Recently, I heard something perplexing from a top earner at a company event.
Repeated over, and over again, like a mantra, was…
“Build your business, not your brand!”
Now, I knew this was basically a warning to people about not listening to their upline, since many in the crowd had been building their business online, and not following the recommendations of the organization.
But the REALLY PERPLEXING part is that this “advice” was coming from someone who grew their business online. Who had built a big online brand; who sells courses online, holds seminars, speaks at events worldwide, and has a big social media following.
So, this was very much a case of…
“Do as I say, not as I do.”
So let's set a few things straight, shall we?
If you've been trying to figure out ways of growing an online business, because old-school methods like home parties and hotel meetings are not working for you, here's what it actually means to “build a brand,” and why the above advice is so terrible.
Your brand is your business!
It's simple: every action you take in your business results in either…
- Being more likable, or less likable
- Having more credibility, or less credibility
- Improving your reputation, or trashing it
- Being memorable, or forgettable
Think about this…
Every person you talk to, you either leave them with a good impression or a bad impression, right?
So if someone chooses to never talk to you again, because they think you're creepy and weird after you tried to prospect them at a mall, then…
That's your brand, in their eyes!
So with every action, you're affecting your public image and your relationships in the world—which, in turn, all affect your brand.
And you can accelerate things by choosing to grow your business online because social media allows you to make an impact quicker, more efficiently, and with more leverage.
Using methods we teach here at Elite Marketing Pro, you can reach out and connect with far more people than you EVER could with face-to-face prospecting or having home meetings.
The upside is that your business can impact significantly more people by building online.
The downside is that if you are doing it wrong or in a sleazy way, you can destroy your reputation and the reputation of the industry that much faster!
A lot of people don't know how to go about growing an online business (without being annoying!)
Many distributors take the same awkward, repulsive recruiting strategies they've been taught to do offline and make the problems worse online.
In the end, this ends up ruining their reputation, and they continue to produce zero results!
They're just doing social media recruiting all wrong.
They come off “salesy” and pushy, and before too long, people block them on social media.
Okay, so think about that for a second: what are they doing?
Well, they're building their brand, just not in a good way.
Their brand is being defined as a “spammer.”
They are now that guy that people need to unfriend or block on social media.
That, at the end of the day in the context of business, is building a brand.
Thus my original point…
You can build a negative brand or a positive brand
It simply depends on how you conduct yourself.
If you approach building your business in a selfish and aggressive way, then your brand will be damaged and you'll still get poor results, which is important because…
The results you produce in your business also affect your credibility.
And as you grow online and your business creates more results, those results become a part of your brand since you are now associated with success.
Conversely, if you constantly creep people out and fail to create results, then that will be your brand and how you're known to people: “the failure who keeps annoying us with his pyramid thing.”
This is especially true if you're growing an online business and interacting with other marketers.
You will become known as that guy or that girl who builds his or her business all wrong and doesn't know what they are doing.
On the flipside, 3-4 years into my career, I had personally recruited THREE 7-figure earners into my downline because my BRAND as “Ferny Ceballos” represented “online building,” “traffic,” “trust,” “results,” and just being “a good guy.”
That was attractive to them at a time when they were looking for a new company within the industry.
No doubt I've made mistakes, but my overall body of work made me attractive enough to them as a sponsor that they approached me!
Now before I give you the complete formula for the “magic branding pixie dust” which helped me recruit these three 7-figure titans, here's what a brand isn't…
Your brand is NOT a bunch of pretty pictures!
…or motivational quotes, or any of that stuff.
Your brand is all about the results you're producing, the actions you're taking, and the people you are affecting.
So even if you're doing Facebook Lives, if you're doing them wrong, then they're a big waste of time and won't do anything to serve your brand.
So you've got to be strategic with your message.
Returning to the terrible advice many distributors are being given…
“Build your business, not your brand.”
I think this advice is actually trying to get people to do this (equally terrible)…
Build your company's brand, not your personal brand.
But here's the thing:
Promoting your brand and your following VS the company's products and the company's opportunity should not be in conflict.
In fact, by now you may have heard the VERY GOOD advice from leaders that GET IT…
You should NOT lead with your company's products and your company's name on social media.
People shouldn't be able to figure out which company you represent
…from your social media profile.
And why is that?
Because people join PEOPLE and people buy from PEOPLE in this profession.
Your brand is not this big intangible idea.
In addition to being likable and trustworthy…
Your brand is based on what people think you can do for them.
If you're perceived as someone who can help people achieve their goals or solve a problem in their life, that means you are building a positive brand and people will want to join you or buy from you.
That ultimately serves the interest of the company, by helping you make more sales on their behalf.
On the other hand, when you post stuff about your company & products, in lieu of developing your brand, you are diminishing the role you play in the eyes of your followers.
Remember, people can literally go search the company name on Google without talking to you and buy the product from someone else or even join someone else.
By posting about your company, you are saying the company plays a bigger role in helping them than you do.
You're just a salesperson – an unimportant commodity – they don't need.
If you are perceived as a salesperson, you are repelling your prospects!
Or they will read a bunch of negative stuff on Google and not want to talk to you.
Obviously, in a business that relies on trust and relationships, the prospect NEEDS YOU.
There is a time & place to talk about the company, but that's only when you present the product or opportunity to someone. Not when you are prospecting or marketing in public.
Create a little mystery and curiosity by focusing on what you can do for people or help them with.
And if you haven't figured it out already, all these lessons apply to building OFFLINE as well as ONLINE.
DO NOT diminish the critical role you play as an advisor and expert in the eyes of your prospect.
Great marketers position themselves as advisors (not salespeople) who can help others get what they want.
Now, the reason I prefer growing a business online is this…
“Old school” methods make true business-building nearly impossible if you're a busy person
For instance, think about the time it takes to do a single home meeting.
If I do one home meeting – if I'm lucky – I might have 5 people there.
And most of the time, if I'm doing home meetings, I'm doing maybe two, three a week at most.
Now, think about the investment of time, one evening, 12 prospects, maybe 1 joins…
Or if you're going to spend a couple of hours doing 1-on-1s!
That's an even more inefficient way of doing things.
And think about it this way…
During that SAME two hours, you're meeting with somebody at a coffee shop or conducting a home meeting…
You could expose your business on the Internet to at least twelve people!
Meaning you talked to them about what you can help them accomplish, and you referred them directly into whatever presentation process for enrolling them as a customer or new team member.
So, the choice is this…
Introduce the business to one or two people…or 12 people…every two hours… any time of day?
Which one would you choose?
And that's basically all we're doing here at Elite Marking Pro, we're teaching people how to connect with a lot more people, faster.
We teach how to brand on a mass scale where you can…
- Reach literally millions of people.
- Scale your business to whatever heights you want.
- Build a brand that extends beyond your online business.
- Create multiple streams of income (if you want).
- Recruit en masse.
Using our methods, with an online presentation, you can basically enroll a few hundred or even a few thousand people in one evening, once you've built your brand to that level. By using our lessons, you can start growing a business online that will start building your business automatically.
Yes, it takes a little time to learn the skillsets, but that's what we do here at Elite Marketing Pro.
So if you'd like to learn more about…
How to build a positive brand (whether you're building online or offline)
…then I highly recommend you learn more by signing up for my FREE Online Recruiting Bootcamp.
It's a video course where I'll walk you through growing an online business.
While it is very possible to build your business offline, the way I’m providing you is much easier, efficient and quicker in combination with other marketing fundamentals.
You’ll have the tools to build your business automatically—where prospects come to you on a daily basis—ready to sign up and get busy.
So if you’re ready to get started…Simply click here and I’ll gladly give you access to my 10-Day Online Recruiting Bootcamp.
And if you found this content helpful, I would love to read your comments below!
Chief Marketing Officer
Elite Marketing Pro
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