Back to the Brand

Today I thought I’d talk a bit about a topic that I’ve touched on in the past but it’s been a while since I really devoted time to it, because this week a client approached me because they were having trouble with branding, so it got me thinking about what branding is and how we work with it in our individual companies. According to dictionary.com, a brand is “a kind or variety of something distinguished by some distinctive characteristic,” “to impress indelibly,” “a trade name or trademark,” and/or “to give a product a distinctive identity by means of characteristic design, packaging, etc.”

So what does that mean to you and your business? I believe that branding is personal, and if it’s not personal and you (and any partners) don’t like it, the company won’t do as well. You have to be comfortable with, excited about, and connected to the brand you choose. That doesn’t mean it won’t change or develop over time, but whatever you go with now or in the future, it needs to be something you like. And once you settle on something you like then you can get feedback from others to make sure it’s crowd friendly too.

So how do you decide on a brand? From the definitions above your brand can be reflected through anything from the words you use to the images you use to the packaging you have. There are lots of sites you can look at to get ideas as far as what other people have done or how to pick colors that work with the feeling behind your company (and brand), but again, what you put on your site has to be something you’re comfortable with.

Why? Because once you’ve established your brand you have to show or say it everywhere. If I talked about little blue boxes you’d think about a particular jewelry company; they don’t put things in any other color boxes, just blue. If I said “Just Do It,” you’d think of a particular sports company that encourages everyone to get out there and be active and live their lives. If I talked about the ‘happiest place on earth’ you’d think of the feeling you get when you watch a particular company’s movies or going to their theme parks, a feeling they hope extends to other parts of your life as a result.

So what about your company? Have you established a brand and consistently taken it through all of your offerings, customer service solutions and presentations/packaging? If you don’t have a brand, establishing one could help you stand out among other companies in your industry and connect better with potential customers.

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