Your Brand is Your Business

You Are a Business Owner,

Now it’s Time to Act Like it: Brand Matters

This is the first of many installments designed to help you with valuable information about running your business successfully. So, let’s get started.

BRANDING

Branding is strategic messaging that conveys publicly who you are and what you represent. When the word “brand’ is mentioned, many people think LOGOS. There is so much more to it. Without consistency and messaging, that logo is just another graphic design.

Let’s take it another step forward. There are athletes that run very successful brand campaigns. Every time they get in front of the cameras and are mentioned in the media, the message is consistent with their public persona.

I will give you an example. Shaquille O’Neill came on the scene as a gentle giant. He became known not just for his prowess on the basketball court but for his desire to help his community and provide affordable shoes, clothing, etc. He also made it a point to take on acting roles that were family friendly making him a household name. Basically, Shaq has branded himself as a wholesome stand-up guy or at least that is his public persona.

How do we tie this into your everyday life as a business owner? One word: CONSISTENCY. Every time your name, your business, your face, or your logo comes up, people should think the same thing each time. They should know what to expect from every interaction.

Another example is McDonald’s. A meal at McDonald’s in South Africa is the same as one purchased in Kansas City. If you travel there, the arches mean the same thing to you as it does back home. The look, feel and taste is expected to be the same no matter where you find yourself in the world.

So as a business owner, it is your job to consistently convey the same message publicly. Figure out who you are and what you want the world to know about you and your business and continue to hammer that message home with every public interaction. Make sure your products and service mirror the messages you put out on social media, on your website, in your ads, etc. If you don’t know where to start, seek help.

Stay tuned for the next installment.

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