Branding is about your perception of you and your business, and, more significantly, about other peoples’ perceptions of you and your business. How you are perceived makes a lot of difference. You work and behave in a particular way, but how is that perceived?
Branding is a way to, as much as you can, positively control and steer peoples’ judgments of you and your business. What do you want people to think about you or your business?
People judge who and what you are, what your business is, and what you are communicating, and if those elements are agreeable to them.
Generally, given the chance to define you, people will define you, in some way that is less than they are defining themselves.
Why be put on hold or sidelined by who you think you are? Or by how others see you?
Think first. Strategically. Think like a brand. A goal is to create brand value.
A brand is a promise. A promise you deliver on. A brand is the best way to create a sustainable high value point for your services. Strong brands can increase the value of their offer by 10 or more. Weak brands can only charge what the ingredients cost.
Strong brands always need to be deployed in a niche market first, in a strategic way, built over time, and consistantly. How is your brand?
There are 4 levels of branding:
Brand Awareness. Possible Clients know of your brand.
Brand Preference. Possible Clients prefer your brand having the choice.
Brand Insistance. Possible Clients only want your brand.
Brand Dependance. Possible Clients feel they cannot do without your brand.
How is your brand doing?