We’ve all heard the benefits of branding. But how do you establish and build one? In this post I provide in a clear, concise, and informative format, on how to understand branding in 7 minutes. Armed with this knowledge you’ll cut through the noise and chatter and receive the benefits of understanding how to establish and build your brand.
Branding today is the foundation of your engagement (two-way conversations) efforts. If you’re consistent in how you engage and are remembered you can build brand identity and equity, and you also make a connection. You interact with people who want to be interacted with and you become their preference, and they in return become your true fan.
The four activities that are the groundwork of brand building and awareness are:
In fact branding’s true purpose is to create an emotional connection to a product, company, service or person. When thinking about branding consider things like the relationship your company, product, service, or talent has with the marketplace. Branding is how you’re known in the different spaces whether online or offline.
As a car wash & detailing company, are you known as the car wash professionals? As a Maid service , are you known as the maid service who drives in yellow painted vehicles with “The Maids” written on the side? As a tech support company, are you known as the 24-hour online solution? Regardless of how you brand yourself and your company, the goal is to influence customers and prospects to think of you FIRST when they need to hire a product or service to solve a problem. Large corporations do branding with big budget advertising and etc.. You the small to midsize business will do branding with strategies and tactics of time, energy, and innovation.
If you’re been reading my blog you know that branding isn’t your company name. It’s not a logo. It’s not a tag line. All of these contribute to your brand. I know some of you are saying, “What about advertising?” Well, advertising is an important part of branding; however, you can’t build your brand solely through advertising. Remember as marketing is made up of many, many things, all working together over time. Branding is the same.
The goal of establishing your brand is to communicate to your niche market (a segment of mainstream) what your brand stands for, doing it reliably and repeatedly, so that over time people see it, use it, think of it, or refer it.
Building a strong brand today is only possible one way: a remarkable product. Whether you’re starting a brand, building a brand, or maintaining a brand your product or service must be worth making a remark about.
My final point about branding is that brand building is making sure you keep your promise.
Question: What is your promise and do you keep it?