When you think of branding, what comes to mind—logos, taglines, commercials, certain companies and their products? As consumers, we are barraged with countless brand messages and images; products are competing daily for our attention and recognition. But what makes one brand stand out over the other; why do some of us choose a particular brand?
Truly successful brands instill loyalty and trust in their product. A brand you trust is consistent; you can always count on it to be what you expect. You will continue to buy it—you are a loyal customer. There may be comparable products or services out there, but their brands haven’t resonated with you. And that’s the secret of a successful brand; it builds trust and resonates with the consumer.
But what if you’re not a huge company with millions to spend on branding; what if you’re just starting out launching a new consulting practice or business? Anyone who’s been in this position knows that much of what you have to sell is You! Understanding what’s required to become a successful brand can be applied to you as well. You become your product, your logo and tagline, your commercial message, and of course, you represent your company. You become a brand whether you realize it or not.
When you are starting out, everything you do, the things you say, even the clothes you wear are creating awareness about your brand. What is your personality and image saying about your product and service? What is your commercial message? How do you instill loyalty and trust in you? And how well do you resonate with your clients?
These are critical questions to think about as you are establishing and creating your business. It makes one realize that growing awareness about your company and building trust and loyalty is more than marketing and the tools available to you. The emphasis here is on you. You, and everything you do, reflect your brand.
We live in a highly competitive society; look in the mirror and ask, “What type of brand is established in the minds of people I meet and interact with?” Then, do what’s necessary for people to remember you; create a brand that is impactful, a message that is memorable, and a product that builds trust and resonates with your clients.
