Branding and Your Name

“Fletch,” Gail asked, “Why did you change the name of your blog?

“Well,” I said, “somebody did notice!”

Name is brandChris said, “I know without him telling me…at least part of it is SEO.”

“You’re right.” I said. “It was called Jerry Fletcher’s Dialogue Blog  before because it captured the essence of these Friday lunch conversations. But the name didn’t cover what the blog is about, the information being conveyed and the reason I do it in the first place.”

“I notice you kept your name in it” said Rob.

“That I did my friend,” I replied. I remember a discussion we had a while back where you pointed out that in any professional service business the ones that are remembered are a person’s name along with the service they offer. Some of the examples you used were Ogilvy and Mather Advertising and Frank Gehry, the architect who designed the Guggenhaim and the new Disney Theatre and Regis Mckenna the PR Genius in the early days of Apple. You pointed out that even the most creative name for a company didn’t make much difference because if it became successful they would start asking for the founder or key guy or gal by name. ”

Rob looked thoughtful and then said, “Thas still true today. Human nature doesn’t change all that much in a few short years. It I’s a good thing for any entrepreneur or small business owner to know that customers and prospects remember your name combined with what you do. Y’all are your brand whether you like it or not.”

Kate said, “And right there is why he changed the rest of the name. Jerry Fletcher’s Secrets of Small Business Marketing gets at what he does. He is all about working with small businesses, what he calls the little guys to take on the enterprises and win or simply operate profitably below their radar.”

“Give the lady a perceptivity prize,” I said. “I’ve dedicated the last 20 odd years to figuring out what I can steal from the big guys, the enterprise level companies, and put to use for the little guys. I’ve worked in both arenas so I know how to morph a strategy or tactic from both directions.”

“For instance?” Rick asked.

“The hook in 30-Second Marketing TM.” I said. It always starts with your name, then the phrase that makes you memorable. Like a CPA that identifies himself by his name and the phrase ‘they call me Captain Crunch’ as his hook. A little word play sets him apart from a lot of other number crunchers and bean counters.

Or how about on-line marketing for small retailers. A couple ladies started a cupcake shop nearby. When I spoke about on-line marketing for the local chamber they asked how much advice they could get for a few cupcakes. I introduced them to Fish Bowl Marketing. I told them to put a fishbowl next to the cash register and start collecting business cards. Then they started e-mailing a weekly flavors calendar and offering a coupon for a second cupcake free when you brought a friend in on your birthday.

Then they taught me a lesson. Because so many of their customers were women who did not work they put out a register for them to sign up. They collected e-mail, birthday and text address because that is what that segment of their customers wanted them to know. That is a simple but effective secret for small retailers I can pass along.

So yes, the newly named blog will provide practical advice for little guys, Secrets of Small Business Marketing, but still do it in the form of a dialogue”

Let us know if this blog helps you.


Jerry Fletcher is a master of business development. Learn how he can help your business grow at www.JerryFletcher.com

Jerry speaks professionally. Recommend him to an association or organization that small business members. Learn more at www.NetworkingNinja.com