Create Your Brand

Quick, take a look around you and see how many brands you can spot. Chances are good that you're surrounded by them. On your computer, on your shoes; even your coffee cup isn't safe! When you see a logo for Microsoft, Nike or Starbucks, you're not just looking at a cool design, you're looking at a brand.

A strong brand not only identifies a company in the mind of the consumer, but it creates a memorable link between what it is and what it does. It's true whether your business is a large corporation or a small, one-person show you need a good brand identity.

Consumers have a staggering number of choices today. When presented with so many options, people gravitate toward the familiar. Trusted names can boost sales, and their brand value is immense. That's why it's important to create a strong brand identity for your business. It builds credibility and loyalty, and differentiates your business from the competition.

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Boost Client & Employee Loyalty

When consultant Roger E. Herman hears small business owners complain that "people go where the money is," he quickly retorts: "False! All the studies show otherwise." He points to a Robert Half International survey which demonstrates that "compensation is not the predominant reason why people leave their jobs for supposedly greener pastures."

Instead, asserts Herman, "People are hungry for opportunities to grow into their jobs. They crave advancement, both in position and stature, and in responsibility and opportunity."

Herman has just finished his fifth book on employee management, titled Facilitative Leadership. He maintains that the most effective way to boost employee morale is to provide an optimum working environment. He warns that this can't be done with pep talks when you notice a drop in the level of enthusiasm. "You have to create an optimal environment in the employee's perception, as part of an integrated strategy that inspires people to do their best day in and day out."

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Increase Sales

Chances are you spend plenty of time wondering how you can motivate your salespeople. Stop wondering, because motivation can't be provided - it has to be inherent. But you can make sure reps have the tools they need to keep their motivation levels high.

Motivated salespeople are the most valued components of a business, in terms of revenue generation and relationships built in the marketplace, notes Cedric Fisher, group publisher for Peterson's Magazine Group. At the other end, a de-motivated salesperson is a "salary soaker" who doesn't generate the three R's - reputation, rapport, and referrals - that are the building blocks of your business.

There are a lot of opinions, debate, research and books on what keeps reps motivated. Tim Connor, CSP, speaker and author of "Soft Sell & Sales Mastery" and "The Road to Happiness Is Full of Potholes", says successful salespeople aren't motivated by external influences. "They are doing it for inside reasons; very personal and sometimes very private reasons," he explains. "It's the role of the manager to create an environment in which salespeople will want to motivate themselves."

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