What do you think about when someone mentions branding? Do you automatically think about big brands — like Apple or Google or McDonalds? Me too! And when I start thinking about small business or personal branding… my head starts to spin. My head spins because I know branding goes way beyond a logo and website presence, but instead incorporates about a bajillion other things that simply must be considered. It’s pretty unlikely that you’ll read this and become one of the top 100 world’s most valuable brands, but hopefully it will stimulate some new ideas on how others perceive you or your small business.
What other people say about you is a huge part of your brand. Here are 5 items that can change the way you are perceived:
- What you wear when clients/customers see you. (Yes, this means that if you have clients that frequent Wal-mart, you should reconsider wearing the same thing you had on when you mowed your yard.)
- What you say inside of your emails. (If you include smiley faces in business responses, have misspelled words or incorrect grammar, it’s a reflection on how your current/potential customer/client might perceive your ability to perform your service.)
- Your mood. (The way you answer the phone, the way you answer inquiries that you might receive at inopportune times, {I remember being asked about mortgage loan requirements while standing in line at McDonalds once!} and your general overall mood is a reflection on how you approach business, as well as how you feel about yourself.)
- What you say in social media. (If you think you can go on Facebook and post something that is a bit off-color and think it’s ok because it’s your PERSONAL Facebook account, you’re wrong –that is unless your business/service target market is a bit off-color too.)
- How consistent you are. (Be clear about who you are or what you do. Don’t think that others will automatically understand you or your brand. If you contradict your highlighted attributes — like if you say you’re the CEO of Happiness but look like a sourpuss in the grocery store — your brand isn’t going to be taken seriously.)
A brand isn’t the same thing as marketing, you guys. Marketing is like you finding out about this rich woman looking for a husband. Branding is when you see what she looks like, acts like, sounds like, smells like, and (hopefully) IS like. The marketing may convince you to check out said rich chick, but it is the brand that will determine if you will commit to a union for rest of your life (or hers). Next, of course, would be sales (or maybe even customer service!)… but THAT thought will be left for another day.
