Branding Strategies for Your Business

Here's a question every inquiring Mogulette mind wants to know: How do I make my product or service stand out? Well, according to branding expert Romana Mirza, it all begins with you (that's her in the pictures, giving the Mogulettes a presentation). She says that a company's image is a reflection of it's owner, so one way to start is by asking yourself, what words describe me, and my business?

Take a look at Target, for example. Webster's definition of the word is "something aimed or fired at" or, "a desired goal". Brilliant! When I go shopping, I want to be able to find what I'm looking for, or "target" the products I want. The metaphor of the red bull's eye is also pretty effective, and quite unforgettable. I guess that's what branding is to me, having my product or service leave a lasting impression. Remember the old Blackglama fur ads? Glamorous women like Liz Taylor, Jane Fonda, and Carol Channing - naked, except for the black mink coat - with a caption that read "What makes a legend most?". Sexy, and fabulous. In the same way, the "Got milk" ads made drinking milk sexy, and Nike's "Just do it" made sweating sexy, and definitely unforgettable.

But for our brands to become this memorable, it takes some deep soul searching along with a heavy dose of investigative work. That's what Romana does at her recently launched brand strategy firm, Studio Pinpoint - help clients bring out what's unique about their company. She suggests focusing on three areas:

First, your work. Ask yourself: What do you do differently? What do you offer that others don't? What is your personal and unique contribution to your work? What do you want your company to stand for?

Then, your clients. Ask them: What do you think I'm about? What special qualities do I bring to the process/outcome? What did you like about our experience together?

And finally, research your competition: What's their brand positioning? Key messages? Product presentation?

Armed with this information you can then pass it along to those helping you with your marketing: logo designer, copywriter, web designer, so they can come up with a message that clearly and accurately portrays you and your product/service - to make it....memorable!

Sunday in the city

What better place to spend a hot summer afternoon than in the movies? That's what me, Lesley (check out her etsy.com site) and Ina, two of my fellow Mogulettes, did this past Sunday. We met at the Grey Dog Café in the West Village for a snack first - an adorable little eatery overlooking Carmine St. where everything looks fresh and homemade. They have huge sandwiches made with thick slices of bread and jumbo chocolate chip cookies that made my mouth water (but I was a good girl and behaved myself :-)).

Lesley, me and Ina at the Grey Dog Café on Carmine St.

From there it was a short walk to the Film Forum to see a documentary my friend Shana worked on called "Flying: Confessions of a Free Woman". It was about how women around the world view the subject of marriage and relationships, but what was really interesting to me was how a regular woman, through her own efforts, was able to put this film together and then run it in a theater in New York City. She dedicated four years to this project and didn't give up until it was finished. Which goes to show that where there's a will there's a way - and if she can do it, so can we!

Mogulette product launch

Wow, am I excited! No, I'm not getting married nor have I won the lotto. For the past fews days I have been feverishly designing a new line of products, mostly T-shirts, for the Mogulettes, and let me tell you - my heart is racing! It's one of the business ideas that I've had for years but it was kind of fuzzy, so I never really acted on it...until now. Suddenly over the last week it all came together in my head and things have just fallen into place. Finally I can put into action all the great advice I've gotten from people and all the information that I've collected!

Check out the new Mogulette product line.

First I started out thinking the line would appeal to women like me, in their 40s, looking to reinvent themselves and start out on their own. From there I thought, what about girls that are graduating from college? They need to be inspired to think big as well. But then there's also the pre-teens, and even toddlers - it's never too early to start empowering women! So the collection includes items for all ages, from onesies and bibs to cute tank tops as well as fitted and regular t-shirts. There's also coffee cups and journals...even a little teddy bear!

The designs are work-in-progress. I'd love to get your input on them, so please let me know what you think of them and if you'd like to see something that's not offered.

Become your dream ladies!

What Agatha Christie taught me

Often I get discouraged when I feel that my business isn't forging ahead as quickly as I'd like, or when something unexpectedly falls through. My mother recently shared an interesting anecdote with me that helped me put things into perspective. She recounted how, as a toddler, I would fall repeatedly as I clumsily attempted to walk - but then I would get right back up and try again, over and over, until one day, at 9 months, I took my first steps. That was a true revelation to me. Even back then I had the determination to not give up. Which means that it's gotta still be somewhere inside me...I just need to bring it out!

That reminds me of another related story. I watched a documentary on Agatha Christie that detailed how the author of the famous murder mysteries had a daily routine she never strayed from: she would sit down and write every single morning. She was an incredibly prolific writer but what's interesting to me is that her writing got better with time. It's as if the universe rewarded her for having faith in her art, for being dedicated to her craft. By not giving up she received the gift of mastery. So we just need to keep at it, and tell our internal critics to talk a hike!

Building my very own field of dreams

Great news! As a way to expand our business plan circle, I've created a Mogulette Meetup page so that more fabulous business "fempreneurs" can join us. After having had a couple of failed attempts in getting my business ideas off the ground, the one thing I have clear is that I can't do it alone. I need the energy and strength of like-minded souls so that I don't lose my mojo. And the more the merrier, as they say!

To stay on track with my vision and my business plan I've come to realize I need to create structures in my life. Our weekly meetings achieve that - I know that I have to get certain things done before I meet again with the Mogulettes. I'm not sure if it's laziness or fear but if I don't have that incentive, I won't do it (the No Limits Ladies blog has another good idea: join the "Rich Woman" book study). Which brings me to my Business Philosophy: more than anything else I would like my company to reflect a welcoming and supportive atmosphere. Just as I need help in reaching my goals, others need it too, and I'd like to provide that.

In the words of Kevin Costner in Field of Dreams: "If you build it they will come." I truly believe that if I build my "field of dreams" people will come, but the planning process is taking a bit longer than I expected. When I shared these thoughts with a friend recently he reminded me that what's important is to keep going. He claims that it takes 50 actions to make an extra $25,000. Well I don't know if those numbers are exactly right but it made me realize that "Rome wasn't built in a day", and I just need to keep taking actions and let go of the results...

I was very inspired by a NY Times article about how Ina Garten , the Barefoot Contessa, started out (check it out: The Barefoot Impresario). She had no idea she'd be this successful in the beginning but she kept on going, and look at her now!

Next week we'll be taking a field trip to listen to T. Harv Eker, author of "Secrets of the Millionaire Mind". He's giving afree seminar in New York.

Until then, live fearlessly!!