The New Brand Leveraging Formula

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Contrary to popular belief among marketers, brand building is not the devil. A lot of marketers feel like branding is the biggest crock of voodoo in the world, but it’s not.

In fact, building a brand should be one of you biggest long-term goals. Because brands are one of the few things in marketing that actually last.

Once established, brands have value that can be bought and sold… unlike many of the information products that are so common in the internet marketing business. Brands, just like marketing channels themselves, hold value over time.

The thing that most marketers don’t know is that brand building doesn’t have to be revenue negative…

As marketers, we tend to trust direct response marketing above all else. After all, it’s the only thing that makes us money right now. The downside is: That’s all it does… makes us money right now.

The benefit of establishing a brand is that it makes you more money right now, and it can be sold. If you’ve been selling information products for a long time, you know that the chances of selling a launch-based, info publishing company to investors are extremely slim… you’re only as valuable as your last launch.

It’s a topic that I’ve been thinking a lot about for the last few months (see my post from two weeks ago)

There is another way, however, to build your brand while still making money. All it requires is all the skills and resources that you already have and know how to do.

Interested?

Of course you are, but there are conditions. You need a highly reputable product that you can sell on Amazon, Sears, Alibaba, Overstock, etc. Your going to need a physical product… at least a DVD.

Your Built-in Advantage

Here’s the incredible opportunity that internet marketing veterans have over pretty much anyone else: You’ve crafted offers, driven traffic, and sold product through emails, etc. Basically, you know how to drive sales online.

The common thread between all the marketing channels I just mentioned is that they are sales/reviews driven. Each has an algorithm that reacts to sales and product reviews, favoring the items that get sales and  positive reviews. And it doesn’t take all that much traffic to tip the scales in your favor.

In fact, you’d probably be surprised at how low the threshold is in most niches. If you’ve got a relevant list for a product, and you promote that product listing on one of these channels (as opposed to from your website), you can climb the bestseller ranks surprisingly easily.

And as you capture those top sales rankings, you can use those sales to leverage your product to other retail chains to expand your reach.

This is a process we’re implementing at my companies and it’s something that almost all internet marketers can duplicate — a method that utilizes the resources that you already have to build something that actually lasts… a brand.

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One Comment

1. 

   kishore

   November 14, 2012 at 8:13 am

   This is surely a new way as compared to the mass media way to build a brand. I think you can call it the Lean Brand Up and create a product around it.

   Reply