More on Branding....

Continuing on my last post, branding is not so much about your company name or your logo, it's all about POSITIONING. In other words, you want to be known for something. What is it?

How do you determine your positioning? Ask yourself (your company leaders, board, etc) a few key questions:
• Who are we
• What do we provide
• What do we do that our competitors don't
• If we want our customers to remember one thing about us, it is.....
• What do we hope to become, and what do we need to get there

The answers to these questions can help you determine how you want to present yourself to your audiences. The ultimate goal is to find a unique niche for your company and build your entire platform around it, leaving yourself in a stand-alone position from your competitors.

Once you've come up with your positioning, write 5-7 brand promises that define this position. Use these statements, verbatim if possible, in all press releases, interviews, client interactions, printed materials, websites, sales materials, etc. You get the picture. Consistency is KING when it comes to branding.

Remember, a good brand isn't built over night. Spend some time working on your interior messages, brand your company with your employees first, then blow your own horn and tell the world.