Branding is one of the most overused and least understood buzzwords around. Here is a quick rundown of what it is and why you should care.

What do your customers and potential customers think when exposed to your business?  What do they feel? It goes well beyond your logo, font, tagline and colors, the things people often refer to as your “branding”.

A brand is a promise.
It is your promise to the customer.  They don’t have to stop and compare you feature by feature to your competitors, examining every detail.  They do business with you because they know what they’re going to get.  They believe your promise.

 What is your promise?

A brand is a personality.
It’s what makes you you.  Competition springs up every day, promising more, faster, better.  Strongly branded companies are insulated from this pressure because their customers know them and relate to them.  Their brand forms an emotional bond that transcends price and features.

What is your personality?

A brand is an experience.
It is the total customer experience when interacting with your business, from your logo to your website, your sales message to your people and everything in between.

Are you directing that experience?

The fact is that your customers and potential customers feel a certain way about you.  If they haven’t heard of you yet, they’re going to form an impression quickly once they do.  What will that impression be?
           
A brand is ultimately what connects you to the customer.

Your brand is your most valuable asset – never leave it to chance. 

ABOUT THE AUTHOR
Derek Fisch is founder and President of Velocity Media, a full service marketing and advertising firm | www.velocitymediainc.com .

Follow Derek on Twitter at http://twitter.com/derekfisch

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