How to Create a Successful Brand for Your Business
The idea of branding is valuable and imperative for business owners and
leaders in organizations. But what exactly is a brand and why is it so
important for you as a business owner or professional?
A brand is the essence of who you are; it describes you and what you do
in life. By creating a successful brand you make it easy for people to
find you. You position yourself in their minds and in return you
receive their focused attention and clarity. In a way you are able to attract
the customers that you want to attract.
Perception is reality. The first rule of perception is "try to control
what other people think about you and what you can do for them"
otherwise you may harm your own brand. It is important that people are able to
describe you and your small business accurately. They need to know
exactly what you are able to offer them.
Your brand becomes your trademark; it builds trust and ties emotional
connections. Some successful big and small companies that have done an
excellent job in creating recognizable brands are; McDonalds, Colgate
and Disney just to name a few. As soon as you say their names you also
identify what offer. Usually, as you mention these companies' special
characteristics, values and emotions come into your mind. Take the Disney
example, what emotions and pictures come to your mind as you say
Disney? Fun, excellent customer service, family, clean, innovative. All these
attributes symbolize Disney, who they are and what they offer. Most
importantly, by doing this branding they are able to attract the customers
that need this kind of service and believe in these values.
By clearly defining your brand, you are describing your uniqueness and
you are projecting your offerings to the world. You also lose the risk
of rejection because customers who know what you stand for make quicker
purchasing decisions.
Here are questions (a template) that you can ask to help you in
creating your personal or professional brand.
1. What is your role, title name of your business?
2. What is your personal style? What do you like, dislike in your
personal and professional life? Are you a warm, open and easygoing person,
or are you more of an introvert type? All these qualities describe who
you are. Write down your answers. This will help you composing your
unique style.
3. As people talk about you what do they say? What helps them to
distinguish your brand from other brands? What do you have that evokes
clarity and makes your clients feel good about selecting your services?
4. What do you do that is different from your competitors?
5. What are your natural gifts? What are your learned skills,
education, acquired knowledge through your career and your life? What is your
personal and business experience? What fascinating things have you
explored with your life?
6. What do you value?
7. Do you know whom you serve? Do you serve a niche market? If you are
not sure about your niche market, look into common characteristics of
your clients. What is that most of your clients want? What are their
secret fears? What motivates them? The key here is to be able to describe
the people who need your talents and knowledge. Get very personal and
demographic.
Once you've gathered all the information, it's time to develop your
branding message. Keep these things in mind as you go through the process:
keep your message to one sentence, get straight to the point and be
consistent in your branding and other marketing efforts.
The world will soon identify you with a few simple words just as they
have done with major corporations for years.
The idea of branding is valuable and imperative for business owners and
leaders in organizations. But what exactly is a brand and why is it so
important for you as a business owner or professional?
A brand is the essence of who you are; it describes you and what you do
in life. By creating a successful brand you make it easy for people to
find you. You position yourself in their minds and in return you
receive their focused attention and clarity. In a way you are able to attract
the customers that you want to attract.
Perception is reality. The first rule of perception is "try to control
what other people think about you and what you can do for them"
otherwise you may harm your own brand. It is important that people are able to
describe you and your small business accurately. They need to know
exactly what you are able to offer them.
Your brand becomes your trademark; it builds trust and ties emotional
connections. Some successful big and small companies that have done an
excellent job in creating recognizable brands are; McDonalds, Colgate
and Disney just to name a few. As soon as you say their names you also
identify what offer. Usually, as you mention these companies' special
characteristics, values and emotions come into your mind. Take the Disney
example, what emotions and pictures come to your mind as you say
Disney? Fun, excellent customer service, family, clean, innovative. All these
attributes symbolize Disney, who they are and what they offer. Most
importantly, by doing this branding they are able to attract the customers
that need this kind of service and believe in these values.
By clearly defining your brand, you are describing your uniqueness and
you are projecting your offerings to the world. You also lose the risk
of rejection because customers who know what you stand for make quicker
purchasing decisions.
Here are questions (a template) that you can ask to help you in
creating your personal or professional brand.
1. What is your role, title name of your business?
2. What is your personal style? What do you like, dislike in your
personal and professional life? Are you a warm, open and easygoing person,
or are you more of an introvert type? All these qualities describe who
you are. Write down your answers. This will help you composing your
unique style.
3. As people talk about you what do they say? What helps them to
distinguish your brand from other brands? What do you have that evokes
clarity and makes your clients feel good about selecting your services?
4. What do you do that is different from your competitors?
5. What are your natural gifts? What are your learned skills,
education, acquired knowledge through your career and your life? What is your
personal and business experience? What fascinating things have you
explored with your life?
6. What do you value?
7. Do you know whom you serve? Do you serve a niche market? If you are
not sure about your niche market, look into common characteristics of
your clients. What is that most of your clients want? What are their
secret fears? What motivates them? The key here is to be able to describe
the people who need your talents and knowledge. Get very personal and
demographic.
Once you've gathered all the information, it's time to develop your
branding message. Keep these things in mind as you go through the process:
keep your message to one sentence, get straight to the point and be
consistent in your branding and other marketing efforts.
The world will soon identify you with a few simple words just as they
have done with major corporations for years.
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