Hatchett PR

creativity, culture, community

Branding…8 Days A Week

The word branding is tossed around a lot.  But honesty, I think branding is one of the most misunderstood and misused terms in marketing.

A brand is the image or perception, good or bad, of a product, service, company, concept or even a person.  It’s what sets it apart from things in the same category.  A brand can be powerful, disappointing, enlightening, or just plain confusing.  Some brands have staying power and grow strong reputations.  Coca-Cola is one of my personal favorites.  But even good products or companies can suffer a brand or identity crisis.

Here are a few things I’ve learned over the years about brands and the art of branding:

  • A brand is built over time and grows organically.   Like good gardening, you can nurture it with the right care.  And you can give it a great place to grow.  But it’s still going to take some time.
  • A quality brand is earned.  You have to deliver the best product or service on a consistent basis to earn your customers trust, respect and loyalty.
  • The best brands are authentic.  People are attracted to them because they believe the message of the brand. Trying to fool someone about your brand is like posting an old photo of yourself on a dating site. The truth will catch up with you.
  • A good brand is recognizable.  No matter how much advertising you do, if you don’t let people know what your product or service can do for them, or how it will make their lives better, you won’t attract or keep customers. How many ads have you seen and you still have no idea what they are talking about, or what the product is? What do those little purple pills really do?
  • A brand should focus on what it does best. To find your brand’s place in the market, strive to find a niche and don’t try to be “one size fits all.”  Being specific and targeted will get better results.
  • A good brand is current and relevant.  Make sure to stay in touch with your customers and evaluate your competition on a regular basis.  Sometimes products and services need to be revised or improved to be the most desirable.  From time to time the packaging or delivery system might need to be updated to allow for lifestyle changes or new technology.
  • An effective brand is engaged.  Not only should you pursue traditional methods of engagement, but most brands can benefit from participation in the social media space. But, they call it “social” media for a reason.  It’s a place to be helpful. You can highlight the good work or personality behind your brand.  You can’t control this space, but you can join the conversation. It’s best to have buy-in from most of the key departments in your organization to be successful.  Even if only one person is tweeting or posting on Facebook or other platforms, it’s good to have stories and information which represent the whole company.
  • Your brand has your name on it.  Your name might be on products, uniforms, buildings and more. Keep that in mind when updating logos or artwork.  An attractive logo that has the right attitude of the product or service you provide will go a long way to help with branding.

Here’s an interesting article by Jeff  Bullas on how to build and market your own personal brand: http://bit.ly/z4eL8K

What branding ideas would you add to the list?  I welcome your input.

Thanks for stopping by Hatchett PR.

 

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5 comments on “Branding…8 Days A Week

  1. taureanw
    November 9, 2011

    Great post!
    It is something interesting to think about your own personal “brand”. As I write I’m already starting to think of what sets my brand out from the rest. Interesting stuff!

    • hatchettpr
      November 9, 2011

      Thanks so much for the compliment and for taking time to read my post. With the growing use of social media, and the fact that it puts us on public display, I believe that our personal brand is more important than ever. I’m working on my brand, too. It’s a work in progress. 🙂

  2. Carri
    December 13, 2011

    Very helpful hints, especially for someone trying to establish a brand. Thanks for the post!

    • hatchettpr
      December 13, 2011

      Thanks so much for checking out my blog and I’m delighted that you found it helpful. Stop by again sometime. I also enjoyed your blog…looks like you are really having fun. Rock on!

  3. hatchettpr
    September 18, 2015

    Reblogged this on Hatchett PR.

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