If you’re a network marketing distributor, you may have been advised to…
“Build your business, not your brand.”
And quite frankly, I believe this is terrible advice and it hurts people.
What’s perplexing is I’ve heard this from the lips of leaders speaking from stage who’ve built big brands for themselves.
So if you’re trying to figure out ways of building your business online, because you’re tired of old school methods like home parties and hotel meetings, then this article is for you. This article is actually a guest post from my friend Ferny and his original post can be found here.
I was having a conversation with my friend, Rob Sperry, who’s a trainer and top earner in network marketing…
And I was sharing with him something REALLY PERPLEXING another network marketing top earner said in front of a crowd of a few hundred people at a company event.
What was said was repeated over and over again like a mantra…
“Build your business, not your brand.”
I knew where this advice was coming from, since many in the crowd had been building their business online and not exactly following the recommendations of the organization and it was essentially an attempt at warning people against not listening to their upline.
As I told the story, Rob jumped and said to me “I heard that too! I know exactly what you’re referring to!”
We both agreed that this was terrible advice. (And I’ll explain why in a second.)
That being said, it’s one thing to disagree with people in our profession. Happens all the time. People likely don’t always agree with me! Agreeing to disagreeing is one of the hallmarks of a civil society.
But the REALLY PERPLEXING part is that this was coming from someone who had built a big online brand, sells courses online, holds seminars, speaks at events world wide, has a big social media following, does FB Lives, etc. etc.
This was very much a case of…
“Do as I say, not as I do.”
So if you’ve been trying to figure out ways of growing an online business, because old-school methods like home parties and hotel meetings are not working, here’s what it actually means to “build a brand” and why the above advice is so terrible.
Your brand is your business!
It’s simple: every action you take in your business results in either…
- Being more likable, or less likable
- Having more credibility, or less credibility
- Improving your reputation, or trashing it
- Being memorable, or forgettable
Think about this: every person you talk to, you either leave either a good impression or a bad impression.
So if someone chooses to never talk to you again, because they think you’re creepy and weird after you tried to prospect them at a mall, then…
That’s your brand, in their eyes!
So with every action you’re affecting your public image and your relationships in the world — which, in turn, all affect your brand.
And you can accelerate things by taking your business online, (that could be a good or bad thing), because social media allows you to make an impact quicker, more efficiently, and with more leverage.
Using online marketing strategies, you can reach out and connect with far more people than you EVER could with face-to-face prospecting or having home meetings.
The upside is that you can impact significantly more people by building online.
The downside is that if you are doing it wrong or in a sleazy way, you can destroy your reputation and the reputation of network marketing, that much faster!
A lot of people don’t know how to go about growing an online business (without being annoying!)
Many distributors take the same awkward, repulsive recruiting strategies they’ve been taught to do offline, and make the problems worse online – and still produce zero results!
In the end, this ends up ruining their reputation.
They’re just doing social media recruiting all wrong.
They come off salesy and pushy, and before too long, people block them on social media.
Okay, so think about that for a second: what are they doing?
Well, they’re building their brand, just not in a good way.
Their brand is being defined as a “spammer.”
They are now that guy that people need to unfriend or block on social media.
That, at the end of the day in the context of business, is building a brand.
Thus my original point…
You can build a negative brand or a positive brand
It simply depends on how you conduct yourself.
If you approach building your business in a selfish and aggressive way, then your brand will be damaged and you’ll still get poor results, which is important because…
The results you produce in your business also affect your credibility.
And as you build your business and create more results, those results become a part of your brand, as now you’re associated with success.
Conversely, if you constantly creep people out and fail to create results, then that will be your brand and how you’re known to people – “the failure who keeps annoying us with his pyramid thing”.
This is especially true if you’re growing an online business and interacting with other network marketers, as you will become known as that guy or that girl, who does network marketing all wrong and doesn’t know what they are doing.
Your brand is NOT a bunch of pretty pictures!
Your brand is all about the results you’re producing, the actions you’re taking, and the people you are affecting.
So even if you’re doing Facebook Lives, if you’re doing them wrong, then they’re a big waste of time and won’t do anything to serve your brand.
So you’ve got to be strategic with your message.
Returning to the terrible advice many distributors are being given…
“Build your business, not your brand.”
I think this advice is actually trying to get people to do this (equally terrible)…
Build your company’s brand, not your personal brand.
But here’s the thing:
Promoting your brand and your following VS the company’s products and the company’s opportunity, should not be in conflict.
In fact, by now you may have heard the VERY GOOD advice from leaders that GET IT…
You should NOT lead with your company’s products and your company’s name on social media.
People shouldn’t even be able to figure out which company you’re with
…from your social media profile.
And why is that?
Because people join people and people buy from people in this profession.
Your brand is not this big intangible idea.
In addition to being likeable and trustworthy…
Your brand is based with what people think you can do for them.
If you’re perceived as someone who can help people achieve their goals or solve a problem in their life, that means you are building a positive brand and people will want to join you or buy from you.
That ultimately serves the interest of the company, by helping you make more sales on their behalf.
On the other hand, when you post stuff about your company & products, in lieu of developing your brand, you are diminishing the role you play in the eyes of your followers.
Remember, people can literally go search the company name on Google without talking to you and buy the product from someone else or even join someone else.
By posting about your company, you are saying the company plays a bigger role in helping them, than you do.
You’re just a sales person – an unimportant commodity – they don’t need. In fact, if you are perceived as a sales person, you are repelling your prospects!
Or they will read a bunch of negative stuff on Google and not want to talk to you.
Obviously, in a business that relies on trust and relationships, the prospect NEEDS YOU.
There is a time & place to talk about the company, but that’s only when you present the product or opportunity to someone, not when you are prospecting or marketing in public.
Create a little mystery and curiosity, by focusing on what you can do for people or help them with.
And you haven’t figured it out already, all these lessons apply to building OFFLINE, as well as ONLINE.
DO NOT diminish the critical role you play as an advisor and expert in the eyes of your prospect.
Great networkers position themselves as advisors (not sales people), who can help others get what they want.
Now, the reason I prefer building online is this…
“Old school” methods make true business-building nearly impossible if you’re a busy person
For instance, think about the time it takes to do a single home meeting.
If I do one home meeting — if I’m lucky — I might have 5 people there.
And most of the time, if I’m doing home meetings, I’m doing maybe two, three a week at most.
Now, think about the investment of time, one evening, 12 prospects, maybe 1 joins…
Or if you’re going to spend a couple hours doing 1-on-1’s!
That’s an even more inefficient way of doing things.
And think about it this way…
During that SAME two hours you’re meeting with somebody at a coffee shop, or conducting a home meeting…
You could expose your business on the Internet to at least twelve people!
Meaning you talked to them about what you can help them accomplish and you referred them directly into whatever presentation process for enrolling them as a customer or new team member
So, the choice is this…
Introduce the business to one or two people…or 12 people…every two hours… any time of day?
Which one would you choose?
When you learn how to brand on a mass scale you can…
- Reach literally millions of people
- Scale your business to whatever heights you want
- Build a brand that extends beyond your network marketing business
- Create multiple streams of income (if you want)
- Recruit en masse
Using our methods, with a online presentation, you can basically enroll a few hundred or even a few thousand people in one evening — once you’ve built your brand to that level.
Yes, it takes a little time to learn the skillsets, but that’s what we do here at Elite Marketing Pro.
So if you’d like to learn more about…
How to build a positive brand (whether you’re building online or offline)
…then I highly recommend you learn more by signing up for this FREE Online Recruiting Bootcamp.
It’s a video course where my friend Ferny teaches you step-by-step how to go about taking your business online.
While it is very possible to build your network marketing business offline, this way is much easier, efficient and quicker in combination with network marketing fundamentals.
You’ll have the tools to build your business automatically—where prospects come to you on a daily basis—ready to sign up and get busy.
So if you’re ready to get started…