I read a
book review of James R. Gregory's
The Best of Branding today. The book is a 101 on branding and offers some best practice advice for corporations -- but it can all be extrapolated to a small business, to yourself. So what is a brand? It is the experiences provided and resulting emotions that are felt by people associated with your business. Every company is a brand -- and to some degree, every person is a brand. (Hell, I am a brand -- just haven't been branded yet.) Your brand is basically the sum of everything you do and say. Gregory puts brands into four categories -- and it seemed quite suited for a quadrant.
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| INFAMOUS BRANDS | | They need to fix what is broken and tell the world about it. |
| LEADING BRANDS | | Challenge is the maintain this position. |
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CHALLENGED BRANDS | | There is no where to go but up -- if they work at it. |
| PROMISING BRANDS | | Increased communications would enhance their brand. |
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F A V O U R A B I L I T Y > |
As well, he lists twelve best practices in branding, complete with examples from some well known corporations, and how these best practices helped them achieved greatness. Applied wisely, with just a little tweaking as time goes by, your brand will grow stronger and stand the test of time. The twelve best practices:
- Have Vision
- Create Emotional Bonds -- with your customers, partners and employees
- Live the Brand
- Create a Culture
- Align Brand and Business
- Be Bold -- take some calculated risks
- Be Consistent -- a consistent message will be remembered
- Communicate 360°
- Own Industry Innovations -- don't be a follower; lead with your own innovations
- Know How to Choose Your CEO -- they can make or break a company
- Treasure Your Employees -- they do all the work; if they're happy, your customers will be happy
- Build a Brand on a Budget -- it takes time; don't throw bazillions at it
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