Branding (braend-ing) -noun: 1) how you want a consumer to perceive you, your product or your service; 2) the sum total of a company’s value, including products, services, people, advertising, positioning, and culture; 3) the use of logos, symbols, or product design to promote consumer awareness of goods and services.

If you are in business or sales, odds are you know about or have at least heard of “branding.” In short, it is the message that you send to your customers and prospects. I think definition #2 is the most complete, but I like to take it a step further by going beyond the marketing materials, ads and customer service. If you make a promise and over-deliver, you’re building your brand. When you arrive early, you’re building your brand. The intangibles you can provide that your competition doesn’t - or won’t! - builds your brand.

Back to the imaging end of branding, many businesses think that a branding campaign is only for the “big” businesses that can afford flashy ad agencies. This does not have to be the case. Simple steps can be taken that can make the smallest business be perceived as the “major player” that they really are or could be! Even better, it doesn’t have to cost an arm and a leg to do it. Heck, it could cost as little as only a finger or two! (Maybe a bad analogy…but you get the point!)

It’s been said that a person’s perception is their reality. Therefore, how a person perceives you or your business is how you will initially be judged by them in their decision to do business with you. Putting your best foot forward with a consistent theme and message - your brand - increases positive perception. Better perception = better sales opportunities.

If asked what the image related items are, that typically are used while doing business, most answers would include: website, brochures, business cards, letterhead, envelopes, and signage. These are maybe a few of the more obvious items. But what about items that carry your logo such as clothing, pens, key chains and other give-away items?

Dig deeper. Could we also carry our brand throughout the business documents that we use such as estimates, invoices, receipts and surveys? Sure we could! All it takes is a conscious effort and a commitment to carry your brand throughout all of these things that you are already doing and printing anyway. The goal is for anyone to look at anything you have and be able to identify and connect with you in the look, feel and message it contains.

If you feel your “brand” needs an Extreme Makeover and have someone you work with on the design of these items, get with them to build and implement your consistent theme and message. If you need someone to help you do this, give me a call or drop me an e-mail and let me know. I’d be excited to work with you - and to Help You