Top Branding Tips
The following guidelines can help you establish a brand for your company in today's marketplace.
brand is your reputation -- the most valuable thing you possess. A
strong brand and the trust it engenders are the only aspects of your
company that competitors can't steal.
management must believe in, commit to, and fund an effective branding
program. The most valuable, successful, and powerful companies are
those with the strongest brands and the strongest commitment to branding.
designing or refining your brand, actively listen to the marketplace,
including clients', employees', and vendors' feelings and needs. The
strongest brands are those with real and perceived benefits that best
mirror actual customer needs and wants.
- Brands that communicate unique selling propositions are the most convincing to clients and the easiest for them to remember.
promote, publicize, and invest in your brand. Building a business brand
is analogous to training and conditioning an athlete: The harder he
works, the better the results.
all of your communications -- not just advertising and marketing pieces
-- are consistent with your brand. Everything your company distributes
must reflect it.
- Walk your talk.
Businesses continually must seek client, employee, and vendor feedback
about conflicts between the company's brand and its actual performance.