For female entrepreneurs struggling to promote their businesses, brand strategist Lyn Chamberlin recommends learning the truth about three common branding myths and then taking simple steps toward active self-promotion. The first myth is that being good is all that is needed to attract clients and drive sales. The second myth involves the stereotype of marketing as a "dirty business." The third myth claims "I Can't Control What Other People Think." Chamberlin wants women to see that hard work is not enough to make a company stand out among so many competitors "jockeying for position," and that associations--like Volvo with safety--do not happen on their own, but rather take time and money. Chamberlin says the first step for women is to define their characteristics, values, and unique qualities without being afraid of describing their accomplishments with labels such as "leading," "expert," or "well-regarded." Developing a story illustrating that merit--and telling it relentlessly--are other ways to ensure that customers and colleagues get the answers they need. Using key words from the story in publications and talks will also help familiarize others with the "authentic, consistent and memorable" brand identity, according to Chamberlin.
