(I published this article in the Galion Inquirer on Nov. 26, 2011)

There’s quite a bit of confusion with some of my start-up clients when I talk to them about branding their business, so I thought I’d take a few minutes to explain what my idea of branding means in order to make branding a very simple thing to understand.

Depending on which book you read or which expert you follow, branding could mean having a logo, a tag-line, a unique sales position, a trademark, or even just consistent themes and formats in your advertising.  It’s actually all of these things, and more.

It’s really very simple

Branding means finding a way to stand out from the crowd.  What will make customers choose your bookstore over the other ten bookstores in town?  What makes you different?

Think of branding as the first-impression your business gives someone, only it’s on an ongoing basis, and subject to change.  That’s a little bit of a mouthful, so let me give you an example.  I hate to use Lindsay Lohan as an example, but since most of us are familiar with her and her problems, she’ll make the best example for this simple concept.

• First Impression:  Before her problems started, most people thought she was talented and attractive…with a bright future ahead of her.
• Ongoing Impression:  Not so good the last few years, eh?  Obviously she has issues with alcohol that impair her ability to make wise decisions or follow court orders.

Branding your business is the same concept

People form impressions about your business based on what products you carry,  how you answer the phone, how you greet them when they walk into your office, how you handle problems or answer questions, how you present yourself in advertising, and everything you do or say.  For better or worse, in your customer’s mind, your brand equals their impression of you.  This impression changes over time.  Treat it gently and with forethought.

How do I brand my own business?

Well, I strive for legendary customer service.  I manage the entire project so the client doesn’t have to be bothered with tons of related issues.  I strive to give them exactly what they want, plus a whole lot more.  I dress and speak in a professional manner, always.  That’s the simple answer.

My advice

If you’re just starting out, think very carefully about every interaction you have with the customer.  Not just in person, but in print and everything else.  Every time your customer sees your sign or reads your ads, he is forming impressions about you.  Try to make them good ones.  How are you going to stand out from the crowd?  What colors will you use?  How will you dress for meetings?  Figure out what impression you want to give for every part of your business that touches the customer, then be consistent.

How do you brand your business?  Leave me a comment and let me know.

Thank you.  Be well.

~ John

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