Archive for category Branding

Why Your Brand Is Important?

Posted by adoex in Branding on December 26, 2011

One perennial mistake that people commit is to think that a brand is also a logo. Or that a logo is also a brand. This is wrong. A brand is not just a logo design. A logo is part of a brand. To make things clearer, let’s define these two terms.

A logo is a design that you use to symbolize or embody your business or brand. It must be unique and easily identifiable in order for it to be linked to your business or brand. The logo often also has a color palette linked to it and that this must be scalable. Ideally, a logo must also be easily reproduced since you will use this for various purposes — for branding, printing on corporate gifts, printing on stationery etc. A brand, on the other hand, is a collection of perceptions that your client has about your business. The brand will be that one thing that must first come up to your customer’s mind whenever he or she thinks about your business. A brand must also come with the ideas that your customer may have about your business. Again, a brand is not just a logo and a logo is merely a part of a brand.

So exactly why is a brand important? Apart from what was previously mentioned (that part about the brand being the very first thing that should pop up in your customer’s mind), a brand is important because it’s what basically defines your business. If you have a good brand and you take good care of your brand, your existing and potential customers will have a good perception about your brand and eventually, will feel comfortable when they deal with your brand. Now when this happens, consider that as good news since this will most likely result in good profit margins and good business ties. If your brand is also a good one, then your existing customers will not hesitate to share your brand with others and recommend it. Moreover, if your brand has a good reputation, other businesses (and yes, even competitors) will not hesitate to approach you and perhaps pitch possible ties. Not only will this be good for your sales goals but this will also give you more brownie points in terms of portfolio.

But how do you create a “good” brand? Do entrepreneurs have a say on this? Do they have control? The simple answer is: yes.

Entrepreneurs can mold the brands of their businesses through the following measures:

1. The story. As the owner of the business, you must know how the brand came about – from its conception to development to planning to execution and even to what you want it to be in the future. You must know what your business is, what it can do, what it can offer, what makes you a cut above the rest, how you can exert good quality service or products and what or who your best customers are. Simply put – you must know the inside and out of your business. You must know it like the back of your hand.

2. The logo. You must have an attractive, appealing, unique logo that can help send your message across to your customers. Is it easily identifiable? Is it pleasing to the eyes? Does it look formal? Does it appeal to your target clients?

3. The marketing methods. Where and how do you intend to use your brand? Do you plan to print this on your marketing collaterals? Will your brand be used extensively in your website, Twitter page, Facebook page and other online sites / social networking profiles? Remember, a brand is not just a logo so you must use your brand and match it with your story and make everything blend smoothly. You cannot just use your logo and think of it as your brand. Instead, make use of your business’ story as well as the message that you want to send to the public.

One thing that you must remember is that because a brand encompasses a lot of things about your business, it must be consistent and must have specific messages to present to your existing and future clients. For instance, you cannot just present a logo of a car and say that this is your brand that exemplifies a car dealership. You must also have a story or message that would go along with it. A sample message would be that when a father sees your brand and sees your logo, he understands the message that you want to convey – that he must buy a car from your shop because you only sell quality cars that are safe for him to drive to work and to drive the family to an out of town weekend destination and that you give good after sales support.

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How to Brand Yourself: 5 Tips To Master The Art of Selling YOU

Posted by adoex in Branding on December 26, 2011

As business owners first start out marketing online, they tend to emulate their mentors or those whom appear successful in an attempt to appear successful themselves. This is not a mistake but rather a first step on the path to real business success. There is no other way to start. Emulating those you respect and have learned from in this industry is the first step to becoming a great business owner. However, when you learn how to brand yourself rather than to stand in the shadows of your mentor, coach, or business idol, you will begin to become even more valuable to your customers. Here’s 5 tips on how to brand yourself, and begin the process of selling YOU!

1) Be Who You Are – Don’t Fake It

I suppose as you are emulating respected teachers and mentors that you are following the “fake it till you make it” concept, but in actuality you don’t want to think of it in this way. You want to be yourself right from the beginning. Be who you are and find your unique voice. There is only one YOU! Don’t waste this unique branding opportunity! This is how you brand yourself – you simply be who you are!

One of the easiest ways to be yourself and share your true personality is through your communications. This can be through your email messages, your blog posts, your social networking interactions and through your content efforts. When you write or speak with anyone in your industry – client, prospects or business associates, let your personality and communication style shine through.

For example, if you have a knack for colorful metaphors, use them. If you have a very animated face when you speak, don’t try to cover it up. These unique characteristics will be just the things that make you memorable and endearing and will set you apart from your competition. When we do business, we do business with people because we like and respect them. Don’t ever be afraid to be yourself.

2) Tell Your Story

Your life story is unique and needs to be told. Everyone has a story and their own set of experiences. Your experiences and perspective, whatever it may be, will be interesting and helpful to others around you. You will be able to explain things from a different and unique angle – your angle! Additionally, it is your unique group of experiences that has brought you to where you are today; they’re valuable and will be how you brand yourself and your business.

For example, Joe Vitale has written a number of books on the law of attraction and spiritual issues, and he uses his personal story of homelessness to engage people to demonstrate that he’s just like everyone else and has had his share of troubles and triumphs. This story helps him sell books and attracts people to him who are perfect for what it is he is presenting.

Think about other experts and business people you know who use their personality to create a brand. What about Martha Stewart? What about Jon Stewart the comedian? Share who you are – your interests, skills and experiences. Let people get to know you, relate to you, and let your personality be your brand.

3) Be Active and Participate

When you work online or from home, it’s easy to become separate from the rest of the world. However the best way to share your personality, and make it your brand, is to participate. This means participating online and off in various different things. Join networking groups, participate on social networking sites and forums. In other words, get involved. People may not always remember your name right off hand, but they WILL remember your face.

4) Keep It Real

This means that you need to simply be human! One of the tactics used in copywriting is to write in such a way that people relate to you. If you spend the entire sales page telling people how great you are, they’re not going to buy it. However, if you tell people about where you come from, what mistakes you’ve made, what lessons you’ve learned and how you got where you are, they’re going to be much more interested in you as a person and as a business.

If you keep everything on a human level (not a super-human level) people will respond more to what you have to say. It is the overall human experience we relate to.

5) Be Likeable

Finally, think about who you buy from and why you buy from them. Chances are one of the reasons you often buy from people is because you like them. You probably like them because they are more like you! Likeability is a HUGE buying trigger. You’re likeable. Everyone is likeable to someone. You become likeable to your target market by following all of the first 4 tips listed above. Use them, share your personality, and you will brand yourself and sell more of your products or services.

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