To Brand… Or Not To Brand: What does your “Brand” say about you and your business?

To Brand… Or Not To Brand:  What does your “Brand” say about you and your business?

The term “Branding” has become a household word in building business, largely due to the impact social media has had.   Personal Branding started to trend when Tom Peters wrote an article called “The Brand Called You” in Fast Company magazine’s 1997 issue.  The article elaborates on every person having their own brand, and how it can help them to stand out.  Branding is not just for large consumer product/service companies, but small businesses, as well as individuals should “make a statement” that will help them develop or cultivate a positive image.  

                                  

You may be asking yourself, “To brand, or not brand?” In order to determine which decision to make, let’s look at what branding means and some aspects of it that you should know before deciding.  First, your brand should tell your customers who you are, what you stand for, who you would like to become and who others perceive you to be.  It is your pledge to your clientele, and it defines what level of experience and reliability you provide. 

Recently, I participated in a podcast with Dr. Will Moreland, a Best-Selling Author,  Speaker, Leadership Expert, and coined a “Leader’s Leader”.  He discussed the purpose of branding, and some key aspects of developing a brand.

Experience—What type of experience do you create for your customers?  Do you just meet the mark that you have promised, or do you go above and beyond what’s expected of you?  Your customers will remember, NOT what you said you would do, but for what you ACTUALLY delivered.  Keep in mind, how you want to be remembered, and what experience you want them to tell others about you. 

Expectation—Once you have established what type of experience customers will have with you, they will then develop an EXPECTATION for your products and services. This is normally formed after a first impression.  It only takes one bad experience for an opinion to be made, and this is what others will expect with each interaction they have with you. Do your customers have a high expectation or low expectation of what you bring to the table?  Remember, the reputation you have developed with them is paramount. 

Example—What type of example are you setting for others to follow?  Developing a prototype or standard for others to follow or duplicate should be a simple task, because it is a part of your make up, and structure of how you do business.  The experience and expectation customers have grown to look for from you should set an exemplary replica.  Is the example you’re making a “model” that can be used to train others?

I hope it has become clear that having a brand is really not an option, but an opportunity.  Customers should know what kind of experience to anticipate, they should have high expectations of your products/services, and your example will be one that can be modeled and marketed if you so wish.

When you develop your brand, it puts you in charge of all aspects of your business, what type of clients you have, projects you decide to work on and the method in which you will deliver services.  In order words, make your brand, your mark, one that can be identified from all the rest.  Brand it!

Anita Newson (Page) is a Copy and Content Writer, as well as a Career Management Consultant.  As a consultant, instructor and trainer, she has assisted many of those she’s counseled, to establish and reach goals, build their portfolio and market their talents, as well as provide guidance in career development and gaining professional employment.  Anita is the Co-Founder of E-Merging Career Network, taking the lead in career connections for the 50Plus, Veterans, and Diverse Job Seekers.  She is the single parent of four talented sons, a proud U.S. Army Veteran, and a Creative Ventur-preneur.