Last weekend I attended a really informative meeting about branding. I think this topic is so important and there are a lot of aspects to branding, so I’m going to write about it in segments. First I’ll talk about understanding what your brand is.
It is important to understand that there is a difference between the name of your company and your brand. Your own core values will be at the heart of your brand, and your brand will permeate every aspect of your business. Branding is not just for companies, either. If you are an individual who is selling your services as an accountant, an actress, or an employee, you need to be conscious of your brand. To determine what will work for you, and reach your target market, you must invest some time in introspection and discussion with friends, family, and customers (if you’re already in business).
An example of a company with a strong brand is Ben & Jerry’s ice cream. Their product and their company completely jive with who Ben and Jerry are. The company is progressive and socially conscious in the way they produce their ice cream, run their company and give back to society. These characteristics are reflected in their packaging, the names of their flavors and their charitable contributions. By creating a strong brand they have created trust and allowed themselves to stand out in a very crowded market.
To get started:
1. List 5 words that you want your company to reflect.
2. Have your friends and family list 10 words to describe yourself and your business or product(s). Try to get at least 12-20 people to do this for you.
3. Highlight all of the overlapping words and rank them by most to least.
Now evaluate your results. See if the overlapping words match any of your preferred characteristics. If the results are close to, or exactly, what you want, congratulations. You are on your way to creating a strong brand. If there aren’t very many, or any, overlapping words, or if there are overlapping words, but they don’t match your list, this is a problem. You aren’t sending a message, or at least not the right message, with your business and methods.
This exercise will help you see where you’re at. If it’s far from where you want to be, don’t be discouraged because that is valuable information. Go back to the people you polled and get details about why they answered like they did. It will be painful, at times, to hear their answers, but you can’t fix it if you don’t know where it’s broken.
With this information you will know what needs to be changed, eliminated, or added.
It doesn’t matter if you haven’t started your business, yet, or have been in business for years; if you don’t have a strong brand, you must make it a priority. I will post more on this subject over the next few weeks. Get started with this initial step so you’ll be ready to move forward.

















