Smarter Branding Without Breaking the Bank - Five Proven Marketing Strategies You Can Use Right Now to Build Your Business at Little or No Cost by Brenda Bence

Author:Brenda Bence
Language: eng
Format: mobi
ISBN: 9780982535332
Publisher: Global Insight Communications LLC
Published: 2011-11-26T14:00:00+00:00

• …if you turn in the tax projection at 7:59 a.m. on Wednesday morning, just one minute in advance of the deadline. While you may still be on time, it transmits a different “reliable” brand than…

• …if you turn in the tax projection at 5:00 p.m. on Wednesday, with no explanation as to why it’s late. In that case, you haven’t communicated a “reliable” brand at all.

The bottom line? You can have a well-thought-out Brand Positioning Statement that is crystal clear and spot-on, but it will mean nothing unless you communicate it consistently in what you do, day in and day out. That’s the holy grail when it comes to successful brand building.

Don’t Sink Your Brand!

It’s estimated that only 20% of an iceberg actually shows above the water while the remaining 80% is hidden beneath the water’s surface. Your brand positioning is much the same. The 80% that your customers will never see is your Brand Positioning Statement, while the remaining 20% — the part that is out in the open for all to see — is what you do to communicate your positioning to your clients. Every single interaction that a customer has with your brand takes place at the upper 20% and will form the basis for how a customer perceives, thinks, and feels about your brand.

Sit back and look objectively at everything you “do” today to communicate your brand. Review your website and any public relations work you have done. Look at your brochures, merchandising, packaging, storefront (if you have one), the nature of the people you hire, your offices — everything. If you’re a solo-preneur working from your home, the bulk of your communications may take place on the phone, in meetings, or via proposals. Either way, these represent the 20% of the iceberg that’s above the water. Is that 20% communicating your brand the way you want?

Is Your Brand a Mutant?

If you remember one thing about effectively communicating what your brand stands for, I hope it’s this: If what you “do” and what you “say” are two different things, you simply will not create a brand.

Let me explain with a medical analogy. You know from science class that the DNA of your fingernail is the same as the DNA of your skin is the same as the DNA of your hair, right? If they weren’t all the same, you’d be … a mutant!

It’s the same with your brand. When people ask me, “Brenda, what does it take to build a truly blockbuster brand?” I always say two things:

1. Be crystal clear about what you want your brand to stand for.

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