Branding - Beyond Livestock

Mention branding and some folks think of the Wild West, cowboys, and burnt hair/hide. Ugh! Thankfully that's not the kind of branding we're about. We're talking the McDonalds, Pepsi, Geico kind of branding. No campfire required!

Do you face competition? Most of us do. The market is flooded with every kind of business -- even marketing consultants.

How do you get noticed? Time and consistency help. But being interesting and memorable gets you visibility quicker. Establishing a memorable brand identity can be a shortcut into the hearts and minds of prospective buyers. Being distinctive and recognizable makes you memorable and separates you from the competition. And that can shorten the sales cycle down the road. Sounds good, huh?

Here are steps for establishing a personal brand identity:

1) List everything that’s distinctive and memorable about your company. (From products to location to business processes to the way you treat customers.)

2) Choose one attribute that will establish a positive tone with clients. Stay away from boring. Ask customers and prospects what's important to them.

3) Make sure whatever you choose isn’t being used by a direct competitor.

4) List all the ways you can bring your brand identity to life:

• Tag line
• Business stationery, emails
• Ads, literature, mailers
• Promotional items
• Displays
• Websites
• Social media

5) Set a schedule for getting things done.

6) Do it!

Steps 1, 2 and 3 require an objective viewpoint. Steps 4, 5 and 6 call for time, drive, focus and determination. A good consultant can be a huge help.