Break Free From Personal Branding Captivity

Break Free From Personal Branding Captivity

I was speaking with an executive of one of our larger customers the other day about some of the advantages of our product and he made a very interesting comment. He said, "One of the problems with your product is it allows our distributors to brand themselves." I was scratching my head and had to ask why he felt like this was a problem. We feel that branding individuals is one of the bigger advantages of our company. In fact, the major advantage. He then explained his position: If their distributors can brand themselves rather than the company's products the distributors will have the ability to change companies without losing a beat. He was concerned that his distributors would not be held captive to his company.

I recognized this as an opportunity to explain a few things. This company is currently in a start-up phase and would be benefiting from distributors leaving other companies to join their company more than they would be hurting from their current distributors leaving the company. I also asked him to embrace the fact that distributors can brand themselves rather than just their products. They recognized that the most successful marketers have been the ones who established their own brand and had people following them because they offered good quality products with fabulous service rather than only one specific product.

We have learned time and time again that people buy people. If their company is to be successful they need to help their people be successful and the best way to accomplish this is to help them sell themselves first and their product second. I have never found a business that does not have competition of some kind and additionally, in our day and age with search engines and social media people have the ability to find them quickly. You must set yourself apart from the crowd and brand yourself and then sell your products through your exposure as an expert.

The reality of companies who have independent distributors is that their distributors use their personal brand to sell their products already. They know someone in need of what they are selling and make the best possible suggestion to them. The difference between what we offer and what they are already doing is the ability to expose their brand faster and to a much wider audience through blog marketing and the use of social media.

This client caught the vision of this and they will be helping their distributors brand themselves as the experts in their specific fields. We look forward to helping them and all their distributors reach their branding goals and make their Mark.

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