Jochum - Uniqueing Your Brand: The Secret Chemistry behind Why Some Companies are Loved and How to Create Your Own Fiercely Loyal Customers and Highly Profitable Business

Uniqueing Your Brand

The Secret Chemistry behind Why Some Companies are Loved and How to Create Your Own Fiercely Loyal Customers and Highly Profitable Business

By Jeff Jochum

Copyright 2016 Jeffrey D. Jochum

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means without written permission from the author or publisher, except by a reviewer who may quote brief passages in a review. For information on licensing or sales, contact YouBeYou Books at sales@YouBeYoubooks.info.

ISBN-13: 978-1523656981

ISBN-10: 1523656980

Other business and technology books by Jeff Jochum

Foxpro 2.1A Developers Guide (coauthor, M&T Books 1991)

Fast Tack to Clipper (M&T Books 1993)

E-business for E-bozos (EBZ.com 1997)

Unreasonable Thoughts (Unleashing Your Creativity) (Team-X.biz Press 2012)

Work Happily Ever-After (Photographer Edition) (Team-X.biz Press 2013)

Uniqueing Your Brand is a trademark of Jeff Jochum Consulting LLC

Dedication

T o Mom and Dad, who always knew what I was capable of (best and worst) and never lost faith in the best. To my kids, who ignore my worst and only see my best. And to my wife, Mary Ellen, who relentlessly helps me discover a better best.

CONTENTS

Preface

A s you may have discovered from the description of this book, many of the ideas contained in Uniqueing Your Brand were entrusted to me decades ago by very smart people. They did so because other very smart people had previously trusted them with these principles and they found success using them in their businesses, as I have. For over thirty years, Ive studied, evolved, and safeguarded this secret science. Now, its my time to share it with newer, smarter minds.

When I was initially gifted this knowledge, there were no specific requirements placed on me to share with others or keep them to myself, or even any implied ethical use. Like other sciences, the chemistry of specialism (my term for this knowledge) is complete in its objectivity and proven effectiveness, leaving the ultimate aim of its resultsaltruistic or otherwiseentirely to the scientist.

By releasing these secrets, I am confident many of you will cultivate and evolve them. However, I am not as objective about this as my predecessors and hope (and expect) those of you enabled by this knowledge will use these elements of specialism (revealed here, for the first time) to make the business world a place that increasingly values authenticity , rather than one that gets better at faking it. Its in your hands, now.

Be ethical. Be empathetic. Be wise.

It has been said that we can see as far as we do only because we stand on the shoulders of those who came before us. This book is a testament to that.

As a result, you will see many quotes from those whom I encountered while researching this book.

I ask you to take note of these referenced authors (in the bibliography) and seek out their teachings. My summaries, arguments, and quotes are not a sufficient substitute for actually reading, learning, and reaching your own conclusions about what they said firsthand.

As I said, prior to the three years I spent crafting this book, I spent thirty years evaluating, learning, testing, teaching, thought-experimenting, learning some more, overcoming countless dead ends, and finally applying this revolutionary chemistry to my own business endeavors, to repeated successes.

All of the elements defined here have been proven effective in all types of business models and marketing strategies. Once you activate them by adding your authentically unique content, the results you want will begin to materialize. The sooner you start testing your own formulas in the marketplace, the faster youll achieve your unique success.

On a related note, let me offer another important lesson I have learned about succeeding, and in turn teach my own teams, businesses clients, and students:

You dont learn anything important from success (since it mostly reinforces what you already knew or suspected.)

I have discovered that failures are the most productive sources of entrepreneurial education.

And to get the most from those experiences, I urge you to avoid the reasonable response when dealing with them; e.g. covering them up, sweeping them under the rug, or denying their existence altogether.

Instead, I challenge you to take the UNreasonable approach and embrace failures so you may gain the valuable benefits of a very difficult experience. For what its worth, being unreasonable has been one of my greatest success tools. I learned it from this guy.

The reasonable man adapts him[her]self to the world; the unreasonable one persists in trying to adapt the world to him[her]self. Therefore, all progress depends on the unreasonable man [or woman].

George Bernard Shaw (1903)

Finally, note that I wanted this book to be short while still delivering the full story of specialism as well as being useful as a reference book, where you can return easily to re-experience and reinforce the lessons contained in each Elemental chapter. With that goal, I have worked hard to distill my elephantine first draft into the concentrated 170 pages before you. I hope that makes it easier to learn.

Completing the metaphor, Uniqueing Your Brand is meant to be experienced like a well-aged, highly potent brandy instead of a boxed wine. While theyre both made from grapes, they otherwise have very little in common.

So grab a snifter and lets go.

Are You in the Right Place?

T his book is written for small-business owners, professional-service providers, and entrepreneurs who are not as fulfilled or profitable as theyd like to be in their efforts. By clearly defining your authentic uniqueness and declaring it to the world, you can reach higher peaks of success than you ever thought possible.

Over the last thirty years, the concepts defined here in Uniqueing Your Brand have worked for passionate, self-reliant, creative entrepreneurs at all levels of growth. Whether you dont yet have a business and want to know the best way to get started, youre burned out after many years of seeing where you want to be but are unable to quite get there, or youre anywhere in between, the answers are in this book.

Who Is This Book For?

Committed, Ambitious, and Impatient Beginners. Want to launch a new creative business or re-launch into a new category or market? Uniqueing Your Brand will keep you focused on the right goals and achievements while avoiding the fatal and unproductive chasms.

Frustrated Creative Entrepreneurs. Many ( many ) of my most successful graduates arrived on my doorstep ready to give it all up. Sure, theyre respected and successful and, in some cases, famousbut something important was missing.

Anyone Who Feels Trapped in the Groundhog Day Movie. Do you feel forced to do what you used to love, every day? Has it become just another reminder that it isnt there anymore?

Teachers, Coaches, and Anyone Who Has Heard the Call to Help Others. You are a creative professional, author, personal-service entrepreneur, business coach, brand consultant, or subject-matter expert who wants to develop a truly unique brand presence, build your platform and fan base fast, earn a great living from it all, and help others find the key to working happily.

Who Is This Book Not For?

Werewolf Hunters. Those who believe there is a silver bullet to success. Im honored to have thousands of successful program graduates from around the world, and every one of them has worked hard to achieve their happy success. Building your success and happiness is our mutual goal and at the core of what this book and I are all about. If you dont succeed (and exceed), then I dont either.