If I were to ask you what a creative idea could do for your business and what it could be worth, you would probably say that it could bring in thousands of dollars in revenue. However, I am telling you that real creativity in marketing could be worth millions!

First of all, I must explain how that is possible. Creative marketing is more than just choosing the right fonts and colors, and it begins with you and your team understanding the true value of you, your services or products and your business brand so that you can better relay your brand to your consumers in an innovative and exciting way.

Last week one of my Expert Celebrity Brand Platinum clients came to Santa Monica for our VIP Day together. There was much confusion around her business brand which was causing her much frustration, procrastination and content overwhelm. Once we were able to identify a clear and on-purpose business brand through a creative paradigm shift, we were able to clearly define new niche markets for her wonderful services.

Bruce Nessbaum, The Harvard Business Review, states in his article “How to Find and Amplify Creativity,” that:

“In 2010, IBM ran a survey of 1,500 CEOs and found that the most valuable management skill was no longer ‘operations’ or ‘marketing’ but “creativity.”

Let’s look at some of the companies and products that have been open to the “world of possibilities” and in being so, have developed their own creative style of marketing and strengthening their business brand in the process:

First and foremost is Apple’s iPad, and iPhone Touch, which helped to launch the company’s “Easy to Buy, Easy to Sell” style of marketing that focuses on the applications within the product more than the product itself.

Next we have Google, who mastered the “Don’t fear failure” marketing technique, that allows for the marketing team to make mistakes when trying out new things. This willingness to be more concerned with inventiveness while establishing guidelines for its success has ensured that Google sees more successes than failure.

For successful creative marketing strategies for the online company, Social Media has to be acknowledged and Mark Zuckerberg’s strategy for Facebook needs to be considered. His marketing strategy focuses more on the “what” than the “how,” which allows the entire team to go as far as they are willing to go in getting their brand into the mainstream. So far, that risk-taking has led the predominantly online business to rake in billions.

So now here’s the big question, how do you become a Creative Brand Leader? Here are seven tips to become a Creative Brand Leader and bring your revenue into six–figures and beyond.

Tip #1: Embrace Change …
Don’t be afraid to change the rules from “the way it’s always been.” Be “disruptive.” Go ahead and “disrupt” the status quo.

Tip #2: Take Risks …
Don’t’ be afraid to fail…actually, I don’t even believe in failure…it’s really only feedback! Check in with yourselves to see how much you’ve learned and done differently with this “feedback” vs. getting it right on target each time.

Tip #3: Ideas Are Only As Good As Their Implementation …
I must share with you as a caveat that creative ideas without action, is only “air.” True creative leadership happens when you receive your download and take action. Here is a wonderful quote by Goethe:
“Until one is committed, there is hesitancy, the chance to draw back– Concerning all acts of initiative (and creation), there is one elementary truth that ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then Providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents and meetings and material assistance, which no man could have dreamed would have come his way. Whatever you can do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.”

Tip #4: Talk in Your Consumers Voice …
Creatively expand your communication style…Know who your target consumer is and talk to them in their language. If your target is young and urban, be creative and use a little hipster slang. If your audience is more mature or business professionals, use creative messaging that is a direct reflection of your brand (think Google, Apple, Zappos, Lululemon). You may want to “tweak” your marketing message depending on what group you’re speaking to…tweaking your message does not interfere with your business brand.

Tip #5: Become the Product or Service …
If you promote pianos, have a good understanding of music and creatively tell the piano story through music; if you provide coaching, become an excellent heart-centered listener; if you provide accounting, become your client’s creative financial business “partner.”

Tip #6: Continually Ask “Why Not?” …
Get into the open world of possibilities in your ..as a child might…they are always asking, “Why not?” Come to think of it, I still ask “Why not?” You may “think” something has to look a certain way, but “What if…”

Tip #7: Continually Ask “What If?” …
What if I were to try another approach to reach my market, build my email list, create my business model. I have found that when I’m creatively brainstorming with “What if,” there is usually one new approach that resonates with my Brand and caused a paradigm shift.

I hope 2011 is off to a great start! Many of my clients and colleagues have included enhancing their business and personal brand
as part of their intentions for the New Year! I look forward to being able to support them and you in achieving those goals.

Please join me on the second Wednesday of each month (Thursday in February) for a LIVE Q&A Session during which I will answer any questions you have about branding,
marketing and publicity for your book or business. Bring your questions, a cup of tea or coffee and a note pad! There is so much great information shared during these calls you won’t want to miss a minute.

Here are the details:

Date/Time: The second Wednesday of each month 
Time: 4:30 PM PST/ 7:30 PM EST
Cost: Free

The call is free but you do have to register. Click here – http://www.4gbranding.com/ask-ruth/ – to sign up now!

I look forward to answering your questions and getting to connect with you on Wednesday.

Branding your business and your book are crucial today…this has always been the case quite honestly, but now you don’t have a choice because of all the “noise” and crowded messaging that we’re receiving.

If you don’t create a strong brand, then your brand goes into “brand default.” This is very similar to a brand ‘dungeon’ where you are missed and no one can see you. There are several ways to find your unique brand.

Here are two strategies that you can start to implement now…

1. Asking pivotal questions – Here are three questions you must ask yourself in helping to define your business or book brand

#1: At the end of the day, what is the number one message I want to share with my readers or clients?

#2: What are my top two skills, experiences, successes, failures, values and talents?

#3: What do I bring to this business or book that is different than what is already out there? (You may need to ask a trusted friend or colleague for help on this question).

2. Be transparent and create a following with your “voice” – Three excellent strategies include speaking, social media and video. These three marketing strategies allow you to be seen and heard as your authentic self and start to establish a relationship with others.

We love to know about people; hear people’s ideas and opinions; see them in action and hear their sincerity and passion for what they’re saying and doing.

Let’s look at these strategies a little more closely.

Speaking: Speak at any event or meeting that you can. Every time you open your mouth, you are giving others the opportunity to know you and hear your “voice” which includes your brand. The most important brand to identify is the Personal Brand…who you are and your book and business come from that.

Social Media: There’s a lot of confusion and conversation around social media and the extent of ROI (return on investment). In other words, is the time you spend on social networking sites “worth” the investment of time, energy and money? As in so many other marketing strategies, it depends. It depends on how much time you’re expending and what your social networking goals are.

For example, if you want to convert your social networking into money, then you’ll be waiting quite a while in most instances. Social networking has more to do with establishing a relationship with people you don’t know and staying in contact witht those that you do.

Social networking is also excellent for connecting with people that you thought you would never know how to reach, as twitter is excellent for this and can be used very well in publicity campaigns.

Video: Again, if the end-goal is to have people get to know you, understand you, and build the relationship, then video is important. In addition, video is an excellent opportunity to share good content and let people see you as the expert that you are in your field.

If you are writing fiction, no problem…you can still use video and talk about your characters, for example, and you will start to find a following for this type of publicity campaign.

Ruth Klein, M.S. is an author of six best-selling books, inspirational speaker, integrative brand strategist and productivity coach who works with authors, professionals and small businesses in creating a brand without competition. Most recently, Ruth was interviewed in O: The Oprah Magazine. For a free 7-part branding video series, enter your name and email address in the subscription box at the top right of this post.

It’s been proven time and time again; the most powerful way to extend your professional reach is to Expertize, Monetize, Productize, and Celebritize, or what Brad calls E.M.P.A.C.! I am thrilled that Brad has asked me to be a part of this amazing teleseminar along with Jason Westlake, Gina Romanello, and Melanie Hansen for a humdinger of a new TeleClass series! Together we can accomplish so much more! I guarantee that you will walk away from these calls with new ideas and more value than you expect!

I will be joining Brad on Thursday, October 21st and will divulge some of my best techniques and how to start applying them now to get real results! Join us tonight and for one or all of my four upcoming E.M.P.A.C. coaching calls where you will learn proven profit generating techniques!!!

Here is the call-in information:

Dial-In #: 712-432-0075 and use passcode 956188#
Time: 6:00 – 6:40 pm PST

The four E.M.P.A.C. calls are designed to compliment each other, but each one also stands alone as a pillar of business excellence. Here is only some of what you’ll learn of the new E.M.P.A.C. TeleClass series!

• Five key action steps you can take right now to garner joint venture partners for your very next promotion at no cost to you…
• How to become confident in your business decision-making, even if you’re shy.
• The fundamental difference between joint ventures and affiliate marketing that you must know and how to best utilize both
• The shocking secret about affiliate marketing that nobody wants to talk about…
• Powerful branding strategies that make you more memorable than “the other guy,” and why so many fail at branding
• How to curiosify your writing and engage your audience more effectively.
• The reason why some people make big money with networking and others don’t

UPCOMING TELECLASSES

10-28-2010 – Jason Westlake is one of this industry’s premier “monster” wranglers! His area of expertise is creating fearless success, which is key if you want to celebritze your business! In this call Jason will enlighten us with his most poignant tactics for conquering your personal monster(s) and reclaiming the possibility that you deserve!

11-4-2010 – Melanie Hansen creates curiously good marketing copy that gets a response and focuses on valuable content! In this call she will teach us 20 questions that will instantly improve and curiosify almost any written marketing copy such as emails, blogs, social networking, or slogans! Learning how to communicate effectively and create interest is a key component of E.M.P.A.C.!

11-11-2010 – Gina Romanello is masterful in the art of creating symbiotic business relationships that can significantly and seamlessly increase your profits by maximizing your marketing efforts. In this call we will learn ways to create strategic partnerships (even with no list), avoid online marketing suicide, and how to incorporate these creative buzz-generating methods with little or no experience! This call is all about spreading the word and being heard!

Make this a turning point in your career; don’t miss this rare opportunity to harness the power of my consulting team free of cost and obligation.

By Ruth Klein, Integrative Brand Strategist & Productivity Coach

A strong brand is vital to your business and the answer to this question, “Do you have a strong brand,” very often shows up in your bottom line; the ease or difficulty in getting new clients; the amount of competition you find yourself in or when you’re often searching for or changing your overall business model or marketing strategies.

In my practice, I find that most businesses do not have a clearly defined Personal and Business Brand. So, I want to share five easy ways to see if you have a strong brand.

1. You Have a Waiting List. Can you imagine having a waiting list for your next product, book, program or consultation date to work with you privately? Well, I’m here to share with you that not only is it possible, it is also one of the best measurements of the strength of your brand.

You might be thinking, “But Ruth, if I don’t get my clients immediately in a program or “squeeze” them into my schedule for a private consultation, then they’ll go to one of my competitors.” Aha! You just said something extremely important and that is… “they will go to one of your competitors.”

I repeatedly find that when you have a strong brand you don’t have any competitors! Why? Because you’ve done such a great job in communicating who you are and who your business (or book) is and the uniqueness that only you can bring to the table because you’re the one involved. This is true for small business owners, books and authors, artists, professionals, students wanting to get into college or graduate school that requires an essay.

You can see how I do this LIVE during my monthly free Laser Brand Coaching calls…it will be one of the best hours you’ve spent in a long time…and you may be one of two clients I choose each month to laser brand coach.

2. Referrals On a Regular Basis. Are you finding that your clients or customers are coming from word-of-mouth – clients and customers who have really appreciated your products and services or found them to be helpful to solve problems? If you underestimate how important this element is to a strong brand, I want you to think of the last three purchases you made and if you asked a friend or another person about the product or service before you bought it?

Testimonials are another version of word-of-mouth marketing. You will want to make sure that you have many testimonials on your website, as well as your sales letters as they act as virtual marketers for your business, products and services.

You can now see how vital it is to “capture” the comments from people who have used your products or services….your testimonials act as an extension of your sales team (for free)!!

3. Client Engagement. There are four parts to client engagement that I’d like to share with you here:

• People ask for your card after you introduce yourself and share what you do (within two minutes)
• People ask to receive your newsletter or want to follow what you’re up to
• Your twitter followers retweet your posts
• You begin receiving personal emails on social networking sites for more personalized information

4. Your Brand Peaks Curiosity. Your message is so clear and focused that people understand and resonate with what you’re saying and they get a clear idea of what you do and how you can help them solve their problems. This can happen at the gym, coffee house, yoga studio, a meeting, etc.

This is why your Brand Message needs to be clear, benefit-oriented AND in the same language for them to understand…therefore you must understand generational marketing (the attractors, detractors, needs and wants of different generations).

5. Your Name or Your Business Name is Recognizable. When you meet people they say, “your name (or business name) sounds familiar.” That’s a very good sign that your name is being seen, heard and watched. You’re getting through the crowd and the “noise” as your name is somewhat familiar…it doesn’t really matter where they know your name from…just the fact that it is familiar means that your name is getting “buzz” and you’re in an excellent starting place for positioning yourself as the expert that you are… using your skills, talents, gifts and intellectual property!

If you liked the information in this article, you’ll want to attend the 3-Day 4G Branding Summit, Oct. 29-31 at the Beverly Hilton Hotel in Beverly Hills, Calif…only twenty-five minutes from LAX! You’ll be receiving information and templates on everything branding, marketing, publicity, social media marketing, generational marketing and so much more. Hope to see you there!

Here’s to becoming an Expert Celebrity™!

Ruth Klein

Please join me as I interview Brad Axelrad on How to Create Strategic Viral Marketing Campaigns on Thursday, October 14 at noon PST). Brad is considered to be a leading expert in the Law of Attraction, joint ventures and viral marketing strategies. You’ll also see him on the panel of the Successful Branded Businesses at the 4G Branding Summit Oct. 29-31!

The event is free and open to everyone! Please use the box below to sign up. After you have registered, please check your inbox for the call-in details.

As an Integrative Brand Strategist, I am asked almost daily, sometimes several times a day, “What is a brand really?” So I decided to share just a tip of the iceberg on branding here.

A brand is an identity. Everyone has an identity that is unique and we don’t tend to utilize it and share it with the world. We don’t communicate it because it is hard for us to really know who we are (believe it or not!). Having a strong brand is all about knowing who you are, what you do that is unique and what your gift is to share with the world…and by identifying all of this you end up attracting your ideal clients and customers.

So how do you start to define your brand? Here are some questions to start asking yourself…

• What are some of the things you enjoy doing?
• What are your hobbies?
• What types of things did you like to do when you were younger? This is a good question because when you were younger you didn’t filter your interests based on fear, money or other things we learn as we get older. So those things that you were interested in when you were younger comes from a very soulful place.

All of these puzzle pieces come into play when you are developing your brand. Stay tuned for more information about branding and how your personal and business brand go hand-in-hand to create the business and life that you desire.

Interested in learning more….Sign up for the 7 Part Video Series on Creating Expert Celebrity Brand Positioning by putting your name and email address in the sign up box on the top right!

Till next time…I encourage you to do at least one thing today to advance your Brand.

Ruth

As companies add more virtual teams of off-site workers to their rolls, their mistakes are becoming expensive lessons that other companies can avoid. And their successes are evolving into a blueprint for the most cost-effective use of virtual teams of workers.

One Telework Coalition survey of employers cited the advantage of having virtual employees who, because the virtual team system already was established, were able to “return” to work immediately following the 9/11 and Hurricane Katrina tragedies.

Because they are contract workers or available as just-in-time staff, there also is the obvious cost-savings of not having to absorb the cost of medical benefits, paid time off and traditional office overhead expenses. Most virtual workers today come equipped with their own laptops, high-speed Internet access, cell phones and other essentials.

IBM’s general manager of Lotus software, Mike Rhodin, predicted at the U.S. VoiceCon conference in March 2008 that the virtual workplace will become the rule in coming years. Higher transportation costs and efforts to promote “green” businesses will encourage new work-at-home models.

What does that mean for businesses considering outsourcing work to “virtual” workforces? There is a larger and fast-growing pool of virtual assistants who can prove their worth with samples of work already accomplished for other clients.

Studies also show productivity is higher, on average, among virtual workers who don’t have to engage in office commutes becoming longer each year. Plus, they can focus on the task at hand, rather than waste project time at on-site meetings.

Three new trends will fuel continued growth in virtual workforces.

1. Higher transportation costs are making working from home more attractive.
2. Personal technology costs have lessened, making it more affordable to have a laptop, Internet access, email and cell phones for 24/7 availability.
3. Plus, Baby Boomer and Generation X demographics are working to fueling virtual worker growth. The emerging Generation X demographic (late 20s to 40s) is more independent than earlier generations and less likely to see one 9-5 job as a career goal in the face of continued layoffs, disappearing pensions and the higher number of workers changing jobs often. At the same time, more aging Baby Boomers without pensions are making themselves available as virtual team members.

Here Are Seven Ways to Build Your Best Virtual Team

1. Build Your Virtual Team Incrementally. If you are starting from scratch, ask a “virtual” team member for recommendations to create a system founded in part by telecommuters who already know each other and are used to working together. Ask for examples of past results from working together on projects before you make your decision.

2. Create an Online Office Cooler. The advertising firm Ogilvy & Mather set up Truffles, an online resource for virtual team members to share ideas, get to know each other, and also to use the “office cooler” to come together during tight deadlines to troubleshoot and speed completion times. You can set up your own blog for your virtual team to share ideas. Continually monitor that blog as a means to make more productive use of your virtual workforce.

3. Don’t Hover. If you’re a micro-manager, appoint a more democratic subordinate to oversee your virtual team. The most successful telecommuters inherently are highly independent and will view a constant barrage of cell phone calls and e-mails an intrusion on their ability to focus on getting the job done. Consider naming a veteran virtual worker with more experience and personal knowledge of virtual team psychology as your subordinate to oversee the team.

4. Be Flexible. If you or your designated subordinate finds that a virtual team member is not performing well without constant supervision, consider replacing that worker. If a virtual team member is acting bored, first push the edge of the envelope with a more challenging assignment that might benefit you more than immediately replacing a team member who may just be in need of the stimulation of a more challenging role.

5. Encourage Office Cooler Friendships. Online conversations can seem like a frivolous waste of time to traditional employers who demand a work-only focus, but conversations about outside interests and skills can trigger innovation when it relates back to the company. BP encouraged off-topic conversations, and the interest expressed by environmentally minded staff gave BP a jump ahead of other energy companies in the now popular strategy to “go green” with marketing strategies. Again, you can create a “topic” based blog that encourages your virtual team members to have off-topic conversations.

6. Consider Virtual Interns. Virtual interns are becoming more popular, as more computer savvy college students make themselves available for virtual assignments in their fields of study. An advantage is that you can shop the country instead of your local college for a free or low-pay intern, and another is that you will have more information on how a potential on-site employee is likely to perform on the job (and perform with your existing staff) before making the hire.

7. Think local. If you are just venturing into creating a virtual team, or are more comfortable with having virtual team members who can meet with you at your place of business, think locally when hiring. Even some of the largest companies are turning to www.craigslist.org to post ads for virtual team members locally. If you’re in search of a graphic design, marketing, public relations, writing or editing pro, also consider www.journalismjobs.com. With so much of today’s workforce telecommuting or taking on part-time jobs from fully equipped home offices, you might be surprised at the range of talent available in your city.

Google the words “finding the next new thing,” and you’ll get 71.7 million hits. It’s not just about innovation; finding the “next new” allows businesses of any size to capitalize on a new technology, artist, photographer, Web designer, program or system before it reaches the status of expensive. Thus, the “next new” can be a budget saver long before becoming a budget buster.

In this struggling economy, finding and capitalizing on the “next new” innovation or way of doing business can keep you ahead of the competition.

The rule of thumb that dozens of recent studies and reports point out is that in the excitement to find the “next new” at a discount, businesses overlook this question: “Does the ‘next new’ fulfill an existing need?” The IT sectors that first made a national sport out of finding the “next new” also buy up the talent or technology the need that solves existing problems.

For example, the ills of urban sprawl at a time of rising transportation costs led to the Urban Land Institute reporting that those who know how to build, serve or define pedestrian-friendly suburban villages will benefit from this next new thing. Hundreds of articles promote “going green” as the next new thing that already is taking shape. Environmentally friendly products, consultants and services are in higher demand. Capitalizing on this new trend is how you will give your business the edge.

Define your need, and then proceed to look for the “next new” with your rule of thumb being whether that person, thing or event can solve your existing problem.

Here are a few smart tips:

• Think Outside the Box. There are thousands and thousands of Web sites promoting “the next new.” For example, Dianne Morello, an analyst at Gartner, Inc., the global information technology research and advisory company, suggested at one recent symposium that businesses consider looking for human resources at “Teach for America,” which has a reputation for innovative approaches by idealistic participants.
• New Doesn’t Always Equal Young. When the fast-growing Manhattan trends company DailyCandy went shopping for the next new pool of talent, they shopped the venerable New York Times to reel in the new talent of two of the paper’s veteran executives.
• Look Far and Wide. The Internet has made geography almost obsolete when it comes to finding the “next new” talent who can easily transmit his or her talent and solutions. India has evolved from a place to shop for support staff to the place to shop for the “next new” technology solutions. Search the Internet, job boards and also consult your peers to find the name of a person who solved a similar problem, and determine if that person can solve your specific problem.
• Look Right in Front of You. Yale economics professor Jonathan S. Feinstein, author of the book, “The Nature of Creative Development,” says providing employees time to pursue creative interests often spawns “the next new” within your own firm. Encourage them to take the time to pursue creative interests, and then make the time to pay attention to how those external interests can result in “the next new” for your company’s needs.
• Proclaim your “next new” expertise. Use your Web site, e-newsletters and blogs to proclaim your expertise at finding the “next new.” Create a regular “The Next New” feature on your Web site, and post what you have discovered, along with your comments on evolving trends. This is a smart way to leverage your insights into new products and marketing tools that also will strengthen your personal brand by establishing your expertise.

Lori Jo Vest and Marilyn Suttle are launching the “Who’s Your Gladys?” video series of customer service “quick tips” this week. These quick video clips are ideal for staff meeting openers, weekly mini-courses or tools for reinforcing an already great customer service culture.

Their book, called “Who’s Your Gladys? How to Turn Even the Most Difficult customer into Your Biggest Fan,” is on stores shelves and online resellers now and it can help you solve customer service problems with finesse.

PLUS – Marilyn and Lori are offering a special bonus for people who buy their bestselling book “Who’s Your Gladys?” TODAY. Ten lucky book buyers will be chosen – through a random drawing – to receive a one-hour consultation with Marilyn and Lori. You can visit the video launch page to learn more about this special offer at www.whosyourgladys.tv.

I am honored to be a part of the Who’s Gladys? launch celebration. Today at 5:30 pm PT / 8:30 pm ET, Marilyn Suttle has invited me to be her special guest and to present “Creating a Soul Centered Business and/or Book Brand to her clients and subscribers . Click here to join us!

To your success!

Ruth