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What Is A Brand?

For most professional service firms, your brand is arguably your most valuable asset - and perhaps the least well understood. It’s not too surprising, given that few professional service firms are run by executives with a marketing background. As a matter of fact, many professionals have never taken a single marketing class. Further, advancement within their firm has been tied to their ability to close new business based on personal relationships and referrals. Branding is an abstract concept. BIG MISTAKE.

Why formal brand definitions fail

Consult a marketing textbook and you are likely to find a brand defined as the sum total of a client’s or a person’s emotional attachments and experiences with your firm or you. You will probably find the discussion theoretical and not very practical. It seems far removed from the day-to-day realities of bringing in new clients and recruiting staff. In reality, the opposite is true. Your brand has a direct impact on building your business or person.

What a Brand is Not, Let’s first peel away some very common misconceptions:

Your brand is not your business’s name.
Your brand is not your name.
Your brand is not your logo or tagline.
Your brand is not your website or marketing collateral.
Your brand is not your mission statement.
Your brand is not your advertising.

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Your BRAND Defined

PURPOSE

Reduce and Eliminate Expenses

PRODUCT

Decide On Consumer

PERSISTENCE

Set Goals And Create A Plan

Your brand is partly your reputation. It’s what people say about you when you are not around. It’s how they feel about you or your business and what they expect from working with you. Your reputation has two parts. The first is your general reputation. “They are a good business or company”, “you are a good person” - is how a referral source may express their sentiment. The second part of your reputation is what expertise you or your business is known for.
• This more specific reputation might be expressed as, “They are the top experts in leadership training " or “you are the best in delivering on all services you render" or “They are the go-to company for cross-border acquisitions in the medical industry" or “you are the only brand that has strong presence". Why does this matter? Our research shows that companies known for their expertise in specific areas gets 60% more referrals. That is a major impact. But reputation alone doesn’t capture the full scope of a brand. You must also add in the dimension of visibility.
How well known is your business/company/person/service in your target market? The better and more specific your reputation and the greater your visibility, the stronger the brand will be. A well-known, well-respected company has an easier time attracting new clients. New recruits want to join that company. Potential partners want to be associated with it. You can charge higher rates and are likely to be more profitable. When viewed in this light, it is easy to see the value of a strong brand. This definition also helps you understand how to shape and build your brand.

KEY NOTES

APPLICATION

(You only dont write but make it applicable with your journal)

ASSURANCE

(Always double check)

THE KNOW HOWS AFTER ACCESSING YOUR BRAND

FINDING THE PERSON CALLED YOU
WAYS TO BRAND YOU
WAYS TO BRAND YOUR BUSINESS
HOW TO GROW YOUR BRAND DURING TRYING TIMES
MEET YOUR BRAND COACH OF CHOICE
HOW TO MONITIZE YOUR BRAND ONLINE (SOCIAL MEDIA)
HOW TO PICTH YOUR IDEA(BRAND) TO A BUSINESS INVESTORS
HOW TO WRITE A BRAND MANUAL AND PROPOSAL
HOW TO CREATE A BRAND MAREKTING PLAN
BUSINESS BRAND BUNDLE
WAYS TO PITCH YOUR BRAND AND ITS PRODUCT
HOW TO MONITORIZE YOUR KNOWLEDGE