Entrepreneur's Tip of the Week: Branding Part II
Posted by Vicki Donlan on Mon, Jul 05, 2010 @ 06:27 AM
Every entrepreneur knows that (s)he needs a brand and, as has previously been disgusted in Branding Part I, that brand can be the business itself, the product or service or the entrepreneur. So how to get started? Since branding is all about consistency in the message, both visual and verbal - the first step is to ask yourself - is what the public sees of your brand equal to what is heard? Take a look at the new brand for Comcast just hitting the market - Xfinity. The Xfinity brand is meant to be seen as the new and improved technologically advanced products and services available by the business - Comcast. Hopefully, you have noted that the company is also spending millions of dollars clarifying that the business name and brand has not changed and that the brand Comcast continues to stand for a reliable communications company. This distinction is critical to the success of the branding process for the company. Believe it or not the small business entrepreneur must be just as careful with his/her branding as a mega company such as Comcast. The brand is everything and must be messaged percisely to truely be effective.
Explore how another popular brand Dunkin Donuts continues to expand on its brand to counter the ever increasing competition. Once again, you may think it is all about the amount of money being spent that creates this type of successful campaign but in truth it is mostly the consistency of the message that builds the brand for one individual at a time and that is what a successful brand is --- developing an awareness of the brand with one person at a time until the target market is completely reached and converted.
As an entrepreneur take an interest in other brands as often as possible and get educated as to what works and what doesn't work particularly in your own space. You can learn how to finesse your message the way the experts do. But remember all branding begins internally before it is shared externally. The biggest mistake most entrepreneurs make with branding is to spend money with a message outside the company before those inside understand the big picture. Everyone in the business MUST have the same message if any brand is to stick. Your motto is "consistency of message inside and outside the company both visually and verbally." Go get 'em.
HIRE VICKI TO SPEAT AT YOUR NEXT EVENT!