What IS Branding?
This morning I’d like to take a step back and discuss branding in a little more detail. We’ve all heard of branding and the ways we can make it work for us, but do we really understand what branding is and why it’s used in business?
Branding is a way of turning a name, symbol, or some other design into something that the public will recognize as an authority in a specific area of expertise. It’s not about convincing the public to choose one company over another, but about convincing them that your company is at the forefront of the market because it’s the only viable option. For example, Coca-Cola is the ONLY cola brand with a taste worth your money; or, Sean McPheat is the ONLY marketing consultant with the skill to help you solve your marketing problems!
In order for your brand to be successful you must take the time to research and know your audience (an idea we discuss when reviewing almost all marketing techniques). If you know you’re audience well you’ll be able to give them exactly what they want, when they want it, and not a second too late.
I challenge you to take a few hours to sit down, either by yourself or with your marketing team, to discuss your brand. Start by asking the following questions:
- Does our company brand portray our company mission?
- Do we have a clear idea of who are target market really is and is our brand targeting those specific groups?
- Does your company have a tagline that accompanies the name or logo? If so, what is the first thing you think of when you see that tagline (be honest)? Does that message portray the image your company wants to present to the public?
These are just a few questions to help you get started, but I think you’ll find the discussion you have regarding your brand will open the door for many future conversations. Later on we’ll talk about the different things you can do to develop your brand if you don’t already have one and we’ll look at more ways to strengthen the brand you already have.
Until then, happy marketing!
Sean
Sean McPheat
Telephone 0800 849 6732
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I also believe in a personal brand. I include several concepts in my personal brand. These are the things that make me different, special, and the right choice. I want people to know who I am at the core. It is important that I communicate why I do what I do and why I am passionate about it. Most of all I want people to know why they should work with me rather than another coach.
Suzan Schmitt
http://www.thecoachmarketer.com
Hi nice post, i have come across your site once before when searching for something so i was just wondering something. I love your theme, would it happen to be a free one i can download, or is it a custom one you had made? In a few weeks i will be launching my own site, i’m not great with designs but i really like the style of your site so it would be cool if i could find (or pay for) something with a similar look.
Thanks!