the list goes on!

If she wanted to, Barbara could lead or co-lead workshops, teleclasses, and seminars on these same topics, all pivoting around her core brand, which is helping speakers and consultants get their book in print.

Of course, she would also become sought after as a speaker herself, speaking to NSA audiences and other entrepreneurial conferences.

And, she could create a training program, getting paid handsomely to teach other editors how to serve this big, lucrative market.

There you have it! A complete line of products and services, all focused on delivering one result. The advantages to this business model? In a nutshell: focus, expertise, credibility, money, brand strength, and business prosperity.


More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Branding Information:

Related Articles

Id Buy That: Getting A Brand Mindset
Feel that? The crisp tingle in the air? It's fall. Fall ushers in the promise of eating, seeing, and getting.
How a Great Tagline can Help your Business
"Just do it." "We try harder.
Why Branding?
Having a concise, clear image that you project to your clients and customers is important in today's market. More and more people are leaving the job market and creating their own business, whether by choice or necessity, so the competition continues to expand.
When Search Engine Marketing and Trademarks Collide
In the world of marketing, branding issues are always an important part of any campaign. Companies work hard for their name to be recognized as a quality organization and a leader in their field.
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of visual stimuli including hundreds of company logos.A logo is a unique visual image that represents a company or its products.
Value Proposition Writing - Brand Identity Guru
Your Value Proposition, or as I usually call it, your Core Marketing Message, is still misunderstood by most professionals. It's not just a tagline, sound bite or even an "Audio Logo.
The Trust Issue In Marketing
One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"In today's ever-changing world of marketing, electronic media, email, and advertising innovations and intrusions, companies, and businesses are marketing to an ever increasingly suspicious consumer, who is conflicted between their desire not to be "sold" to and their desire to consume.
Brand Value - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood.
Does Your Message Pass the Test?
Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success.
Brand Value Plan - Brand Identity Guru
Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value.
Brand Boring or Brand Buzz?
I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad.
Brand Identity - Corporate Identity and Brand Value
Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing.
Brand to Sell Well
Branding is an application of appropriate marketing techniques in the right proportion to a product. Brand management is to manage the forces in a market suitably to win favors for the product.
Franchisor Policies for Unlicensed or Sold Territories
Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system.
Im Just Starting, Why Do I Need a Logo Design?
Businesses eager to open often give little thought to their identity.With so much to get done, designing an appropriate logo hardly seemslike a top priority.
Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle)
You don't think twice about a business card and letterhead logo for the visual aspect of your campaign, why not an audio logo to brand your broadcast campaign?With the magic of music you can capture the personality of your business, create an emotional connection to your target audience and get recall & branding recognition (in some instances with people tapping their feet and singing your company name) even when you are not on the air.The majority of advertisers use the free production services that radio and TV stations offer to save money.
What the Heck is Branding and Why Should I Care?
There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU! It's the way you present your business and how the world perceives it.
Self-Marketing: The I Focus
Ever had one of those conversations where you wondered what the topic was and the only word you could identify was "I"?As a marketer, I often recommend marketing yourself. However, there comes a point, rather quickly in any conversation when the other person tires of hearing "I".
The Role of a Visual Vocabulary in Brand Identity Design
Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes.
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day.