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Branding What Is It

Written by: Brandy Adamson

Article Overview: This article is the first in a series on brand management.

Branding What Is It

Your brand is your most valuable asset. Your brand is your reputation, whatorganization stands for, the perception of your business from the standpoint of the rest of the world. You are managing your brand whether you realize it or not. In a thought, branding is the management of perception. How do we manage this perception? This perception is managed by identifiers, attributes and associations. Successful management is a mixture of what we want working in conjunctions with the perception of our customers. Branding is a business decision. How do you want people to remember you and your business? We have all heard “She does great work but…” We do not want a “BUT” in our brand. She is very dedicated to her clients AND she always delivers.

For example, if we are an event consultant and want potential clients to believe our company is elegant, we must demonstrate elegance in all we say and do. We must exemplify elegance in everything from our personal grooming, word choice and even our writing instrument and paper.

As we develop our brand, we must remember perception is not only about what is read, but also what is heard and seen. Development and management of your brand develops the instant you make the decision to make your dream a reality. Branding includes everything from your business name, logo and tag line to your elevator pitch, voice mail message and business cards.

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Article Tags: attributes, business cards, business decision, business name, conjunctions, development and management, elegance, elevator pitch, mixture, perception, reputation, rest of the world, standpoint, successful management, tag line, voice mail message, word choice, writing instrument



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