Have You Done Your Branding Homework?

by | Branding

18253703_sI don’t care if the person on the other end of the line wants our firm to
design a business card or a complete sales action system … the first
question I ask is: “Have you done your branding homework?” What I’m
asking is: have you taken the time to examine the value of your own
product or service and how it will work in the marketplace. Without
understanding your own brand, distilling a message and figuring out a
strategy, how can you develop a marketing piece that effectively
communicates your message to prospects and customers?
High Quality + Low Price = Business Failure
Every company has branding by default. You don’t have to lift a finger.
Branding exists in the minds of your customers and prospects.
Branding is what people say about your company when you are out of
the room. You may think that if you work hard and produce quality
products or services, then branding will take care of itself. This is called
“passive” branding and can be very dangerous. A good reputation is
a hundred times harder to maintain without proactive branding. If
people don’t understand what you are about — simply because you
tell them — then they are left to draw their own conclusions on any
number of issues. They might be disappointed because you didn’t live
up to their expectations, which were totally off base. Passive branding

I don’t care if the person on the other end of the line wants our firm to design a business card or a complete sales action system … the first question I ask is: “Have you done your branding homework?” What I’m asking is: have you taken the time to examine the value of your own product or service and how it will work in the marketplace.

Without understanding your own brand, distilling a message and figuring out a strategy, how can you develop a marketing piece that effectively communicates your message to prospects and customers?

High Quality + Low Price = Business Failure

Every company has branding by default. You don’t have to lift a finger. Branding exists in the minds of your customers and prospects.  Branding is what people say about your company when you are out of the room. You may think that if you work hard and produce quality products or services, then branding will take care of itself. This is called “passive” branding and can be very dangerous. A good reputation is a hundred times harder to maintain without proactive branding. If people don’t understand what you are about — simply because you tell them — then they are left to draw their own conclusions on any number of issues. They might be disappointed because you didn’t live up to their expectations, which were totally off base.

When I hear that someone has a good reputation in their industry, I know that they did their branding homework.  If you have done your branding homework here are some items you might know:

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>You know your Branding Promise (it’s less than seven words) and so does everyone in your company from stockroom to boardroom.

>You know your “handle” and your full name and your slogan and what they do and how to protect them.

>You know the “ideal crowd(s)” your company aims to work with.

>You know your company’s positioning.

>You know your sales objectives.

>You know your profit centers.

>You know your company’s core values, relevant benefits, personality, and how they relate to your Branding Promise.

>You know what your company is trying to be best at.

>You know how your company is going “overboard” to underscore your branding.

>You know what your monkey’s paw is.

>You know your company’s approved branding icons.

>You know what your BWAK (Buzz Worthy Apathy Killer) is.

>You know what your credibility kicker is.

>You know what your branding icons are.

>You know what your intellectual property is.

If you know the above, then congratulations. You have a fully self-aware brand to improve your sales.  And your branding homework is done.

Brand well and prosper!

Andy Cleary