Does Your Brand Have Staying Power? How to Make Sure It Does

According to the Small Business Administration, 50 percent of small businesses fail during the first five years and 66 percent during the first 10. I feel blessed to say I’ve been in the self-development industry for nearly 14 years. Before becoming a speaker and author, I was in the entertainment industry for 11 years.

It doesn’t matter if you’re a business owner or employee, keep reading. The approach to maintaining your staying power is applicable at work and in the marketplace. Outside of praying, these are the two essentials I do to ensure my brand doesn’t vanish and my business doesn’t fail.

I stay relevant by watching how the market is moving and decide what role I want to have in it. This often requires a redesign of my brand. For example, in 2005 I was an image consultant, motivational speaker, author, and columnist. Around 2007, I dropped the title image and replaced it with branding. My first presentation on branding was at the University of Delaware. It was an audience of about 300 people. From that presentation, Bank of America called for me to present on the topic and the rest is history. Note: I did more than change my title, I’ll share that in another communication.

The second most important decision I make to keep my business on a continuous incline is building significant, influential, and mutual partnerships. My first partnership was with Dr. Randal Pinkett. He’s the owner of BCT Partner, a multi-million dollar research, consulting and training organization. You may remember him as season four winner of The Apprentice. The goal was to collaborate with a powerhouse name for added credibility while diversifying my portfolio. In return, he got a reliable brand.

As I expanded my brand and grew my business, I received a call from Steve Harrison. He’s the marketing mind behind launches of Chicken Soup for the Soul, Rich Dad Poor Dad, and Men Are From Mars Women Are From Venus. He was creating an online Speaking for Money Program and looking for six proven speakers with established brands. The founder of Chicken Soup for the Soul Jack Canfield and I were among the six.

Being on his platform of over 60,000 people significantly increased my brand’s visibility. After recording the program, he extended an offer to coach his clients. I accepted. For five years, I help hundreds of speakers and authors clarify their mission, craft their message, and assess the value of their brand. And the intellectual property I offered in his online program led to an unexpected call to sign my first book deal with Wiley. What did he get? A bankable brand that helped grow his organization by helping his client create results they were seeking.

Today I’m partnering with the Society for Human Resources (SHRM). I’m with their Speakers Bureau, speaking at their annual conference, and we continue to have ongoing conversations about additional ways to partner to make workplaces better and serve their 300,000 members.

Did you notice my gradual progression? Are you wondering, “how can I make myself appealing to a potential partner?” Consider the following:

Build a bankable brand. Astute business people make critical decisions every day that advance the strategic plan of their organization. Having a track record of continuous growth and success signals, you’re likable, marketable, and credible.

Communicate Your Value. Craft your message that communicates who you are and what you do in a way that pique’s interest to want to know more about you. It should be clear and concise with an appetizing value proposition.

Package, Position, and Promote Your Brand. Before there was ever a partnership offer, there was a reputable, relevant well-packaged brand. I met Randal at a speaking engagement. He spoke in the morning, and I spoke in the afternoon. Being on the same platform, leveled the playing field and created an opening for conversation. I came in contact with Steve at one of his workshops. When he called three years later, he said, “You are unforgettable.” I knocked on SHRM’s door.

Remember, before there will ever be a partnership, there has to be a bankable brand.

S. Renee is a nationally recognized Self-Esteem, Branding, Communication, and Executive Presence Expert, Speaker, and Coach. She is author of There Is More Inside: Personal Essentials to Living a Power-Packed LifeThe Bridge to Your Brand: Likability, Marketability, CredibilityOur Hearts Wonder: Prayer to Heal Your Heart and Calm Your Soul and 5 Steps to Assertiveness: How to Communicate With Confidence and Get What You Want(Callisto, 2018). She is the co-author of Self-Esteem for Dummies (Wiley, 2015). Visit her website at www.srenee.com.