Brand 101

You know your idea is a magnificent solution for countless lucky consumers, but you may not know how to bring it to their attention. Perhaps the word is out and no one seems to care. Whether you're trying to convert potential customers, investors, or strategic partners, your brand plays a critical role in any successful marketing process that seeks awareness, trial, transactions, and long-term loyalty.

Socrates said the soul is the "essence of a person, that which decides how we behave." We believe that any successful business has a "soul," which provides purpose to the organization and value to others. Not only does this core purpose guide your decision making, but it also influences the way others perceive your value to them. That perception in fact is the substance of your brand.

At the end of the day, the concept of branding is simple. It's all about bringing people's perception of your business in-line with reality. Branding involves creating the right message for the right people and delivering it in the most effective way possible.

Branding involves:
• Making a promise people care about, and that you can deliver 100% of the time
• Telling a story that helps people understand why they need you
• Delivering an experience that makes people feel good about themselves

While you may not be able to totally control your brand, you can plan for and influence perceptions, feelings, and your reputation. It all comes down to the presentation of your story and the ultimate experience you provide your customers.

So where do you go from here? Hey, choose your own adventure: