Linda’s Corner:
Grow Your Business with YOUR BRAND
By Linda Pringle-Evans
Your business is an important asset. Branding can help you maximize that asset by identifying a clear promise to consumers – something that your business does in its own unique way.
It’s important to think brand and build a personal brand – Brand YOU – in tandem with your business brand. There is no doubt that this will increase your impact and, ultimately your success.
Branding is about having a strong influence over how you’re perceived. Consistency is one of branding’s most important laws. Brand consistency is critical to developing brand loyalty. Consistency, clarity, and authenticity are the holy trinity of a great brand.
Elements of a B.R.A.N.D.:
Brand Idea: The best brands are built around a “small idea” – an idea that’s simple, focused and different – an idea that you could write on the back of a business card. This is your brand promise to your customers.
Represent the brand: “Package” your business brand and Brand You so that you have a strong visual and verbal identity and personality that conveys your brand idea. This is your brand DNA.
Analyze your customers: No brand is for everyone or solves every problem. Define your “typical” customer as if you were casting a person in a movie, so that the brand and branding resonate with their specific needs and desires. This is your brand experience.
Engage your customers: In the digital world, customers want to be involved with your brand. They want information. They want to interact and participate. This is your brand experience.
Digital touchpoints: Take advantage of the digital world to expand your brand DNA exponentially and connect with your audience. Everything should be consistent and resonate with your Brand Idea. These are brand touchpoints.
Review your brand image – is it aligned with the above elements?
For more information email linda@lindapringleevans.com or call 614.890.6497
