There is a 'U' in Branding - It's YOU

Today, I had the privilege of speaking to a group of professionals about branding and what it means.  The group was made up of professionals from all industries, business owners and independent representatives of a variety of organizations.  The fact that nobody got up and left or screamed obscenities at me, tells me that they were actually interested in the topic.

I started the presentation (no formal PowerPoint for me) handing out scrap pieces of paper (recycling helps you reduce costs) and told the attendees to write three words that describe them.  Who are they? I then proceeded to give my presentation on the following:

What is your brand?

The inability to articulate what you do isn't a confidence problem - it's a branding problem.  You might have a hard time telling people what you do for a living if:

1. You are using vague words and trendy industry jargon to describe what you do.
2. Your expertise can't be summed up in one small title or job description.
3. You feel more like a Jac (or Jane) of all trades and a master of none.

Know what you do and what people want you to know you do.  In addition, know what sets you apart from your competition.  If you haven't done your research to figure out your competitive landscape, you have already put yourself way behind your competitors.

What is your positioning statement?

Your positioning statement is just a few sentences that describes what you do and for who.  Think of it as your elevator speech...you're 30 second commercial (without the music bed).

1.  Make is short and succinct.  Giving someone a lecture when all they wanted was an introduction can be a major turn off and will not help you get their business.
2. You should be able to incorporate your position statement into your website home page and in your social media profiles.
3. Your position statement is NOT your values or mission statement.

'Trial and error' is not an option.

You want your brand to reflect your true style and voice in a way that will attract your dream clients. Your overall brand should align your passion and talent with your career.  If you are not passionate about what you do or believe in your service, it will be very difficult to persuade others (and you should probably consider a different career).

What about the logo?
A major part of branding is the logo.  Your logo should match up with and reflect your brand.  it's not just a pretty picture.  It needs to serve a purpose and have an appropriate design:
1.  Simple
2.  Memorable
3.  Timeless
4.  Versatile
5.  Relevant

After I finished presenting I was asked what I thought the most important part of branding or marketing is.  To be clear, branding is just ONE element of marketing and the most important aspect of branding is to know who you are and why you do what you do.

I then asked each attendee to flip the piece of scrap paper over and write three words that describe what they do.  I applaud everyone who shared what they wrote - their three words that they used to describe themselves were in alignment with the three words they used to describe what they do.  hats off to a great group of knowledgeable and professional individuals!

If you or someone you know would like to learn more about the essentials of branding and strategic marketing, please feel free to reach out to us!  We pride ourselves on helping others succeed (how's that for a positioning statement?).  www.skconsulting911.com.

How do you define 'branding'?

The concept of branding is a confusing topic that many business owners may not clearly understand. What is a brand? What is branding? It seems like a simple question, but the answer is anything but simple. If you’re confused by your brand, your customers will be confused, too. The last thing you want to do is waste time and money on something unsuccessful.  If you need help, hire the experts.

First and foremost, branding involves consistent and constant messaging.  Many people believe those words are interchangeable...but they are not.  You shouldn't have constant messaging if it isn't consistent. (Consistent means unchanging, the same.  Constant means endless, ongoing.)  But, there are other key factors in branding your brand.

1. The Brand Promise

At its core, a brand is a promise to consumers. What will consumers get when they purchase a product or service under your brand umbrella? The brand promise incorporates more than just tangible products and services. It also includes the feelings that consumers get when they use your products and services.

Example: Think about your favorite brand and what that brand promises to you. If you’re a Nike fan, the brand might represent athleticism, performance, strength, good health, and fun. Your brand promises something to consumers. What is it?

2. The Brand Perceptions

Brands are built by consumers, not companies. Ultimately, it’s the way consumers perceive a brand that defines it. It doesn’t matter what you think your brand promises. The only thing that matters is how consumers perceive your brand. You need to work to develop consumer perceptions that accurately reflect your brand, or your brand is doomed to limited growth potential.

Example: What are consumers’ perceptions of Michael Jordan? You can bet everything he does is meant to create specific consumer perceptions.

3. The Brand Expectations

Based on your brand promise, consumers develop expectations for your brand. When they pull their hard-earned money out of their pockets and purchase your products or services, they assume their expectations for your brand will be met. If your brand doesn’t meet consumer expectations in every interaction, consumers will become confused by your brand and turn away from it in search of another brand that does meet their expectations in every interaction.

Example: Imagine if Lexus launched a $10,000 car. To say the least, consumers would be extremely confused because such a product doesn’t meet their expectations for a luxury brand.

4. The Brand Persona

Rather than asking, “What is a brand?” a better question might be, “Who is a brand?” Every brand has a persona. Think of your brand as a person. What is that person like? What can you expect when you interact with that person? From appearance to personality and everything in between, your brand persona is one that consumers will evaluate and judge before they do business with you.

Example: Think of it this way. Who would you rather spend time with — Apple or Microsoft? These two brands have very different brand personas. Your brand should have one, too.

5. The Brand Elements

Your brand is represented by intangible elements as well as tangible elements such as your brand logo, messaging, packaging, and so on. All of these elements must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona. If one element is awry, your entire brand can suffer. 

Example: There is a reason why Coca-Cola, the Red Cross, Google and Facebook are successful.  Their brand means something to consumers.

Bottom-line, a brand is clear, reliable, and believable to both your consumers and your employees. However, brands aren’t built overnight. Before you can define and live your brand, you need to do some research so you don’t waste time taking your brand in a direction that won’t allow you to reach your goals. You must understand your competitors and audience, so you can develop a brand that promises the right things to the right people. Research should be first. Definition, strategy, and execution should follow.  Just like a garden, if you know what you've planted and you nurture accordingly, your brand will grow.