Branded For Success

It is a sign of healthy brand implementation when a company actually lives out their brand. What use is a brand if you don’t maintain it through your company actions or if you don’t publicly implement it in your community? When you have a brand set, implementing it in how your company operates, how you engage clients, and how you gain exposure in the community will determine its effectiveness.

I pass a State Farm Insurance agent’s office every day as I take my kids to school. State Farm’s tag line is, “Like a good neighbor, State Farm is there.” What caught my attention about this particular agent was her roadside marquee. For the nine months that I drove by her office last year, I can only remember once when her message was about her actual product and a special she was offering. Every other time, she has used her marquee to show her involvement as a citizen of her community.

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I am always interested in discovering how businesses maintain the brand they have worked so hard to establish. Often when I am out, I will stir up conversations with the people who are ‘just doing their job’ by assisting me. Whether I am in a department store like Wal-Mart, or at a restaurant having a meal, there is always an opportunity to watch, listen and learn how a company’s brand is being portrayed by the way their employees fulfill or fail to fulfill the company’s brand promises.

Just the other day, I went to our local Cracker Barrel with my family for dinner. The assistant manager was an old acquaintance. He stopped by our table to say hi and catch up a bit. Heather and I were able to share what was happening with our family and with Branded For Success. He wanted to know more about the company and how we help small businesses and entrepreneurs become properly branded. As we talked, I could see in his reaction that he knew the importance of having a brand and maintaining its integrity.

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Branding is one of the most important aspects of a successful business. Major corporations spend billions of dollars every year in the U.S. alone to build and establish their brands. Why are these companies so adamant about branding?

There are a number of reasons as to why branding is such a significant tool for successful businesses.

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Jim Howard, Heather Kirk, Chris Howard

Excerpt from Chapter 1…….

What else is branding?

Branding is whatever people believe to be true about you, your company or your products and services. Note that we said whatever they believe to be true, not necessarily what is true.

How people perceive you to be becomes reality in their minds. If people think negatively about you, then they are going to stay away from you, whether you have the best company in the world or not. Alternatively, if they think you are the best, then you can have a lesser product and still come out on top.

Proper branding can help you dictate what the perception of your company is going to be. It is building an identity that demands respect and states positive messages to the marketplace.

Make no mistake about it. You will be branded. Whether you take the steps necessary to properly brand yourself or whether you let the consumer form his own opinion about you and your company, one way or another, you will be branded.

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