If you’re designing logos and identity packages as branding efforts for your clients, you could be doing them a disservice - by stopping short of what they really need and are willing to invest in. You’ve probably never offered a complete branding program, engaging a client team in the process and charging for your up-front work, or added non-design elements your clients want and will pay well for. And, you have not put a stake in the ground to position yourself as a branding expert.
So, what would qualify you as a branding expert? Just who the heck do you think you are, anyway, to claim a title like that?
In this second webinar in our series on developing branding to build your business, veteran branding experts Marcia Hoeck and Ed Roach will explore the basic concept of positioning your firm, what it really is and why it’s critical to your growth, why you’re reluctant to do it, and why and how to steer that positioning towards the very profitable branding niche.
You’ll also learn how to segue gracefully into the role of branding expert even if you’ve never done the complete kind of high-revenue-producing branding programs Marcia and Ed recommend.
In this webinar, you will learn:
- Why it’s so difficult to position your firm, and how you can get over it
- What positioning has to do with confidence
- How narrowing your positioning will open doors instead of close them for you
- What qualifies you as an expert, anyway?
- What you need to know about branding to be believable in that positioning
- How to present your branding expertise without feeling icky or salesy
Who should watch this webinar:
- Design firm owners and principals
- Design firm graphic designers and art directors
- Independent graphic designers and art directors
- In-house graphic designers and art directors
Click the video below for a preview of How to Position Yourself as a Branding Expert (Even if You've Never Done it Before) Instantly stream this tutorial and hundreds more on your computer at Design TVnow!
For over 25 years, as owner of Hoeck Associates, Inc., a leading marketing communications firm in Toledo, Ohio, with offices in Michigan and Arizona, Marcia Hoeck lived what she now teaches.
Like many design firm owners, Marcia found the business aspects of her work daunting. Out of necessity and survival, she developed simple methods to take the complexity out of the way her business ran. The results: a terrific team of people who stayed long term, profitable clients who came back year after year, a very manageable lighter-than-average workload, and a business with great flexibility.
After selling the assets of her business in 2009, Marcia turned her attention to helping make business easy for other creative business owners through coaching and consulting. She often speaks in person and on teleclasses and webinars about business building for creatives, and offers private and group business coaching and live 3-day training events. Many creative business owners appreciate her practical yet softer, gentler approach to building authentic confidence in business.
Marcia has spoken at HOW Conference and HOW Creative Freelancer Conference, and has had her articles published in HOW Magazine, HOW’s Parse blog, and Copyblogger, one of the 10 Top Marketing Blogs.
Marcia shares her home with an amazing bichon, Amazing Grace, and a miniature long-haired dachshund, Liesl Diesel Weasel Bezo, who needs a long name. She won her husband's heart by juggling, and in the fourth grade, was Hula Hoop Queen of the whole block.
Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition for more than 25 years. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Ed consults predominantly with businesses facilitating his proprietary process, “Brand Navigator.” This branding process effectively focuses a company’s brand, delivering a positioning strategy that can be taken to their marketplace. He also provides one-on-one online and telephone consulting.
Ed has international experience as a speaker and a branding expert, such as developing the brand for the Dar Rapid Transit Agency in Dar es Salaam in Tanzania, Africa. He was responsible for brand strategy and applying the brand image throughout the entire operation including terminals, buses, staff attire, marketing materials, signage and more.
Ed has been interviewed in all media regarding branding small businesses, most recently on CBC Radio and The A Channel, in “America’s Best” magazine and the “Christian Radio & Music Industry” trade magazine, Canadian Press, CNN, Luxury Daily Magazine, China Daily USA and The Globe and Mail. Ed’s opinion has appeared in Inc.com, HP’s corporate newsletter, startupnation.com, Webalue.com, SmallBizClub.com, SmallBusinessBranding.com and BizX Magazine. He also blogs extensively and uses the digital realm on the web to connect and promote his services world-wide.