Why You Should Care about Branding

I’d like to start with a Fast Company excerpt from “The Brand Called You” by Tom Peters: “Big companies understand the importance of brands. Today, in the age of the individual, you have to be your own brand. It’s a new brand world.  Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.  It’s that simple — and that hard. And that inescapable.”

I was shocked to see that Tom wrote this on August 31, 1997 and finally in 2011, branding is just starting to get the attention it deserves; mostly due to the acceleration of our exciting “New Media” and “New Digital World.”  Many people still believe that branding is only for the BIG companies and is too expensive.  This couldn’t be further from the truth.  In fact, to be successful in our new reality, all businesses need to start {or re-start} with the brand.  Most don’t and this is the top reason people are not seeing successful results with social media.  They lack a true understanding of their core brand and therefore don’t have compelling and consistent brand communications to attract an audience.  Without these two important items, the brand and the business will become part of that unfortunate startup failure rate.

Got your attention?  Good – because I’d like for you to build a lasting brand along with a sustainable business.

Kind of like social media, branding is here to stay.

  • If you are feeling overwhelmed, branding can provide the clarity to help you see the forest ‘through the trees.’
  • If you are feeling undervalued, branding can help you see your unique value, so others can ‘get you’ and pay you for your value.
  • If you want to survive, and then thrive during our great recession — it is in your best interest to care what branding is all about in order to figure out a way to embrace and harness the power of branding.

Branding is not just a name or a logo, it is you, your story, your personality, your value, your customer experience that you provide, your communications, your actions, and your product or service…it is the whole package and should be the reason why you do what you do.

According to Wikipedia:  “Branding is the creation of an asset that pertains to a particular person {the individual in charge of their business}; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable.”

Today, I just read another awesome column by Harvey Mackay which contained a perfect excerpt to close with: “When you have a dream that you can’t let go of, trust your instincts and pursue it.  Dreams take work, they take practice, they take patience, and sometimes they require you to dig deeper.”

Don’t keep casting a wider net, dig deeper and look within to discover, create and communicate your authentic brand.

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