Recently, I was talking to a micro-business owner.  I also teach a wordpress workshop which includes not only how to update the site, but alter the design, search engine optimization basics and integrating social media conversations.

So, they asked if it would teach them everything that I know.  I've been in the business for 13 years now.  I wasn't quite sure how to explain that this profession takes experience, a breadth of skills as well as a team of great professionals who work with me to help people accomplish these goals. 

Using an analogy between cooking and gourmet dining, I explained how brand building was a team effort providing the best business results.

For instance, I can take a basic cooking class so that I can cook for myself and for my family to feed them.  It's a way to meet basic needs within my personal life just like being on LinkedIn or Facebook or Twitter are basics to being in business.

If I had more talent, I might take an advanced cooking course so I could better entertain and delight my friends from time to time with fancy meals and engaging conversation.  But, that's just being social with my friends for the pure pleasure of spending time with friends.  In social media, this is why a lot of us participate.  And, being social and engaging is important to both our personal as well as our professional lives. 

Now, to deliver a dining experience where I am developing a business, I would need a restaurant or catering business.  It's not just delightful food but an entire experience and a business.   I need a large number of people to frequent the restaurant or catering business.  But, I also need a chef, hosts, waiters, bus people, dishwashers, other cooks and other business people to help deliver that experience.  I need an entire team to make the restaurant an experience or brand.

An outsourced social media program is like the restaurant.  I need a team of people to create the online brand experience for others so that they can get sales leads.  Then, we need strategies, tactical communications, internet marketing promotions, website conversion programs for sales leads, measurements & analytics for business people to understand performance and the direction the team can take for improved campaign results.

Turning yourself and your busness into a brand leads to real business results.