Build Your Brand.

A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence.

A strong, positive brand creates value in the eyes of a customer. So, the better you build your brand, the less you have to compromise on price. But, to be successful a brand has to built on a solid, truthful foundation — whatever that truth is. Apple, Mercedes, Disney, FedEx and Nike are just a few examples.

Lastly, brands aren’t just for big companies. Every big company began as a small company with a clear, positive brand. Our client branding efforts have included a NY church, a local CT school and a vitamin company. And, prior to starting my business, I was involved in the campaign that helped brand an unknown shoe designer named Kenneth Cole.

So, what’s yours? Quality? Service? Price? Whatever it is it’s something that your marketing must reinforce across all communication channels, from business card to TV spot. Even your office space. You can’t brand yourself as a cutting-edge ad agency if your office looks like a law firm. Also, your brand shouldn’t try to be all things to all people. “The best, cheapest, most dependable” is not a strong brand image.

This entry was posted on Wednesday, May 13th, 2009 at 12:12 pm and is filed under Advertising, Branding, Marketing, Personal Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.