Branding is one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear.
While out speaking on branding, the question that I hear most is "How do I know if my business or service is brand material?" With businesses opening left and right, and more and more closing each year, I'm glad there are smart business owners open to understanding the issue.
If you've found yourself asking the same thing, don't worry you're not alone. Perhaps, this can shed some light.
At a recent luncheon, the same question came up again in a different way. I was seated next to an attorney whose sole practice focuses on elder abuse cases, he asked me in rapid succession (a manner that showed me he'd be great in court):
"Isn't branding for businesses that make a lot of stuff?"
"Doesn't branding apply only if you want to sell a lot of stuff?"
"Isn't branding pointless for my kind of business?"
Smiling, I fired back, "yes, yes, and... no".
Yes, branding is most often associated with businesses that make a lot of stuff. Yes, branding is advantageous if you want to sell a lot of stuff. No, branding is not pointless because every business makes something (or offers a service) and wants to sell it. Branding is about making your product or service known to as many potential customers as possible, consistently, with the most effective use of your time and money. Branding is about repeat business. Branding is about effortless referrals. Wouldn't that be a benefit to ANY business, especially yours?
To help you gain more brand-worthy clarity, ask yourself the following questions:
If your answers to these questions are yes, then you have the makings to develop your business as a brand. You just need the knowledge and practice to do so. If you're shaky on some of the questions, find out why. Even if you never develop your business as a brand, solid yeses to these simple questions will only make your business more successful and more enjoyable. After all, isn't that we all want?
Kim A. Castle, Co-founder BrandU?, Co-Author of Why Brand: Big Business Success No Matter Your Size, and BrandU? Bible, the only step-by-step workbook for developing your business as a brand.
© 2004 Castle Montone, Limited Reprinted with Permission.
About The Author
Kim A. Castle has worked at several top-advertising agencies in New York and Los Angeles; including Grey Advertising, DMB&B, DB Needham, Kovel Kresser & Partners and Omnicom's Direct Partners. Wanting more creative hands-on with her clients, she started her own design firm Castle Graphics in 1991, which merged with Eagle Communications in 1999 to form the Los Angeles-based marketing and multimedia company Why Communications where she currently serves as Vice President and Creative Director. She has worked for such clients as; Digital Domain, DirecTV, IBM, M&M Mars, Gramercy Pictures, Kwontify Films, O'Hara Klein Productions, Entertainment Business Group, ,General Motors, Screen Actors Guild, Chase Manhattan Bank, Dominos Pizza, Pedigree/Sheba, Higher Octave Music, Disney Interactive, Baskin Robins and Blue Cross to name a few. She created the redesign and retail launch packaging of the million dollar-selling Hollywood Celebrity Diet, was the creative voice behind the award-winning website Concept:Cure for General Motors, created the marketing and packaging campaign for the Emmy winning short film The Question, Her exceptional feel for layout and concept, her outstanding ability to tell a story with words and visuals, and her innate ability to communicate the heart & soul of a project allows her to excel in brand identity, packaging, direct mail and marketing communications.
Kim A. Castle, Co-founder BrandU?, Co-Author of Why Brand: Big Business Success No Matter Your Size, and BrandU? Bible, the only step-by-step workbook for developing your business as a brand.
© 2004 Castle Montone, Limited Reprinted with Permission.
My first year as a Cyberpreneur was a steeplearning-curve. I... Read More
The Federal Trade Commission has an obligation to the general... Read More
Yes, yes, we've heard it all before... loads of life... Read More
Try to avoid backing up whenever possible. Occasionally some one... Read More
How do automotive detailing companies start? What makes them work... Read More
Successful Guru marketers have a secret weapon that they use... Read More
Most people who own a small business have a huge... Read More
The seventh in a continuing series of twice-yearly surveys by... Read More
Your logo is the most important graphic element in which... Read More
Have you ever watched one of those home makeover shows?... Read More
My business logo and color scheme started one lovely spring... Read More
Everyone wants his company logo to be the best but... Read More
When building a business as a brand it's important to... Read More
You work hard getting the right cover message and words... Read More
People often come to me to assist them with developing... Read More
OK, so you took the plunge and purchased your internet... Read More
What size is your Hummer? Hummers Come in All Sizes;... Read More
We will discuss Brand Marketing for a minute. In this... Read More
The marketing director for one of my longtime clients used... Read More
Over regulation of our free markets is stifling our growth... Read More
If you could have the secret recipe and all the... Read More
Do you have the architecture in place to make sure... Read More
Where is your brand positioned in the marketplace? How is... Read More
A great logo can help a business project a positive... Read More
This week I spent a few hours with a highly... Read More
It's the question that is on the minds of all... Read More
Companies work hard building the strength of their brands -... Read More
Starting Business Secrets will help you to start your own... Read More
An artist's statement is a statement of ideas and thoughts... Read More
Branding Services is a tactic that marketing executives and managers... Read More
1. It "sells itself." I don't need to market.Okay, you... Read More
Small business owners learn many lessons the hard way -... Read More
A branding company's website purpose is to design websites that... Read More
Conjure up in your mind broad rolling meadows with runs... Read More
As more and more home pressure washers are sold at... Read More
Ever see an amazing band perform and wonder why you've... Read More
Now that everyone has conformed to Living Your Brand on... Read More
If you think only big corporate names need to think... Read More
Parades happen in every big city and many small towns.... Read More
A great logo can help a business project a positive... Read More
Over regulation of our free markets is stifling our growth... Read More
Color is a highly personal experience ? everyone has favorite... Read More
Any business with the minimum interest to be successful should... Read More
How would you like to sell as much in one... Read More
If you could have the secret recipe and all the... Read More
Feel that? The crisp tingle in the air? It's fall.... Read More
Small business owners learn many lessons the hard way -... Read More
What about me? Are you asking yourself this question? If... Read More
I have never been a fan of Paris Hilton.I see... Read More
This is not a how-to design a logo. This is... Read More
Developing brand strategy is extremely critical. The most important asset... Read More
Brands are important aspects of any business, but unlike money... Read More
Pressure washing companies often miss what we call 'super niche'... Read More
My business logo and color scheme started one lovely spring... Read More
Today, in many organizations around the world, branding is treated... Read More
Branding is more than product recognition or a simple logo.... Read More
Q: How important is the name of a business? Should... Read More
Brand equity can be defined in many different ways. I... Read More
The right logo, with the right characteristics, will boost your... Read More
Large corporations spend lavish amounts seeking names for their products... Read More
Every company has a brand (how people think of them)... Read More
Most people who own a small business have a huge... Read More
There have always been trademark issues and lawsuits in the... Read More
This week I spent a few hours with a highly... Read More
That cross-trainer you're wearing -- one look at the distinctive... Read More
Move over pop star "Posh Spice" Adams and English soccer... Read More
Branding |