Build a Strong Brand

Building a strong brand is more than just a logo and a slogan; branding helps your company own a larger piece of the “Mind Pie.” (The mind pie is our way of saying share-of-mind or who people think o when they think about your product or service.)

Branding involves integrating everything your company does into one clear and concise message. Branding is about who and what your company “really” is and then expressing this message to the market place.

Branding starts with a vision by the company leadership and then a mission statement that everyone believes and understands. This becomes the soul of the company and it’s the heart and soul that can be translated into a powerful brand within the marketplace.

Below is a brief but extremely effective list of powerful keys to building a strong brand: Start with a strategy; it’s amazing how many small and medium sign companies want to just think of slogans and begin advertising. It’s critical that your company defines your identity; then it should provide a way to constantly measure your identity and it’s impact on the market place.

Focus you branding strategy on:

1. Defining your brand position in the marketplace
2. Building brand traits and values.
3. Developing a brand story that is honest.
4. Designing a unique brand logo letterhead, business cards and other corporate materials.
5. Focusing your advertising on building your brand and capturing more of the “mind pie”.

Lead from the top down; build your brand from the bottom up. One of the faulty plans companies try to do is to be what they are not; this causes more damage to the brand and sends mixed messages to the employees and the marketplace.

If you want to be something, it must start from the top down. If you are the company that wants to own customer service reputation in your market but the top brass doesn’t live it, you will never integrate it into the workplace culture. Leadership of the brand begins with the leaders. Next, it’s critical to hire employees that believe in the focus and destination of the brand. Good branding comes from both the top down and the bottom up.

Build your brand to own a greater share of the mind. Make your brand “yours” and fight to own it in everything you think, everything you say, everything you do and everything you advertise: be the brand.

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