Your marketing materials are for everyone and that’s a wide range of people. So you will need a wide range of materials. For example, clients who like status need to see press clippings or client lists. Results oriented clients need case studies, testimonials, and your track record. Process clients need to know how things work so FAQ’s and a list of services is key for them. Different styles of people will focus on different things. Even husbands and wives will focus on different things. So the more the better as everyone will look at a different part and many will consume everything you give them and want more.

Another word for a brand is a reputation. Even if you don’t want one, you will have a reputation. Just look around at where you are now – work, school, home – you already have a reputation with a great many people in your lives. They know what to expect from you.  Hopefully that’s all good, but maybe some of it isn’t.  That’s both okay and typical, but now is the time to take that seriously and try to build a reputation, a brand, that will benefit you with clients.

Branding is a term marketers use to explain the relationship a customer has with a product or service. A good brand captures a customer’s imagination and becomes a solution for what they need. We want to Xerox a piece of paper or when we are about to sneeze we ask for a Kleenex.  Branding is not limited to consumer products. Individuals and services can be branded as well. Look at Emeril Lagasse and Martha Stewart. Both are great examples of branding in action.