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Branding is
a marketing strategy
that involves creating a
differentiated name and
image -- often using a
logo and/or tag line --
in order to establish a
presence in the
consumer’s mind and
attract and keep
customers.
How can I become a great
brand? How can I make
this brand sustainable?
What will bring value to
my brand? Just what is
my story, and how do I
tell it? And, my
favorite question and
the most important by
far: What the hell is
branding?
Branding is more than a
logo. It’s more than a
website. It’s more than
a business card. It’s
more than the colors and
typefaces you choose to
represent your company.
Your brand is your voice
in the marketplace, and
it is your proposition
for disruption. It is
your opportunity to
create something with
lasting impact. It is
how you tell your story,
and it is absolutely key
to your success and your
survival.
Most entrepreneurs go to
market not with a brand,
but with an idea—an idea
that can be so soulful
and personal that it can
be challenging to
present and explain to
others. You think
everyone should
intrinsically understand
it, as you do—but they
don’t. And that’s why
you need to develop
effective brand
messaging.
One of the most frequent
comments I hear is,
“People just don’t
understand us, our value
and what we do, but we
are absolutely the best
at it.” That statement
is a problem. Your brand
is your story, and if
you can’t tell it, then
nobody will get it.
If you ever catch
yourself making that
sort of statement, take
a step back. Because it
is total BS. No one is
that special. This is
business, not Dr. Phil,
and if you cannot
communicate the value of
what you bring to the
market, the economy and
the world, well then,
you have a problem.
Branding is about
knowing what you stand
for and how you
communicate the values
and character of your
product or service. As a
company founder, this is
not so much a design
choice as it is a
leadership decision.
Your job as chief is to
know exactly, concisely
and in context what you
stand for. You are the
lone author of your
story, your mission and
your reason for being.
How you tell it is your
job.
More
Check out
True Invoice for
example branding. They
have been our client for
over 10 years.
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