Are You Brand Worthy
Submit Articles Back to Articles
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-practitioner 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
"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
1. Am I really passionate about what I am doing with my business,
service or product? And I mean REALLY! If not, is there something
more you can be doing in it to turn your passion switch on? It
takes an amazing amount of energy and persistence to make a
business take hold in the customer's mind. With more and more
businesses competing for headspace, it's imperative that you set
yourself apart. If you are not cooking with the fuel that passion
gives you, you're missing out on a very crucial element that could
mean the difference between thriving and closing.
2. Do I have a big vision of my business, service or product? Do
you dream of reaching lots of customers in different ways with your
product or service? Do you see a way to deliver your product or
service to an increasing amount of people with less and less
effort? Did you create a mindset or special approach in your field
that can be delivered in a variety of mediums, i.e.- speaking,
books, audio CDs, consulting, etc. Do you envision moving beyond an
hour-for-hour way of providing your service? All of these support a
big vision. , Not only do we begin from the inside out, when
approaching your brand, we create from where you will be in five
years as if it is now. Small vision does just that, keeps you
small. The choice is always yours.
3. Is my product or service a real benefit to lots of customers?
It's important that you answer this one as honestly and openly as
possible. I was very passionate and had a huge vision for a career
as a mime! (Yes, you read that correctly... a mime.) However, no
amount of passion and vision would make people buy it on a large
scale. Thanks to Marceau Marceau, the mime card had been played
out. You may find that by being truthful with your answers will
lead to branding even better products and services.
4. Am I prepared to surround myself with a team or the knowledge to
accomplish the business success that developing my business as a
brand delivers? The plus side of being an entrepreneur is that you
may wear many hats in your business. The negative side is that you
feel like you have to! The truth is, you don't! You're an expert in
your field and you need to honor that expertise by supporting it
with a variety of other skill sets to make your indelible mark;
logo design, copywriting, website design, your marketing plan
creation and execution, and others. The important thing is that you
realize...you're in command...because it's your ship! And being a
commander takes knowing where you want to go, gathering the maps to
make the journey, and the crew to make it happen.
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?
About the AuthorKim 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
© 2004 Castle Montone, Limited Reprinted with Permission.
Follow us @Scopulus_News
Article Published/Sorted/Amended on Scopulus 2006-06-07 23:13:20 in Marketing Articles