Pt. 1 Equation Arts: Corporate Branding and Personal Branding
I interviewed David Cohen of Equation Arts and discussed how branding is important for a business to attract clients. He is a branding expert that helps new and established businesses. His branding tips were quite helpful, so watch below:
What is Branding?
I am surprised by the number of companies I talk that don’t know the meaning of branding. It is such an important question that every business should know the answer. If you want your business to get great clients, know what branding is and how to implement it to make money.
Branding is your business’ personality. Such a short answer, I know. But it consists of several components to come into fruition. Branding is not products and services or marketing strategies. If you have great branding then your products and services will flourish.
Personal Branding
Take me for an example. I have a personal brand, separate from my marketing and communications business. I do not have products, but I do sell services, but I don’t sell them on Deedoanes.com. When you come to Deedoanes.com you see my video interviews, marketing tips, and get a big slice of my outgoing personality. AND having seconds of my personality won’t give you heartburn. My personality is informative, fun, and creative. Everything points to this: how my blog entries are written, home page introduction, two different bios on the “Who is Dee Doanes” link, and my video endings of “Think. Think Creatively. Think Outside the Box.” This is my personal brand. Now, are you getting the picture?
Examples of Company Branding
When you think of Victoria’s Secret your mind conjures up thoughts of hot supermodels, a wide selection of bras to enhance a female’s bustline, and the huge fashion show they have every year. This is the company brand that has made them a lot of money.
La Perla is not as well known as Victoria’s Secret unless you like very expensive lingerie made with exquisite fabrics. When you think of La Perla, European fabrics, detailed craftsmanship, and unique designs come to mind. This is the company brand that has made them a lot of money. They for sure have gotten a lot of my money!
Ask yourself how can you create or improve your personal or corporate brand.
Email your comments and later I will list my list of branding tips.
Two vital things to remember about branding are:
1) A brand happens whether you intend it to or not. Reactions to your products and services, the way you treat people, the trail you leave across web, print and other media, personal interactions, how you handle complaints, employees attitudes, testing and quality all impact your brand. You have the privilege of SUGGESTING the meaning of your brand, but ultimately it is your partners, vendors and most importantly the customers who decide what your brand is. Think of it this way, you get to suggest the categories for your report card, but the customers assign the grades.
2) Branding is a cycle. Great experiences drive high expectations, poor experiences create bad reputation, demonstrable results and an alignment between suggestion and delivery build credibility, hearsay influences perception as does a deep understanding of context. Branding is not an isolated event, it is a marathon where consistency matters.
TY GR8 more is better right! Good info
There is obviously a lot to know about this. I think you made some good points about how to money works on the Internet.
Thank you for your help! This was what I needed to know.
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