Branding Happens...

Get involved in any conversation about marketing or advertising and it wont be long before everyone starts to throw the word “branding” around like they know what they are talking about. Rarely will these conversations end in a consensus of what branding really is. We all agree on the importance of branding, but have our own ideas of how to implement a strategic branding platform and where each piece of the branding puzzle fits into place… Did I just use the word branding five times in three sentences?

All cows look the same… right? Many years ago ranchers realized that they needed a way to identify their livestock when mixed with a neighboring herd. Each ranch developed a mark or symbol that identified the name of their ranch and began “branding” their cattle. It wasn’t long before buyers started associating these brands with the livestock’s quality or lack thereof. So… what sets your company or product apart from the herd? What makes a prospect choose you?

I have been involved in graphic design and marketing my entire life… I literally grew up in the industry. I have witnessed the success and failure of hundreds of start-up companies on both a local and national level. You can take classes and read books… but nothing beats getting into the trenches and experiencing that hand-to-hand brand combat!

It is easy to get de-railed in your branding efforts and the best way to stay on track is to avoid costly mistakes. My continuing years in the trenches lead me to my own conclusions and I hope the pages on this blog help make your brand building efforts more effective. Let’s start by addressing branding definition points that I think most of us can agree on.

Solid branding will achieve the following results:

• Identify your product or service

• Communicate your message clearly

• Establish and/or confirm your credibility

• Connect emotionally with target prospects

• Motivate the buyer/user

• Solidifies customer loyalty

Now for the “Branding Happens” story… I believe that your brand will happen in the hearts and minds of your customers, clients and prospects and your “perceived” brand will occur whether you try to control it or not. In fact, you can’t hide from your brand even if you try! Everything your people do or say is as much a part of your brand as your logo and marketing materials.

Be careful that you don’t become “the place with the rude receptionist” or “the guys with the plain white trucks.” Left unmanaged, your brand may become all about the things you DON’T DO instead of the ones you DO.

Your brand WILL happen… you can choose to manage the way it happens or not… it’s up to you.