April 20th, 2012 → 12:24 pm
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It seems you can’t swing a dead cat these days without hitting a “Brand” expert.
(No cats were harmed in the writing of this blog.)
Seriously – type “branding” into your search engine and see what pops up! More than 10 pages of branding blogs and websites.
While there ARE companies who know branding and how it works, there are also companies who just use a lot of big words and involved formulas to make them sound like they know what they’re talking about. So, how do you weed out the experts from the snake-oil salesmen?
Let TRUE Branding be your guide.
- TRUTHFUL Smoke and mirrors will get your audience’s attention, but if there’s no substance behind what you’ve presented, they’ll soon wander off to see the next big show. Make sure you aren’t being encouraged to “create” your brand rather than to “develop” it.
- RELEVANT You wouldn’t try to kill a fly with an atomic bomb, right? Be sure that your marketing efforts are focused on YOUR potential clients.
- UNIQUE Just as the term “branding” implies, it’s what differentiates YOUR cattle from the next cowboy’s. It isn’t only about your colors, your “swoosh” or your jingle – it’s your personality that sets you apart. Find a company that wants to get to know your business before making a plan instead of using someone else’s brand. What is unique for them may not be unique for you.
- ENGAGING If you can create a connection with your target audience, the rest is gravy. Why should someone choose your product or service over the next guy’s? Because they relate to you, because they feel you truly care about their well-being, because you make them laugh/cry/think/feel.
Developing your brand is a process not a magic bullet.
It takes time and insight, but when your TRUE Brand starts showing results, it will be worth the effort!