What’s In a Brand? YOU!
Individuals and organizations desire to communicate their brands and stories. Oh yeah, everyone has a brand. So, the question is not whether you have a brand, but what you should do with your brand. Your brand is not defined by what you say it is, but it is, indeed, characterized by what others say it is. To that end, successful individuals and organizations work hard to develop their brands through effective communication.
Always remember that building a strong, recognizable and consistent brand takes time, effort and commitment. Moreover, successful communication demands a deliberate, purposeful and intentional strategy. We live in a constantly connected and rapidly moving world, making it more vital than ever to keep our names and stories in front of people through the mediums they use. Notice the word “they.”
Let me simplify this through a BRAND acronym I have developed. A BRAND can be considered the Baseline (measurement) of one’s Reputation, Attributes, Name and Distinctiveness. Reputation is all you or your organization stands for; attributes are the characteristics others use when describing you; your name suggests something (good, bad or indifferent) when one hears it; and your distinctiveness answers the questions, “What makes you unique?” or, “So what, why you, who cares?”
You see, price is price. Value is about your brand. Thus, value = goods/services + price + you (your brand). Nobody else can be you. Only you can be you. It is your unique footprint and DNA. This is what your brand is all about.
Once you reflect on what your brand is about, you can determine the ways you want to purposefully grow, change, re-frame, promote or strengthen your current brand position. So, how do you define your brand? Does it matter? You bet!
We all have a brand, and there is no better time than now to address it. We are here to help. What is your brand position as we head toward 2016?
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com