What Exactly Are You Branding?
“Branding” seems to be the latest buzzword. It’s all about creating a name that people recognize. Naturally this could refer to a business name, or even your personal one, but the idea is to get that brand inside the minds of your prospective audience.
But what exactly are you branding? Let me explain…
There is a bit of a misunderstanding out there when it comes to what a brand means. Technically a brand is “the promotion of a particular product or company by means of advertising and distinctive design.”
But what does that mean?
Some people think that the key term here is “promotion”. They believe that all they have to do is throw their name out there — promote their brand — and everything will work out.
But nothing could be further from the truth.
Unless you are already famous for something, your brand is not merely your name. A name is just a symbol, no different than a particular logo.
Your brand is so much more. Let’s face it, no one really cares who you are. In fact, most don’t even care what you do. Generally, people only care about one thing: what’s in it for them?
Your True Brand
Your brand isn’t a name. Your brand isn’t your logo. Your brand is only one thing.
Your brand is the promise you make to your audience. It is the thing that makes you unique, and what separates you from friend and foe alike. Your brand is what connects you to your audience.
So, no longer see your brand as a name, logo, website, sign on a building, whatever. Instead, see your brand as an extension of who you are.
Remember, at the end of the day, your brand is nothing more than perception… how is your audience perceiving you right now?
Recent Comments
45
1) Start with a problem
2) Find out all you can about that problem
3) Create a way to solve that problem
4) Brand it with your mission statement
5) Follow that up with a marketing strategy, Develop your pillars, and promote the public image you wish your brand to maintain (values).
6) Make sure everyone who works within your organization knows their brand roles.
7) Do Not Deviate From Those Roles
Or something along these lines.
One of the best ways to understand a brand is to study the most memorable ones.
Coca-Cola, Microsoft, McDonald's and so on.
Thanks, Eric. I agree. And I think you make a great point by starting the process with identifying and solving a problem. Too many people are jumping straight to branding because of what THEY want (name recognition, fame, etc.) and then wonder why it's not working. It all starts with the audience.
Hi, cramervod, @PMindra here kind of cutting in if I may.
You wrote:
"Anyone can 'show off' but the smart ones don't need to."
Let me add that the smart ones need to have a really good personal brand already up there when their name or handle is called up for recognition, validation or verification.
Just my 2 cents at this point.
Your 7 steps are very helpful. Just out of curiosity, where do you go to find the problem in step 1?
Sorry if I interrupted.
@PMindra
Thanks, AJ.
Full plate.
More added today.
Have you had any experience with using the free website builders out there and how much do they actually cost.
Later today, I'm doing a view over of a site created by an average person that used WIX to create a site for a clinic.
TTYL.
:-)
The Problem is your reason for specialization. Some people call it a passion or purpose but it's typically a cause you would sacrifice a great deal to see that it gets the attention.
As far as other site builders, I used Wix for about two days before I found WA. Once I learned about WordPress I didn't go back to Wix.
I also had a blogger account but I quickly learned that you would have problems because it's not something you Owned.
Thank you cramervod. I'm trying to get as much as I can from members of the community here why our platform would not be listed in the at least the Top 10.
Thank you for sharing this. I like you the way you explain, people are only interested in what is in it for them.
Yep. I once heard it stated like this... everyone listens to the exact same radio station: WII-FM :-)
Your brand is the most important asset in your business and we need to look after it. Thanks for sharing this reminder
Absolutely.
Unfortunately, I'm afraid many people confuse what our brand truly is with just a name. Nike is, of course, a well-recognized brand. But if they didn't make unique quality shoes that help them stand out from the competition, no one would even know or care who they were. We should do no less.
Thanks for sharing :-)
See more comments
Makes total sense, Aj.
Thank you for sharing.
@PMindra
Thank you
You are always welcome not only here at WA but everywhere else I may traverse in this new world.
Glad everyone made the haul safely and that they all had something to fall into to continue their own journey's.
I'm going to disagree to agree with you if I may regarding your post?
I believe that a brand includes a name, a brand includes a logo and but more importantly, a brand is the "promise you make your audience" as you say.
Put all three together and I think you can receive that 'Bond' valued at unlimited.
Carry on.
With regard and respect,
@Mindra
Agreed. It ultimately is a combination of all three. Unfortunately, many people think only the name and logo are required... they lack "substance" :-)
The substance is established here at WA.
Is there anything more that you would like me to say?
@PMindra.
I love your profile, man. It looks real.