Comedy Success Professional Newsletter Blog

And Which One Were You? How to brand yourself so you stand out from the crowd. Part 3 of 3

27 09 2006

I was driving home from the Palm Springs conference when the dashboard beeped at me and flashed an amber signal “Fuel Low” to warn me that I’d be out of gas in 20 miles. I was in a major construction zone on an unfamiliar stretch of freeway. I caught sight of the tiniest section of a familiar orange ball through some trees ahead of me. Is branding worth it? One glimpse of a trademark was enough for me to take the next exit and drive to the 76 gas station.

But is all this work worth it when it’s only me? When I stood in front of the group in my new leopard-print silk dress, I was one of 9 people competing for the attention of 100 people. No one heard me above the noise. I have no brand identity except among a small group of people who know what I do. Now I want to reach out to a wider audience. Yes, I’m worth it.

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Step 5. Evaluate and define your target market. This seems easy enough – the audience at the comedy club. But who’s in the audience? Other comedians, friends and family of the other comedians, and the manager are probably sure bets. That’s one target market.

Is your target audience young and hip, intelligent and literate, off the wall, inner city, country, religious, conservative, liberal, corporate, older, female, male? What are they expecting from you?

Step 6. Craft a 30-second commercial centered on your distinctive brand and target markets.

If you walked onto an elevator with the manager of the best comedy club in 3 states, what would you say to be hired by the time you reached the 3^rd floor?

Step 7. Define and prioritize your major objectives.

Take your objective(s) in Step 3 and make a list of goals that have to be met to make it happen. Memo to self: Find a publisher.

Step 8. Implement creative marketing, media and networking strategies.

When I first joined this blog, I had no idea it could connect me to National Lampoon! At virtually no cost! I decided to join and see where it would lead me. Or as the old philosopher, Yogi Berra, put it, “When you come to a fork in the road, take it.”

Step 9. Produce marketing and promotional tools that set you apart in the marketplace.

A poster might be adequate for a local gig. Free business cards are available on the web. The key is to put your branding elements on each marketing piece. Repetition makes your company look larger.

Step 10. Use your talents, gifts and abilities to serve others.

Heck, that alone will make you stand out in a crowd.

Good luck to you on your journey.

This is part 3 of 3 articles on branding yourself. The ten steps are from “How to be Heard Above the Noise” presented by branding expert Dick Bruso (dickbruso@heardabove.com ) at a meeting of the National Speakers Association in September 2006. Steps 1 to 4 are in the previous articles.

Lanie Adamson is a Southern California writer and speaker on medical topics. She uses humor and comedy liberally to lighten up serious topics like stroke and has won several Toastmasters contests using humorous stories based on true life. She can be reached at lanie@eWordPro.com .

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Comedy Success Professional Newsletter Blog

And Which One Were You? How to brand yourself so you stand out from the crowd. Part 3 of 3

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