The short answer is yes. But if you’re not sure, and sincerely wonder what does a strong brand have to do with getting more business, then read on. Branding is a key strategy to differentiate your business and connect you with your buyer. It is much more than a logo, a tag line, a business card or a nice website; it is a positioning and differentiation strategy. It is your promise to your buyer and a means to raise your visibility and credibility in the marketplace. It’s what makes you standout in the crowd.
Seth Godin says it best when he says – you want your product or service to be seen as remarkable. That is, you want buyers and potential buyers not only to be interested in your products and services, but also to remark about it and to spread the word!
What we commonly hear when we ask companies why clients and customers should do business with them is:
- We have the best people
- We have the best products
- We have the highest quality
- We are the premier provider (of the product or service we sell)
- We’re different
Honestly now, who doesn’t say this? (No one selling is going to tell you they have average people, or marginal quality.) And what does any of this mean to your buyer? When “everybody” is saying this then it is no longer being heard and recognized as different enough to catch their attention.
While branding is a means to represent to the market who you are as a company or organization, it is also about enabling you to be different, truly different than all the others that do business similar to yours. It takes some thoughtful assessment and strategic actions to establish; however, brand building is a key strategy for companies to grow.
In our Quick Tips this week we will provide you with key assessment questions to help you build your brand.
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Copyright 2011 Kubica and LaForest
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