William H Wells Speaker
William H Wells Speaker Profile
Simply stated, Branding is about YOUR reputation. Thats where it starts. A Brand is a promise. One that guarantees quality, consistency, dedication, and positive results. If thats the first thing people think when they see your logo, or hear your name, then you are on your way to success.
Avoid 5 Common Branding Mistakes
Did you see those logos above? Whats your first thought as you see each one? Great company? Overrated? Excellent customer service? Too pricey? Very tasty? Never giving them your money again?
Guess what... the only right answer is YOUR answer. Why? Because thats the opinion youve formed based on your dealings with them, or perhaps, your inability to deal with them.
The word branding gets tossed around in conversation, however, its a term often misused and misunderstood. The term really means creating an identifiable entity that makes a promise of value. Its creating a consciousness, an image, an awareness of your business. Its your companys personality. Many businesses try and many fail at creating a brand. Here are 5 common mistakes:
Setting unrealistic expectations. If your slogan says it, or youve written it or said it somewhere, then you better live up to it. Too many business owners set themselves up for failure by setting the bar too high. Know your strengths and weaknesses through honest analysis of what you do best. Fix what you want to fix, but dont boast about it until you can provide it.
Trying too hard to be different. Being different for the sake of being different is not branding. Yes, you may be noticed, but not necessarily in a way that is beneficial to your business. Face the fact that most of your competitors do the same thing you do. Thats why youre competing. Be different where it matters. For example, provide better, faster, and more effective personal communication or customer service.
Building an image in an effort to appease everyone. You will never be able to brand yourself in such a way that everyone will like you or need what you have to offer. Dont try. Its impossible. Focus on the niche market for your product or service.
Too much talk and not enough walk. Your customers and clients dont care what you say. They care about what you do... for them.
Not being consistent and maintaining focus. Change is not always good. One problem with branding is the fact that you see your own marketing strategies or slogans over and over again and they quickly become repetitive and boring. Its easy to forget that your clients dont see them near as often as you do. They dont get bored with them. In fact, the more repetitious they seem, the more effectively theyre working in the marketplace.
Branding does not happen overnight. Its not the result of a cool logo or slogan. Its all about you. Its about what you do, how you do it, and how others perceive it. It takes work. It takes dedication. Its about making your clients and customers happy and giving them the kind of quality and service that they cant get anywhere else. When they feel that way about you, then you have been positively branded and theres nowhere to go but up.
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