03/ 03/ 2006
by Glenn Townes
"Branding" refers to a name or trademark that gives your company an easily, quickly recognizable image. Simply put, it's what your business stands for in terms of quality, service, dependability, security and niche. Because of these characteristics, your products or services sell, and your business thrives.
"Personal branding" refers to distinguishing characteristics of both the entrepreneur and the product or services. As an entrepreneur, you always want the consumer to associate your business with a positive, upbeat and successful experience, either with your product or service. A loyal -- particularly a brand-loyal -- customer base for your product or service should be the ultimate goal of a successful branding campaign. You can achieve this by using a high caliber, slick advertising campaign or by establishing your company as an authority or a leading expert in a particular service.
Some small-business industry experts argue that personal branding isn't so much about being overly concerned with standing out from others, but melding all of your experiences through a period of time into one. Personal branding isn't based solely on a created perception. It encompasses total experiences into the creation of a final product or service. Uniqueness and outstanding qualities occur naturally from there. Don't get discouraged when older, more established businesses nab a greater share of a particular market. This should inspire and, perhaps, empower you to examine what your competitors are doing, and how you can stay a step ahead or add a different spin to your product or service. Consider these key points when creating brand recognition for your company:
- Make a conscious effort to listen to what the buying public says about your product or service through word of mouth or random, simple surveys.
- Include a uniqueness of product or a service-marketing niche. Promote the one-of-a-kind or you'll-never-find-this-anywhere-else distinctiveness.
- Promote and highlight your business' strengths. For example, if you have a celebrity or recognizable person in the community on your staff, promote that in your marketing strategy.
Your personal brand should match the perception that people have of you and your services. Some argue that we're all branded from birth, and the overall perception people have of you as an individual also parlays into your business' image. Some experts contend that there is a standard formula for branding that, if followed, will yield positive results. They are:
- Define your values. Since it's common to become enmeshed in a corporate culture delegated by an employer, clarify your position as an entrepreneur.
- Be original. Personal brands are not created or invented; they're experienced. Personal brands are defined by businesses that are willing to allow their talents to stand out without presenting themselves or products/services as phonies.
- Become visible. Marketing yourself and your company is the key element in promoting a personal brand. You can accomplish this by participating in panel discussions, teaching at a local college or writing regularly for a Web site or newspaper.
- Establish and maintain relationships. Personal relationships can and often do transcend into business relationships. Solid credentials and positive interactions with people will likely dictate the possibilities of long-standing relationships.
Ultimately, personal branding is synonymous with niche marketing. Major restaurants and some corporations have logos that automatically identify their organization with a particular service or product. As a small-business owner, you, too, can develop a logo and/or catchphrase that will quickly identify your company or brand to customers.
