by Mike Gambino
Designing and Building landscape Lighting systems can be done by remaining fairly anonymous. However if you want the best opportunities to come to you and have more people wanting to do business with you, you need to market yourself or business. In order to optimize marketing you need to establish a brand for Landscape Lighting.
Branding helps you build respect and trust. Authenticity is how you will be judged. When people sense you are authentic and consistent, they value your passion and identify with you.
You do not have to be a celebrity to build a celebrity brand. You can build a celebrity brand around you and your personality much like Nightingale had done by establishing himself as the go to source for Garden lighting in his day. Or your brand itself can make you the celebrity. You can also build a business brand with a tagline such as ‘High Performance Landscape Lighting Systems Designed and Built to last’ such as I personally have done. Even businesses do better with a human face in front of them. That is why spokespersons get paid large endorsement fees.
In order to develop a brand around you, review your interests and your passions. Building a personal brand is not about building your ego or bragging. A personal brand tells who you are and what you do for others. Trying to build your brand around something you are not will come off as inauthentic. You want your brand to be true to who you are and not about trying to please everyone. No matter what you do you will not please everyone, so focus on those who do appreciate you and the value you bring to the relationship.
You might already have a developed personal brand. What kind of impression are you making on people? Your clients, customers and associates already have an established perception of you. Ask each one to tell them what they think of the ‘professional you’ in three sentences or less.
As you build your personal brand, look at the big picture as well as details. Your brand will precede and follow you throughout the life of your business. Take your time and establish a comfortable fit, a reputation you can live with every day.
Questions to Help You Build a Brand for Landscape Lighting
The list of questions below will help you evaluate your personal passions, qualities, skills, and values. You can also have a few people that know you answer these same questions as if they were you. Their answers might surprise you about the impression you are making on others. If their answers are not in line with yours, make notes about what you can do differently to build the perception you want others to have of you.
- What are you passionate about?
- What would you do every day if you didn’t need to work?
- If you could only pick one business activity to do for the rest of your life what would it be?
- What is unique about you?
- What is your most distinct personal characteristic?
- What do you get most compliments on?
- What is your greatest strength?
- What is unique about your services?
- What do you do that adds a distinctive value?
Your Value to Others
- What do you do best for others?
- What value are you providing your clients or customers?
- What value are you providing for your community?
- What do you value most in life?
- What are you most proud of?
- What do you want to be known for?
Do your answers reflect your lifestyle, ethics, activities and friends and associates? After all we are what we do. If our actions in all areas of our lives are not in line with our authentic selves, we will be in a constant state of incongruency.
Live, work, and play in harmony with the perception you want people to have about you and who you are. Think about what makes you unique. What positive attributes or idiosyncrasies do you have that can be used in your favor? If some things are listed by friends and associates that makes you different think about how this can be a positive part of your brand.
Your values are the most noteworthy part of your life. They are the ‘why’ you work so hard day in and day out. Your values represent who you are and will be the basis of your personal brand.
Most people don’t take the time to really figure out who they are and how they are perceived. By doing this work and creating your brand you will attract more business, enjoyment, wealth and more freedom.
Your brand is your logo and or your picture, your tagline and any other pertinent information. Your brand is a lifetime commitment. You want your brand on display and your brand message everywhere you do business. On your business card and any other printed material, in all advertising and direct mail campaigns, all social media, on your website, and in public relations. Everyone you interact with should know your brand.
Appearance and Style Count
People are visual and your personal brand must be appealing. The visual identity of a brand is what people relate to first. This image is your appearance, style, and personality. This means in person and in the media.
How you dress, speak, and present yourself are all part of your visual brand. Your brand must be consistent in real life as well as in media channels and print. What you drive, where you live and who you associate with are all parts of your brand. While uniqueness counts, consistency in all areas is imperative to establishing a lasting memorable brand.
A celebrity brand opens doors for you. You will have lower barriers to being liked, believed, and trusted. While people cannot know your Design skills or quality of work by your appearance, they will make assumptions about your appearance. Your visual brand, which are your physical looks and voice, represents what you stand for. Your appearance has powerful influence.
Actions and Words
Let people know you care, take the time to listen, and always play fair. Use words that communicate clearly, and be a person of your word. Differentiate yourself from the herd of competition, but relate to your target audience. The members of the herd live in mediocrity. They don’t take risks or establish their unique brand so most people have never heard of them. They are boring, tired, and inconsistent. You will rise above them with your brand for Landscape Lighting or any other business or profession.
This landscape lighting blog is published by Mike Gambino of Gambino landscape lighting inc. all rights reserved. Mike is a professional landscape lighting system designer/ builder and has been designing, installing and maintaining landscape lighting systems for more than 26 years. Mike resides in the Los Angeles area with his wife and 2 sons. To visit his website go to www.Gambinolighting.com . To inquire about hiring Mike please click here .
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