Just What Is A Brand?

July 14, 2011 at 2:17 pm 2 comments

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This is the first is a series of blogs I will be writing on branding. At this point I don’t know how many there will be or the topics as this is a work in progress. It is my goal to keep them short and to the point.

Just what is a brand? Is it more than the goods or services you provide the public? I’m of the opinion that a small business person is his own brand. In today’s market place we buy from the people we trust. Even when we buy from a large corporation. After all, nobody wants to be taken advantage of. If you buy from a friend or someone you can trust you’re less likely to have a bad experience.

Is a brand a fancy logo and neon sign out front? How about fancy stationery, cool ink pens to give away. Or perhaps having a great brand means a good location for your business. Though all of these things play into building a solid brand for your company these alone aren’t the brand. A brand can be a monster to develop and control, especially it you don’t really understand what it is to begin with.

So just what is a brand? You are the brand. It is you that the customer will trust with their purchase. As a brand you may represent many services or products but when it comes down to it as a small business person you are the brand. Even large corporations started out with a personality as it brand. Think of Ford, Chevrolet and Dodge. These all started with their founders who built their brand on their ability to deliver a quality product to their customers. As time has gone on the corporations grew large by building on that customer trust and loyalty. Small businesses must to the same.

You may provide the finest widget in the universe or you may sell the finest doggy poo pickup service, but if you can’t be trusted to show up on time or keep your promises your brand suffers and you will lose customer trust. Customer trust is a commodity you don’t want to mess with.

As the brand you must live and breathe it. You can’t tell the public how good your company is and not back it up with actions. Far too many companies are doing this today and the marketplace will eventually catch up with them. Look at what is happening with the Rupert Murdoch empire right now. His companies have breeched a public trust and his stock’s are suffering for it. People can only be fooled for so long.

So the first step in building your brand is living the brand you want to become. Do you want to be known as reliable? Then be reliable. What to be thought of as honest and trustworthy? Then be honest and trustworthy as you sell your goods and services.

Try it for a month and see how different your customers will feel about you. Also noticed the increased sales.

Next time: How to build a strong brand.

Michael Irvin
Creative Project Manager
913.677.7060 cell: 913.530.7030

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Entry filed under: Uncategorized.

When Does Customer Service Become A** Kissing? Building a Strong Brand

2 Comments Add your own

  • 1. Erike Mayo  |  July 14, 2011 at 2:29 pm

    We were just talking about how to brand our company and this article was really helpful

  • 2. mirvin1129  |  July 14, 2011 at 2:37 pm

    I’m glad I could be of service. If you need any more help let me know. michaelirvinbigideaguy@gmail.com

    Again thanks for the kind words.



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