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The Profitable Horseman's Newsletter Helping Horsemen with Solutions, Growth and Change in Business
May 11, 2006

Tired of trying to make money in the horse business the old way? I help professional horsemen find new and better methods to add to the profitability of their businesses.

in this issue
  • Brand X, Brand Y or Brand U ?
  • Others have said
  • Back at the Barn
  • More Profit in Less Time
  • Getting to the Point

  • Brand X, Brand Y or Brand U ?
    borax brand

    I am convinced that one of the ingredients for success in the horse business is understanding and building upon the characteristics that make your personal brand attractive to your prospects and customers. The characteristics that make you, YOU, are the foundation of your personal brand. The combination of characteristics, not any single characteristic, make the essence of YOU as a person and professional horseman.

    Here is a list of characteristics, random in order, that are descriptors of personal brand:

    Thoughtful, compassionate, creative, honest, caring, independent, knowledgeable, leadership, loyal, confident, exciting, decisive, cooperative, goal oriented, quiet, authentic respectful, caring, innovative, bold, effective, quiet, nurturing, logical, methodical, flexible, responsible, inspiring, motivating, action, risk taker, wise, visionary, detailed, humorous, stoic.

    Some or none of these may be accurate descriptors of your brand. It’s your job to determine what your brand characteristics are. You can begin by asking your customers directly what they consider your strengths to be. You can ask them in conversation or by e-mail or snail mail. Trust me, they won’t be annoyed that you asked and will be appreciative that you consider their opinions important. You will begin to hear similar themes developing in the responses. You may be surprised at what your hear, too. Our self image is often not entirely in line with the image seen by others.

    In an article written for “Fast Company” magazine, business guru Tom Peters wrote this advice about discovering your personal brand, “What have I accomplished that I can unabashedly brag about?" If you're going to be a brand, you've got to become relentlessly focused on what you do that adds value, that you're proud of, and most important, that you can shamelessly take credit for. When you've done that, sit down and ask yourself one more question to define your brand: "What do I want to be famous for?" That's right -- famous for!"

    Collect the characteristics and begin constructing in writing what your personal brand is all about. It will take more than one try to get it right, but the payoff is the fact that you will be able to capitalize on your brand characterstics and begin to build a business that is clearly defined, consistent and attractive to customers. Customers love consistency in brand because knowing what to expect from a trainer’s work or from a riding instructor’s lesson program or from a breeder’s foals is peace of mind.

    Corporate brands are easy to identify. I know what to expect at Starbucks, I’m certain about the inventory available at Target and I have a clear image of the menu at Pizza Hut.

    Personal brands can be more inconsistent at times than corporate brands, but many are well defined. Think of Madonna, Donald Trump or Bill Clinton. Controversial individuals at times, but well defined as personal brands. In the equine world, think of John Lyons, George Morris and Bob Baffert. Unique horsemen, in different disciplines, with strong personal brands.

    Successful professional horsemen will become more than look alikes of John Lyons, George Morris or Bob Baffert. They will be their own personal brand. The call for personal branding is loud and clear. Are you ever happy with look-alike: Adidas running shoes, Rolex watches or GPA helmets? Of course not, your preference is the real thing.

    Customers prefer the brand over the generic version. Here is a hot idea: Get Branded!

    If you need some help developing your brand, let’s talk. I can get you started. Why? My clients tell me one of my brand traits is Inspiration.

    Others have said

    "Fame creates its own standard. A guy who twitches his lips is just another guy with a lip twitch -- unless he's Humphrey Bogart." -- Sammy Davis, Jr.

    "Brains, integrity, and force may be all very well, but what you need today is Charm. Go ahead and work on your economic programs if you want to, I'll develop my radio personality." -- Gracie Allen

    "Don't confuse fame with success. Madonna is one; Helen Keller is the other." -- Erma Bombeck

    Back at the Barn
    back at barn

    I was pleased to hear Michael Matz, trainer of Kentucky Derby winner Barbaro, say in a post race interview that he was thankful for his team at home who allowed him to be in Louisville and focus entirely on his horse. That comment told me much about his personal brand.

    If you are familiar with Matz’s personal history and equine career, you know he has a strong brand trait for recognizing and helping others before himself.

    Life is short.

    Ride hard.


    More Profit in Less Time

    I show Professional Horsemen how to use 8 key strategies to build a business that creates more profit in less time. Call me and we can talk about how your business can benefit.

    If you know other horsemen who would enjoy this newsletter, please forward it to them! I am on a quest to tell 1000 people what I do and I need your help.

    The purpose of this publication is to help professional horsemen also be Profitable Horsemen.

    Getting to the Point

    I write another weekly newsletter about the business of life. Curious? Click here

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