Mavenaires develop and use proprietary terms and phrases to brand who they are and what they have to offer.
By doing so, they “own” the conversation about them by giving their prospects and clients unique language and meaning.
For example, my proprietary term for offering different levels of service is Levels of Access™.
Another example is Path of Growth™ which I use to explain having a progressive series of steps through which clients gain the highest and best value you have to offer.
Here are three things to keep in mind as you create your own proprietary terms and phrases:
(1) Make sure the term or phrase communicates a benefit that your clients want, or explains a content or process you offer.
(2) Check your term or phrase for uniqueness.
Type each term or phrase into Google with quote marks around it. Is anyone else using the term or phrase? I also check terms and phrases by typing them into the search box at the US Trademark search site as well. If you plan to use the term extensively in your business, consider protecting use of the term with a trade or service mark registration.
(3) Define your term or phrase and use it in your content creation, conversations and marketing.
ACTION STEP: Brainstorm a proprietary term and phrase for your primary process, product or service. Then check for uniqueness, and start using it.
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Hold the date: Mavenaire Academy™, October 7-9, 2011. More details announced September 7th.
