Getting Real About Branding
- Begin with a “Big Idea” that separates your brand from all others. If you don’t have this figured out, don’t start until you do.
- Decide if your brand will be most effectively marketed as a corporate, personal, or institutional brand.
- Craft the visual look for all of the branding elements down to your invoice and shipping label. Don’t leave any element to chance or someone else who doesn’t know your brand like the back of their hand, literally.
- Craft the verbal messaging so that every time you read or hear the brand story you end up saying, “Wow, that’s unique!” And please, don’t use clichés. That’s so yesterday.
- Pay a professional to create your brand. Self-promotion is the most expensive form of branding because you, as the brand owner, can’t be objective so you will redo everything at least a dozen times before you like something. This is costly on so many levels.
- Be consistent throughout the delivery of your branding.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.