Wednesday, August 27, 2014

The ABC’s of Branding

Before we get to the ABC’s, it is imperative that you know with absolute certainty that you can offer and deliver, better than anyone else, a quality service solution that solves a current problem or a valuable product that fills a current need.
Once you are sure of this, and you spend the time to know your ABC’s, you will gain market acceptance and fans over time to build your solid brand foundation. Here are the ABC’s of successful branding:

Authenticity: Be true to you

A common definition of “Authenticity” in Psychology refers to the attempt to live one’s life according to the needs of one’s inner being, rather than the demands of society or one’s early conditioning.  Authenticity is the degree to which one is true to one’s own personality, spirit, or character, despite society pressures.
Anybody who is pretending to be anything other than who they really are will never be able to reach their full personal potential.  Find the ability to be yourself: Bring heart and truth to what you do.  Don’t imitate.  Be yourself and do it your way.
Make sure your outer world matches your inner world.

Benefits: This is what customers care about

Benefits are what make your customers life easier, more enjoyable, more exciting, and more rewarding.  Benefits are solutions to your customer’s day-to-day problems.  Benefits are what customers pay for.  Benefits are the only profitable way to bring new customers to your business.
Many marketers would agree that we buy products and services that enhance our positive sense of self-esteem, in some way.  They believe that all brands, products and their features are associated with a rewarding emotional payoff.  Moreover, all features and benefits are linked to emotional end benefits.
Include the…”What’s in it for the customer?”

Communication: You are always communicating

Communication is the activity of conveying meaningful information.  Even non-communication is a form of communication.  Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender’s intent to communicate at the time of communication; thus communication can occur across vast distances in time and space.
Communication requires that the communicating parties share an area of commonality. The communication process is complete once the receiver has understood the message of the sender.
You have the power to reach or repel your target audience.
A brand should translate your business {passion & purpose} into language and visuals that clearly communicate you and your promise, then you must deliver on this to establish and earn your credibility.  Your authentic brand should show what people can expect from your business in a compelling manner to attract your target audience.
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Avatar of Kathy Bass, Ladies Who Brand
Kathy is an Entrepreneur, a Personal Branding Strategist and Founder of Ladies Who Brand, Inc. Kathy has a background in Business, Marketing, Psychology and Design and is the Phoenix Branding Examiner for Thomson Reuters. Currently, Kathy is writing a Branding D.I.Y. Guidebook for anyone with a passion to start their own business who wants to learn how to “Survive & Thrive” in our new digital world with our new media and new rules. Want to understand the power of branding? Follow me on Twitter or find me on Facebook.