Brand Froundry

Branding 101 2.6

January 28, 2008 – 6:49 pm
Branding 101 – Why should I brand myself? Branding makes you memorable.   Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients' minds when they have a need for your goods or services. It’s estimated that the average American is exposed to over 7,000 marketing or advertising messages a day! So, among all the junk mail, billboards, business cards and television commercials, how do you distinguish yourself, and how does your client remember you? Again, consistency in the look and feel of your company will go a long way towards your name being on the short list when the client makes a purchase decision.

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Branding 101 2.5

January 28, 2008 – 6:48 pm
Branding 101 – Why should I brand myself? Branding gives clients a sense of stability.   You may not have been in business "since 1908," but if you have invested in a brand, you are much less likely to fold in the eyes of your customers. It goes a long way toward building that all-important "trust." Think about it, if you trust a company, product, or service, you’re more likely to be forgiving of that brand should you have a bad experience, your more likely to be flexible with pricing, and your more likely to recommend that product, company, or service to others. Turning the tables, as the producer rather than the consumer, each one of those benefits carries tremendous value. Together, they can be the difference between a struggling business and a wildly successful one. In the words of Michael S. Clouse, knowing that people do business with you because they know you, like you, ...

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Branding 101 2.4

January 28, 2008 – 6:47 pm
Branding 101 – Why should I brand myself? Branding conveys that you are established.  A logo and professionally-printed materials show that you are committed to both your business and your clients. Building a brand is a financial and emotional commitment, and although people may not recognize that on a conscious level, the result of that investment is clear in the image of the company and also its success. In spite of advances in home office equipment, and printers in particular, there’s a very noticeable difference between corporate identity and marketing materials printed by a professional, and those printed from a home office. Making an investment in a brand send the message that you care about your business, and that naturally means that you’ll care about them. As Michael S. Clouse says, knowing that people do business with you because they know you, like you, and trust you, branding to convey that you are established just ...

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Branding 101 2.3

January 28, 2008 – 6:47 pm
Branding 101 – Why should I brand myself? Branding will set you apart.   There are many people that believe that branding has no application for them, as they are employed by a larger organization, such as direct marketers, real estate agents, and insurance agents just to name a few. If you are a consultant, you need to build an image and a brand that is bigger than your individual identity. After all, if you’re working for a larger organization, you’re not just competing against that organizations competitors, you’re competing with they guy in the desk or cubicle right next to you as well! Ask yourself, “why would someone choose me over him or her? By developing a strong personal brand, you set yourself apart from the rest, and give people clear reason to do business with you, rather than your competitor.

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Branding 101 2.2

January 28, 2008 – 6:46 pm
Branding 101 – Why should I brand myself? Branding will increase your chance of getting venture capital or selling your business. It’s pretty simple, really. If you present a consistent and well-rounded business package, including corporate identity, marketing materials and graphics standards and guidelines, your business will look more complete.  It’s just natural that a well rounded and credible business is inherently more valuable to a bank, a potential investor, or a prospective buyer. It’s like the difference between buying a Watch from a guy on the street or from a reputable jeweler – there’s a natural level of trust when the overall package meets the unspoken expectations  And even if you’re not looking for venture capital or an exit strategy, sending the message that you are a complete and established business increases the value of your company in your customer’s eyes, and that’s a tremendous and beautiful accomplishment.

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Branding 101 2.1

January 28, 2008 – 6:44 pm
Branding 101 - Why should I brand myself? Branding will increase your chance of getting venture capital or selling your business. It’s pretty simple, really. If you present a consistent and well-rounded business package, including corporate identity, marketing materials and graphics standards and guidelines, your business will look more complete.  It’s just natural that a well rounded and credible business is inherently more valuable to a bank, a potential investor, or a prospective buyer. It’s like the difference between buying a Watch from a guy on the street or from a reputable jeweler – there’s a natural level of trust when the overall package meets the unspoken expectations  And even if you’re not looking for venture capital or an exit strategy, sending the message that you are a complete and established business increases the value of your company in your customer’s eyes, and that’s a tremendous and beautiful accomplishment.

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Branding 101 2.0

January 28, 2008 – 6:43 pm
Branding 101 - Why Should I Brand Myself? To look "bigger" Now, this is not about misleading people, or being deceptive. Rather, it’s about putting your best foot forward, telling the ‘illustrated’ story of YOU.Here’s the deal, home-printed business cards with perforated edges or cards printed with standard designs available through Microsoft software or online business card vendors scream "small-time vendor" to your potential clients -- and that is precisely how they will want to compensate you. Think about it – if you choose a design from a limited set of stock clip art, how many other people have that same card, and more importantly, how much is it costing you. I can tell you for a fact, that free business cards are anything but – they cost you in lost business and revenue. Having a brand, and branded materials such as business cards and letterhead, shows that you are invested in ...

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Branding 101 1.1

January 28, 2008 – 6:42 pm
Branding 101 - What is Branding? Branding is a catch phrase 25-30 years ago, when a company was looking to promote itself, the rallying cry was “we need a brochure!”10 years ago, when a company was looking to promote itself, the mentality changed to “we need a webpage!”Around 5 years ago, the energy shifted to “we need to get branded”It’s all the same thing – businesses are looking for a way to send their message! Here’s what it meansBranding is a commonly used term throughout the business world. In the simplest terms, it means creating an easily identifiable entity that makes a promise of value. It means creating a consciousness, an image, an awareness of your particular business. It is your company's personality. Think of Nike – they have a pretty clear personality. Starbucks – also pretty obvious. Target – again, it’s a clear personality. Is your brand personality as clear as ...

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Branding 101 1.0

January 28, 2008 – 6:42 pm
Branding 101 – what is a brand?  The concept of a brand, or the process of branding can be pretty abstract, but it’s really very simple. Essentially, a brand is a promise, or an agreement. The customer agrees to be a consumer of the brand. The brand promises that in exchange for this patronage, it will impart something specific – happiness, affluence, health – the list is endless. In other words, a brand is an organizations “reason for being”, the underlying force that directs everything they do. Be careful not to confuse branding and marketing, though. Marketing tells the story, the brand IS the story. Look at examples of successful companies, you’ll find that the message mirrors the brand.  Apple is a great example. All of their marketing supports their message – clean, elegant, and easily implemented. Ask any anyone with an iPod and you’ll find that this message is absolutely true. So, what ...

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December Newsletter

December 10, 2007 – 6:10 pm
This month, I've decided to do a special "Holiday" issue, and at this Holiday Season, I am grateful. I spend all year talking about how to improve your brand and your business and offering advice. This month, rather than offer advice, I am expressing my gratitude for each of you, and for the difference you make in my life and my business. Each year for the past four years, I've had the opportunity to express my gratitude in an exceptionally personal way, working with The Living Christmas to provide for families that may not otherwise have any reason to enjoy, or even notice, this Holiday season. I could write pages of stories from my experiences with The Living Christmas, but the one that I feel truly embodies the spirit of this organization happened just last year. I attended a Captain's Meeting (an orientation for those who have chosen to serve families), a man ...

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