What is branding?
Branding defined is to “make your mark”. Many people identify branding with a logo or their website. I like to say this is the frosting on the cake so to speak. The real work behind a brand starts long before the finishing touches. Your brand identifies, describes and symbolizes you as the GO TO solution for your ideal client to solve their most menacing problem.
Immediately, they think of your name, your logo and what you do when they are experiencing an issue that they know you solve. You are recognized as the gal Friday for that specific need when you walk in a room. People know you before they know you, so to speak. This is the power of branding.
What branding does . . .
Branding creates differentiation of your products, programs, services and offerings from anyone else in the industry. If you say “let’s go to Starbucks” to a friend, colleague or stranger there is no weird look of “what?” on their face. Starbucks = coffee. More than that, Starbucks is associated with innovation, creativity and philanthropy. They are known for taking care of their employees and their communities. All of this, is part of their story and their brand.
Why branding matters?
When you tell your story and develop your brand, you create connection, differentiation and your people can FIND you. If you don’t have a brand, people don’t know who you are, what you do or most importantly why you do it. Your brand makes you memorable and often times unforgettable. It isn’t built over night, it has very little to do with your logo and very much to do with your why. Why you do what you do and why that matters to you and to others in this world.
Who needs branding?
Solopreneurs, entrepreneurs, small and large businesses alike need a strong brand in order to be seen, known and create recognition in their industry. A memorable message will take your business farther and wider than most any other investment you can make. It is the essence of your company, why you started your journey as a business owner and why people will do business with YOU. No two businesses are alike, just as no two people are alike. Your brand is the spotlight that showcases specifically why you are different. It enables you to tap into the emotions behind your business and attract like minds. It will enable you to connect to your customers at an intimate level and enable them to understand you and what it is like to do business with you.