Have you ever traveled a long way, waited in a long line, or gone entirely out of your way to do business with someone?
If you have, you have patronized what we call a destination brand.
A destination brand is powerful because it isn’t restricted by location or proximity. People are willing to travel from long distances or even across the world to do business with destination brands. So how do you build that type of brand?
Here are four ways to build your brand and reputation to become a sought-after destination brand so you can leave your competitors in the dust.
You Must Be Different
Let’s use VooDoo Donuts as an example of creating a brand that stands out.
VooDoo Donuts started in Portland, Oregon. The individuals behind the brand are “old friends and entertainment-minded guys from Portland.” They researched and found that Portland didn’t have a single donut shop, so in 2003, they rented a small storefront between two nightclubs.
There are a couple of things that make VooDoo Donuts different. They’re known for their unconventional flavors and creative presentation. Besides the product they sell, they’re also known for their antics, such as having legal weddings at their location, concerts in the loft space atop VooDoo’s duct tape muraled bathroom, and weekly Swahili lessons.
VooDoo Donuts has created this product and this culture that’s so unique and different. They’ve become a destination brand where people wait in line for two to three hours just for a single donut.
You Must Deliver Exactly What You Promise
Sports medicine doctor Dr. Kyle Hammond is the perfect example of a brand that delivers exactly what it promises. Dr. Hammond has proven to be an excellent orthopedic surgeon who provides top-quality service and expertise. When he tells patients they are in good hands and will be cared for, they are confident that he means what he says.
Dr. Hammond has a destination brand that’s worth battling heavy traffic and delays, because his patients trust him.
You Must Earn the Respect of Your Clients and Your Team
Dale Carnegie. Zig Ziglar. Seth Godin. Many of you have seen their seminars and videos, taken their courses, and purchased their books.
These three coaching masters are true examples that no one who succeeds does it alone. For a personal brand to be highly influential, you need people lifting you up from the inside and shouting your praises from the outside. And because they’ve earned the respect of both, they’ve become destination brands that people are willing to follow.
Two of these masters have now passed, but their lessons, courses, seminars, and followers live on because of their respect for these individuals. People who are similar to these industry leaders are at the top of the list because they have tremendous respect for their clients and their peers.
You Must Create Your Own Culture
Tony Robbins. Gary Vaynerchuk. Dr. Wayne Dyer.
These influential people have also achieved great destination brands because they have created a culture around their coaching. They attract people with like minds who want to achieve the same things.
When people within this cultural circle come together, they have animated conversations with others who have done the same thing. And that’s because these brands have formed a culture that attracts their ideal customers and expands this sphere of influence.
Every one of the greats in all industries creates an amazing culture and reputation that turn them into a destination brand.
The Takeaway
A destination brand is not confined to its location or proximity to other places. A destination brand has the power to attract customers from anywhere. Take advantage of these four ways and think about them as you build your own brand. What can you do uniquely? How can you serve people? And how can you create a culture that people want to be a part of so that you, too, can become that destination brand?
Brands are built over impressions — not over time and money. Take some time to think whether you are making the right impressions with every handshake and every introduction. Schedule a free call with us today to help your brand deliver your desired message and image.
Are you a Coach, Consultant, or other Expert with a life-changing message to share? Join us inside our free Facebook Group to learn how to position & present yourself and your offers differently in order to maximize your time and dramatically increase profits.
————————
BrandFace LLC is a personal branding company for coaches, consultants and other experts who want to STAND OUT from their competition and attract their ideal customers so they can become recognized and sought after authorities in their industry. Tonya Eberhart & Michael Carr are international bestselling authors and the partners behind BrandFace. Their mantra is, “People don’t do business with a logo. They do business with a person.”