What Exactly is Branding?

Why branding is critical to your business success.

Marketing professionals throw the word “branding” around, expecting everyone to know what it means in the context of online marketing. However, most website owners do not specifically consider what their “branding efforts” should be, as evidenced by clients asking me about this topic all the time.

Brand Me, Baby!

The official definition:

To mark with or as if with a hot iron.
Mark to show ownership.
To provide or publicize using a brand name.

How does this apply to your website or online business? You are setting yourself apart by being aware of your business’s image and working to “brand” your business. This is apart from all the noise and competition going after the same market you are in.

Branding efforts can highlight your business by how your brand’s impression makes customers feel. Your brand encompasses logos, consistent site colors, style, and what your business represents. A consistent look and feel is relayed everywhere someone may encounter your company—online, offline, and across all social media platforms.

What about brand competition?

I’ve been asked about my competition. To which I always respond, “I don’t have any.” I’m not saying there aren’t folks who do what I do; some are even better than I am or in the same field with great reputations. There most certainly are.

While there are perceived competitors, a rare few have been doing this as long and as successfully as I have. So, my brand is all about me, my personality, my unique approach and methodology, and the years of experience that most cannot offer. I am my brand.

Notice how I said “perceived” competitors. Your branding efforts depend on you doing everything possible to ensure that your brand, company name, and methodology stand out when compared to others in your industry.

Because your brand sets you apart, and there is no comparison.

But there’s the rub… We live in a culture with an attention span as short as a gnat’s. Onliners don’t want to read. They don’t take the time to pay attention to details. So, how do you tackle that?

First, you track your brand regularly. Then, realize there is only so much you can do and that you can’t be everything to everyone — so brand yourself to cater to your target market. This requires that you know your marketing intimately.

Figure out what is unique about you, your company, your product, or your service. Then, use that consistently in everything you do and every marketing effort you make. Of course, it would be best if you were, in fact, different than any other website or similar business. It helps to stick out like a sore thumb and be remembered.

That’s how you build your brand. Whether it’s a slogan or a methodology, carry that over to all actions and reactions that involve your business. Sit down right now and determine what will represent your brand: words, images, icons, and colors. They all contribute and matter.

Don’t forget personality. As a one-woman show, I am my brand and do not hesitate to let my personality shine through. That sets me apart from some techies who may lack in the personality department. Combined with my particular skills and experience, no other “me” exists.

Tell Your Story

Why did you start your business?
What’s your start-up history?
Who are your main characters?
What’s your mission?
Why is your business different?

For a brand story to be compelling, it must extend beyond its products and services. Your story should invite site visitors to join you on your journey. You want them to know that you “get” who they are and understand their needs.

Also, include where you struggled, perhaps even failed, and how you recovered, which allows your customers to get to know you. You are human, just like them. If they can relate to you, they’ll do business with you.

Branding = Consistency

I use the same sign-off with new contacts, “At Your Service,” in my email. Then, I solidify that further by backing that statement up with the best and most responsive customer service out there (a rare commodity both online and offline).

Once folks begin communicating with me, I make a positive impression compared to most they’ve encountered. I’ve made my “mark with or as if with a hot iron.” And I deliberately reinforce that branding as our relationship grows and matures.

Start your branding journey now. Be determined and consistent in those efforts; your brand will thrive with your tribe.

At your service,