July 18, 2016

4 Solid Ways to Turn Your Brand Into a Profit Machine

4 Solid Ways to Turn Your Brand Into a Profit Machine

As an entrepreneur, you’re pulled in a hundred different directions. It’s easy to be swept away by the moment, day after day… attending to the crisis at hand, selling to the prospect who’s right in front of you, or ticking that next thing off the list.


Time for long-term planning? Not so much.


Alex Charfen, developer of the Entrepreneurial Personality Type (EPT) and one of my favorite online gurus, recently posted a video in his EPT Facebook group about the 50% Future Focus Rule. Charfen says that in order for entrepreneurs to scale and grow businesses, we must spend at least 50% of our time in strategic, long-term planning.


Here’s something you may not have considered:


Branding is one of the most powerful strategies for long-term profit.


So if you’re seeing your brand as a function of design or an exercise in story telling, it’s time for a mindset shift.


Here are four ways to turn your brand into a profit machine:


Protect Premium Pricing through Differentiation

If you’re consistently using discounts to lure in new prospects or hang on to customers you’re in fear of losing, it’s time to stop and consider your positioning.


Ask yourself what I call the million-dollar brand question: Why would someone buy from your business out of all the businesses in the world?


Or, to come from another perspective: How can you assume a #1 position?


You don’t have to be the biggest to be #1. But you do have to find a meaningful way to set your business apart so you can assume some kind of #1 position.


You could sell the chewiest bagels on the planet.

Or you could sell the freshest bagels in South-Central Iowa.


Both are #1 positions. And both set you up for premium pricing.


Some years ago, Derrick Daye at Branding Strategy Insider wrote a post about 50 Ways to Differentiate Your Brand, and it’s still one of my favorite all-time pieces on the subject.


Take the time to create a powerful positioning strategy, and maximize your long-term profit.


Because #1 brands don’t need to give discounts.  And trust me… you ARE #1 at something.


Stand for Transformation

Customers don’t buy products. They don’t buy features. They don’t even buy benefits. They buy transformations.


They buy the thing they’ll become after they use your product or service.


Identify and understand that transformation, and you’ve developed the key to long-term sales. You’ve developed the underlying theme for all of your messaging. You’ve developed a way to change the world – one renovation at a time.


That’s big stuff.

And setting aside the piddly daily stuff to create a plan to change the world (while setting up years of future sales)… Who doesn’t have time for that?


So find your transformation, and make your brand stand for that.

And it will stand apart because of that.


Create a Committed Community

There’s a whole litany of recent research about the importance of connection for the health of the human soul, the human mind, and the human race.


Have you thought about how your brand can connect… for the future health of your business?


The number one way to connection is through shared values. We hang out with people who feel the way we do, think the way we do, live the way we do, love the way we do. If you can create a well-defined set of values and beliefs for your brand, then your brand can hang out where you target market hangs out. And your business will have something meaningful and authentic to discuss, other than why people should buy your latest thing.


The key to long-term profit is to then invite these wonderful, like-minded souls into a community your brand creates. And to develop an ethos around that community that both defines and promotes the brand.


We get the impression that these kinds of communities are accidental, organic, or a natural outgrowth of daily communications. But that’s naïve at best, and lazy at worst.


To build a committed community around your brand, you need an authentic and established set of core brand values, and a plan for how to communicate, demonstrate, and foster those values among your constituents. You need everything from lingo to a place to let it flow.



Engineer Extraordinary Experiences

So many small businesses use branding as a way to bring people through the door, and then stop right there with the juicy good stuff. But the payback from branding is built over the long haul, through extraordinary consumer experiences. And these experiences must be engineered.


If you’re thinking that “engineered” means inauthentic or disingenuous, nothing could be further from the truth. Taking time out to ensure that your customers feel noticed, loved, respected and celebrated is how things get real… real fast.


So take a look at your processes – from your website homepage or introductory email, all the way through to the delivery of your product or the follow-up with those who didn’t buy.


Choose four or five key places where you’ll absolutely STUN your current customers or prospects.


Engineer single moments in time where a current, should-be, or used-to-be customer would say, “I can’t believe they just did that.”


Can you personally call them thank them? Send a hand-written note? Customize something in a way that’s a shock or surprise? Give a free, unexpected bonus? Include them in developing the process? Invite them behind the scenes?


Extraordinary experiences leave people wanting more. And they give people something to talk about… on the phone, on the train, and on social media.



If we need to spend 50% of our time in long-term planning activities in order to grow and scale our businesses, then branding is one of the most valuable places to start. So if you’ve been looking at your brand as an art project, step away from the graphic design software, and instead design a plan for your future sales and profit.


What are you doing with your brand to change the future of your business? Share with me in the comments below.

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26 thoughts on “4 Solid Ways to Turn Your Brand Into a Profit Machine

  1. Ali says:

    Great post, I really enjoyed your tips! Perfect timing as my business has evolved so much since launching 9 months ago and these are great tips as I go back and restructure my emails, homepage, etc!

    1. Julia Hook says:

      Hi, Ali. Glad the tips work for you. Business evolution is a real thing, isn’t it? I have to go back now and then, as well, and clean stuff up, make it shine, make it sing. Have at it, my friend! I’m glad you’re here.

  2. Elsie Nash says:

    Julie – I love the ideas and I definitely love your writing style! I’m in the preliminary steps of launching a business so I’m percolating these ideas as I build my business plan. BTW, where do you live these days? I’d love to get together for lunch, or coffee, or dinner.

    1. Julia Hook says:

      Hi, Elsie! So nice to hear from you. And congrats on the new biz!! I live in Carlsbad. I’d love to catch up… and I’m glad you like the article. And that you’re writing a solid business plan. Percolate, my friend!!

  3. erin alvino says:

    juju this is right on track with everything that i’m learning in your class. you have helped me discover that connection is what i do best, and to put words to it, and uncover a way to brand it. These concrete ideas will help me to refine exactly how i can put my theory into practice in a strategic, thought-out way rather than on an ad hoc basis. i’m taking your class to help me build and shape my marketing consulting business but i’m finding that you are also helping me in a side project which is a blog. thank you for showing up on my desk each day and working with me!

    1. Julia Hook says:

      Hey, Erin. I really love seeing you go through the course and developing a brand that will help you hold value and bring in clients year after year. I love seeing your a-ha moments and watching your confidence grow. And I can’t wait to see your blog!! Knock ’em dead, Erin.

  4. Toks says:

    This is an awesome article. I’m absolutely going to incorporate these recommendations. I’m in the midst of launching my new business and this certainly gives me some perspective…

    Thanks Julie

    1. Julia Hook says:

      Hey, Toks!! So glad it works for you. Come back and share what you launched when you’re done. I’d love to see it! Here’s to the new biz!! -Juju

  5. Minaz says:

    Absolutely brilliant post thank you so much for sharing your knowledge with us!

    1. Julia Hook says:

      It’s my pleasure, Minaz. Thanks for being here!!

  6. Salient and important points for me as we move into our 10th month. Strategy and planning, the two words I need to have tattooed into my brain.

    1. Julia Hook says:

      Those are my two favorite words!!

  7. joy says:

    Great post. I’ve read a gazillion articles trying to figure out what exactly is a brand. I basically get the same thing. FINALLY an answer I can work with. I’ve seriously been researching one word for answers. I totally get it now. Thanks

    1. Julia Hook says:

      Hi, Joy. No one-word answers when it comes to branding. It’s a big topic. And a great profit strategy! Thanks for reading along!!

  8. Jay says:

    Amazing content juju! You have been my sensei lately: your bad ass!?

    1. Julia Hook says:

      Hey, Jay! I love that I’m your sensei! That makes me feel like a million bucks. I hope you’re crushing it this week!

  9. Karla says:

    Engineer single moments in time where a current, should-be, or used-to-be customer would say, “I can’t believe they just did that.”

    I love this! My business depends on this moment…now how to make it happen with every client, every time!

    1. Julia Hook says:

      Hey, Karla. You can make it happen. Without a doubt. Just make it part of the daily routine… It’s like planning a series of little surprise parties for your customers.

  10. Cindy says:

    I am acquiring an existing business with developed discount pricing in place. any tips on how to take the candy from the proverbial baby? The business is unique and has a prime location so I know it can be justified I would love some advice on pricing strategy as I assume the business.

    1. Julia Hook says:

      Hi, Cindy. I sent you an email as well… what kind of business did you buy? Is it a service business? Or a product-based business?

  11. I’m reviewing my current strategy (or lack there of) and have contacted a local journalist to help me build a press release. I’m also looking at where I assume a number 1 position. I’ve not spent enough time on long term business planning and am making it a point to learn about better planning and enlist others to help me in areas where I’m not confident, yet.

    This week I have made a commitment to reviewing my business blog and begin adding more contenton a consistent post schedule.

    1. Julia Hook says:

      I love the commitments, Molly. And the new emphasis on strategy. You’ll begin to see a shift that’s remarkable once you consistently focus on long-term planning. I’m excited for you!!

  12. Steve says:

    Hi Julia, Although I am not your client YET, I must say after reading your intro email pieces.. I went ahead and came up with my Tag Line for my company WickedGoodLawGuy.com “GET New Clients, BE Wicked Good” and included my beliefs on both my booking and thank you pages.. something you encouraged to do, and I am grateful. It makes me feel good, that I can proudly proclaim who I am, what I do and why I do it. When I get a few clients, I will become your client.
    Kind Regards,
    Steve Celuch
    Founder – WickedGoodLawGuy.com

    1. Julia Hook says:

      Hey, Steve. I replied to you by email. Hope you received! Cheers. -Juju

  13. Teresa Maron says:

    I love your comment about branding sells transformation. That really resonates with me!
    Thanks so much.

    1. Julia Hook says:

      Thanks, Teresa. That’s always a deal-breaker for the branders in my online course. Once they figure out that they’re selling transformations, they are OFF TO THE RACES!!! I’m glad you’re here. Have an amazing day.

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