WHAT IS YOUR BRAND POSITIONING? No, not what you
talk about, not your values, or even what you do. But what
place do you occupy in the hearts and heads of existing
and future customers? Here are four questions to help you
figure yours out:
1. WHAT ARE YOUR FEATURES AND ATTRIBUTES? List all products,
talents, skills, services, experiences, and everything else that you use in
your business. This question is more of a brain dump.
2. WHAT DIFFEREN TIATES YOU? Identify what makes you unique, such
as if you speak while jumping on a pogo stick. The answer to this question
includes unique ways you deliver your content, intellectual property, and
your primary research.
3. WHAT ARE YOUR FUNCTIONAL BENEFITS? Answer from your
customers’ perspective. What benefits do your clients or audience
members receive from your presentation (e.g., your research-based sales
technique, strategies to better use social media in their business, etc.)?
4. WHAT DO PEOPLE FEEL WHEN YOU SPEAK? This question is self-explanatory and should spark answers like “powerful,” “inspired,”
“prepared,” and “gratefulness.”
For more ideas to develop your brand strategy, see Chapter 1 in Speak More!
READY TO EXCEL
Do spreadsheets get the best of you?
Never fear. No matter your experience
level, you can learn to be a (basic)
Excel expert. We aren’t talking super
fancy formulas and pivot tables, just
the everyday functions that will
make using Excel more e;cient and
less frustrating. Set aside 20 minutes sometime soon and watch this
Excel Basics Tutorial at youtu.be/
Build Better Brand
WHO WILL BE THE
Nominations are now being accepted
for the 2018 Cavett Award. The award
is the highest honor the membership
of National Speakers Association
can bestow on a peer. The award is
presented annually at the national
convention to the member whose
accomplishments over the years have
reflected outstanding respect, honor,
and admiration on the Association
and the entire profession of speaking,
and whose actions (in terms of
sharing, guiding, and inspiring other
members) most closely parallel the
illustrious career of our founder,
Cavett Robert, CSP, CPAE.
Submit your nomination today at
The deadline for nominations is
Friday, May 11, 2018.
Questions? Contact Arleen
Guerrero at 480-968-2552 or