{"id":2711,"date":"2019-02-11T14:40:15","date_gmt":"2019-02-11T19:40:15","guid":{"rendered":"https:\/\/abcbiz.abcplugin.com\/testing\/?p=2711"},"modified":"2020-09-04T19:41:18","modified_gmt":"2020-09-04T23:41:18","slug":"are-you-the-juan-valdez-of-your-business","status":"publish","type":"post","link":"https:\/\/abcbiz.abcplugin.com\/testing\/are-you-the-juan-valdez-of-your-business\/","title":{"rendered":"Are You the Juan Valdez of Your Business?"},"content":{"rendered":"<p>Do you know Juan Valdez?<\/p>\n<p>Do you identify his brand immediately when you see him?<\/p>\n<p>To be a successful independent meeting planner you need to establish yourself in the marketplace by developing your brand.<\/p>\n<p>Are you having trouble defining your brand and determining how your brand will set you apart from your competition, while strategically aligning you with your clients?<\/p>\n<p>What will your clients remember you for?<\/p>\n<p>Let me share with you the following story\u2026<\/p>\n<p>A few years back, I had the honor of working with Caf\u00e9 de Columbia at the Lausanne Palace in Lausanne, Switzerland.<\/p>\n<p>I had the \u201cdistinct honor\u201d to meet \u201c<em>Juan Valdez<\/em>.&#8221; As \u201c<em>Juan Valdez<\/em>\u201d and I was walking thru the lobby, an older woman came up to both of us, she was very excited to see \u201c<em>Juan Valdez<\/em>,&#8221; she yelled, <strong><em>\u201cJUAN VALDEZ!!! JUAN VALDEZ!!!\u201d<\/em><\/strong> She was so excited to see \u201chim\u201d in the lobby.<\/p>\n<p>That&#8217;s when I realized how famous <em>\u201cJuan Valdez\u201d<\/em> actually was!<\/p>\n<p>Here\u2019s a bit of a history lesson and what makes the above story funny, yet tells an essential lesson about branding:<\/p>\n<p>You see \u201cJuan Valdez\u201d was a <a href=\"https:\/\/en.wikipedia.org\/wiki\/Juan_Valdez\">fictitious character<\/a> created in 1958 by the National Federation of Coffee Growers of Colombia.<\/p>\n<p>\u201cJuan Valdez\u201d was created to help advertise 100% Columbian Coffee and set it apart from other coffees around the world. People always associated \u201cJuan Valdez\u201d with Columbian coffee.<\/p>\n<p>\u201c<em>Juan Valdez<\/em>\u201d was the face behind Caf\u00e9 de Columbia, customers recognized and resonated with him. This fictional character represented Caf\u00e9 de Columbia\u2019s brand well!<\/p>\n<p>Talk about brand awareness\u2026when you saw &#8220;Juan Valdez,&#8221; you thought of Columbia and their coffee! What a brilliant advertising campaign!<\/p>\n<p>Even though this campaign started over 60 years ago, people today still associate \u201cJuan Valdez\u201d with Columbian coffee.<\/p>\n<p>So my questions to you are:<\/p>\n<ul>\n<li>What is your brand?<\/li>\n<li>What does your brand represent?<\/li>\n<li>Where do your customers see your branding at?<\/li>\n<li>What do your clients know you for?<\/li>\n<li>What are the different attributes of your brand?<\/li>\n<li>Does your brand stand out in a crowd?<\/li>\n<li>How do you convey your brand to others?<\/li>\n<li>How does your brand align with your company\u2019s strategies?<\/li>\n<li>How does your brand align with your client\u2019s strategies?<\/li>\n<\/ul>\n<p>With these questions in mind, how can your brand make you uniquely different?<\/p>\n<p>Will you be known for your service, going the extra mile, always being available, helping your client, going above and beyond what your client is expecting or giving your client 150%?<\/p>\n<p>While word of mouth is the easiest and most efficient way to develop sales and referrals, your brand will be what your clients know you for and what they will talk about with others.<\/p>\n<p><em>Please <strong>share in the comments below<\/strong> how are you becoming the Juan Valdez of your brand?<\/em><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-2716 \" src=\"https:\/\/abcbiz.abcplugin.com\/testing\/wp-content\/uploads\/2019\/02\/Juan-Valdez-and-Eric-IMG_7557.jpg\" alt=\"\" width=\"634\" height=\"845\" srcset=\"https:\/\/abcbiz.abcplugin.com\/testing\/wp-content\/uploads\/2019\/02\/Juan-Valdez-and-Eric-IMG_7557.jpg 1920w, https:\/\/abcbiz.abcplugin.com\/testing\/wp-content\/uploads\/2019\/02\/Juan-Valdez-and-Eric-IMG_7557-225x300.jpg 225w, https:\/\/abcbiz.abcplugin.com\/testing\/wp-content\/uploads\/2019\/02\/Juan-Valdez-and-Eric-IMG_7557-768x1024.jpg 768w, https:\/\/abcbiz.abcplugin.com\/testing\/wp-content\/uploads\/2019\/02\/Juan-Valdez-and-Eric-IMG_7557-15x20.jpg 15w\" sizes=\"(max-width: 634px) 100vw, 634px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you know Juan Valdez? Do you identify his brand immediately when you see him? To be a successful independent meeting planner you need to establish yourself in the marketplace by developing your brand. Are you having trouble defining your brand and determining how your brand will set you apart from your competition, while strategically [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":2723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[104,101,97,94,120,119,92,99,98,102],"class_list":["post-2711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-corporate-transitions","tag-entrepreneur","tag-event-business-formula","tag-event-business-planner","tag-event-security","tag-event-ticketing","tag-independent-business-planner","tag-leaving-corporate-life","tag-solopreneur","tag-starting-own-business","post-wrapper","thrv_wrapper"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are You the Juan Valdez of Your Business? - Event Business Formula&trade;<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/abcbiz.abcplugin.com\/testing\/are-you-the-juan-valdez-of-your-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are You the Juan Valdez of Your Business? - Event Business Formula&trade;\" \/>\n<meta property=\"og:description\" content=\"Do you know Juan Valdez? 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